訪問者が最初の訪問でコンバージョンしないことは誰でも知っています。閲覧したり、検索したり、カートに追加したりするかもしれませんが、顧客になる確率は低いです。Amazonのような大企業でさえ、それを非常によく知っています。もしあなたがそれに対して何もしていないなら、あなたは収益を失っています。この逃した機会をつかむために、リターゲティング戦略を適用し始めてください。リターゲティングは、ユーザーとの再エンゲージメントのようなものです。
リターゲティングは、Eコマースマーケティングにおける重要な戦略の1つです。優れたリターゲティング戦略はコンバージョン率の向上に役立ちます。同じ商品を何度も見せられると、リードまたは顧客になる可能性があります。それは、あなたがどのようにリターゲットするか、そしてあなたのコンテンツコピー次第です。リターゲティングを成功させるためには、常にプッシュ通知購読者をセグメント化する必要があります。
適切にセグメント化されたオファーは、リターゲティングキャンペーンでより良い結果をもたらします。2019年には、プッシュ通知リターゲティング戦略を実装して、コンバージョンの増加につなげてください。
リターゲティングとは何ですか？
あなたはウェブサイトを一度訪れて携帯電話をチェックしましたが、購入しませんでした。Facebook、Google、または任意のブログを閲覧しているときに、さまざまなメッセージで同じ携帯電話を何度も目にします。それがリターゲティングです。それは顧客と再エンゲージする方法です。
リターゲティングは、あなたのウェブサイトや広告を訪れた顧客にリーチする方法です。さまざまなデジタルプラットフォームでユーザーをリターゲットできます。リターゲティングキャンペーンでは、通知を送信するためのトリガーとして感情を使用するようにしてください。
なぜリターゲティングは必須なのか？
あらゆるビジネスにとって、トップファネルは訪問者です。多くのマーケティング努力が訪問者の獲得に向けられています。あなたは多くのプロモーション広告、オフラインプロモーション、Facebookマーケティング、Google広告などを実行します。しかし、すべての訪問者がサイトを訪れたときにコンバージョンするわけではなく、ただ去っていきます。訪問者の旅は一直線ではありません。すでにそれらの訪問者を得るためにお金を投資したのに、ただお金を失うわけにはいきません。
SaleCycleによると、ユーザーを1時間以内にリターゲットした場合、コンバージョンの可能性は非常に高くなります。訪問者をより低いコストであなたのサイトに戻す方法の1つは、リターゲティングです。すでにあなたのウェブサイトに顧客の足跡があるので、彼らをリターゲットするのは簡単になります。さらに、リターゲティングコストは通常のターゲティングよりも低く、ROIは巨大です。リターゲティング広告は、あなたのウェブサイトを訪れた人々をターゲットにするために作成されます。
リターゲティングマーケティングを最大限に活用するために、強力な計画を立ててください。すべてのリターゲティングキャンペーンには目標が必要です。
以下は、見逃すべきではないリターゲティング戦略のリストです。
意図/ステージベースのリターゲティング
すべての訪問者は異なり、リターゲティングもユーザーが現在どのステージにいるかに応じて行う必要があります。以下は基本的なセールスサイクルです：
Top Funnel: This is where all your new visitors come first. People come to visit your site to browse or for general information. They do not show any interest in any specific product. In the retargeting campaigns for these visitors:
- Show ads showcasing the brand value
- Share e-book with them
- Run video ad showing how your product can add value
Middle Funnel: At this stage, the user has browsed through the different pages. They visited your product pages, feature pages or pricing pages. This shows their interest level for your product or services. In the retargeting campaign for this set of visitors, show:
- Product variation: If the user browsed for 10GB SanDisk pen drive, show similar pen drive from different brands.
- A different use case for the product: E.g. if your product is hand blender, show some beautiful recipe made using a hand blender.
- Attribute variation: Attributes like color may sometimes play a big role. If someone was looking for a white shirt, then why not show them the same shirt in various colors.
Bottom Funnel: This is the final stage where users have already finalized the product. They are viewing various features of the product and spending more time on this page. They have added the product to their cart. In some cases, the user will make the purchase, however, in many cases, the user will abandon the cart. Design a retargeting campaign to convert these users into customers. The nature of the content will be very different in this case, as the user is already interested in the product:
- Abandoned cart alert: Once a user abandons his cart, you can alert users of their cart. Create a series of alerts to be sent with a delay to re-target the user.
- Offer/Discount: Since the user is already interested, a small discount can make the deal. Re-target the users with offers and discounts on the chosen product.
- Scarcity: User liked the product and because of some reason the transaction was not complete. You can re-target those users showing scarcity. Re-target content should mention the number of units left before the stock expires. This again can trigger the user to make the purchase.
- Product Validation: Reviews: Many times users are not sure if the product is good enough. In such cases re-target them with content showing product reviews. This will help them to make the final decisions to purchase or not.
Tools:
- Push Notifications: PushEngage
- Emails: MailChimp, EasySendy
- Social &Search Platform: Specific URL(on product page visit) or Pixel(on website visit)), Google ads, Yahoo ads
Plan-Based Retargeting
For any software company or SaaS-based business, you have a different set of plans for your service. The plan could be a Free plan, Pro Plan, Business Plan. The user has an option to go for the monthly, half-yearly or yearly plan.
Make different segments for each set of customers. See the below example:
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Above you now have 7 different segments based on what plan and duration. The ideal goal for you would be to bring every customer to Segment 6(Business Plan + Annual).
Have retargeting goals for each segment. Create different retargeting content for each segment:
- Free Plan: Your goal here is to convert them to a paid member. Re-target them with:
Top Features: Update them on various features which can help them in their business
Case Study: Share a case study about how another similar business has benefitted with your product - Pro Plan: The goal is to convert them to either a higher plan or go for the semi-annual or annual subscription. Since they are already using your product, they are familiar with it. Re-target them with content showing:
Advance Features: Certain features that are available on a Business Plan. Show how the advance feature is a must-have with a case study or video.
Discount: You can create some special offers to go from monthly to semi-annual or annual plan. - Business Plan: They are already using your top features and are happy with your product. One thing they might be interested is in pricing. Re-target them with a discount on their next upgrade. Send an alert when their plan is about to expire or they haven’t made payment.
Tools:
- Push Notifications: PushEngage
- Email: Campaign Monitor, Zoho
- Facebook: Custom audience based on Email upload, URL visitors
Engagement Based Retargeting
You can track user activities on your website. User activities could be:
- Scrolled your page
- Viewed video
- Downloaded PDF file
If the user has downloaded PDF or watched the video, it means that the user is engaged. You can track those actions. These sets of users who took some action on your website are highly engaged users. Create retargeting campaigns to show them the value of your product:
- Features: Showcase different features and how they can benefit
- Demo: Since they had watched the video or downloaded an e-book, try to fix a demo call. They may be looking for more details before finalizing your service.
- Offer: Another reason could be the price. Why not share some discount for them to get started with your product or offer some free trial
Tools:
- Push Notifications: PushEngage,
- Intent-Based Pop Up: Popup domination
- Email: Pepipost, Campaign Monitor
Search-Based retargeting
Many websites have a search feature on their website. Websites like e-commerce, price comparison, deal sites, have the search feature to allow the visitor to make a search for the product they are looking for.
Re-target the users with value offerings. If the user is subscribed to your website through e-mail, you can later send them their search result to their e-mail. You can also send a discount on the e-mail as well.
Another search based marketing is basically the search tools like google search, yahoo search. You can create retargeting ads on Google display or at Yahoo. Now when the user is searching for those products, the search tool will start showing your retargeting ads to the user on different platforms. In search based retargeting, you might not know the intent. So, don’t bombard users with buy now. Rather, showcase some valuable content and build up your trust.
Tools:
On-Site Retargeting
Retargeting is not for users who have left your website but also to keep the current visitors long enough on your site. The longer they stay, the more are the chances of conversions. You can create different types of content for your retargeting campaigns for existing visitors:
- Exit pop-up: Right before they leave, you can show a pop-up offering a special discount on their 1st purchase. The goal here is to make the customer. The sale value is secondary.
- Current Offers: Show them a list of current offers that are running on your site. This may again entice visitors to make the 1st purchase.
- Playful Games: Rather than offering a straight discount, you can even do a game based pop-up. Discount earned while playing a game creates a positive effect on the user mind. Since they have earned that discount, they are more willing to use it.
Tools:
- Web Push Notifications: PushEngage
- Intent-Based Pop Up: Getwoohoo
How to be effective in retargeting?
To make your retargeting, below points comes handy:
- Create a goal for each type of campaign: Each of your campaigns should have a goal. The goal could be 1st time purchased, upgrade, payment or any other transaction depending on your business.
- Have different content types for each campaign: Don’t show the same messaging again and again to the user. New creative always helps to get customer attention. Always create a series of different content for a single campaign.
- Do an integrated retargeting campaign: Do not run retargeting campaigns in a silo. Wherever possible, try to integrate different platforms like Facebook, google ads, RTB and other tools.
- Measure your campaigns: Without measuring you will never know which media is giving you better results. Once you start your retargeting campaigns, do check on all channels and see which is more effective.
- Have patience: Retargeting does wonder when comes to conversions. However, you need to give time to the campaigns. If you are running retargeting ads on Facebook, it takes time to warm up the pixels. Once the pixel is warmed up, Facebook will auto-optimize your campaigns.
- キャンペーンの分析: キャンペーンが数週間顧客にリーチしていても、クリックやアクションが見られないことがよくあります。それらのキャンペーンを分析する時です。コンテンツコピー、画像、またはオファーに変更を加えて、再度実行してください。キャンペーンはユーザーの共感を呼び、それによってのみ成功となります。
- 表示回数を制限する:リターゲティングをユーザーに何度も表示すると、サイトから遠ざけてしまう可能性があります。広告が表示される回数に上限を設けることが推奨されます。Webプッシュ通知では、カート放棄通知を表示したい回数と時間をスケジュールできます。
