Website Optimization: Product Recommendations, Promotions, and Remarketing
4. Website Optimization: Product Recommendations and Promotions
Nothing helps your CSE campaigns better than using the traffic you get from CSEs to sell additional products straight from your site. This way, you don’t have to pay for the clicks and you get to sell a product that probably wasn’t ranked high on a CSE anyway. You can do this through product recommendations mixed in with some well-featured promotions. Check out how to set up sales and promotions on a lot of the major comparison shopping engines here.
A simple section on a product page or on the checkout page that proclaims “this product x goes well with products y and z” can get an excited shopper to keep filling up that shopping cart. Check out an example from Victoria’s Secret below:
Now tie this with a promotion that states “free shipping for purchases over $75” or “15% off your purchase of $100 or more” and you give your customer another incentive to buy more. A healthy mix of product recommendations and tiered promotions will not only facilitate conversions but also increase your average order volume (AOV).
There are technologies that can help specifically with creating great, well-featured promotions. You should consider checking out Certona. Certona specializes in personalizing the online shopper experience on your website through product recommendations and individualized content.
Google has recently come out with a digital coupon service called Zavers. It’s just another way for the retailer to create, distribute, and optimize coupons. Zavers is designed for both manufacturers and retailers and is aimed at providing real-time coupon redemption data and facilitating digital coupon usage for shoppers. Better yet, they’ll charge you on Cost per Redemption model, meaning you won’t have to pay until your coupons are actually seen and used.
5. Website Optimization Remarketing
Retargeting (a.k.a. remarketing) is a powerful marketing channel focused on re-engaging potential customers that have already visited your site. It’s a great way to get more out of your non-converting site visits. With retargeting, shoppers and site visitors are served banner ads on the web and potentially through social media channels, where they have an opportunity to re-engage with a brand. There are a few services that can do this for you.
AdRoll is another ultra-popular retargeting agency that makes it really easy to set up ad retargeting campaigns. They are an affordable solution that also offers a 2 week free trial. We’ve used their FBX (Facebook Exchange) ads in the past with a lot of success.
Chango is a marketing agency that specializes in retargeting to keep customers coming back to your site. They will charge you on a CPM model, or cost per 1000 impressions. This means you’ll be charged every 1000 times a shopper sees your ad not on your website. Chango, however, works best with businesses that are doing more than $20 million in revenue per year.
Marketing agencies like Chango and Adroll work more effectively for bigger retailers, and remarketing in general is most effective for websites with more than 30,000 unique visits a month.
Google Dynamic Remarketing is another option you can pursue when using remarketing for website optimization. The good thing is that you can set this up yourself if you don’t want to pay an outside agency to handle this. Google’s remarketing program is unique because you can retarget past visitors with specific products they may have viewed in the past AND you can segment your retargeting ads by different levels of demographics. It’s also really easy to design your own ad.
To get started with this, I recommend checking out our 2 resources on Google Dynamic Remarketing (below).
The great thing about retargeting campaigns is that they often have extremely high returns on the investment. If you have a large enough traffic pool that goes to your website each month, a retargeting campaign can boost your profits further.
The downside of a retargeting campaign is that you’re only going to get sales from a small percentage of the total traffic pool that visited your site, so the campaign in terms of it’s total value will be relatively small. But every little bit helps and it’s pretty much a set-and-forget type of deal once you get it up and running.
Another really easy remarketing strategy is email marketing, where you can use the information a shopper inputs at checkout to keep them coming back. A simple email blast featuring your current promotions or your hot products can go a long way for a customer who had a successful, positive experience shopping on your website.
Consider MailChimp, Aweber, and Constant Contact for your email marketing campaigns.
MailChimp is a really popular service. If you have less than 2000 subscribers, you can send out a maximum of 12,000 emails a month for FREE.
Aweber is cool because they not only send out your emails, but they let you create signup forms, manage your blog RSS subsribers, and segment and track your subscribers (or leads).
Constant Contact is great because their Single Platform software is uniquely equipped to attract local customers (especially for restaurants) across major websites and they allow you to create promotions that get sent out on Facebook and other social media platforms.
A good strategy you can pair with email marketing is to infuse a shopping cart abandonment program. This means a shopper filled up their cart on your website and input their information but never went through with the sale.
You can target these people in emails, offering a 5-10% discount on whatever stuff they left in the shopping cart. There are agencies that specialize specifically in shopping cart abandonment programs if this is a problem area for you.
One example you can consider is SeeWhy, who targets those online shoppers that abandon their shopping carts with real-time optimized email blasts.
UpSellit is another course you can take, and they help increase shopping cart recovery through engaging hesitant customers with real-time chat at the moment when the shopper is about to abandon your cart.