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Welcoming back customers retargeting for ecommerce

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Informative case studies covering the development of Yandex client’s advertising efforts including goals, tools deployed, and end results.

Published in: Marketing
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Welcoming back customers retargeting for ecommerce

  1. 1. Часть Welcoming back customers: Retargeting for ecommerce
  2. 2. Quelle share of online orders 50% year founded 1927 Clothing catalogue www.quelle.ru Anna Belovodskaya Head of online marketing
  3. 3. Period: Tools used: 5 months Bring visitors who left before making a purchase back to the clothing selection process. › Yandex.Direct (ad network campaigns) › Yandex.Metrica Objective
  4. 4. Why this matters 4 When shopping for clothes online, the first step for many customers is to see which stores match their style, and then decide which clothing they want to buy. As a result stores must focus on returning previous visitors who expressed interest in their merchandise by browsing the online catalogue or adding items to their cart. Retargeting in Yandex.Direct allows you to do just that.
  5. 5. Solution Step 1 Step 2 Review performance Define retargeting strategy and launch campaigns
  6. 6. Step 1
  7. 7. 7 Group users into segments Establish contact goal Show ad Approach to retargeting
  8. 8. 8 User viewed certain product categories Send reminders about relevant discounts Group users into segments Establish contact goal Show ad Define retargeting strategy “Clothing that flatters your figure! German fashion brand. Sizes up to 72. Order from QUELLE! 10% off new designs.”
  9. 9. 9 User viewed a particular section and placed an item in their basket Remind user of items they were interested in and keep them informed of sales Group users into segments Establish contact goal Show ad Define retargeting strategy “Swimsuit sale at QUELLE! Planning to fly somewhere warm? Update your wardrobe! 10% off new designs.”
  10. 10. 10 User placed an item in their basket, but didn't look through any of the product sections Invite them back to the store and inform about any current sales Group users into segments Establish contact goal Show ad Define retargeting strategy “Sale of the season at QUELLE! Brand name clothing and shoes! Don’t miss out! 10% off new models.”
  11. 11. 11 User visited the website from a mobile device Invite them back to the store and let them know about discounts for mobile orders Group users into segments Establish contact goal Show ad Define retargeting strategy “Did you forget the item in your basked? Get a 15% discount when you order from your phone!”
  12. 12. www.direct.yandex.ru Retargeting list setup You can make retargeting lists on the page where you create and edit your ads. Once a retargeting list is created, you can use can use it for ads in multiple campaigns. 12 www.direct.yandex.ru A retargeting list consists of one or more groups (rule sets) combined by the AND operator. Set the period (from 1-90 days) in which the selected audience will be targeted.
  13. 13. Step 2
  14. 14. Reviewing performance: ad networks Clicks Conversion rate Within five months of integratingretargetinginto their campaigns, Quelle saw that clicks had risen by only 23%. The conversion rate had surgedby 625%, however, indicating that the visitors responsible for the click increase were highly motivated to make purchases. Before retargeting After retargeting 14 Before retargeting After retargeting +23% +625%
  15. 15. Reviewing performance: ad networks Number of orders Efficiency ratio (spend/revenue)*100% After five months of retargetingcampaigns, the number of orders resultingfrom ad network ads rose by 168%, while the efficiency ratio (spend as a share of revenue)decreasedby 78%. 15 Before retargeting After retargeting Before retargeting After retargeting +168% –78%
  16. 16. Results
  17. 17. Results 17 Five months after enabling retargeting, total revenue (in rubles) from Yandex.Direct had risen by 10.5%. Before retargeting After retargeting Revenue +10,5%
  18. 18. Retargeting in Yandex.Direct fulfilled our expectations: it returned “our” clients to finish incomplete purchases, increased our revenue, and makes a great addition to our search and ad network campaigns. 18 Anna Belovodskaya Head of online marketing
  19. 19. Case prepared in cooperation with www.adlabs.ru ADLABS

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