Quelle, a clothing catalogue company founded in 1927, implemented retargeting campaigns on Yandex.Direct over 5 months to bring back visitors who left the site before making a purchase. They segmented users and created ads tailored to different behaviors. This led to a 625% increase in conversion rate, 168% increase in orders, and 78% decrease in cost per revenue. After 5 months, Quelle's revenue from Yandex.Direct increased 10.5%, showing the success of their retargeting strategy.

1. Часть
Welcoming back customers:
Retargeting for ecommerce

2. Quelle
share of online orders
50%
year founded
1927
Clothing catalogue
www.quelle.ru
Anna Belovodskaya
Head of online marketing

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. 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. Solution
Step 1 Step 2
Review
performance
Define retargeting
strategy and launch
campaigns

6. Step 1

7. 7
Group users into
segments
Establish
contact goal Show ad
Approach to retargeting

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
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
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
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. 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. Step 2

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. 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. Results

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. 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. Case prepared in cooperation
with
www.adlabs.ru
ADLABS