Facebook Ads for Ecommerce (Part 2): How to Craft Amazing Ads for Customer Activation and Retention

Posted by Hannah Stacey 30 Sep 14

Welcome to the final installment of this, our thrilling two parter on creating tip top Facebook ads through the customer lifecycle!

CLMAs the major social networks continue to build out their advertising offerings, significant advances have been made in the targeting options available to advertisers, empowering them to tailor their ads to catch the right people with the right message at the right time.

The task of creating a marketing machine that effectively entices prospects down the path to becoming loyal customers is undoubtedly a tricky, but completely worthwhile, activity: repeat customers usually account for 40% of total revenue and drive 3-7 times the revenue per visit as one-time buyers (Source: Adobe Digital Index Report).

In case you missed it, our previous post covered how to create irresistibly clickable ads for customer acquisition, arguing that there’s no longer any excuse for taking a scattergun approach to tracking down potential new customers with crappy, untargeted ads.

From acquisition to activation and retention

In this post we’ll travel further down the conversion funnel, talking about creating Facebook ads that will inspire those who are already engaged with your brand into action. These prospects might be:

  1. Customers who have already made a micro conversion who you want to encourage to make a purchase. This could include people who have:
  • ‘Liked’ your page on Facebook

  • Signed up to your newsletter/creating an account (basically any action that involves them providing an email address/phone number/Facebook ID)

  • Single-purchase customers who you would like to encourage to make a second purchase

  • Repeat customers who you would like to encourage to make further purchases

  • Loyal/’hero’ customers who you would like to maintain (the definition of a ‘loyal’ customer varies depending on your sales cycle, but is usually defined as someone who has made [x] transactions, has been a customer for more than [y] months and who has performed a transaction in last [z] months - you also might want to take into account lifetime value - you should be able to segment these using your analytics software).

  • Read More

    Facebook Ads for Ecommerce (Part 1): How to Create Irresistibly Clickable Ads for Customer Acquisition

    Posted by Hannah Stacey 25 Sep 14

    Remember the good old days when you’d sign into Facebook to be met with ads like this? 

    When advertisers (often veering towards the more shady end of the spectrum) would tempt us with jobs that paid £5000 a week for sitting at home and twiddling our thumbs, promise to reveal the secret to losing 99% of our body fat, or use an element of Facebook’s (at the time, very limited) demographic targeting, and link it to something completely irrelevant in order to get you to click? Are YOU 26 and still single? God forbid.

    While this all seems horribly unsophisticated, in a roundabout way the latter were on to a good thing; personalised marketing, a few years later, is a piping hot topic for marketers.

    And the great news is that Facebook’s advertising product has (thankfully) moved on a whole lot in the last couple of years, to the point that it’s possible to accurately target customers and prospective customers with messages that really resonate, tailored to their interests, specific demographics, their behaviour on your site, and even whether they ‘look’ like (or display the same preferences to) existing customers.  

    Enter customer lifecycle marketing

    Effective advertising is really down to one thing: getting the right message in front of the right people at the right time. 

    An extremely useful model to use when planning a Facebook advertising strategy that will have maximum impact is the customer lifecycle.  After all, the message you deliver to a customer you’re trying to acquire (who’s likely never heard of you before) should be completely different to someone you’re trying to coax into a repeat purchase.

    This blog post is the first in a series that will take a detailed look at each stage of the customer lifecycle, suggesting which targeting options might come in useful at each step, and exploring how to use brilliant ad creative to lure people in, as well as a few good and bad examples.

    Read More

    5 Shopping Cart Abandonment Case Studies that are Well Worth a Read

    Posted by Hannah Stacey 18 Sep 14

    shutterstock_127914992_jpgShopping cart abandonment isn't just a headache for online retailers, in many ways it causes a certain amount of heartache too - a bit like being stood up on a date, nobody likes to have their hopes dashed by someone getting last-minute cold feet.

    And when you’re looking at an average of 67.91% potential purchases being abandoned in the shopping cart, it’s no surprise that online retailers are starting to take action. While we’re on the subject of cold hard figures, here are five case studies that demonstrate how online retailers have achieved measurable results by employing various tactics to tackle cart abandonment.

    Insound: lifted checkout funnel conversion to 54%

    Read More

    What Should I Vine About? Di-Vine Inspiration From 11 Online Retailers

    Posted by Hannah Stacey 17 Sep 14

    Untitled_design_pngThe launch of any new social network (especially one owned by Twitter) inevitably causes a stampede of early adopters and brands racing to be the first to the party. And since Vine’s launch in January 2013, we’ve witnessed a whole host of consumer brands using the app to create some seriously cool content that has gone on to do the viral rounds - Dunkin’ Donuts and Samsung Mobile being great examples of this.

    On the other side of the coin, many brands’ dealings with the short-form video sharing network can only be described as pretty short-form themselves (ASOS, for example, bid farewell to Vine in July this year in spite of its 29k followers and 150k ‘loops’), and there are a surprising number of branded accounts lying dormant with only a couple of posts.

    Vine is clearly not a worthwhile investment for everyone. Unlike its more spontaneous cousin Twitter, a Vine post (in spite of being a maximum of 6 seconds long) takes considerable planning if it’s to make an impact, and the rather unforgiving ‘loop counter’ on each post introduced earlier this year is a marker of those brands failing to gain traction.

    While online retailers certainly shouldn’t shy away from Vine as a means of building their brand, having a clear strategy, along with some creative flair is key. Here are 11 great posts from top brands on Vine to draw inspiration from when you’re planning your strategy.

    Read More

    8 Essential Elements of an Excellent Mobile Checkout Process

    Posted by Hannah Stacey 12 Sep 14

    shutterstock_185667452The mobile checkout process has been getting a pretty bad rap lately.

    Lacklustre conversion rates and high abandonment levels from smartphones and tablets (estimated at 84% from mobile phones as opposed to 68% from desktop by cloud.IQ) have led to the finger of blame being pointed squarely at poorly-designed mobile websites, and the checkout process in particular.

    Context is key when it comes to designing a great user experience, and It’s important for online retailers to consider that mobile users have a whole different set of requirements to their desktop-using contemporaries. They’re probably on-the-go (and as a result are shopping with a certain product in mind), they’re likely to be prone to distraction by incoming phone calls, messages and notifications, they may not be connected to WiFi and so be at the mercy of their 3G connection and, importantly, they’re using a touch-screen device with a smaller screen and a fiddly keyboard.

    Read More

    Subscribe by Email