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Retarget visitors with authentic review videos that demo the products they browsed (but did not buy)

Product reviews can be a great strategy to convince hesitant customers to order. By retargeting them with a short video demoing the features, you might make them come back to your page with a better opinion, which might make them purchase the item.

What is the process?

List all the review videos you already have or reward your satisfied customers for recording them for you (use Carro to identify the influencers).
Retarget on social networks (with these videos) all your visitors who browsed the product page but did not buy.
Analyze your CPA and the profitability you get from these ads. Remove the inefficient ones and optimize what works.

Why should you care?

Spreading your product review videos can be a great strategy to convince hesitant customers to order (especially unboxing videos from real buyers who made them on their own).

When a visitor is looking to buy an expensive product, he usually benchmarks on a lot of sites before making his mind. By retargeting him with a video demoing the features, you might make him come back to your page with a better opinion, which might make him purchase the item.

In most cases, retargeting campaigns get a higher CTR and a lower CPA than traditional ones. The message is more relevant to the targeted user as he has already expressed an interest in your brand. Thus, he is more likely to engage, which makes retargeting campaigns one of the first things to set up when you are designing a marketing strategy for your e-commerce.


What tools will you need?

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How to execute this experiment?

1

If you are looking for authenticity, a great strategy is to pay (or reward) your satisfied customers to record the videos for you. Ask them to explain why they loved their purchase and how they use it in their daily life. You can select them from the five stars reviews on your store or by directly emailing those who order your products. Regarding video quality, a recording from their mobile phone is usually more than enough and might even make the watchers feel closer to the reviewers.

2

If you want to discover who are the most influential persons among your customers, followers, or email subscribers, you can use the Carro application. This tool will allow you to connect your data sources (Shopify, MailChimp, Klaviyo, etc.), identify your influencers and contact them in one click.

3

To retarget your visitors on Facebook and Instagram, here is how to proceed. Note that there is a myriad of ways that you can use to build the retargeting audience such as Viewed or Added to Cart But Not Purchased or Added to Cart But Not Purchased. The Facebook pixel tracking code must also be set up to make it work.

4

Twitter uses tailored audiences to allow marketers to retarget visitors on their network. You will also have to install their Twitter pixel on your website.

5

To show personalized ads across YouTube, you will have to use the dynamic remarketing feature. Dynamic remarketing lets you show ads that contain products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site to complete what they started.

6

To retarget your visitors on Pinterest, you can create a target audience based on one or more specific event tags or based on one or more pages that people have visited on your site (note that you will have to add the Pinterest tag to your store). For events, you might retarget people who added a specific type of product to their cart but didn't check out. For pages, you might retarget people who have landed on particular URLs, like your checkout or confirmation pages.

7

Now that you have configured everything correctly (i.e., your campaigns are running), don't forget about them and set up a weekly routine in your calendar to improve their performance. You will need to fine-tune with many options to figure out what is working the best for your e-commerce.


How should you track?

Head over the ad manager of each social network you advertise on to assess how your campaigns are performing. Make sure to set up goals and conversions so you can measure your cost per purchase (CPP) and cost per activation (CPA).

You can use a coupon in your retargeting campaigns to convert undecided customers (as many times, the decision to leave was due to the price). It will also help you track accurately whose customers converted from a given campaign.

Of course, in your attribution models, use last-touch attribution (not first-touch), or your retargeting campaigns will never get the credit for most of the sales they will drive to your business.


Key learnings.

You can also embed these videos directly on your product pages. This little change might significantly increase your conversion as undecided visitors will see how previous customers use this purchase in their daily life and what they think about it. The Loox Reviews app can help you achieve that.

Make sure you are targeting people with videos that review the product they browsed. Also, exclude all the customers who bought the items from the created audience as they have already converted.

Segment your audience based on interaction and set your bid accordingly. For instance, reaching someone who has put a specific item in its cart but did not order is probably more critical than a visitor who just read the product page and left.

A high CTR on a specific ad means that you found the right message for the target. If your product page is converting well after that, this is usually the path to significant campaign profitability.

Also, keep in mind that high CTR correlates with low CPC and high-quality score (which is rational as your content is relevant to the audience, so the network is billing you less for each click). The thing to understand now is that as the CTR is usually higher with retargeting campaigns than with traditional ones, it is often easier to make money through them.

Cap the frequency limit for your campaigns. From our experience, there is no need to display an ad for no more than two and three times a day. Besides, you will avoid annoying customers.

Save your most complex segments in your ad manager for later use (or you will have to recreate them again and again).

Does retargeting go against privacy laws? The short answer is no but you have to make it clear in your privacy policy how you collect/use your visitor data (including your cookies).


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