Thomas from Ariyh - 🎓 Don’t retarget shoppers too early
🎓 Don’t retarget shoppers too earlyCustomers abandon products in their online shopping carts all the time. Wait 1-3 days to remind them and boost sales. If you remind them too early your message backfires.
New to Ariyh? Join 6,477 evidence-based marketers for 3min tips 💡 based on research 🎓 to grow your business 📈 If you find these tips useful please share them with your colleagues and friends, Ariyh grows thanks to you! Today’s tip is brought to you by… Attest Do you know the ROI of your brand marketing? It's hard to tell what’s working and what’s not when it comes to brand marketing. Brand tracking gives you the evidence needed to better understand the impact of brand building. Brands like Santander and Bloom & Wild use Attest to track their brand performance. Give it a try. Ariyh readers get a FREE first survey. 📝 IntroEcommerce buyers abandon a cart with a product in it between 69.1% (fashion retailers) and 81.1% (travel) of the time, on average (data from Baymard Institute, 2020). This is known as “cart abandonment”. Overall, it amounted to $4.6 trillion in lost sales in 2019. The most commonly used strategy to ‘save’ these sales is retargeting. This can be done via email, app notifications, SMSs, or even ads. But when is the most effective time to remind people about their missed purchase? Most advice that can be found on the topic (e.g. Neil Patel) recommends immediate retargeting (“strike while the iron is hot”, the logic goes). This is wrong and based on flawed data. The apparent lift in sales ‘caused’ by retargeting early would happen anyway because that is when people are more likely to return to their purchase anyway (e.g. after a coffee break). Instead, if you retarget too early, you will hurt your sales. Let’s take a look. P.S.: I’m taking a short summer break from the newsletter for 2 weeks, until the 3rd August :) Two studies per week have taken Ariyh from 0 to 6,477 of us in 11 months. I’m fortunate to love what I’m doing and even more so to have you appreciate it and put it to great use 📈 At the same time, the pace can be relentless and the pressure can take its toll (not to mention the crazy pandemic-dominated past 18 months). I feel that now is one of those times when I need to take a step back to recharge, so I can return and do even better than before (and work on some new additions to make Ariyh even more useful for you ;) ). I encourage you to take a break too if you can, we all need to recharge sometimes. See you soon! Want to sponsor Ariyh? Here’s all you need to know. Previous tip: Promoting early platform growth (All tips here) Wait 1-3 days before retargeting people with an abandoned cartImpacted metrics: Customer acquisition 📈 RecommendationRetarget people with a reminder 1 to 3 days after they abandoned their ecommerce carts. This will increase sales. If you retarget too early, it will backfire and hurt your sales. Important: this does not apply if you are offering pricing promotions or using scarcity (e.g. ‘only 2 days left’) in your retargeting. If you are using discounts, be careful not to ‘train’ your customers to just wait for one. 🎓 Effects
(Effect of retargeting on sales after cart abandonment for a Japanese fashion retailer. The baseline of 0 is six hours after abandonment with no retargeting - Click to zoom in) (Effects of retargeting on sales for a Chinese maternal and infant product retailer using SMSs - Click to zoom in) New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3-min practical tips 📈 twice per week. 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeField experiments (on over 64,000 customers from different companies and channels: email, a messaging app [Line, equivalent to Whatsapp in Japan], and SMSs). Japan and China 📖 ResearchLi, J., Luo, X., Lu, X., & Moriguchi, T. (October 2020). The double-edged effects of e-commerce cart retargeting: does retargeting too early backfire?. Journal of Marketing. 🏫 AffiliationsNanjing University; Fox School of Business, Temple University; Fudan University; and Waseda University. China, United States, and Japan Remember: This research could be disproven in the future (although this is rare). It also may not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s tip to help me make Ariyh's next tips 🎓 even more useful 📈 How was today’s tip? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com New to Ariyh? -> Subscribe below or read other 3min marketing tips here |
Older messages
🎓 Promoting early platform growth
Tuesday, July 13, 2021
To increase signups of early users to a new platform (by ~20% in one experiment), tell them about your expected future growth (eg "we expect 10000 people to join this year").
🎓 Welcome to Ariyh + Bonus tip
Saturday, July 10, 2021
Thank you for signing up for Ariyh
🎓 Which review you should show first
Saturday, July 10, 2021
Sales were up to 84% higher on a UK retailer's website when the first review showed had five stars (vs one star), independent of the product's average rating.
🎓 How to boost revenue with free samples
Saturday, July 10, 2021
High-quality free samples boost demand and allow you to increase prices and revenue (by 7.7% in this analysis). Make sure to limit their usage, or their effect backfires.
🎓 Sales activity incentives
Saturday, July 10, 2021
Giving sales team incentives based on activity targets (eg calls made, demos given) - and not only commissions on sales results - boosted sales by 6-9%.
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