Marketers should create custom website audiences to retarget cart-abandoning customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 10, 2020, 4:47 PM UTC

But, they exclude consumers who have already made a purchase from the brand in the last 30 days.

This piece suggests strategies that businesses can use to create Facebook custom audiences to boost conversion rates. Marketers can create custom website audiences on Facebook to retarget customers who have abandoned their carts without purchasing. But, they should first identify the cause that led to the customer’s cart-abandonment.

Marketers should then retarget these abandoned-cart audiences with incentive-based creatives, like free shipping. This strategy can help businesses push the bottom of the funnel audiences towards conversions without annoying customers who have already purchased from the brand recently.

Businesses should analyse customer data to design appropriate campaign for each audience segment. While the top of the funnel customers can be targeted with lookalike audiences, mid-funnel audiences need to be targeted through engagement custom audiences.

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