Abandoned shopping carts and dynamic remarketing: How to re-attract a customer to your resource

Abandoned shopping carts, a high rejection rate and a weak conversion rate are not all the problems that you may encounter on the way to promoting your online store. It often happens that the user, choosing a product, suddenly decided to change plans, leaving the basket full, but without confirming the purchase. Statistics of such abandoned baskets, as a rule, depress the owners of Internet resources, but even this problem can be solved with the help of Google Ads.

In this article, we will talk about dynamic remarketing in 2021, the situations in which it is necessary and who needs it. Among other things, we will also consider the issue of re-attracting your client for additional sales and how an ordinary feedback form can help in this, let's get started!

"Abandoned baskets" and the reasons for their appearance: Why buyers refuse to buy and how this affects the resource

Abandoned shopping carts are a common problem of online stores, which has plagued them throughout their development. Regardless of whether your resource was just created, or you have been on the market for more than 10 years, most likely at least once, but you have encountered "abandoned baskets". Abandoned baskets are a collective phenomenon that includes several situations at once, and the essence of each of them is that at some point your potential buyer, being one step away from confirming the purchase, for some reason changed his mind about confirming it, and left your resource. But what does dynamic remarketing have to do with it, and how does it differ from regular remarketing? Let's get this straight.

Google Ads dynamic remarketing: How it differs from regular remarketing and why it should be used
Dynamic remarketing is one of the main promotion tools in 2021, along with contextual advertising and SEO promotion. The importance of this element is explained by the fact that it is with the help of dynamic remarketing that you have the opportunity to effectively and more likely convince the user of the need to re-purchase or place a previous order. It is worth considering that dynamic remarketing is strikingly different from ordinary remarketing, because its effectiveness is much higher than that of ordinary marketing.

The difference between marketing and dynamic marketing is the leverage and appearance of the ads available in both types of marketing. During the use of ordinary marketing, your user is constantly met with text advertising, which somehow encourages him to complete a purchase or make a new one.

At the same time, dynamic remarketing is the next stage of evolution in the field of re-attracting potential customers. The main difference between the types of remarketing is that in the case of dynamic remarketing, the system independently collects data about the user and, based on his searches, interests and visited sites, provides him with a unique advertising campaign designed to attract his attention and convince him to visit your online store. The effectiveness of such remarketing is several times higher than usual, and due to the fact that the system independently collects information about the user — the advertising that he sees will be as relevant as possible. This is achieved by tracking the actions of your potential buyer on the advertiser's site or third-party sites of similar topics. In addition to the user's actions, the demographic position of the buyer and the purchase history are also taken into account. The combination of these data allows dynamic remarketing to be as effective as possible in attracting your customers, but how to launch it? For what cases should I use dynamic remarketing and what resources will it suit?

Positive factors of using dynamic remarketing

Dynamic remarketing is not just a tool for returning users. It can also attract your potential customers who are interested in products similar to yours. The main task of dynamic remarketing is to convince your potential buyer that your product is perfect for their needs. This uses a huge amount of data, and the setup takes a decent amount of time, but the result is definitely worth it.

Despite the success of dynamic remarketing, if your site was created incorrectly, even such a strong attraction tool can hardly help you. The lack of an intuitive structure and the design of a decade ago will not convince the user of the reliability of your resource. That is why it is important to be extremely scrupulous about all the details when deciding to create an online store. In order to create a high-quality online store, you need experience and practice. Otherwise, there is little chance that the resource you created will work correctly and will not cause inconvenience to users.

If you do not want to waste time on subsequent edits, your business needs a high-quality Internet resource right now and you would like to receive technical support in the future-the Glyanec web studio can create a high-quality Internet resource for you. Glyanec Design studio has been creating online stores and developing landing pages for various niches for more than 12 years. During this time, the Glyanec team has created, developed and successfully launched more than a thousand Internet resources, and the company does not plan to stop there.

If you want to get a high-quality online store or your company needs a corporate website that does not have to be closed weekly for a tech break to eliminate dozens of errors-just order the creation of a website from the professionals of the Glyanec studio, and forget what inconveniences are. In addition to the professional development of online stores and websites, Glyanec website development studio also provides technical support to its customers after the launch of the resource developed by the company. If you have been planning to start your business on the Internet for a long time, but could not find a studio capable of creating a high-quality turnkey online store — rather, go to the page of the Glyanec studio and order your perfect website right now. You can get acquainted with all the services of the company and see examples of the work of the studio's specialists by visiting the website of the Glyanec web studio.

Who needs dynamic remarketing?

Despite the versatility and features of this tool, it is not suitable for all Internet resources. For example, dynamic marketing can be excellent in attracting customers for:

• Medium and large online stores.

This tool works perfectly with abandoned shopping carts and helps to solve the problem with unconfirmed purchases. Among other things, using dynamic remarketing, you can also increase the percentage of sales on your Internet resource.

• Travel services

Dynamic remarketing can work not only with products, but also with tickets. So, for example, if visitors to your site often visit your resource, but do not confirm the purchase of tickets - with the help of dynamic remarketing, you can show them the beauty of the country they are interested in, which will provoke them to decide to buy vacation tickets.

Due to the fact that dynamic remarketing advertising is generated individually for each user — the percentage of customers who returned to your resource and confirmed the purchase will increase dramatically.

• Hotels and hotels

In addition to traveling and shopping for goods, you can also use dynamic remarketing to attract your regular customers or get them in the hotel business. To achieve such a result, it is necessary that your site is as friendly as possible and adapted to the wishes of users, has an intuitive structure and modern design. This way you can gain more trust on behalf of the user, which means that dynamic remarketing is more likely to result in a successful booking.

• Carsharing services

Car rental is currently only gaining momentum in our latitudes, but even now the use of dynamic remarketing will clearly benefit your service. With it, you can not only increase the number of customers who have used your services, but also reduce the bounce rate, and increase the conversion rate on your Internet resource.

To launch dynamic remarketing, you need to meet certain conditions, and one of them is the presence of more than thirty product cards or ads on your site. If your site has less than thirty product cards — your company will simply not pass moderation.

Who is not suitable for dynamic remarketing?

Despite all the versatility and successful use of this tool, it is not suitable for all types of Internet resources. For example, the use of dynamic remarketing is impossible or simply useless on the Internet.:

• Small online stores

If there are 31 products in the catalog of our online store and you have passed moderation to launch a dynamic re-marketing company-do not rush to rejoice. Given the size of your catalog, to promote and solve problems with empty baskets, your resource is better suited to regular remarketing in conjunction with high-quality contextual advertising, which you can order from the Glyanec website creation studio. Glyanec specialists can develop an online store for you and create a successful advertising campaign to promote your web resource. In order to order the service you are interested in in the Glyanec web studio, you just need to visit the company's website and get acquainted with all the Gloss services-fill out an application.

• Service sites

If you own a service site with a small catalog of offers, it will be more profitable for you to resort to regular remarketing. The fact is that due to the small selection in your catalog and the difficulty in communicating the value of your services, it will be extremely difficult to conduct a successful economic marketing company, and sometimes not at all possible. Therefore, if your service site needs to solve the problem with abandoned pockets, but your catalog is too small to use dynamic remarketing, use the usual one.

Target Audience segmentation: Which user groups will see the remarketing company

Dynamic remarketing works with several groups of your target audience, to be more precise, there are only 4 of them. Thus, you have the opportunity to use one marketing company to solve 4 problems of your site at once. The groups affected by the marketing company are as follows:

• The first group: Those who viewed the product card without confirming the purchase

This is the first group of your target audience that dynamic remarketing targets. At the same time, this is the largest group that creates problems for your resource, because every third user periodically visits the product cards to “look”, and leaves the resource without confirming the purchase.

Create a campaign for such users you need to take into account that in addition to stimulating the desire to buy, you need to avoid slogans like " have time to buy now!”. The fact is that such slogans have long been distrusted by users and instead of arousing the desire to buy, they rather arouse irritation. That is why it is extremely important to carefully design a campaign for the first group of users. You can use the new products and promotions sections to attract the attention of the buyer, and then he himself will think about " why not buy?”.

• Second group: Interested buyers

This group includes users who have viewed products similar to yours, but on other resources, and in this case, your goal is to entice them to your online store. To do this, you can use promotions, discounts, sales, and everything that can arouse the desire to buy from your users.

Overdo it is also not worth it. As with the previous group of your target audience, pressure can only harm your business. Your main goal should be a neat hint and a favorable offer that will stimulate the user's interest in your product. Then the buyer will make a decision and if you did everything right — it will be positive for you.

• Third group: Abandoned baskets

This group includes your potential customers who, for one reason or another, did not confirm the purchase, leaving the product in the shopping cart. In order to reduce the percentage of such users, and bring the transaction to the end, you should remind customers about the benefits of buying products specifically in your online store. As in the previous two points, excessive pressure will not lead to a positive result, you need to carefully approach the stimulation of the desire to buy from your potential customers.

• The fourth group: "Have already placed an order on the site”

Despite the popularity of online trading, there are times when the shortage of customers is felt especially strongly. Such a shortage can be caused by various factors, but the problem remains a problem — where to find customers? At this point, you can use dynamic remarketing, which will attract your customers back to your store. Due to the fact that once users have already made a purchase in your online store, they have an interest in your products, which means that you just need to remind them about yourself and about the benefits of buying products from you. Thus, using remarketing, you can not only avoid losses during a crisis with customers — but also increase the percentage of additional sales of related products using a remarketing company.

The use of remarketing in conjunction with high-quality contextual advertising can dramatically affect the number of your customers and the turnover of goods. In order to increase the profitability and traffic of your online store, you should order a high-quality advertising company from professionals. Web studio Glyanec has been creating online stores, developing landing pages and launching contextual advertising companies for more than 12 years, and during this time, not a dozen companies have been included in the search tops thanks to the work of Glyanec specialists. If you are just planning to start your online business, or your resource needs a redesign — you can order the creation of an online store or the development of an individual design for your resource by visiting the page of the website creation studio Glyanec.