Track and Convert, Abandoned Shopping Cart, Facebook Retargeting Ads

How to use Facebook Ads to Track and Convert Abandoned Shopping Cart

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How to use Facebook Ads to Track and Convert Abandoned Shopping Cart

abandoned cart - How to use Facebook Ads to Track and Convert Abandoned Shopping Cart

abandoned cart - How to use Facebook Ads to Track and Convert Abandoned Shopping Cart

Cart abandonment continues to plague the eCommerce business and the trend doesn’t seem to be slowing down. According to StatisaIn 2006, 59.8% of shoppers abandoned their cart, by 2017 that number has risen to 69.23%, a 15.79% increase.

In this blog, I will not talk about what leads to cart abandonment but would love to guide you, how to dramatically increase revenue by transforming these abandoned carts into recovered ones.

There are expensive tools, from big marketing automation companies like Adobe, Oracle, Hubspot, Salesforce, which can automate your cart abandonment effectively using digital ads, email marketing and remarketing. I will not talk about that software now, will leave it for another day. I will show you an easy and cost-effective methodology.

G2 grid - How to use Facebook Ads to Track and Convert Abandoned Shopping Cart

Marketing Automation Crowd

Every business owners today are looking to cut costs and have an effective marketing strategy in place. Cost cutting reminds me of our latest launched service the AED 1 Hosting, the most affordable web hosting in the region with free domain, free SSL and free one-page website.

Ok coming back to the topic, let me guide you step by step Facebook Retargeting and how to use Facebook Ads to turn your abandoned cart users to clients. If you stumble upon some difficulties, please reach us by filling out the form below.

Hoping by the end of this blog, you will be able to successfully implement a Facebook Ads strategy to convert your abandoned cart to customers. The same methodology can be used for Google Ads, Twitter Ads and LinkedIn Ads with slight variations.

Why Cart Abandonment?
I thought not to talk about it on this blog, but, without knowing why, the reader might miss the point. Given that it’s a massive problem, as some stats suggest 83.6% is average cart abandonment rates, it is no surprise that there have been countless studies on this subject, and I have personally read and analyzed hundreds of studies surrounding cart abandonment statistics and research. In this blog, I would like to highlight two images which are self-explanatory and from most cited resources. Though they are based on US users, it could be taken as samples for any region.

shopping cart abandonment reasons 2015 stat 1 - How to use Facebook Ads to Track and Convert Abandoned Shopping Cart

Opti Reasons for Shopping Cart Abandonment top 10 reasons baymard institute - How to use Facebook Ads to Track and Convert Abandoned Shopping CartAccording to Retail Dive, eCommerce shops are still not optimized for mobile, and from my personal experiences I have encountered a trend that business owners are not keen to spend on mobile user experience, where has the studies by Brilliance (eCommerce personalization company) mobile has the highest cart abandonment rates, with 85.65% of all transactions ending without a sale.

Our company research also showed that distraction (both on-page and off-page), looking for better deals, reading through reviews, website speed is some of the other factors for cart abandonment.

Solution?
Ci CORP has been transforming digital automation for a nearly a decade and we have used some of the latest cutting-edge software to counter such challenges. For those who cannot afford this pricey software, the solution lies in Facebook Retargeting Ads and it can be lethal with a combination of Google Remarketing Ads.

Retargeting is the act of marketing to someone who has visited your website. It can be further enhanced based on visits to particular page, action taken on the web pages, (add to cart, payment info, added to wishlist) time spent on the page and many another behavioral targeting.

Steps:

  1. First and foremost, install and test Facebook pixel on your website, and it will start tracking the page events. By default, FB pixel will track page views, extend the events to track the following. Without installing the FB Pixel you cannot achieve anything.
    a. Add-to-Cart Page Visits
    b. Add-to-Cart Button Clicks
    c. Purchase/Thank-You Page Visits (important as you don’t want to retarget to people who already purchased)
    d. Any other events you would like to track
  2. Create Custom Audience (follow the two images)
    FB custom audeince - How to use Facebook Ads to Track and Convert Abandoned Shopping Cart
  3. Create Ads, this is important, be creative and be generous too. I would suggest giving some offers, and this advert will be only viewed by who abandoned your cart. (it’s something business owners do in real life bargain sales)
  4. Give a day or two and see how your abandoned users convert into real customers.

Before I wrap up this blog, some advice, keep the checkout process simple, don’t worry about data collections make a long checkout form. Reduce or remove distractions, get rid of all those cross-selling contents, extra pop-up info. Always use Google Analytics and Facebook’s Analytics tool to determine where users are going once they abandon their cart or checkout process.

The same method can be used for lead generation, instead of the shopping cart, we have successfully implemented this to our Fashion College client to generate leads and the success rate of has been quite impressive.

If you need further expert consultations and support, feel free to contact us, as we have over a decade of internet marketing expertise across Google Ads, Facebook Ads and other Social Ads, including programmatic ads.


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Altaf Hussein df
Altaf Hussein df
Altaf Hussein is the Founder of Ci CORP a digital innovation company based in Dubai, certified digital marketer, graphic designer & photographer. He also believes in knowledge transfer and that's the reason he is been contributing articles to our site about his expertise.