Retargeting, Remarketing is the latest buzz word that is spoken by marketers across the globe. It is a known fact that it is always easier to reach the existing customers who know your product than acquire new customers.
How often have you noticed – a customer visits your site, browses a few products, and has added the services into the shopping cart, but then leaves without placing an order? On average, the shopping cart abandonment rate is 78.65%, and the rate is even higher on mobile devices, with 85.65% of all transactions ending without a sale. Cart abandonment is an inevitable challenge that every digitized business is facing.
Retargeting for cleaning business
As a cleaning business owner, we all are aware that the cleaning business is subscription-based. A customer visits your homepage, looks at a few service offerings, tries to book a cleaning service and Poof. He is gone! Had the customer opted for your service you would have won the deal and the customer would have tried your services. Most importantly you would have gained a long-standing customer with a high customer lifetime value. We have lost a customer who knew about our webpage or was aware of our market who is more likely to purchase from us the next time.
Have you ever wondered why your customers just visit your service page but do not opt for your services?
Statistics show the 3 major reasons why customers just abandon their carts without purchasing your services:
- Customers forget
- Lack of an available/desired schedule
- High price
When does retargeting come into the picture?
You’re just a stone’s throw from sales. Those who have added items to their cart but haven’t placed orders are no doubt your high-intent shoppers. But how can you reach out to them after they left your site?
That’s where retargeting comes into play.
Retargeting helps you win back website visitors and turn them into customers or even lifetime customers. The following are three must-have ways every cleaning business should utilize to retarget prospective customers.
How do we find out which customers left due to which activity?
You have tools that record sessions of a website visitor to avoid guesswork. Popular CRO tools such as Hotjar, CrazyEgg, Clicktale, Fullstory replay sessions and tell you why the customer left.
Now using an intelligent field service management tool dedicated to your cleaning business such as Zuper will help you understand how many visitors left without completing a purchase and the cart’s value so that you can remind them via email or by sending a push notification in case the prospect has enabled web push notifications via the browser.
You can use many methods of retargeting such as website notifications, emails and SMS.
Retargeting with email
Is email marketing dead? Statistics prove NO!
3.8 billion consumers (probably includes you and me) check their personal emails every day. Moreover, across home, work, and mobile, consumers check their inbox almost 20 times a day. So email is still an excellent channel to reach customers.
Retarget your website visitors with three kinds of email notifications:
1. Abandoned cart reminders
Shoppers can be easily distracted by thousands of things while they are looking at your site. Or they may be browsing through several websites at the same time to compare service prices. Your offerings may end up being forgotten in shopping carts.
Send web push notifications to shoppers to remind them what they have left behind. Keep your message short and sweet. A well-timed reminder about the items in the cart can lead customers to return to your site and complete orders.
2. Price drops
High prices are one of the main reasons shoppers abandon their carts. Thus, sending a brief message to notify them of the discounted price is a great way to motivate those on-the-fence buyers and urge them to complete orders. After all, nothing is more appealing than a discount!
You can also send a discount offer for a service that was cancelled by a customer. Research shows that service companies that offer 40%-50% off on cancelled orders were able to recover their business by 80%.
3. Availability of schedule
Lack of available schedule is one of the major reasons why customers abandon their shopping carts in cleaning businesses as they have to be prepared in advance an hour before. Just in case if a particular schedule was cancelled, you can make sure to notify this customer 24 hours in advance as they might have plans.
When you’re planning your abandoned cart email strategy, there are quite a few things you should keep in mind:
1. Send your first email as soon as possible
Sending out your first cart abandonment email within an hour after the cart abandonment can reach higher conversions. Ideally, it should be sent when shoppers are still online. Also, your email should land in the shopper’s inbox before they buy somewhere else.
2. Have an attention-grabbing subject line
35% of customers open emails based solely on the subject line. If the email goes unopened, it has a 0% chance of completing its mission. Thus, your subject line should be attractive enough to nudge shoppers to open it. Keep your subject line concise, email subject lines perform best if they are 21-30 characters long. And put the most important information at the front to make sure shoppers will see the info no matter they are browsing it on desktop or mobile.
Last but not least, a clear call-to-action button is always an essential ingredient for a successful email. Since the main goal of the email is to effectively recover lost sales, remember to add clear call-to-action buttons to entice customers to complete their purchase. You can add both a continue shopping button and a complete order button to seamlessly lead your customers back to your website and place orders.
Retargeting using SMS
According to Deloitte, “85% of respondents – 41 million people- now own or have access to a smartphone.” Most of those people carry their mobile phones on them continuously throughout the day and check them multiple times daily. That is the beauty of trying to reach your prospects and clients using SMS. “95% of texts will be read within 3 minutes of being sent.” (Forbes) and “texts have a 99% open rate” (SinglePoint). Based on these statistics, SMS has obvious advantages for small businesses that want to reach a large audience with their marketing campaigns. Here are some advantages of using SMS marketing.
As text messages have a character limit, you are forced to send very concise and direct messages. SMS marketing is straight to the point and tells your recipient exactly what you want them to do.
SMS marketing is very effective for fast and high-impact campaigns. You can set up an SMS campaign and send out the messages within minutes. As mentioned above, on average the majority of texts are read within 3 minutes. This means that you will start seeing immediate results from your marketing campaigns.
High Open Rates
Your SMS are intrusive and they will be opened by a large number of people who are usually averse to sales calls. Unlike email campaigns which tend to land in the spam folder, SMS is always opened by the audience. If your email lists are not generating the required engagements, these prospects can be revived using SMS if you have access to contact numbers.
This is why SMS is used for a wider automated campaign. You can leverage Zuper’s cart abandonment analysis to send SMS if you know your customer’s contact numbers and ensure that you give them the best possible service.
Start your retargeting today!
Though the cart abandonment rate is high, three-fourths of shoppers who have abandoned shopping carts say they plan to return to the retailer’s website or store to make a purchase. Not doing retargeting is like leaving money on the table. But also keep in mind that retargeting should also be done the right way to ensure that customers are not put off by your products.
So why not start your retargeting campaigns today? With the three strategies mentioned above, you get a second chance to persuade your customer to purchase no matter where they are.