Nabler's client is a small apparel retailer based in Boston. The client's e-commerce website was suffering from low conversion rates and average order values. Nabler's team suggested the strategy of Dynamic Remarketing to the client and implemented it to re-target the lost visitors of the website. We created various ad groups and dynamically targeted them with internet ads of the products they had seen on the website along with other relevant products. The client saw a dramatic increase in the conversion rate. 88.5%
Increase in conversions
Increase in return on Ad spends
Reduction of cost per conversion
Nabler's client is a small apparel brand based in Boston with approximately 100,000 Unique Visitors per month. The monthly average conversion rate of the website was 1.35% with an average order value of $85. The client was seeing a high bounce rate and cart abandonments and wanted to improve the conversion rates and basket sizes.
Nabler studied the client's current situation and suggested Dynamic Remarketing as a strategy to boost sales and increase conversions. Google AdWords offers a Dynamic Remarketing solution that enables retailers to remarket to past site visitors with customized ads of products that they had viewed on the website, along with a selection of similar products. These customized ads attract attention of visitors, who had already showed some level of interest, and entice them to go through with the purchase.
Here are the activities that Nabler's experts did:
|Active Product Viewers||Non-Active Product Viewers|
|Text Ads and Image Ads||Text Ads and Image Ads|
Results And Lessons Learned
After running Dynamic Remarketing campaigns for three months, we identified the following key trends:
Maximum increase in conversions of cart abandoners
Shopping Cart Abandoners ad group showed impressive conversion and return-on-ad spend metrics compared to legacy shopping cart abandoners ad groups.
|Campaign||Conversions||Cost per Conversion||Conversion Rate||Return on Ad Spend|
Product viewers convert with lower returns
We were interested in the idea of remarketing to visitors based on which products they viewed, even if they didn't get to the shopping cart. The product viewer's ad groups allowed us to specifically target the highest-traffic category of visitors: shoppers who were still in comparison-shopping mode. We found that the product viewer's ad groups showed much lower conversion rates and return on ad spends than the shopping cart abandoners, as evidenced in the table below:
|AD Group||Cost per Conversion||Conversion Rate||Return on Ad Spend|
|Shopping Cart Abandoners 30 Days – Text Ads||$7.05||7.00%||879.71%|
|Shopping Cart Abandoners 30 Days – Image Ads||$7.23||6.21%||1013.18%|
|Product Viewers 15 Days – Text Ads||$15.13||1.95%||440.95%|
|Product Viewers 15 Days – Image Ads||$16.98||1.49%||298.10%|
Image ads are seen the most
The Image Ad units, i.e., the ads that contained product images, accounted for a majority of the total traffic in the Dynamic Remarketing Campaigns. The image ads consisted of at least 66% of the total impressions and 72% of the total clicks.
Product non-viewers are not as profitable
Unsurprisingly, we didn't see much traffic or conversions come from the product-non-viewers campaigns. The pool of buyers and shoppers who haven't viewed a product in 15 days is significantly smaller than those who actively view items. The non-viewer campaigns had a much higher cost per conversion and lower ROAS.
Nabler helped a US-based apparel brand optimize its investment on Adobe SiteCatalyst with a well-investigated re-implementation strategy and user training through our unique Digital Analytics Evangelization Program. This helped all the client's teams get better and more relevant results and insights from SiteCatalyst, thereby increasing the tool usage and website effectiveness.Download this case study