Hogyan alkalmazd a retargeting és remarketing technikákat webáruházadnál?
E cikkben éppen ezért tisztázni igyekszünk a fogalmakat, tippeket adunk a hatékony retargeting és remarketing kampányok megtervezéséhez, és konkrét példákat mutatunk, hogyan használhatod fel mindezt arra, hogy webáruházad bevételeit megnöveld.
Ezekről olvashatsz a következőekben:
- Mi az a retargeting?
- Retargeting vagy remarketing?
- Hogyan használd a retargetinget?
- Cross és upsell
- Milyen a jó retargeting üzenet?
- Szegmentálj (okosan)
- Ne hagyatkozz egyetlen csatornára
- Profi retargeting technikáid
- Hogyan NE csináld
- A retargeting erős eszköz, de…
Mi az a retargeting?
A retargeting újracélzást jelent: segítségével megjelölhetjük a potenciális vásárlókat, akik oldalainkat meglátogatják, és így információt szerezhetünk róluk, tudhatjuk, merre járnak éppen, amikor az adott hirdetési hálózathoz köthető oldalt töltenek be. Ez pedig segít abban, hogy relevánsabb hirdetéseket jelenítsünk meg nekik.
Ahhoz, hogy ez megvalósulhasson, el kell helyeznünk oldalainkon egy követőpixelt vagy egy sor kódot, amely megjelöli a felhasználót, aki az adott oldalt letölti. Egy sütit (cookie) raktároz el a böngészőjébe, amely jelez a hirdetési rendszernek, ha például egy a Google Display Networkhöz tartozó oldalon jár.
Példa
Adott egy átlagos felhasználó, János, aki az oldalunkon jár és megtekint egy adott terméket, de nem vásárol. A rendszer eltárolja ezeket az információkat, és amikor János legközelebb egy olyan oldalra téved, ahol hirdetünk, megjelenik neki ugyanaz a termék, amelyet korábban nem vett meg, csak éppen egy kis kedvezménnyel.
A retargeting tehát esélyt ad arra, hogy
- aki csak nézelődött nálunk, rávegyük a vásárlásra,
- aki vásárolt nálunk, annak releváns termékeket kínáljunk,
- a visszatérő vásárlóknak különleges ajánlatokat jelenítsünk meg.
Rendkívül értékes eszközről van szó: mielőtt a technológia lehetővé tette volna, sehogyan sem tudtuk utólag megszólítani azokat a potenciális vásárlókat, akik az oldalunkon jártak ugyan, megnézték a termékeinket, tehát megvolt az első élményük velünk kapcsolatban, ám semmilyen adatot nem adtak meg nekünk.
Ezzel releváns élményt adhatunk nekik, úgy léphetünk velük kapcsolatba, hogy azt ne érezzék tolakodónak – feltéve, hogy a retargetinget okosan használjuk, de erről alább részletesen is szót ejtünk.
Retargeting vagy remarketing?
A két fogalom nagyon hasonlóan hangzik, és valóban hasonló dolgokat is jelölnek, de nem azonosak: a remarketing jellemzően azt jelenti, amikor korábbi vásárlóinkat vagy éppen a kosárelhagyókat e-mail kampányokkal célozzuk meg újra.
Ilyen lehet az, amikor valaki a kosarába helyez három-négy terméket, majd inkább kilép az oldalról vásárlás, konverzió nélkül – a rendszer pedig küld neki egy nap múlva egy levelet, melyben felajánlja, hogy egy napig némi akcióval vagy éppen ingyenes kiszállítással vásárolhatja meg a termékeket.
A remarketing esetén tehát nincsen szó arról, hogy mondjuk AdWords hirdetéseket jelenítünk meg a megjelölt felhasználóknak: olyanokat célzunk vele, akikről ennél már többet tudunk, mert vásároltak nálunk vagy már megadták nekünk a címüket egy csalitermékért cserébe.
E cikkben elsősorban a retargetinggel foglalkozunk majd, az e-kereskedelmi e-mail marketinget ugyanis külön írásban már feldolgoztuk.
Hogyan használd a retargetinget?
A cél az, hogy az webáruházad termékoldalairól lepattanó közönséget újra elérd – de ezt releváns ajánlatokkal kell tenned, különben nemcsak hatástalan, hanem kifejezetten negatív kimenetelű lesz a kampányod.
A kosárelhagyás az egyik legnagyobb kihívás egy webshop üzemeltetője számára. Aki a kosárba rak egy adott árut, jó eséllyel nem veszi azt meg – jelenleg az átlag körülbelül 75%, de egyes becslések szerint néhány éven belül ez az arány akár a 90%-ot is elérheti az e-kereskedelemben.
A kosárelhagyásnak számos oka lehet – akkor éppen nem volt elég pénze a vásárlásra a potenciális vevőnek, csak listába szedte és későbbre elrakta, amit meg kell majd vásárolnia, vagy éppen talált idő közben egy jobb ajánlatot.
A retargeting célja, hogy az ilyen esetekben utánanyúlhassunk a vásárlónak, de még akkor is, ha a kosarába el se helyezte a terméket, csak jelezte érdeklődését azzal, hogy megtekintette a termékoldalt.
Egyszerűen azzal, hogy emlékeztetjük rá, megnézte a terméket, ismét felkelthetjük benne az érdeklődést – egy hatékony headline, egy kis azonnali kedvezmény pedig ráveheti arra, hogy konverzióra váltsa ezt az érdeklődést.
Cross és upsell
Megteheted akár azt is, hogy azokat, akik egyszer már megvásároltak tőled egy terméket, egy teljesen új tölcsérbe tereled be. Tegyük fel, hogy matracokat, párnákat, huzatokat és hasonló termékeket árulsz – ha valaki vesz tőled egy szett párnát, és sem a termékoldalon, sem a checkoutnál nem sikerül meggyőznöd arról, hogy még többet vásároljon, egy retargeting upsell ajánlattal még megteheted ezt.
De hogyan? Úgy, hogy személyre szabod a reklámot. Persze a kapacitásod véges, tehát érdemes ezt a kifejezetten népszerű és nagyobb értékű ajánlatok esetén megtenned – ezen belül is azoknál, ahol a legnagyobb az esélyed az upsellre.
Adott tehát egy pl. párnákat rendelő vásárló – neki retargetinngel hozzá illő párnahuzatokat mutathatsz a hálózaton keresztül, így ösztönözve további vásárlásra. Tartsd észben, hogy olyasvalakit, aki korábban már vásárolt tőled, sokkal könnyebb meggyőznöd arról, hogy ismét így tegyen, hiszen a meggyőzésen egyszer már túlestél – már csak abba kell energiát fektetned, hogy visszahozd az oldaladra.
Milyen a jó retargeting üzenet?
Nem elég az, hogy egyszerűen egy képet mutatsz a termékedről, de sokszor még az sem, ha valamilyen kedvezményt, akciót ajánlasz a potenciális vásárlódnak.
Olyan technikákat kell használnod, amelyekről már mi is részletesen írtunk, mint a scarcity (korlátolt készlet), a sürgetés, fel kell keltened a vágyat a felhasználóban arra, hogy azonnal meg akarja tőled venni a terméket. Használhatod a social proof és a testimonialok erejét is, ezzel győzve meg olyanokat, akik csak azért nem vásároltak nálad elsőre, mert még nem ismertek téged.
Ha limitált készlettel rendelkezel valamiből, és az erősen fogyóban van, akkor ezt ne mulaszd el a tudtára adni annak, aki hezitál – nem kell túlságosan harsánynak lenned, ha csak azért nem vásárolt korábban, mert jobban meg akarta fontolni a döntést, de a scarcity meggyőzi, akkor általában elég felkeltened a figyelmét.
Szegmentálj (okosan)
Eddig arról beszéltünk, hogyan vezesd a vásárlót vissza a termékedhez, de a retargetinggel természetesen nem ez az egyetlen lehetőséged. Az érdeklődőket vezetheted a csalitermékedhez, hogy listát építs, vagy akár a releváns tartalmaidhoz is, hogy ha már vásárolni nem akarnak nálad, akkor legalább ezzel elkötelezd őket.
Ha viszont választani akarsz a lehetőségek közül, ezt csak szegmentálással teheted meg jól. A közted és a felhasználó közötti kapcsolat alapján kell szegmentálnod: nem mindegy, hogy egyszer járt-e nálad vagy visszatérő érdeklődő, rajta van-e már az e-mail listádon vagy éppen régi vásárló, aki valamiért csak nézeget egy adott terméket.
Megfelelő szoftveres megoldásokat kell találnod arra, hogy jól tudj szegmentálni e kapcsolat alapján, ez teszi ugyanis költséghatékonnyá a retargetinget. Másképpen óriási meddőszórással kell számolnod: ugyanaz az üzenet sohasem győz meg mindenkit.
Hogyan találhatod meg azt, akinek valóban érdemes újracéloznod? A Mazda és a Merchenta retargetinges szoftvercég például 53%-kal magasabb konverziót, és reklámjaikkal 20%-kal nagyobb elérést értek el azzal, hogy hirdetéseiket földrajzi alapon leszűkítették, majd ezen belül konkrétan a kereskedőkhöz irányították az egyes típusok iránt korábban érdeklődő vásárlókat.
Ne hagyatkozz egyetlen csatornára
A Google Display Network a legismertebb példája annak, hogyan használhatod a retargetinget, de közel sem az egyetlen. Jó kezdés persze, de igazán akkor használhatod ki a technikát, ha a közösségi médiában is aktívan alkalmazod.
A hírfolyamban elhelyezett hirdetések kiemelten hatékonyak lehetnek, hiszen natívan jelennek meg: a felhasználó sokkal nagyobb eséllyel kattint, hiszen eleve azért böngészi az idővonalat, hogy valami kattintani érdemeset találjon.
Ne csak azt figyeld, hogy ki az, aki a termékoldalaidon járt: ha megfordultak a YouTube-csatornádon, ha egy közösségi platformról érkezve jutottak el valamilyen tartalmadhoz, akkor jó alkalom kínálkozik arra, hogy valamilyen hasonló tartalmat kínálva nekik faliratkozókat csinálj belőlük.
Profi retargeting technikáid
Néhány haladó jó tanács és praktika, hogy még hatékonyabban célozhass.
- Késleltetett retargeting: építs az időre. Megjelölt érdeklődőid “szavatossági ideje” egy idő után lejár, de bölcsen is kihasználhatod, ami megadatott. Lassan építkezhetsz az üzenetekkel – először az ajánlattal, egy héttel később konkrét példákkal, majd a csomagajánlatokkal, még később testimonialokkal és így tovább.
- Szekvenciális retargeting: ne csak egyszerűen szegmentálj, figyeld azt is, mit érsz el a felhasználónál. Ha a tartalmadhoz akarod terelni, és valóban elkezdi olvasni a cikkeidet, nézni a videóidat, továbbléphetsz: a preferált tartalmak alapján csaliterméket ajánlhatsz neki, vagy feliratkozást, hogy ne maradjon le az őt érdeklő újdonságokról.
- Változtass az ajánlaton: a legtöbb webáruházban 98% körüli azoknak az aránya, akik első alkalommal nem vásárolnak. Sokszor ehhez csak egy kis lökésre van szükség, mondjuk arra, hogy egy kicsit változtass az ajánlatodon – más csalival, hasonló termékkel stb.
- Ne foglalkozz azzal, akivel nem érdemes: ha valaki csak egy-két másodpercet tölt a főoldaladon, nem kell rá pénzt pazarolnod. Ha lepattan tőled, kisebb eséllyel fogod meg, bár az is számít, hogy honnan érkezett hozzád – egy az elsőhöz képes hiperreleváns ajánlattal talán lehet esélyed. De igazán azokat érdemes céloznod, akik végeztek valamilyen tevékenységet, több oldalt néztek meg vagy egyet hosszabban: őket célozd elsősorban újra.
- Push-along, avagy haladjunk tovább: ha van egy jól felépített értékesítési csatornád, de egyes látogatók elakadnak bizonyos pontjain, ne hagyd őket elveszni: emlékeztesd őket, hogy továbbléphetnek, kínálj nekik olyat, hogy érdemesnek érezzék folytatni az utat.
- Célozd konkurensed közönségét: az AdWords és más nagy platformok nem csak a saját oldalad látogatóit figyelik, megteheted, hogy a konkurenseid oldalai iránt érdeklődőkből készítesz szegmenst, és őket célzod meg egy jó (jobb ajánlattal).
Hogyan NE csináld
Bármelyik technikát alkalmazod is a kettő közül (remélhetőleg mind a kettőt), van, amit mindenképpen el kell kerülnöd:
Ez pedig az, hogy az őrületbe kergesd a potenciális vásárlóidat.
Példa
Képzeld el, hogy egy webshopban megnézel egy terméket – mondjuk egy piros pólót. Elsőre szimpatikusnak tűnik, de aztán mégis úgy döntesz, hogy inkább nem vásárolod meg.
Jól akkor ér el téged valaki ebben az esetben, ha egyszer-kétszer kedvezményt kínál, hátha csak hezitálsz valamiért, vagy éppen releváns termékeket mutat neked, hátha azok jobban elnyerik a tetszésed.
Rosszul pedig akkor, ha ugyanezt a piros pólót vagy kénytelen bámulni minden oldalon, amit csak beöltesz.
Ez a vásárlóban frusztrációt kelt, negatív érzelmeket a brand felé, és szinte biztos, hogy nem lesz belőle vásárlás. Ha egy boltból vásárlás nélkül sétálsz ki, az eladók sem fognak utánad szaladni, hogy ugyan, vedd már meg, amit egyszer kézbe vettél.
De neked sem jó, hiszen teljesen feleslegesen szórod el a hirdetési büdzsédet. Márpedig érthetetlen módon mégis rengetegen csinálják ezt – van tehát olyan terület, ahol ügyesebb lehetsz a konkurenseidnél.
A retargeting erős eszköz, de…
Csak akkor, ha van kit újracéloznod vele, és van mit ajánlanod neki. Tehát rajtad múlik, hogy látogatókat vigyél oldalaidra (vagy legalábbis felállíts egy stratégiát, hogy tudd, hol kell figyelned őket), és szükséged lesz erős termékoldalakra, jó tartalmakra, landing page-ekre is.
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