Behavioural Retargeting Case Study: How An E-commerce Store Generated $18,750 In Sales From $114 Facebook Retargeting, In 48 Hours
This is Part 2 of a 3-part series on increasing sales conversions with Behavioural Retargeting on Facebook
Think of it is a primer for how to get more sales, from the traffic you already have:
- Part 1 – [Read It Here] – How we created a 7,245% ROI, off a single campaign
- Part 2 – [You Are Here] – How an eCommerce store generated $18,750 in sales from $114…
- Part 3 – [Read It Here] – Jedi Mind Tricks to laser blast your sales conversions today!
So in our last article we showed you a basic method to increase your conversions using Facebook Retargeting
After sharing our results we had a few skeptics that it could be done again: Challenge accepted!
“Today you are going to learn how a designer used the Facebook Fishing Formula along with Behavioural Retargeting to generate $18,750 in flash sales to a low traffic site in just 48 hours…
That’s right, a designer not a marketer
And this was on a site with:
- Relatively Low Traffic
- Small Social Following
- Low budget to test
Keep reading to learn how….
How The Facebook Fishing Formula Converts The Traffic You Already Have, Into More Sales And Leads
How It Works:
The Facebook Fishing Formula focuses on increasing conversions by leveraging the low hanging fruit. Rather than attempting to convert a new cold lead, we instead focus on leads that have already shown interest but not yet progressed to a sale.
This can be used in a number of ways, our favorite is to help educate and move them through your content funnel towards a purchase, but this can also help with more direct sales methods. The key is to not worry about more traffic but rather, more sales from the traffic you ALREADY have.
According to Marketing Sherpa only 2% of traffic to your site will convert on their first interaction.
Life will get in the way and the reader doesn’t become a customer or more likely the customer is not far enough in the buyers cycle to make a purchase
By advertising specific offers ONLY to sections of your audience who have previously shown interest this reduces your spend by nurturing your ideal readers only, but its PROVEN to increase your websites ROI
If you website is only converting 2% this means you are leaving a HUGE section of your audience on the table.
Its far easier and cheaper to convert a previous viewer, than to bring in new cold leads.
If you want a full breakdown of how the Facebook Fishing Formula works check out our case study here, Sales Conversion Case Study: How I Created A 7,425% ROI On A Single Campaign, In 24 Hours
As a quick recap, here are the 3 steps:
- Find your top traffic pages on site that offer products, content or services and focus on them to test this out quickly
- Set up tracking for viewers who have visited those pages to market to again
- Create a sequence of campaigns that are relevant to that product, article or service, and only show it to those who have previously shown interest to progress them through the “buyers cycle”
This way you can continue to stay “Front of mind” and bring them back, or educate and guide the reader closer to purchase
And you know what rocks?
This can work on a very low traffic page (like we demonstrated in our original article) or for high traffic audiences to help increase sales!
Just ask Mike…
How Mike Chapman used Behavioural Retargeting to create approx $18,750 in Sales In 48 Hours
Mike is a graphic designer/social media handler/athlete manager at bodyglove.co.nz a company that creates wetsuit’s for surfing, diving and wakeboarding.
Like many businesses, Mike is tasked with wearing “many hats” and has to cover a number of responsibilities, so time to implement tasks is always a factor
Mikes company are starting to grow their premium product line, and sales are steadily growing but they could always be better!
They primarily sell online and wanted to increase their conversions for a new campaign.
But its not always that easy…
As popular as surfing is here in New Zealand, there is not a huge local population so search traffic can be quite low…
Not only that:
Mike isn’t a full time marketer or have years of experience under his belt
But Mike knows his products and loves his community and knew one thing for sure:
His competitors are NOT pushing their online marketing
In fact, other than one major distributor, most have product pages with just the product image and a price…
And that’s when Mike decided to try the Facebook Fishing Formula (with a twist of behavioural marketing) for an upcoming flash sale.
Before we reveal “the twist” of what Mike did differently, lets take a quick look at how he did.
We spoke to Mike on May 16th…
And on May the 20th, here are his results:
- $89 in traffic generation for the campaign
- $14 in Facebook behavioural retargeting to bring visitors back to the products and condition a response
- $18,750 in total sales OR a 9,111% Return on Investment for those good at math
Not only did Mikes sales improve and his traffic grew by 402.67% , but his traffic after the event continued to grow!
And then something else happened…
The campaign also resulted in a 13% percent increase of Facebook fans, and more interaction with their page:
This also brought in a 55% increase in ongoing site traffic
Bodyglove.co.nz jumped from 500 sessions to 2,263 sessions during the campaign
And then a healthy 1,629 sessions afterwards
But that’s still not all…
Not only did this campaign help them sell through on stock (6 suits left at time of writing) but it nurtured their traffic and leads, and increased their ongoing interaction with their customers
According to Forbes 80% of all your businesses sales will come from previous customers.
Those who purchased once are more likely to buy from you again.
So Mike now has a list of eager customers….
Even better, he used similar methods to up-sell to previous customers of specific products:
60% amount increase in page views of the product and 40% of new sales to viewers
This is not a huge volume of sales and the product is seasonal, but this was a product with very little views before and almost half the cost of the sale product the customer had previously purchased.
Running costs so far for the upsell?
$11 in Total
This is the first time bodyglove nz had ran a campaign as intricate as this…
And so at midnight of day of the sale Mike had around 15 emails from surfers sat at their computers, asking why the campaign hadn’t started yet….
Now you’ve seen Mike’s results, lets walk you through the steps he used to explode his sales:
Step #1: Decide On A Product To Target
We are big fans of taking action so we recommend starting with any product that currently has high traffic. We used Facebook as our retargeting channel as its simple and you can have a campaign up and running in 30 minutes.
In this situation Mike had 3 products to sell for end of season sizes and because of this, the prices were incredibly good
The best offer by far was for a $350 premium wetsuit down to $150.
But the way the sale worked was a little difficult to understand in a 200 character Facebook advert…
- Product 1 was on offer for day 1 only
- Product 2 for day 2 only etc
This allowed Mike to leverage “scarcity” in the offer and to also build an “event”. These are 2 incredibly compelling “Triggers Of Influence” which we’ll cover shortly…
Mike started by driving all traffic to a landing page before the sale started
This page featured information of how the sale worked, and linked to a small teaser on each product. The reader could click through to each product page individually if they wished
By tracking which viewers moved onwards towards further information, he now had warm leads who had progressed further into funnel/buyers cycle…
This was the beginning of his “behavioural marketing”
He could track his website users behaviour, and start to deliver specific campaigns only to the right people…and its incredibly powerful
Mike could now target these leads more aggressively immediately and also save money by not advertising to the wrong leads with the wrong offer
That’s not to say he didn’t target the visitors of the landing page also, we just sequenced our adverts to show only:
- When key actions had been taken
- When a specific time had passed in the campaign
3 Steps To Quickly Find Your Top Traffic Pages To Target
If you’re not sure how to find your top pages and how to choose a product to retarget, its quite simple:
1: Head over to Google Analytics https://www.google.com/analytics
Make sure to be in the reporting section
2: Scroll down to behavior> site content> landing pages
On the right hand side you will now see a graph of your traffic and below a list of your pages in order of traffic.
Scroll down to see your list of pages in descending order
3: Choose which pages to target
At this moment ignore the homepage (seen as a /symbol) and choose either a top product or service to market to
In this example we have pointed out 3 key pages where leads would be cold, warm and hot i.e closer to sale
- Digital Marketing Services
In this example someone has landed on our services overall page.
This shows that they are at least contemplating a service and would be great to follow up with. Not surprising but there are more visitors at this section than at the end and ready to book a consultation.
In this situation we would target them and call out with an advert relevant to the page.
“Are you still looking for Digital Marketing Help?” “Is your site still struggling with XYZ” etc
With some small effort and reassurance, we could help move those people closer to sale but there are still easier options to target
- SEO Packages
This visitor has looked at a specific product and is much closer to sale. They are currently looking for a specific solution to a problem. In this instance, that they don’t have enough traffic to their site.
This is a great lead to follow up on, possibly even better than the next option.
Someone looking at the product page knows the pricing and will have found it when searching for a specific solution. This person is very close to sale…
At this stage we would target with a number of adverts specific to the product, but more beneficial would be to move them closer to interaction with our team and book a consult.
“Traffic not what it could be?” “Losing sales to competitors?” etc and then
“Need to improve your SEO still? Book a FREE consultation with 3 clicks!”
- Book a Consultation
In this situation this is traffic that has visited our “book to speak with our team” page.
We know that the traffic that hits this page is not as high as the number of consults we receive and is the last step before a reader becomes a full time client.
Perhaps it would be wise to try and convert these guys huh?
This is a prime example of money left on the table! This is definitely where we would start testing and work backwards to include and ascend all pages/products
So lets discuss how to build those sequences:
Step #2: Set Up Tracking For Viewers Who Have Visited SPECIFIC Pages To Market To Again
Now this step is paramount to your success:
In step 2 of the Facebook Fishing Formula we install the facebook retargeting pixels to your site but we also leverage the customer buyers cycle to recognize actions
Its the reason why we have seen 7000-9000% ROI from our retargeting campaigns over industry standard 200%
Lets look at this from a basic customer sales perspective:
The reason people don’t purchase initially is that they follow a specific “buyers cycle”
The reader needs to progress through each section before they become a customer.
There are ways to skip ahead but usually require an outstanding value offer such as a discount to make that happen.
The content on your site should be follow a tofu/mofu/bofu plan. (Top of funnel/middle/bottom of funnel)
If the reader comes in cold to a top of funnel content they are usually new and only just recognize a desire or need.
You should then progress them to middle content to educate them and then bottom level content of advanced or specific solution content.
The breakdown for a wetsuit purchase would be:
- Awareness of problem: If a visitor lands on the site then they may be interested in the brand.
“Its cold in the water and I want to surf”
- Education:If they land on a product then they are learning how to solve their problem
“How can I be warmer in the water?”
- Evaluation: Landing on further detail product pages or reviews
“A wetsuit will help me stay warm-but which?”
- Purchase: Landing on the sales page
“I’m going to stop being cold with a new wetsuit!”
I don’t know about you but I would rather have them move through those stages and purchase at full price
(Training your customers to only buy at a discount is not a great habit to get into)
Now this seems quite intuitive. If it was a physical location your sales associate would be able to judge where the customer is at and progress them, not push them…
Most sites either don’t have a system to progress or bring back the viewer. And if they do its usually a direct push to their offer.
Some people may buy and a reminder is all they needed to purchase.But for the others who are not at that stage yet there is no logical progression for the reader to take.
How To Add Your Facebook Tracking Pixel To Your WordPress Site
1: Log into Facebook with this link here http://www.facebook.com/ads/audience_manager
2: Click the green “Create Audience” button in the top right corner and select “Custom Audience”
3: From the pop-up menu select “Website Traffic”
4: You can build custom variations to track later (And we recommend that you do) but for now agree to the terms and click “Create Web Remarketing Pixel”
5: Copy the tracking code now to add to your site
6: Now that you have your code, head over to your WordPress admin.
Scroll down the options on the left hand side until you find “Appearance” and then “Editor”
7: On the right hand side of the screen scroll down until you find “Header.php”
Click this to open up your header file to edit. Be careful not to delete anything here…
8: Find the <head> section and click enter below it to make a new empty line
Paste the code into the new line and then hit “Update File” below
Now your pixel is in place, lets discuss how Mike built sequenced triggers to his previous visitors
Step#3: Build A Sequence Of Campaigns To Ascend Your Visitor Through The Buyers Cycle
Before we get into the exact sequence that Mike built to make 5 figures in 48 hours, we need to understand why this works:
We mentioned before that if this was a physical location and not a website, your sales associate would be able to judge where the customer is at and help progress them to a sale.
And it works because the customer is given the correct information at the correct stage in their buying cycle…
Wouldn’t it be great to have a digital salesperson for your product?
Someone who can judge where your customer is in the cycle based on actions taken and how they need to progress. But all automated and able to work for you 24/7…so lets show you how to build one!
We mentioned earlier triggers of influence and how they can affect your customers psychology to purchase or take action.
To understand how to build an automation to ascend you site visitors, you need to understand the process your visitor should take…
We also need to understand that a physical employee can easily build rapport and trust with a store visitor. So lets cover how to leverage certain “Triggers” to help build those feelings when a visitor interacts with your site:
The 7 Triggers Of Influence Mike Used To Dominate His Sales
Let me ask you a quick question:
Have you ever drove home and not realized how you got back?
How did this happen?
The human brain is under stimulus at all times. To help us focus on the important tasks and not be completely overwhelmed we create systems that we follow unknowingly.
Other than certain warning flags we pretty much run on autopilot for most of the day.
Unfortunately we are not always aware of which flags we have built….and that these flags can be manipulated
Because Mike was running a time sensitive campaign he managed to not only leverage smart sequencing for his targeting, but use triggers of influence to promote actions…sneaky eh
1: He leveraged His Assets For Authority By Association
One of my favorite shows at the moment is the Blacklist. Its all exciting CIA and covert missions. In these kind of shows if there’s an assassination or attack, what does the assassin almost always do?…
They put on a emergency services uniform!
Because we can’t help but listen to people of authority and trust what they say
By introducing a video of the product in action by famous professionals athletes, he achieved 2 things:
- If the suits are used by these athletes who this audience deem as authorities, then surely the suits themselves must also be of a high standard. Authority is transferred from the athlete to their product.
- Videos are high visual stimulus. They stand out from the usual ads, and can produce a much higher CTR.
2: He Leveraged Authority By Repetition
This is the corner stone of how retargeting works so well.
We already know that sometimes people don’t buy immediately because they simply didn’t get around to it as yet.
By reminding them, they remember and then take action and purchase. Fantastic.
But here’s the other bonus to retargeting:
There are at least 9 different email service providers for marketing. But I bet that the email provider you decided on was the one that you noticed repeatedly over and over again.
It was recommended by authorities in your industry, and then reaffirmed via ad and retargeting campaigns.The mere act of hearing it repeatedly was enough for us to believe it to be true….
Mike ensured that the viewers of his products were treated to a scheduled campaign of reaffirming ads:
- A run up reminder before the sale to grow anticipation and awareness (Lots of shares!)
- A video of the product in use
- A testimonial series of the product
- Reminders of the offer
- Scarcity of the offer
- Reasoning behind why they should purchase etc
3: He Used Reciprocity To Build Goodwill And Ascend His Visitors
Have you ever been at a Christmas party and received a gift from someone, but had nothing to offer in return?
It was agreed no gifts but then they brought you one anyway!
You feel awful… but why?
As a society we have to work together as a team to succeed. (Winter is coming)
Much like the Rangers of Castle Black protect the wall, the stewards feed their protectors. Its a system of give and receive and humans have used this for hundreds of years.
When you receive without having anything to offer in return you feel obliged to repay the favor. (The entire authority site building model works on this.
You provide fantastic content and the readers repay you by purchasing your recommendations.)
By giving free content and advice such as “How to purchase a wetsuit” Mike provided value in advance to the reader. He become their trusted adviser for knowledge in the field, boosting his authority again, but also creating a small bond with the reader.
When they come to buy a suit in the future, chances are high they will repay the favor and buy from him but this also helped remove any doubt or questions about the products that may have stopped a reader becoming a customer.
4: He Built Trust With His Community
Trust is an important factor on many levels.
The reader needs to understand the product is up to the quality they claim, and that we will deliver the goods as offered. Mike used a number of ways to build up his readers trust.
By building the reciprocity and authority with the content and riders, Mike raised his readers perception of the brand.
He then conditioned a response by having the reader perform small tasks.
Before the campaign Mike and the team made sure to keep producing social content of the suits in action that the readers could click on and read or watch.
As the entire campaign was ran on Facebook, he targeted the fans of the page as well as their friends. Mike managed to get a flood of referrals to friends to take up the offer, links shares and likes.
He also added testimonials and quotes from team riders to help bolster the response.
In the run up to the event he created a landing page giving details of the offer, BUT not allowing purchase as yet.
This took the readers to the offer and showed what was available but didn’t push the purchase immediately.
Normally a link to a page would be a direct sale offer which can sometimes cause readers to become defensive. This caused the viewers to trust his intentions and then move to the individual product pages and build interest.
The viewers of the product pages were the ideal targets for his ad campaign and more trusting when it became available…
5: He Built Up Anticipation For The Product with Behavioural Retargeting
Previously on Lost….
Remember those words? Of course you do!
That’s because the writers of lost were masters at what we call an “Open Loop”
Used in story telling to provide a compelling reason to read on and find the answer. We like things to be completed.
If the writer brings up a subject but doesn’t give all the details yet, then you just HAVE to read on to find out.
By referring to the open loop at the start of each episode again, you HAD to watch just in case it was covered in the new episode.
And what happened?
Either it didn’t get covered, or if it finally did you had 2 more amazing open loops to comprehend!
Before Mikes products were available to purchase at the offer price, he continued to do 2 things:
- send new visitors to the offer, and then
- show everyone a sequence of reminders for the offer before it was available
The landing page traffic generation caused hype and interest for the upcoming campaign.
Viewers could see the landing page and move to the products but not get the offer at this point in time. More people joined and shared and more people commented
If you have the opportunity to build hype in advance, never miss this step!
It leads directly into…
6: He Created An “Event + Ritual”
As we mentioned Mike ran pre-launch traffic to the landing page offer to build anticipation. He also started to sequence the adverts displayed.
- 2 days before the sale he started to target visitors of the page with the original offer.
- The day before he went into more detail of the product available the next day.
- On the day of the event he went full hog for that specific product only, running multiple time based campaigns.
This build up the anticipation further and moved it away from an offer but to a time limited event for the reader and the community to be involved with.
The interest and traffic far outweighed the number of products available…
7: He Leveraged Scarcity For The Product And Offer Period
Not everyone purchases for the same reason.
Some are driven by greed, some by the need to outdo their contemporaries (Keeping up with the joneses) others by fear of loss or missing out
When there was 12 hours left of the campaign Mike changed the offer to show how many units were left, then he had a timer alert of only 12 hours, 6 hours and 3 hours left of the campaign.
Each time building up scarcity, each time appealing to a different potential emotion that the reader might use to buy
So lets break down the process:
Below is the system Mike used in glorious technicolour detail…
Its easier to think of this in 3 stages:
3 Days Before Launch
1: Start by adding your tracking pixel to collect info from all site visitors
2: Next think through the actions that your visitors will take, or which you would like them to move through to become a customer.
In this instance Mike was interested in the traffic that progressed from the landing page to a product page. Those visitors were then targeted with a buyers guide to help ascend them and reduce any questions when it came to buying.
To measure which actions are taken requires some basic logic.
- If they visit the product page but not the wetsuit buyers guide, then they should be shown the guide.
- If they visited the landing page but not the product pages, they should be shown product pages in targeted ads etc.
The goal is to help them move through the logical stages to move forward. If they then visit the page the ad stops showing to them, and a different ad can be shown.
Basic Custom Audience Creation
Here’s a simple method to build a “if this then that” sequence for your campaigns using custom audiences.
Be sure to make one for each product you’re targeting and track traffic that moves from the landing page to it
On the top right click the green “Create Audience” button again and then select “Website Traffic” as before.
Rather thank choose “All Site Traffic” again this time choose “People visiting certain pages but not others”
Now all you need to do is set the URL’s for the correct pages.
Be sure to choose “URL equals” and then fill it in.
The top URL would be the product page, the bottom the page we would like them to visit next:
Be sure to give the audience a name that helps you remember the goal. In this case
“Have they seen the product but not the guide? then show them the guide!”
3: Send traffic to the landing page that features the products, and attach links to the product pages for the viewer to learn more
We ran 2 campaigns here. One to those who shared interests and another to the group itself.
The FB fans had a MUCH lower cost and continued to share, like and comment on the post. We would advise testing both however.
4: Remember to retarget viewers of the products with a buyers guide or content to help them advance closer to sale. (This is worthwhile running constantly to help convert and ascend all year if relevant to your offer)
5: Continue driving traffic to your audience and fans/friends to help build a community anticipation around this..
1 Day Before Launch
Start retargeting previous landing page visitors with your followup landing page to create more hype. Build that excitement!
Again do this with a custom audience:
- Did they visit the landing page but not the follow up page? (Yes as it wasnt available yet)
- Send them the next page with more details and info
12 hours before the event goes live start promoting with a “It Starts In 12 Hours:Don’t Miss Out!” campaign
Only those who saw your previous landing page will see this, helping to move them deeper into your campaign and costing you very little compared to cold traffic generation
If day 1 is product specific, start with that product only in the image campaign
Day of Event
Here is where the fun starts:
This is ongoing throughout the campaign
The viewer will see 3 different ads all with the same goal. To build awareness and authority with repetition:
- A video of the product in action
- An image and message reminder of that product on sale
- Testimonial images of people who use the product
We targeted all viewers of the product pages and landing page with the video: Those who visited the product page also saw the testimonial
Like all sequences from here on, if they progressed to the sales page the ads stopped and an upsell campaign was then targeted to them
Emotional Trigger Sequence
People buy for different reasons.
Its difficult to know which trigger will cause the sale (Usually scarcity or fear of missing out) so we sequence different buying reasons and emotions here based off of your customer base.
Try to appeal to each of their emotions to ensure a sale happens…
- Scared of missing out on your opportunity
- Want the very best and to be better than your colleagues
- It makes sense to upgrade now and not later at this deal etc
As most people never do anything until the last moment, this sequence will cover the majority of your sales
- X amount of products left
- time frame scarcity sequence 12/6/3 hours remaining etc
At this point recommend products that fit in with what the customer has bought already.
In this situation people were buying winter wetsuits and so were targeted with wetsuit boots
The key here is not to make the person regret the initial purchase but to let them see how this is a value added offer.
When surfing in winter it can be a few minutes before you catch a wave.
Sat motionless in the water your body is warm but your feet can fall asleep or go numb. Usually this means you fall off the next wave you catch as your feet don’t respond.
Focusing on converting your current traffic is key to making more sales. You don’t need to worry about waiting until you have some magic amount of visitors or worry about button colors and other conversion methods.
This is a simple system you can use to make more sales for your business right now with the traffic you have.
But you have to take action to succeed!
Your site already has visitors and unless your bounce rate is 0.2 seconds, they are clearly interested in your products.
Just be sure to follow the steps outlined below to take maximum benefit:
- Track all traffic coming to your site to be able to target with offers and bring back
- Created a sequence of adverts to show at a certain time based on actions taken. Those who showed interest are shown stronger pitches, those who hadn’t were moved along and educated to the next stage and not forced
- Drive traffic to a landing page to build initial hype and interest
- Leverage your social community to build trust and interest in the products and create “An event”
- Build up further hype by sequencing a series of pre-launch ads to those who have shown interest. Educate those who haven’t taken action yet.
- Announce the flash sale is live and campaign for your product
- Appeal to the different types and reasons that people would buy. Split test your copy and ad images
- Send out a final sequence regarding the limited time frame for them to take action. People suck at taking action in advance so don’t give up at the last hurdle. You’ll make more sales here than anywhere else
- Build in an up-sell offer to be shown to those who purchased on the day and take advantage of “Hyper” buyers
How will YOU use behavioural marketing to increase your website sales?
Will you run a flash sale also?
Or simply set up to convert and educate more of your traffic?
Let me know in the comments below.
Don’t forget I’ve packaged up a kick ass set of bonuses for you below such as:
- A step by step PDF walk-through
- Checklist to do this for your business
- Video of this being built
- Simplified Funnel Process map