CART ABANDONMENT STRATEGIES TO CLOSE THE FUNNEL People come to your website constantly and leave their shopping cart without buying. It’s time to really make sure your prospective buyers do not forget about you, and come back to make their purchase with you, and not a competitor. We’ll go over some strategies to make sure the purchase funnel is closed and your sales grow!

1. How to Deploy the Ultimate Cart
Abandonment Strategy Masterclass
Using Email, Paid Media, CRO and Site Optimization to Grow Ecommerce Sales

2. 9:30 - 9:45 am PT
VWO PRESENTS:
OPTIMIZING THE POST-CLICK
EXPERIENCE TO IMPROVE
CHECKOUT RATE
11 - 11:45 am PT
TINUITI PRESENTS:
BUILD A CART ABANDONMENT
RECOVERY STRATEGY VIA SOCIAL ADS
Today’s Timeline
TINUITI PRESENTS:
CART ABANDONMENT STRATEGIES
TO CLOSE THE FUNNEL
BOUNCEX PRESENTS:
ADVANCED TACTICS FOR A
FULL-FUNNEL TRIGGERED EMAIL
PROGRAM
10 - 10:45 am PT
1 - 1:45 pm PT12 - 12:45 pm PT
TINUITI PRESENTS:
IMPORTANCE OF AN
INTEGRATED MEDIA STRATEGY

3. Today’s Logistics
● Session recording and slides will be sent
● Submit questions to our panelists
● Join in on our poll questions throughout
● Resources available as handouts
Analicia Santaella
Partner Coordinator

4. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

5. Today’s Speakers
Matthew Devinney
Sr. Strategist, Paid Search

6. Agenda
Audience Identification & Creation
Campaign Tactics & Recommended Structure
Bid Strategy & Scaling
Messaging & Ad Copy Best Practices

7. Do you feel like you are maximizing cart
abandoners to their full potential?
Poll Question
● Yes
● No
● Not Sure

8. Audience Identification & Creation

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Know & Understand Your Audience

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Know & Understand Your Audience

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Where To Build Audiences

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Know & Understand Your Audience
1
Visits Site Adds To Cart
3
$$$$$
4
Visits Category
/ Product Page
2
1
Within 1 Day Within 1 Week
2
Within 1 Month
3
Within 1 Year
4

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Your Sample Audience Breakdown
1
1-Day Cart Abandoner
Best Converting Segment,
likely ready to buy now
3
2-Week Cart Abandoner
Good Converting Segment,
may be researching still
5
1+ Month Cart Abandoner
Long-play consideration, be
present
2
1-Week Cart Abandoner
Strong Converting Segment,
still likely ready to buy now
4
1-Month Cart Abandoner
Lower volume, semi-likely to
still buy

14. Campaign Tactics &
Recommended Structure

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Know Your Targeting Choices
Targeting
Target audiences in new,
separated campaigns
Specifically, only target
audience(s)
Segment account structure to
scale
Observation
Layer audience on existing
campaigns
Report on, or bid differently for
audiences
Keep account structure simplified

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Single Campaign Audience Strategy
● Can limit investment
opportunity
● Can limit revenue
opportunity
● Difficulty maximizing your
bid strategy
● Messaging to your specific
audience constrained

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Duplicate Campaigns for Audience Strategy
● Maximize investment
opportunity for Cart
Abandoners
● Maximize revenue
opportunity for Cart
Abandoners
● Maximize your bid strategy
for Cart Abandoners
● Tailor messaging to your
Cart Abandoners

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DSAs + Audience Targeting Expand Reach
Specifically ‘Target’ Cart Abandoners via DSA Campaigns to:
● Expand reach & coverage to cart abandoners on Search
● Appear on any relevant products your audience is searching on
● Show tailored, dynamically generated ads with promo messaging

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Specifically ‘Target’ Cart Abandoners via Dynamic Retargeting Ads Campaigns to:
● Expand reach & coverage to cart abandoners on the GDN
● Appear on any site on the Google Display Network with a tailored product ad
● Show tailored, dynamically generated ads with exact product they added to cart
Further Expansion w/ Dynamic GDN Retargeting

20. Bid Strategy & Scaling

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Focus: Maximize Cart Abandoner Volume
Impression Share
Search impression rate is the percent of your ad impressions
that are shown in the search results.
Top Impression Share
Search top impression rate is the percent of your ad
impressions that are shown anywhere above the organic
search results.
Absolute Top Impression Share
Search absolute top impression rate is the percent of your ad
impressions that are shown as the very first ad above the
organic search results.

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Test Smart Bidding Strategies

23. Messaging & Ad Copy
Best Practices

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Win Back Your Abandoners, Subtly
Focus on Slightly Changing Messaging
Tailor ad copy for cart abandoners, but only slightly
Test What Your Customers Actually Want
Test percentages off, dollar-amount off, shipping options, etc
to determine which callout helps people come back & BUY
Avoid Repetition
Do not bombard the searcher with multiple offers
Instead, continue to tailor ads to be as relevant as possible
while mixing in best promotional language

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Messaging Tactics: Expanded Text Ads
Keep Headline 1 Tailored
This is the first aspect of the
ad a user sees, make sure it
aligns with the product
category
Focus On Headline 2
This headline will always
show across devices.
Mobile does not always
show headline 3
Focus on Description Line 1
This headline will always
show across devices.
Mobile does not always
show description line 2
Paths 1 & 2 Play a Part!
Incorporating promotion type
in paths can help further urge
searchers to click back and
buy
Incorporate Urgency
Messaging indicating short
sales, countdown ads, help
close sales quickly
Use Subtle Remarketing
Keep ads simple, but utilize
promotional text to better
standout from competition for
these high value searchers

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Messaging Tactics: Responsive Search Ads
Add a Responsive Search Ad to each ad group to further:
● Expand reach & coverage to additional locations where text ads can show
● Easily add in and test various promotions/CTAs to have Google optimize
● Find the best performing ad combinations for your cart abandoners to further
influence messaging strategy

27. Schedule Your 1:1
Strategy Evaluation

28. Q & A
Matthew Devinney
Sr. Strategist, Paid Search