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For ecommerce advertisers, the goal of digital campaigns shouldn’t just be customer acquisition or retention. Increasing current customers’ average order value is a major step towards driving more revenue, and it is often overlooked as a marketing strategy. So how can online retailers increase their chance of seeing big bucks at checkout?
Here are three advertising tricks that can help increase the average order value generated by online shoppers.
Dynamic Product Ads (DPAs) include several features that can help you grow your average order value. This ad unit promotes relevant products to Facebook and Instagram users who have already shown interest in them. With DPAs, you can upsell to customers who have researched a product on your site by serving them ads for similar products with higher margins. Or use these ads to cross-sell complimentary products. For example, if a customer looked at a pair of earrings on your site, you can serve them an ad for matching necklaces.
Nothing is more excruciating for retailers than seeing a user add items to their shopping cart, only to abandon that cart before completing the checkout process. Luckily, there are several advertising tools available that give you the power to remind users about their abandoned cart and motivate them to finally purchase those products. Combat cart abandonment by retargeting those customers with ads or emails that offer an exclusive discount or free shipping. This incentive will make completing a purchase all the more appealing.
If you want people to buy more products from you, then promote more products! Facebook and Instagram’s Carousel Ads allow you to display multiple products all in one ad unit, increasing the likelihood that audiences will spot an item they want to buy. To avoid similar products competing against each other within an ad, try showing off different yet complimentary items that all relate to each other. For example, one ad can display items a person would need for a trip to the beach, such as towels, swimsuits or bags. For consistency, make sure that all these items are from the same collection or would all appeal to the audience you’re targeting (for example, only include women’s apparel in an ad, instead of a conglomeration of items for men, women and kids.)
Regularly refresh your ads so people can see new products and styles. This way they won’t develop ad fatigue and will have new reasons to shop on your site.
Install a pixel on your website or an SDK in your ecommerce app to get a full picture of the customer purchasing journey. This knowledge can also help you identify any hurdles that people may encounter on their way to making a purchase on your site. Armed with that information, you can address those problem areas to make it easier for customers to buy more from your brand.
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