- Yandex.Direct / YAN
Period: February 2019 (4 weeks)
Stimulating repeat orders and building relationships with customers of an online clothing store
In retail, the most important factor in purchase decisions is usually price: at first, users are typically ready to buy from any store, and they use price as a guide. In the fashion world, users usually pick a store first, and then make their purchase, so it is important to focus on increasing the audience’s loyalty.
Keep in mind that users take a long time to choose clothing — they add lots of items to their carts, think over their lists and compare prices. Purchases are not usually spontaneous — there should be several “encounters” before a conversion happens. This is obvious in the “Main conversion paths” and “Associated conversions” reports. Bringing users back to your site is possible with trigger mailings as well as retargeting with various scenarios. Yandex.Audience makes it easy to reach out to regular customers.
Step 1. YAN campaigns for their own customer segment
YAN campaigns for user segments with the most points
Outerwear-related ads appeared to users with loyalty points and high average check sizes
The texts focused users’ attention on the possibility to use the points they had accumulated in tandem with seasonal discounts and promotions.
They paid careful attention to the quality of their creatives: they used both Text & Image ads with static pictures as well as several formats of Image ads that showed new products and popular models.
Impressions on both desktop and mobile devices
Step 2. Switch to automatic strategy
Tested automatic strategy to optimize CPO and the number of conversions
In the first months after launching, the campaign with their own segments brought transactions with relatively high CPO.
In February, they decided to test the Weekly Budget strategy set for “maximum conversions by goal: Order placed.” The strategy showed ads to users whose sessions most often ended with conversions for the goal “Order placed.” This increased the number of target sessions on the site and help decrease CPO to the average level for unbranded traffic.