The Return Non-Converters: The #1 Segment You Need

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God, I love this picture (disregard the potential fact that this person is taking a picture of a pineapple). This is totally what happens, doesn't it? As consumers we often enjoy going to the store, looking at something we want, then buying it online. The purchase is often based on availability, price, and sometimes maybe both. That is a common behavior and pretty much stinks for the retailer (unless you're Target and can get me to buy a cup of coffee every time I enter that place). The same issues happen even on the web. 

 The Scenario

 Let's say you are an online retailer and you produce great content, comparison information, and the pictures of the product are tantalizing. The real issue is that it's very possible that the people that view all that stuff didn't even buy the thing! They come back and love it, but they are waiting and waiting, AND WAITING till the sucker goes on sale. This is a crucial time in the buying process and you need to give them the "oomph" they need to take the next step. In order to know what products might have this phenomenon occurring you need to create a returning non-converter segment.

 Building the Segment

 This is easier than it seems thanks to Google Analytics. The first thing we do is to ask ourselves what we are looking for:
"We need to isolate the people that come back to a product several times but don't buy"

Step 1: Set the segment to USERS and to 0 transactions in the Behavior tab:
This signifies that you want an audience that hasn't bought.

Step 2: On the CONDITIONS tab set to USERS, make sure the page is your specific PDP, and that you also are looking at USER TYPE "Returning Visitor"

Now you have the proper segment to gauge the size of the audience. Let's assume this is a big number of people that keep coming back but don't buy. What should you do here? 

Easy Recommendation

You know you need to do something otherwise, these shoppers might buy elsewhere. If you are comfortable with an offer of some sort but don't know how to get it out to the users, I suggest utilizing their behavior to your advantage using Google Remarketing and/or Facebook Retargeting.

How it works: Essentially you can create offers that will exist in the Google display network or on Facebook. On Facebook, you can indicate the behavior of exiting that PDP and when they come on Facebook, your ad will show. Google's even better because you can feed the same segment into Google AdWords and create the remarketing program there. The best thing about both is that you are paying on the click of the ad and it's a finite audience - cost is minimal!

Conclusion

You can utilize the segment on lead generation pages, or on other products and services pages. The main thing about segments is that you need to be specific about why it is you are building it. If you are seeing a small number of people in that segment, it's not your target market and you need to focus elsewhere. If it is a larger number then you need to act fast and thoughtfully to ensure you are doing all you can to reach conversion.



Location: Omaha, NE, USA

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