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Cart Value Based Messaging Overview

The express aisle at the supermarket. The high roller area at a casino. The premium member lounge at the airport.

What do they all have in common?  

They all offer something different based on how much a consumer spends. And they are very effective at creating a positive experience, even if each is decidedly different.

  • The express aisle for shoppers with only a few items creates a fast and efficient experience for small orders that brings customers back for larger orders in the future.

  • The high roller area creates a more luxurious, personalized experience that keeps you gamblers playing and spending beyond what they had planned. And the longer they play, the more likely casinos are to make money.

  • The premium flyer lounge is provided primarily as a thank you for spending more money with an airline over a long period of time. The lounge is chock full of amenities, but not designed with a specific goal of immediate sales.

So, how does that apply to ecommerce?

The important thing to take away is that you have different types of customers who should be treated differently based on their value to your business. Some people will buy something small, but if they have a good first experience, they'll come back for more. Others will be comfortable making a major purchase. And yet another group will come back over and over again. Each of these customer types will likely respond to a different offer once your recognize them.

For example, new shoppers with a small cart value may really appreciate free shipping or a small percentage discount to help them feel comfortable buying from a new store. Bigger spenders may want a dollar amount discount that looks and feels more significant. Frequent visitors may appreciate a non-financial reward such as a bonus product or free sample of a new item.

In the next section, we’ll talk about how to target and build those offers.

A Key Question: To Use Exit Intent or Not?

That’s a little bit of a trick question. Of course, cart value based messaging works great when combined with exit intent to save a sale from vanishing into thin air. The question is really whether that is the only time to use cart value messaging.

The answer is definitely not.

Regardless of the goal or the value, you want to keep people on the happy path to making a purchase. Once someone has decided not to buy, you’re fighting against momentum. But if you give them a special offer that entices them to complete the purchase before they change their mind, your conversion rate will surely go up.

Now, some people might say that you’re giving away something unnecessarily. But if the goal is happy, repeat customers, a token of appreciation is never a waste of money.

Next, we'll put this theory into action and show you exactly how to build a cart-value based campaign.


Building Cart Value Based Campaigns

In the last section, we talked about how you can more effectively convert visitors to customers using cart value based messaging. Next, we'll show you how to build a great campaign that targets shoppers as they go through the buying experience.  

How to Build a Cart Value Based Campaign

Step 1: Choose Your Display Type

Create a new campaign with a flyout display type. 

Step 2: Customize

Customize the pop-up or flyout text to speak to the type of shopper you're targeting and what you're offering them. In this case, let's build an offer for a low-value, first-time shopper who you want to make their first purchase. Using a free shipping offer, you can get them to complete the sale once they have added a product to their cart.  

Step 3: Choose Your Timer

Choose timer as your popup trigger so that once they meet the criteria, the campaign will launch five seconds after the page loads.

Step 4: Choose Your Audience

Set your audience targeting to show the campaign only when the visitor has viewed three or more pages, has between $0 and $50 worth of products in their cart, and are viewing the cart review page.

(Using Shopify? You may need to install some additional code if you want to launch a campaign on the checkout page itself.)

Step 5: Add a Coupon

Add a Master Coupon Code or set of Unique Coupon Codes to your campaign.

Step 6: Say Thank You

Customize the thank you page so that it shows your coupon code and includes a button to complete the purchase.

Examples of Other Cart Value Based Campaigns

In the previous article, we talked about how a small cart value shopper or returning shopper may respond to different offers. 


Want to combine cart value targeting with a cart saver campaign? Just add cart value as a criteria to this article.

From here, we'll move on to a key way ecommerce stores should be driving traffic: Social media.


Tying Your Ad Messages to Your On-site Campaigns

If you’re spending money driving traffic to your website or online store with Facebook, Google, or Instagram ads, there is a good chance you have a very targeted message. You know exactly who you want to reach and where you want to send them. In order to get the most return on your ad spend, you should be matching your advertising messages with the messages that a visitor sees when they land on your site.

Making Sure Your Messages Match

The two main components of message matching are:

  • Connecting your headlines
  • Connecting your calls-to-action

For your headline, it makes the most sense to use the exact same words so that a visitor knows that they have come to the right place. This is easily done with Facebook and Google. For Instagram, you’ll want to make sure your headline is directly related to whatever the text in the caption or overlaid on the image was.

The second component of message matching is your call-to-action. Whatever offer was in your ad—whether that is a discount, a chance to learn more, or some piece of content—it should be the primary offer that someone sees when they click through to your site.


Building The Right Click-Through Message

To do this, there are two primary options.

  • Landing Pages: One is to create a unique landing page for each ad or set of ads you might be running. With a landing page, you have a unique URL that you can point point your ads. You’ll also have more room to write and tell a complex story that leads to an on-site submission.
  • Pop-Ups: The second is to create targeted pop-ups and overlays that speak directly to the content of your ad without bloating your website.With a pop-up or overlay message, you can target your campaign based on the exact URL someone visits and include your UTM codes in that message. Pop-ups and overlays are best suited for simpler messages or a special offer. 

Next, we'll talk about how to tie your campaigns to your ads with UTM codes.

Want to try our free Instagram Ad Tool? Click here to let us know.


How to Use UTM Codes to Match Your Messages

No matter what you do, you probably have a goal in mind. But it can sometimes be tricky to know whether or not your various activities are actually helping you achieve that goal.

If you’re using pop-ups or overlays to tie your website to your ads, you’ll want to make sure you are targeting the current page that includes a full URL. You can do that with UTM codes. What are UTM codes you ask? Below is a short primer on how they work.

What are UTM codes?

UTM parameters, or UTM codes, are specific text strings that you can append to URLs that allow you track those URLs when someone clicks on them. Using UTM codes allows Google Analytics to read the data in code and count it as a page view. They also allow Privy to trigger a campaign based on that code.

Often times this will show as a long URL where the beginning looks familiar but is followed by a whole bunch of extra code that helps with tracking. There are a few basic things you can track with UTM codes:

It’s actually a lot simpler than it sounds. To make it easy, you can use this free tool from Google to build them for any ad campaign, even if it's not on Google.

Using UTM Codes with Privy

To target a campaign using UTM codes in Privy, you’ll want to set the current URL as the same as the full UTM code you have built.

Now that you've put the UTM codes in place, you'll need to school up on how to measure it. We'll walk through how to measure your conversion rate in the next section.


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