You know, we talk to eCommerce business owners and performance marketers almost every day, always on the lookout for new strategies to implement for the upcoming sales season.
But here’s the catch—putting something “on sale” is just a fancy way of saying, “Hey, let’s make less money!”
Sure, you’re moving more products, but your profit margins are quietly sobbing in the corner.
The most common statistics we hear a lot is, the non-discount buyers always make the profit margin bigger and ROAS shines.
Idea!! Imagine This: What If We Could Attract More Non-Discount Buyers and Segment by Discount %?
We said, “That’s easy”. However, we can strategize and aim to do implement multiple use-cases like:
- Train the algorithm to get more non-discount orders/purchases
- Segment the users who have added discounted products based on the % or product price and retarget them on ad platforms
- Segment users who have added non-discounted products and retarget them personalized omnichannel
The hidden limitations by Shopify or other CAPI providers
Unfortunately, marketers optimize the campaign for “purchase event” which is the limitation of most of the brands of not being able to strategize and be flexible to use the data relying on Shopify CAPI or other CAPI providers.
Beyond optimizing the campaign for purchase, we can start optimizing the campaign for non-discount buyers to train the algorithm and bring in more of the same.
Similarly, the limitations extend in the audience creation as well. Audience segmentation based on the discount and price value is again a challenge in most of the platforms like Shopify or other.
Let’s save the campaign, Let’s save the marketers – Adopt to 1PD OPs
Let’s say, “non_discount_purchase”. Without any limitations, we can implement all the strategies and train the algorithm with the business goal like, more non-discount purchases, high AOV purchases, specific product based purchases etc.
- Train the algorithm with non-discount buyers purchase:
The Meta ad algorithm is a machine learning system that needs to be trained on the types of purchases businesses want. By learning from user behavior, Meta AI can attract similar target customers.
Checkout how to create custom conversion event non-discount buyers.
- Retarget the non-discount/discounted potential buyers personalized omnichannel:
We can create audience segments of the potential buyers who have viewed or added non-discount / discounted buyers to the cart and retarget them for running ad campaigns, email campaigns and Whatsapp campaigns.
- Create audience segment of the users who added specific product to the cart for running retargeting campaigns for the users who have no discount to the products
- Send emails and whatsapp messages to users the who checked out but not purchased for the products with discount above 10%
Here is how to configure the audience segment based on the discount: A step by step guide
- Go to CustomerLabs > audience > create audience
2. You can segment the users based on their, UTMs
3. Pick added to cart or product viewed or checkout made or purchase, as in the desired action and pick the “count” which means the “number of times it occurred”.
“Time span” could be static date range or dynamic date range like last 60 days or 90 days or even 180 days.
Pick “add attribute” for discounts.
- If you pick product discount applied – true : this means products with discount. Choose does not contain true which means non-discounted products
- If you pick product discount percentage – You can add the discount% products you want to segment the users for.
- If you pick product discount price – You can add the value in figures.
For example; product discount price greater than 100 and segment the audience.
4. Follow this document for more customization in creating the audience.
5. Send the audience to Facebook, Google Analytics, Google Adwords, Limechat, TikTok, Klaviyo etc.
You want to explore? Need a hand – happy to help, always!
