Series
From Browsing to Buying
What the Facebook pixel and other signals reveal about online shoppers
From Browsing to Buying:
A three-part series
If you’ve ever worked in retail, you know that a good salesperson is as tuned in to human behavior as a good therapist. Salespeople are ever on the lookout for cues. Has a shopper been in the store multiple times? Are shoppers piling clothes into their arms? Are they headed straight for the sales rack? But what happens when people shop online?
If retailers don’t have access to the right data, they may find themselves “cue-less.” They don't have to be. Like their in-store actions, shoppers’ online behaviors offer a rich source of insights, and these signals can help retailers understand how their shoppers buy, and in doing so reveal what retailers might be able to do to drive more conversions. To explore how signals can help us better understand the online shopping journey, we're creating a 3-part series based on a shopper segmentation from signals captured with the Facebook pixel.
How we built a segmentation from signals
Identified more than 1.6M shoppers who purchased from the speciality retail1 category in February 2017 using the Facebook pixel in the United States
Aggregated data including signals from shoppers’ last purchase in February, such as number of add-to-cart actions and conversion channels,1 as well as other Facebook engagement-data.
Segmented the 1.6M shoppers using a statistical clustering algorithm.
Engaged ~1,200 of these shoppers through a survey and, among these, 15 people through in-depth online interviews.
Since online retailers and direct response (DR) marketers value their own unique data sets, these segments are not suggested for ad targeting, as they are based on category-level data and are not specific to brands or products.
Read on to learn how you can use signals to take shoppers from, “Thanks, I'm just browsing,” to “I’ll buy these, please.”
Extended experiences
Dive deeper into our data and insights.
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