Did you know that only 2% of shoppers buy on their first visit to an online store? That means 98 out of 100 people leave without buying. This is where e-commerce retargeting comes in. It helps us bring those visitors back and turn them into customers.
So, how do you turn those bounces into buyers? Let's break down how to maximize conversions with retargeting.
What Is Retargeting in E-Commerce?
Studies show retargeting ads can increase conversion rates by as much as 70%.
But what is retargeting?
In a nutshell, retargeting is all about reminding people about your store and products after their visit. Think of it as a gentle reminder for potential customers who didn't buy during their visit. Retargeting uses cookies and pixels to track visitors. By tracking these users, you can reach out to them with specific messages to bring them back.
For example, customer X leaves your site without buying anything. You can show customer X ads as he browses other websites or social media platforms.
But what makes it work so well?
The psychology behind retargeting lies in familiarity. The more people see a product, the more likely they feel connected. And in a crowded marketplace, that familiarity can be the critical difference between a sale and a scroll.
Retargeting vs Remarketing
Retargeting and remarketing often get mixed up, but there's a subtle difference. Retargeting focuses on targeting visitors who left without purchasing. These ads are shown on other websites, social media, or email.
Remarketing, on the other hand, usually involves reaching out to existing customers. Think of email campaigns that remind previous buyers about new offers or products.
What are the Benefits of Retargeting?
Here's why retargeting is worth investing in:
1. Boosts Conversion Rates
Retargeting focuses on people who have already shown interest in your products. Since these visitors are familiar with your brand, they're more likely to buy. This targeted approach can significantly increase your conversion rate compared to traditional advertising.
2. Improves Brand Recall
Sometimes, visitors simply forget about a product they liked. Retargeting keeps your brand fresh in their minds. And what happens when potential customers see your brand consistently across different platforms? It improves brand recall. At the same time, it builds trust and familiarity.
3. Maximizes Your Ad Spend
Retargeting is one of the most cost-effective advertising strategies. Why? Because you're not reaching out to random people but to those who are likely to buy.
4. Allows for Personalized Marketing
Retargeting lets you tailor your ads based on a visitor's behavior. For instance, if someone views a specific product, you can show them ads for that item or similar items. This level of personalization makes the ad feel relevant and timely, which can drive higher engagement.
5. Reduced Cart Abandonment
Cart abandonment is a big challenge in e-commerce, but retargeting can help combat it. Retargeting lets you remind shoppers of the items left in their carts. Even better, you can offer a small incentive to encourage them to complete their purchase.
What Are the Types of Retargeting in E-commerce?
There are many ways to retarget customers:
1. Site Retargeting
This is the classic form of retargeting. You target people who have visited your website but didn't buy anything. For example, someone browses through your "New Arrivals" section but leaves. You can retarget them with ads featuring your newest collection. You can also highlight a special offer.
2. Search Retargeting
This type focuses on what people are searching for. With Facebook advertising or Google Ads, you can tailor ads to show up after specific searches. For instance, if someone searches for "running shoes," you can show them ads for your running shoes. It's like offering a solution right when they're looking for it.
3. Social Media Retargeting
Social media platforms, like Facebook, allow you to serve retargeting ads directly to users. This is a powerful tool because you're meeting potential customers where they're already spending a lot of time. Thus, they're more likely to notice your ad.
4. Email Retargeting
Have you seen an abandoned cart email? That's email retargeting in action. It gently reminds customers when they leave items in their carts. Sometimes, it's paired with a small discount to entice them to complete the sale.
5. Push Notification
This approach keeps your message concise and timely. Quick reminders like "Did you forget something in your cart?" pop up directly on users' devices. It's a straightforward, no-nonsense approach that can yield high engagement.
Who Should You Retarget?
Now, retargeting isn't about chasing after every visitor on your website. It's about targeting those who show genuine interest. Here's who to focus on:
Abandoned Cart Shoppers
These visitors got so close to buying but left their carts behind. They're prime targets for retargeting because they've already shown intent.
According to Baymard Institute, cart abandonment rates can be as high as 70%. That's a lot of potential sales!
Product Page Viewers
Shoppers who checked out specific items may need a gentle nudge to return. With retargeting, you can remind them about the product they viewed and even offer a small incentive to encourage them to return.
Repeat Visitors Without Purchases
If someone has visited your site multiple times, they're likely considering a purchase. You can retarget them with ads featuring their viewed items to push them closer to buying.
Newsletter Subscribers
Subscribers are already familiar with your brand. A well-placed retargeting ad might be all it takes to convert them into buyers.
What are the Best Practices for Retargeting
Effective retargeting requires some planning. Here are a few best practices:
1. Frequency Capping
Bombarding your audience with too many ads can backfire. Aim for a balanced frequency to stay top-of-mind without overwhelming.
2. Segment Your Audience
Don't show the same ad to everyone. Segment your audience based on their actions. , such as cart abandoners or product page viewers.
This approach helps create personalized, relevant ads that speak directly to each group. For example, show abandoned cart reminders to one group and highlight new arrivals to another.
3. Use Dynamic Ads
Dynamic ads display products that individual users have shown interest in. These personalized ads often perform better because they feel relevant to each user. Plus, these ads feel more like a helpful nudge rather than a hard sell.
4. Incorporate Push Notifications:
Push notifications are a great way to directly reach visitors who might be on the fence. By timing these notifications wisely, you can catch visitors' attention without relying on them to check their emails or social feeds.
5. Use Eye-Catching Visuals
Visuals are a key part of a successful ad. Use high-quality images or videos that catch attention and highlight the product's appeal. If you're retargeting on social media, align the visuals with the platform's style to blend naturally.
6. Use Compelling Copy
Compelling copy can make the difference between a quick scroll past your ad and a click that leads to a sale. So, your retargeting ads need copy that grabs attention and connects with the reader.
Use clear, direct language that highlights the value of your product. At the same time, make sure to address any objections of potential customers. You can also create urgency by offering a limited-time discount.
7. Offer an Incentive
A little nudge can go a long way. If shoppers abandon their cart, consider offering a small discount or free shipping. An incentive can be the final push they need to complete the sale. But be strategic. Reserve these discounts for those who are close to converting. For example, offer a 10% discount only to abandoned cart shoppers instead of casual browsers.
8. Consider Mobile Users
Mobile commerce sales are projected to reach over $640 billion by 2025. And that is just in the US. Many people shop online using their mobile devices. So, make sure your retargeting ads are optimized for mobile.
Push notifications and social media ads are great for mobile retargeting. It's because they reach users directly on their devices. With mobile-first design and messaging, you're more likely to catch shoppers when they're on the go.
9. Leverage A/B Testing
Retargeting is not a one-size-fits-all approach. So, testing is a must to see what works best. A/B test different messages, visuals, and calls-to-action to find out what resonates with each audience segment. Testing allows you to fine-tune your strategy and ultimately increase your conversion rate.
Pro tip: Use Debutify Theme to ensure your website is optimized for conversions. An optimized site complements your retargeting efforts. It makes the entire shopping experience smooth and user-friendly. After all, no amount of ads will convert if users struggle to navigate or complete a purchase on your site.
Making the Most of Retargeting
E-commerce retargeting is a powerful way to turn those "almost" sales into actual sales. Instead of investing time and resources in seeking new customers, retargeting lets you make the most of those who already know your brand.
Remember, those 98 out of 100 visitors who didn't buy are still valuable. With the right approach, you can bring them back and boost your sales.
So why wait? It's time to create an e-commerce retargeting strategy for your store. Start today, and watch your sales grow!
