Retargeting customers is an essential strategy in the digital marketing toolkit, particularly for eCommerce businesses. The aim is to re-engage visitors who have previously interacted with your website but did not complete a purchase. By keeping your brand in front of bounced traffic after they leave your website, you significantly increase the chances of converting these visitors into paying customers. Here, we explore effective strategies for retargeting customers.
Understanding Retargeting
Retargeting, also known as remarketing, involves using cookies to follow users around the internet. When a potential customer visits your eCommerce site, a cookie is placed on their browser, allowing you to display targeted ads to them as they browse other websites. This keeps your products and brand at the forefront of their minds, encouraging them to return and complete their purchase.
Segmentation for Personalisation
A one-size-fits-all approach is rarely effective in retargeting. Instead, segment your audience based on their behaviour on your site. For example, create different ads for users who viewed specific product categories, added items to their cart, or visited your site multiple times. Personalised ads are more likely to resonate with customers, increasing the likelihood of conversion.
Dynamic Retargeting Ads
Dynamic retargeting ads are particularly powerful. These ads automatically generate content based on the products or services a user has viewed on your site. For instance, if a customer looked at a particular pair of shoes, the dynamic ad will feature those exact shoes. This high level of personalisation makes the ads more relevant and appealing to the user.
Utilising Email Retargeting
Email retargeting is another effective strategy. When a customer leaves items in their shopping cart, send a reminder email highlighting the items they left behind. You can also offer incentives such as discounts or free shipping to encourage them to complete their purchase. Personalised emails with tailored recommendations based on their browsing history can also be very effective.
Cross-Selling and Upselling
Retargeting is not just about recovering lost sales; it’s also an opportunity to increase the average order value. Use retargeting ads to suggest complementary products (cross-selling) or higher-end alternatives (upselling). For example, if a customer purchased a camera, you might retarget them with ads for accessories like lenses or camera bags.
Frequency Capping
While retargeting is beneficial, overdoing it can lead to ad fatigue, where customers become annoyed with seeing your ads too frequently. Implement frequency capping to limit the number of times a user sees your retargeting ads. This ensures your ads remain effective without overwhelming the potential customer.
A/B Testing
To optimise your retargeting campaigns, conduct A/B testing on your ads. Test different ad creatives, messages, and calls to action to see which ones perform best. Analyse the results and refine your ads based on the data. Continuous testing and optimisation will help you achieve better results over time.
Utilising Social Media Platforms
Social media platforms, such as Facebook and Instagram, offer robust retargeting options. These platforms allow you to create highly targeted ads based on user behaviour on your site. Since users spend a significant amount of time on social media, this can be an effective way to reach them and bring them back to your eCommerce site.
Monitoring and Analytics
Finally, it’s crucial to monitor the performance of your retargeting campaigns. Use analytics tools to track metrics such as click-through rates, conversion rates, and return on investment (ROI). Regularly review this data to understand what’s working and what needs improvement. This will help you fine-tune your strategies and maximise the effectiveness of your retargeting efforts.
Conclusion
Retargeting is a powerful strategy for eCommerce businesses aiming to convert visitors into customers. By segmenting your audience, personalising ads, utilising dynamic and email retargeting, and implementing cross-selling and upselling strategies, you can significantly enhance your conversion rates. Remember to use frequency capping, conduct A/B testing, leverage social media platforms, and continuously monitor your campaigns to ensure ongoing success. Through these strategies, you can keep your brand in front of potential customers and drive them towards completing their purchases.
