Effective Retargeting Strategies for eCommerce
Retargeting is a marketing tactic that targets customers who visit an eCommerce website but leave without making a purchase. This is done by displaying specific ads to them to bring them back to the website and entice them to complete their purchase. Retargeting has proven to be a powerful marketing tool, with conversion rates 70% higher than non-retargeted visitors. In this article, we will explore effective retargeting strategies for eCommerce businesses.
1. Segment Your Audience
Segmentation is the key to effective retargeting. Divide your audience into groups based on their behaviour on your website, such as people who added items to their cart but didn’t make a purchase or people who viewed specific products. Tailor your retargeting campaigns accordingly to make them more relevant to the audience.
2. Use Dynamic Retargeting
Dynamic retargeting involves displaying ads that are personalized to the user’s browsing history. These ads display the products they were previously interested in, along with any other relevant products that they may be interested in. Dynamic retargeting ads create a sense of familiarity for the user and increases the chances of them making a purchase.
3. Timing Is Key
Retargeting ads should have a specific timeline in place. The ads should display after a specific time frame from the last time the user visited the website. This could be a day, a week, or even a month depending on your eCommerce website’s purchasing cycle. Ensuring that your ads display at the right time increases the chances of the user making a purchase.
4. Create Persuasive Ads
Effective retargeting ads are persuasive, and they should offer the user some form of incentive to return to the website. The ad could contain a discount code, a limited time offer, or free shipping. Persuasive ads increase the user’s likelihood of converting to a sale.
5. Test, Test, Test
Testing different variations of retargeting ads can help you determine which ad copy, colours, and images perform better for your audience. Creating different versions of the ad and monitoring their performance over time can help maximise the campaign’s effectiveness.
6. Utilise Email Retargeting
Email retargeting involves sending a reminder email to the user about the items they left in their cart. The email could also include an offer or a discount code to incentivise them to make a purchase. Email retargeting is an effective way to reconnect with customers who may have abandoned their cart.
7. Use Social Media Retargeting
Social media retargeting involves displaying ads on social media channels to users who have visited your website but didn’t make a purchase. Retargeting ads on social media channels can act as a reminder to the user to return to the website and complete their purchase.
In conclusion, retargeting is an essential component of any eCommerce business’s marketing strategy. Effective retargeting campaigns should segment the audience, use dynamic ads, have an appropriate timeline, have persuasive ads, and incorporate testing. There are several retargeting channels available, including display ads, email retargeting, and social media retargeting. With the implementation of these retargeting strategies, eCommerce businesses can increase their conversion rates and generate more revenue.
