As stated in the Enterprise Guide to Global Ecommerce, international eCommerce sales are growing by leaps and bounds, with an expected increase from $1.3 trillion in 2014 to $4.5 trillion in 2021. For any online business ideas, that massive opportunity is too big to ignore. However, every day, nearly 70% of potential e-commerce sales don’t make it through purchase, which implies that your sales numbers may only be one-third of what they could potentially be. So, the question is, how do you position your online store to get part of revenue?

If you are looking for a strategy that targets people in-between decisions, the uncertain ones, the window shoppers lingering around your eCommerce site long enough but haven’t yet opened their wallets; you have come to the right place. In this post, we will guide you to employ the retargeting strategy, which is a perfect solution to increase our site conversion and boost sales.

>> Read our Marketing for Ecommerce Guide

Now, grab a pen, a piece of paper, a cup of coffee, and prepare for the sales improvement that you are about to experience.

What is retargeting?

Retargeting can be defined as a form of online marketing used to remind your target customers about your brand or products and then take action such as purchasing or subscribing even after they leave your website. There is the fact that only 2% of web traffic converts on the first visit, and the remaining 98% of users are will not possibly come back for further purchasing without being reminded. Retargeting is born as a tool to help companies reach potential prospects.

Retargeting works at its best with the people who have already entered your sales funnel process. Therefore, to maximize its effectiveness, we need to identify the right audience to send the right

message. Research says that retargeting can cause nearly 26% of users to return to complete check-out processes.

There are three types of retargeting

  • Site targeting: When users visit your shop, they will immediately have ads following them
  • Dynamic targeting: Send specific ads to visitors who have accessed particular pages
  • Email targeting: Send personalized or autoresponder emails based on the customer’s interaction with your shop or with other emails.

 

How does retargeting work?

Basically, retargeting is a cookied-based technology that uses simple Javascript code to create anonymous tracking of audience journey all over the website.

Retargeting works in such the following way. A small and unobtrusive piece of code, known as a pixel, is placed on your website. Whenever a new user visitors access your site, the code drops an anonymous browser cookie. After that, when your cookied visitors browse the Web again, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served only to people who have previously visited your site.

 

When does retargeting work?

Some people misunderstand that retargeting is about to drive more traffic. Conversely, retargeting can help to increase conversions, but it can not drive more people to your site. That means this modern marketing tactic focuses on people who are already familiar with your brand and have recently demonstrated interest.

Needless to say, retargeting is one of the ultimate solutions for branding and conversion optimization. However, it will work best in cooperation with other inbound and outbound marketing strategies. To find success with the retargeting strategy, at the same time, you need to use one or more tools to drive traffic and apply your retargeting method to get the most out of that traffic.

If done right, retargeting can:

  • Reduce cost per impression, thanks to precision targeting.
  • Improve conversion rates and improve ROI.
  • Effectively position your brand at top-of-mind. If your customers know you’re around, they’ll remember the next time they’re looking to purchase that product.

 

Six tactics to boost your eCommerce sales with retargeting

Create content retargeting

Not everyone who lands at your website is ready to make a purchase. However, there is a good chance of purchasing after customers get a comprehensive understanding of your items through your reliable and useful content. 

We can say that content retargeting is an excellent way to put your brand back at the front of a person’s mind and encourage them to come back to your website. Rather than directing prospects to the bottom of the sales funnel, the goal here is to educate them about your product, brand, or service to nudge them closer towards conversion.

No matter what kind of content you provide, a blog post, or an invitation to exchange email for a free ebook, make sure that you are providing highly valuable and relevant content to hat a user has already engaged with at your website.

Use dynamic retargeting

Based on the concept of personalization, dynamic retargeting is used to send ads that show customers specific products they have previously looked at and had an eye on. 

This popular marketing strategy not only helps to generate more eyes-catching ads that people are more likely to look at and click but also presents a vivid image of brand identity instead of boring static product images.

 

Use video retargeting

Statistics show that 64% of people are more likely to purchase after seeing video ads. Therefore, using videos is an excellent way that completes your retargeting strategy. 

Consider starting your retargeting strategy on Youtube, a powerful platform with an enormous number of audiences. If you want to make professional and stunning videos without having to hire a team, you can choose among plenty of useful tools such as Videoshop, Magisto, etc.

Try social retargeting

Today, social platforms and other social selling apps are powerful tools which helps online merchants make more money. With approximately 3 billion combined monthly active users, it is obvious that businesses can gain a massive benefit from integrating social media retargeting into their marketing strategies. Capture more sales and build relationships with shoppers after they have left the site.

 

We have summarized four strategies for creating a highly effective social media retargeting campaigns:

  • Target specific audiences
  • Simplify ad messaging and A/B test
  • Use smart software to keep track and analyze retargeting strategies
  • Time campaigns based on your goals

 

Use retargeting apps

Now, if you find none of the above-suggested tactics seem to be workable for your marketing strategy, why do not you try to use retargeting apps as a good alternative?

Mobile app retargeting refers to ad campaigns that target people who have previously visited your mobile app. Based on specific mobile user behavior, you can serve personalized ads to encourage users to drive more engagement, boost user retention, and increase down-funnel conversions through these apps.

Here are some of the highlight features that you retargeting apps benefit your site:

  • Attract new customers by displaying products ads in partner stores
  • Gain more leads with personalized popups
  •  Re-engage past visitors by sending newsletters
  • Track potential customers
  • Automatically adjusted and optimized campaign, etc.

However, there is no size for all,  and possibly, there is no single app that can cover all of the stunning features without any limitation. Therefore, you need to find out the most suitable app among the hundreds available on the market. If your business base on Shopify, you might be interested in the list of 14 best Shopify retargeting apps, which are thoroughly reviewed by Avada eCommerce experts.

 

Try abandoned cart retargeting

Finally, we can not finish our list without mentioning the most well-know form of retargeting – abandoned cart retargeting. With 66% of consumers abandoning their carts, abandoned cart retargeting gives you the ability to retrieve back some of that lost revenue by reminding people of the product that they added to their cart on your website.

Sending emails is a typical way of retargeting customers who already bounced from the website before finishing the sale. We would say that sending emails is a good way if customers have got all far enough in the order process. However, with visitors who just have a quick look at your items without intent to purchase, retargeting email is not feasible at all. Perhaps your email will go unnoticed in a crowded inbox. In such a case, we recommend using the web push, which will deliver your message instantly to a person’s mobile or desktop device, ensuring they see it right away.

The chances of people opening and email after a purchase is 50/50, so after someone purchases you should always send them from the shopping cart confirmation to a thank you page. If you craft the page to showcase most popular deals, discounts and high converting products you will increase your chances of selling more product to a now warm customer.

>> How To Craft The Perfect Thank You Page

Depending on your target customers and business case, you can choose one or both methods recommended. But still, we think that abandoned cart retargeting tools may help you take off the hardship on the way. Some of them drove our revenue sky-high. Others cost us tens of thousands in lost revenue. Learn from our hard-won experience on which tools can be trusted.

 

Conclusion

Retargeting, by itself, is already highly effective, but every marketer in eCommerce knows that careful adjustments and a creative strategy can help you continually increase conversions.

We hope that you have got a lot of flexibility with techniques to elevate eCommerce sales with retargeting after reading our blog post.

Thank you so much for your reading time! We would love to hear and share more if you have any questions or comments. 

 

Fascinated by how things work. I like Pizza 🍕 and Marketing 💻 in that exact order.

Shane Pollard

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