Picture this: A visitor browses your website, looks at a few products, adds items to their cart—and then leaves without making a purchase. Frustrating, yes, but there is a powerful way to reengage these "lost" customers and guide them back to your site. How? With retargeting.
By understanding and using effective retargeting techniques, you can increase your chances of converting these visitors into loyal customers.
Here’s what you need to know:
Understanding Retargeting and Its Importance
Retargeting is a form of digital marketing that targets users who have previously interacted with your brand. Whether they visited your website, clicked on an ad or engaged with your social media content, retargeting keeps your brand in front of people who have shown interest but didn’t complete a purchase. It’s a way of reminding potential customers of what you offer – and encouraging them to take action.
This is essential. Why? Because studies show that only a small percentage of visitors complete a purchase on their first visit to a website.
Retargeting works as a nudge, gently guiding them back to the purchase path by showing relevant ads and content.
1. Segment Your Audience for Personalised Ads
One of the most effective ways to retarget lost customers is to segment your audience based on their behaviours. Instead of displaying generic ads to everyone, break down your audience into specific groups, such as:
Cart Abandoners: These visitors added items to their cart but left without completing the purchase.
Product Viewers: These visitors browsed specific products or categories.
Past Purchasers: These are previous customers who haven’t returned in a while.
Each of these segments represents a different stage in the buying journey, and personalised ads can cater to each group’s unique interests.
For example, cart abandoners might respond well to a retargeting ad that offers a small discount on items in their cart, while past purchasers could be enticed with promotions on related products.
2. Use Dynamic Retargeting Ads for Relevant Product Recommendations
Dynamic retargeting takes personalisation a step further by displaying ads that feature specific products a visitor previously viewed or added to their cart. These ads use information about the visitor’s interaction with your site to showcase products they were interested in, making the ad feel more relevant and enticing.
Dynamic ads are particularly effective because they remind users of what they left behind. They then encourage them to return. These ads can be set up through platforms like Facebook Ads and Google Ads, which have powerful dynamic retargeting capabilities.
3. Incorporate Email Retargeting to Recapture Interest
While ads are commonly associated with retargeting, email marketing is another effective approach.
Email retargeting involves sending targeted emails to customers who didn’t complete a desired action, such as leaving items in their cart. This strategy works well because it reaches customers directly in their inbox – a place where they’re likely to pay attention.
There are a few types of email retargeting strategies that can work effectively:
Cart Abandonment Emails: These remind users of the items they left in their cart and may include an incentive like a discount or free shipping.
Product Recommendation Emails: These showcase products related to what the user previously viewed, sparking renewed interest.
Re-engagement Emails: These emails aim to win back inactive customers by offering exclusive deals, loyalty rewards or updates on new products.
4. Utilise Frequency Capping to Prevent Ad Fatigue
One of the potential downsides of retargeting is ad fatigue. This occurs when users see the same ads too many times and start to ignore or even resent them.
Frequency capping is a feature available in most ad platforms that limits the number of times an ad is shown to the same person within a certain period. This helps ensure your ads remain impactful without overwhelming your audience.
An optimal frequency varies based on the industry and audience. Generally, showing the same ad around three to seven times over a week is effective. Frequency capping keeps your retargeting efforts balanced, maximising engagement without annoying potential customers.
5. Take Advantage of Cross-Platform Retargeting
Modern consumers use multiple devices and platforms in their daily lives. Cross-platform retargeting allows you to reach customers wherever they are – whether they’re on social media, browsing websites or using mobile apps. By using a cross-platform approach, you increase your brand’s visibility and make it more likely that users will re-engage.
For example, you might use Facebook ads to reach users on social media, Google Ads for search and display retargeting and LinkedIn for professional engagement. Cross-platform retargeting creates multiple touchpoints, increasing the chances of converting lost customers.
6. Offer Special Discounts or Incentives for Returning Customers
Sometimes, the right incentive can make all the difference.
Offering a small discount, free shipping or a bonus item can encourage customers to complete their purchase. Tailor these incentives to fit each retargeting segment; for instance, a discount might be most effective for cart abandoners, while loyal customers might appreciate a unique bonus item or early access to a sale.
However, it’s essential to use discounts thoughtfully. If customers begin to expect discounts every time they abandon their cart, this could lead to “discount chasing.” Use incentives strategically to avoid diminishing the perceived value of your products.
7. Leverage Social Proof to Build Trust
Social proof is a powerful motivator in retargeting campaigns. Adding elements like customer testimonials, product ratings, or recent reviews to your retargeting ads helps build credibility and encourages hesitant customers to take action.
For instance, showing an ad for a product that includes a five-star rating and a brief testimonial can reassure customers that others have had positive experiences with the product. Social proof taps into the psychological concept of herd behaviour, where people are more likely to engage with a product or service when they see others have done so.
8. Set Clear Goals and Track Retargeting Performance
Like any marketing strategy, retargeting requires ongoing monitoring and optimisation to ensure its effectiveness. Set clear goals, such as increasing conversion rates or reducing cart abandonment rates, and use analytics to track your retargeting performance. Platforms like Google Analytics, Facebook Ads Manager, and other tools allow you to monitor metrics such as click-through rates, cost per conversion, and return on ad spend (ROAS).
Analyse what’s working and adjust your approach accordingly. For instance, if a specific segment isn’t responding well, experiment with different ad creatives, messaging, or incentives. Regular performance reviews will help refine your strategy and improve the overall success of your retargeting campaigns.
Are you effectively using retargeting methods?
Retargeting is a valuable tool in the digital marketer’s toolkit, offering an opportunity to win back lost customers and drive conversions. By using techniques like audience segmentation, dynamic ads, cross-platform strategies, and social proof, you can create personalised, engaging retargeting campaigns that guide potential customers back to your brand.
With careful planning and thoughtful execution, retargeting can help turn lost opportunities into long-term customers, boosting both your conversion rates and your bottom line. As consumer behaviours evolve, so too should your retargeting tactics, making it essential to stay updated on best practices and emerging trends in digital marketing.
Reach out to EWM to discuss your digital marketing needs!
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