Why retargeting is so advantageous for your online business

Everybody knows that only 2% of online shoppers convert on their first visit to a website. The other 98% aren’t ready to finalise an order due to various factors. Visitors reach your online store, browse for a little while, click on some various product pages with different products and then disappear. Do you want to let them know that you care about them and convince them to become your customers? Sure you do!

Retargeting is efficient because it can transform a lost opportunity into a conversion. Basically, retargeting is run through a marketing automation software and it works by helping your products & services catch the attention of visitors that left without making any purchase. The only thing that needs to be done is to place a pixel ad on your website which tags every visitor. After studying their online behaviour, you can segment your audience and send personalised messages to each of your visitors, with different promotions like free shipping, discounts or special offers, that makes them change their minds and purchase items from your online store.

About 90% of marketers claim that retargeting campaigns are better than other marketing instruments like email or advertising. Be careful though, not any retargeting software will provide you the expected results. If conducted improperly, a retargeting campaign can overwhelm users and annoy them with ads that were not personalised and adapted to their needs. Reaching the right people with the right messages can be done by the following ways:

Retargeting the right people

Sending the same message to every visitor is not a recommended thing to do. You need to customise your messages to you audience, depending on their browsing behaviour. Segment your audience according to the actions they take when visiting your website: first-time visitors, cart abandoners, repeat customers, recent visitors, old customers, etc. If you retarget the right people using the right type of communication, you can efficiently relate to any kind of audience.

Retargeting at the right time

To make sure you’re reconnecting with your previous visitors at the tight time for converting, you need to analyse the situation carefully. For example, if you want to retarget cart abandoners, you need to do it quickly, before they change their minds. If you’re dealing with recent visitors, take action before your competitors do. In other cases, retargeting can be done on special occasion: special promotions, new products being launched or existing products being upgraded, etc.

Retargeting with the right message