Attracting customers to your website and then have them convert can be a difficult task. Most of the time, they will not feel convinced to make a purchase and leave even before making it to the check-out section. These are the customers for whom we use retargeting strategies so that they can convert into sales. Making use of this tactic can help a brand increase its conversion rate by almost 150%. Moreover, the click-through rate for retargeted ads is also 10 times, i.e., 0.7% greater than that of a regular ad campaign.
A smart marketer will analyze each customer’s browsing pattern once they reach a website. They look into which web pages the customer visited, which consumed most of their time, and other similar aspects.
You can study the initial behavior through the analytics section of a platform, which led the customer to the website in the first place; social media, Google, etc.
Let’s look at which strategies marketers can use so that retargeting an audience becomes easier.
Here are some of the top retargeting strategies that we have short-listed for you, keeping in mind their effectiveness.
Re-Attract Customers with Abandoned Carts
Google Analytics helps marketers take a look at the customers who made it to the check-out page but never really “checked out.” These are the people who’re the easiest to retarget and have a high probability of converting. Why? Because they’re immensely close to making a purchase decision, but somehow didn’t end up completing it. There can be many reasons behind such behavior, such as:
- Budget constraints
- Unwillingness to pay for extra costs
- Being forced for creating an account
- Website performance issues
- Being overwhelmed with cross-promotions
If you’re doing any of these things, then firstly try resolving such problems. Why? Because they can hurt a customer’s purchase decision.
If not, then all you need to do is make a few changes to your marketing campaign. Don’t fire up Google Adwords by running a retargeting campaign for all the website visitors in the past one month or more. Instead, set the remarketing list to target “Visitors of a page who did not visit another page.” Next, add the URL of the relevant cart page and order confirmation page.
Now you’ll have visibility over all the customers of interest. Retarget this audience by showing them ads on social media and other platforms. We consider this to be one of the most effective retargeting strategies.
Retarget a Specific Web Page URL
You might think of this strategy as similar to re-engaging with customers who left their carts abandoned. In fact, it is. However, there is a slight difference between the two.
When re-targeting customers who left their carts abandoned, we refresh the remarketing list every month or every few months. Although, when retargeting a specific website URL, you decide which web page needs lead generation and re-engage with the audience who land on that page but don’t convert only.
The best situation under which you can use such a strategy is when a certain product or service lacks sales. So, you target the audience who showed interest in that particular service/product with an ad that is specifically tailored for those customers.
The best way to convince such an audience is to retarget them with an ad on social media or Google, which talks about how a particular product (they showed interest in) can add value to their lives. It is one of the top retargeting strategies that can be used and a great example of understanding customer’s behavior.
Cross-Selling to Existing Customers
Another effective way of retargeting customers is to engage with those who have already converted. Since they have purchased from you previously, there are chances this audience might be interested in other products or services as well.
How can you re-engage with them? By showing them ads of similar or complementary products. The process is simple. You just need to create a list of “converted customers” from Google Analytics. Now, you’ll have visibility over a smaller website audience, who are already familiar and interested in your offerings.
Next, just create a retargeting campaign with ads explicitly focused on these customers, and you’re all set to go!
If you’re struggling to convert customers or generate leads, we’d highly recommend making use of either of these strategies. They’re our go-to retargeting strategies for a reason. It is not the number of leads that a website can generate, rather the quality that matters. This is why you need not spam all website visitors with the same URL, instead try to understand what is required and then act accordingly. The retargeting campaign under each circumstance will vary.
Let us know in comments your retargeting ideas!