Conversion rate optimization and retargeting (or remarketing) have become two of the most commonly used phrases by marketers these days, especially when it comes to ecommerce.
Marketers are always on the lookout for ways to increase their conversion rate. And, why won’t they? After all, conversion rate is the best measure that can predict the success or failure for a business. Conversion rate is all about
the percentage of web visitors who decide to buy.
Now if you are also looking to deploy targeting methods for your ecommerce business, this post is for you. We’ll look at ways to boost your conversions through retargeting, and then we’ll go ahead with some tried and tested retargeting strategies that you’ll find helpful.
But wait… What is retargeting and how does it work?
What is retargeting?
Google the term and you will find the simplest definition for retargeting or remarketing as,
A form of online advertising, which helps to keep your brand in front of bounced traffic.
In even simpler words, it means that you can target people who previously visited your website but left without making any purchase. So, now you can target them as part of your marketing strategies and entice them to make a purchase.
You may have noticed yourself, when you visit a site and then you see ads from that site following you around the web.
Here’s how retargeting works: you place a small piece of code on your website. This code is called pixel or retargeting code. Every time a new visitor lands on your site, the code drops a cookie. Later, when the cookied browser visits other web pages, the cookie allows the third-party publisher to display your remarketing ads.
How do you make retargeting work for your business?
Now, this is literally a million dollar question, considering the fact that there is quite a lot at stake. So, without wasting any time let us have a look at the strategies you can use to make retargeting work for your business.
1. Be strategic
Customer acquisition is all about understanding their needs. The same holds true for remarketing as well. Rather than having a non-targeted and unplanned strategy for your users, focus on creating a retargeting plan catering to only customers that show any potential to purchase.
This will help you in two ways. Firstly, it will allow you have a limited audience and limited budget to spend. Secondly, it will also ensure great ROIs for the money you are spending.
Remember, you need to be appropriate for your marketing strategies rather than simply shooting blank in the air, as this is the only way to win their heart over.
2. Create impactful content
The second most important thing you ought to do as part of the remarketing campaign is to focus on creating powerful content. One smart piece of advice is to create remarketing campaigns that are centered on any of your successful campaigns in the past.
What this would do is help you create something that has already worked with your audience. So chances are this would work a second time as well. Rather than doing something from scratch, why not do something that is tried and tested?
3. Offer something unique
There must have been a reason why the customer left the cart on your website without making a purchase for the first time. What new thing are you offering now to make sure that he or she does leave again? This is something you need to figure out. You need to provide the user’s reasons to buy your stuff, which they left without purchasing the first time.
More often than not offering something of value like a discount or any additional gift can work wonders. This can prove to be an added surprise which the customer is going to get with the purchase this time, and boosts the chances of conversion exponentially. After all, who would say “No!” to a gift?
4. Don’t bombard your customers
The biggest mistake you can make with your retargeting campaigns is to pester the customer with continuous bombardment of remarketing campaigns. Before you attempt to bombard with marketing, put yourself in the shoes of your customer. What would you do if you were in their place? You already know the answer!
Target customers, but don’t overdo it. Be smart enough to keep the frequency of your marketing to such an extent that it does not irritate the customer. Frequency capping is something you need to pay heed to. Without this, you are certainly going to fall flat on the face with your marketing campaign.
5. Play smart with Google AdWords
There are many things you can do with Google AdWords, especially when it comes to remarketing. If you don’t want to figure it out yourself, get in touch with one of our campaign experts to find out how we can help you set up a complete funnel with landing pages, paid ads and retargeting campaigns that will generate revenue for your business.
As a marketer, you need to remember Google AdWords is your biggest asset for remarketing, so you need to use it appropriately. For instance, targeting broader keywords is one thing you can do. Similarly, creating unique ad groups is also something that has worked for many. So, you can see there is plenty of stuff that you can try.
Don’t start without a target audience
Most important of all, like every other campaign there is no use of remarketing unless you have a specific audience in mind. There is an option of selecting audience type in Google AdWords, which you can select according to the type of audience you intend to target.
Simple remarketing tips
These are some of the simple tips you can use to remarket your products. Are you ready to try them out? if not, you need to remember the fact that when you are spending so much already on marketing, it is worth trying something that can entice the people already aware of what you are doing.
If you look at the numbers, a business that focuses on retargeting has managed to reap great rewards out of it. Without giving a second thought go ahead with these strategies, and you will have plenty of reasons to smile.
So, what are you waiting for? It is time to bring back the customer that already left you without making a purchase. Start by creating a remarketing campaign that can entice the customer and swipe them over so that they cannot leave without making a purchase this time!
Remarketing is worth a shot – go for it and you won’t regret it!