Remarketing is the method by which you deliver different content again to the users of your site based on their previous interactions with your business. The goal of these retargeting strategies is to convince potential customers to convert by delivering appropriate ads at the right time. Retargeting customers is not an easy task and requires a deep understanding of the customer journey by observing their behavior on your site.
Before you start, make sure you have thoroughly analyzed the type of business and the customers’ interaction with the brand because there are significant differences between consumer goods and luxury items.
Here are the best retargeting strategies to consider for remarketing visitors to ensure they become your customers:
- Don’t treat all website visitors the same because each has interacted differently with the site. Create multiple remarketing campaigns.
Segment all remarketing campaigns to meet the needs and desires of your visitors. Analyze with Google Analytics the total time spent on the site, which and how many pages were of interest, or which products/services caught their attention. Based on this information, create different Call-to-Action for different pages on the site, and then monitor conversion rates. See below an example of an ad:
- Focus more on the shopping cart and less on the homepage of the site and other pages that do not convert.
You can tell when a visitor is interested in your products or services by analyzing the landing pages they have reached. If they have viewed certain products from the catalog, products in the wishlist or in the cart, and then abandoned them or started the checkout process but did not complete the order, it is the opportune moment to be retargeted with those products.
It is much more likely that they will convert next time when they see an ad specifically featuring the products they showed interest in.
- Use discount coupons for customers who have repeatedly visited the site or viewed product pages.
There are many prospects who have visited certain products and shown interest in them, but for various reasons, they got distracted and did not make the purchase.
Using discount coupons, gift vouchers, discounts, and extra discounts will increase the likelihood of them converting and becoming loyal customers.
- Offer discounts to those who have not necessarily viewed your products or services but have shown interest in the offer by browsing other pages of the site. You can try coupons like x% off on the first order, gift giveaways, cashback offers.
- Focus on educating customers through content rather than directly on sales, especially for customers who enter the site but take no action.
For this category of visitors, try to convince them through remarketing why they should buy from you, what are the advantages and strengths, and what benefits they have.
Additionally, be careful to present your offer and focus on product descriptions and what they help with. If you haven’t properly provided this information on your site, the visitor won’t want to buy something they know nothing about.
- Change the texts and images of the ads as often as possible.
Of course, you won’t do this weekly, but choose a certain frequency to modify something in your ad to attract the customer if they haven’t converted even after being retargeted. If they’ve seen the same ad too many times, banner blindness will occur, meaning they’ll completely ignore your ad because they already know what’s in it. A different message, however, will encourage them to review your offer.
- Be very careful with the customers you retarget after they have already made a purchase.
Generally, customers who have bought from you will be excluded from regular remarketing lists, but that doesn’t mean they will be forgotten altogether. Ideally, they should be included in other remarketing lists and campaigns so that they make a purchase again, but under different conditions:
- If you have a business with everyday products, retarget them with products complementary to those they have already purchased.
- If you are planning promotions in the future, include them in your audience.
- If you introduce a new range of products, retarget customers who have previously bought from you.
- Also, retarget older or loyal customers by offering them discount coupons for future purchases.
