The process of remarketing focuses on reaching out to individuals who have previously engaged with your company in some manner but did not become customers. Its objective is to reconnect with these potential customers and encourage them to perform a specific action, such as completing a purchase, submitting a form, or subscribing to a service.
By displaying targeted advertisements to these potential customers, you are ensuring that your business and its products or services remain at the forefront of their thoughts.
Why should you consider remarketing
- Increase conversions: As mentioned above, remarketing accelerates the potential customers in their buying journey to ensure they make a purchase. In fact, remarketing can increase conversion rates by up to 70%.
- Improve brand awareness: Even if they don’t make a purchase immediately, they are likely to remember the business and consider it in the future.
- Reduce advertising costs: Remarketing is a cost-effective approach because you target people who have already shown some interest in your business.
- Improve customer loyalty: A remarketing campaign can also help to improve customer loyalty by keeping existing customers engaged with the business and reminding them of new products or services that they may be interested in.
Tips on how to boost conversion rate using remarketing
1. Segment your audience
Segmentation is important because there are individuals who have visited your website but did not take any action, as well as individuals who have added an item to their cart but did not complete the final payment. It is ideal to have different messaging for these two groups of people.
In addition, audience segmentation can be conducted depending on demographics, interests, and purchase history. By dividing your audience into segments, you can customize your remarketing messages for each group, which will enhance the chances of engagement and lead conversion.
If a person has recently visited your website where running shoes are sold but did not make a purchase, your advertisement could state, “There is a perfect pair of shoes waiting for you! Additionally, to make the deal more appealing, we are providing a 10% discount on your purchase.”
2. Offer a discount or promotion
In accordance with the previous point, it is worth noting that providing a discount or promotion is a successful remarketing tactic to attract customers back and encourage them to finalize a purchase.
In reality, retargeted ads that feature an offer or discount experience a 30% increase in click-through rate compared to those without. So, how can you maximize this potential? Simply make it exclusive and generate a feeling of urgency! Employ expressions such as “Limited time offer” or “While supplies last” to achieve this.
To ensure effectiveness, it is crucial to customize the discount or promotion according to the customer’s past behavior or interests. Additionally, it is important to ensure that the terms and conditions of the discount or promotion are presented in a clear and easily comprehensible manner.
3. Test and optimize your ads
It is always recommended to test various ad sets, such as ad word remarketing or Facebook remarketing, to determine the most effective approach for your audience. This may involve experimenting with messaging and, in certain situations, even altering the ad format. By testing ads, not only can you enhance ad performance and increase return on investment, but you can also gain a better understanding of your audience.
To accomplish this effectively, consider implementing A/B Testing. This involves creating two distinct versions of an advertisement and comparing their performance to identify the superior one. Analyze metrics like click-through rates, conversion rates, and cost-per-click to ascertain the ads that generate higher engagement and conversions.
Make sure to constantly monitor your retargeting ads to make sure they are performing well. Additionally, remember to optimize your landing pages so they are aligned with your ad messaging and provide a smooth user experience.
4. Set frequency caps
In order to prevent overexposure and audience fatigue, it is crucial to establish frequency caps during remarketing campaigns. These caps restrict the frequency at which an individual user is exposed to your ads within a specific timeframe.
To maintain control over your ad spend and avoid wasting your budget on users who are not likely to engage or convert, consider implementing frequency caps. Many ad platforms provide built-in settings for frequency caps, which can be adjusted according to your campaign goals and your audience’s behavior.
To ensure your campaign’s performance is not affected, it is important to regularly examine the ad data and evaluate whether the frequency cap is having an impact. If there are any changes in the audience’s behavior or the competitive landscape, it might be necessary to make adjustments to the cap.
5. Use retargeting across multiple channels
By utilizing various channels, individuals can strengthen their brand’s message and enhance the possibility of reaching their desired audience. Depending too much on a single channel could result in the marketing budget being affected by alterations in algorithms, ad policies, or other variables.
In order to make sure that you are reaching the correct users through different channels, it is necessary to incorporate cross-channel tracking. This process involves utilizing a tracking code or pixel that monitors users’ engagements with your brand through various channels.
6. Tackling cart abandonment
If you are new to online retail, you will soon discover that cart abandonment is a significant issue. It is surprising how many individuals leave their virtual shopping carts without making any purchases. According to a survey, the average rate of cart abandonment is slightly less than 70%.
By using remarketing, you have the ability to greatly decrease the rates at which customers abandon their shopping carts. Utilize Google Analytics to monitor the number of times pages are visited.
By thinking step by step, you can rephrase the text while keeping the meaning intact. Do not include additional information or omit any information. This approach will help you understand the number of users who proceed to the checkout but do not complete the purchase. Furthermore, it enables you to track the products that shoppers add to their carts, enabling you to create remarketing campaigns to promote them.
You may give them a small discount as an incentive to return and finish the purchase, or just remind them kindly that their product is still available and waiting for them.
7. Target existing customers
To ensure long-term success for your business, attracting repeat customers is crucial. Therefore, it is essential to strategize on converting first-time customers into loyal patrons. While acquiring new customers is undeniably important, it is a costly endeavor as it requires more resources compared to retaining existing customers.
There are several ways to bring back existing customers in the future. These ways might include:
- Rebuying – encouraging customers to buy products they’ve bought in the past,
- Reinviting – enticing past customers back to your business,
- or cross-selling – inviting customers to buy products related to other purchases,
- Loyalty campaigns offering unique discounts and offers can also be very effective.
8. Use remarketing traffic to drive email signups
We have already highlighted the significance of post-purchase emails in effectively engaging with customers.
When there are good incentives to sign up, such as exclusive offers, new product information, or insightful content, people typically find email marketing worth their time and it has been proven to deliver results. However, it is important not to overwhelm consumers with excessive emails.
By utilizing your remarketing traffic, you have the opportunity to entice a larger number of individuals to join your email list. If you strategically use appropriate keywords, you can effectively utilize Google Ads to advertise your email content and motivate people to subscribe. Subsequently, you can develop more specific lists that promote content designed to cater to their specific requirements, thereby resulting in increased conversions and value.
9. Target visitors to your shipping and returns policy page
When people visit the shipping and returns page on your website, they are seeking various types of information. This could include the applicable shipping taxes for different states. However, if someone takes the time to read your shipping and returns policies, it is likely that they are genuinely interested in making a purchase, regardless of what that purchase may be.
Targeting these specific individuals makes sense for a reason. These individuals are possibly seeking reassurance regarding the dependability of your shipping services and the estimated arrival time for their items. They may also be interested in knowing if free shipping is an option. To effectively appeal to them, consider running an advertisement that highlights your dedication to reliable shipping (consider offering a guarantee) or the availability of free shipping if applicable.
10. Offer generous incentives
We have mentioned this previously, but it is important to elaborate on it. Due to the significance of converting initial customers into regular ones, what type of incentives will you provide? Customers are fond of discounts and small perks. By offering this type of incentive, you will notice that many of them eagerly seize the opportunity to benefit from it.
One option is to provide discounts on products that customers have previously purchased or added to their wish list, indicating their interest in purchasing in the future. Another approach could be to promote your loyalty program to them or send reminders about items they frequently buy.
If the consumers have recently encountered product pages that are out of stock, you can utilize remarketing to specifically reach out to them with advertisements informing them that the item is now back in stock.
