In the highly competitive world of eCommerce, attracting visitors to your website is only half the battle. Converting those visitors into paying customers is where the real challenge lies. Studies show that the majority of first-time visitors leave an eCommerce store without making a purchase. But what if you could bring those lost potential customers back and turn them into buyers? That’s where remarketing comes in.
Remarketing is one of the most effective digital marketing strategies for boosting eCommerce sales. By targeting users who have previously interacted with your website but did not complete a purchase, remarketing campaigns help keep your brand top-of-mind and encourage customers to return and convert. In this article, we’ll explore how remarketing can significantly improve your eCommerce sales and the best strategies to implement it successfully.
Understanding Remarketing
Remarketing (also referred to as retargeting) is a digital advertising strategy that allows businesses to reconnect with potential customers by displaying personalised ads to them after they have visited a website. These ads can appear on various platforms, including Google, social media channels, and other third-party websites.
When a user visits your eCommerce store and leaves without making a purchase, remarketing enables you to show targeted ads to remind them of the products they were interested in, enticing them to return and complete their transaction. This helps improve conversion rates and maximises your return on investment (ROI) from your marketing efforts.
How Remarketing Boosts eCommerce Sales
1. Re-engages Potential Customers
Many visitors leave your website without converting simply because they were not ready to make a purchase. Remarketing helps keep your brand in front of these potential buyers by displaying relevant ads, reminding them of what they viewed, and increasing the likelihood of them returning to your site to complete their purchase.
2. Increases Conversion Rates
Remarketing focuses on users who have already expressed interest in your products, making them more likely to convert compared to cold traffic that may not have encountered your brand before. When properly optimised, remarketing campaigns can significantly increase conversion rates, as they target a warm audience that is already familiar with your brand.
3. Enhances Brand Recall and Awareness
People are more likely to buy from brands they recognise and trust. Remarketing ensures that your brand stays visible even after users leave your site, reinforcing brand recognition and credibility. The more frequently potential customers see your ads, the more likely they are to return and complete their purchase.
4. Encourages Cart Abandoners to Complete Their Purchase
Shopping cart abandonment is a common issue in eCommerce. Remarketing allows you to specifically target users who have added items to their cart but left without checking out. By displaying targeted ads with messages such as discounts, free shipping, or reminders of limited stock, you can encourage these users to finalise their purchase.
5. Allows for Personalised and Dynamic Ads
One of the most powerful aspects of remarketing is the ability to show personalised ads based on user behavior. Dynamic remarketing allows you to display fully customised ads featuring specific products that users viewed on your site, making the ads more relevant and increasing the chances of conversion.
6. Cost-Effective Advertising Strategy
Since remarketing targets users who have already shown interest in your products, it is generally more cost-effective than other forms of digital advertising. The user is already further down the customer funnel because they have had more interactions and touch points with your brand by this point. The likelihood of conversion is higher, meaning you can achieve a better ROI compared to traditional display ads that target a broad audience.
Best Remarketing Strategies for eCommerce
1. Segment Your Audience
Not all website visitors have the same level of interest in your products. To maximise the effectiveness of your remarketing campaigns, segment your audience based on their behaviour. For example:
- Visitors who viewed a product but didn’t add it to the cart.
- Users who abandoned their shopping carts.
- Past customers who haven’t made a purchase in a while.
- First-time visitors vs. returning visitors.
By segmenting your audience, you can tailor your ads to each group, making them more relevant and effective.
2. Use Dynamic Remarketing
Dynamic remarketing allows you to show highly personalised ads featuring the exact products that users viewed on your website. This increases the relevance of your ads and significantly improves conversion rates. Platforms like Google Ads and Facebook Ads offer dynamic remarketing options that automatically pull product details from your catalogue to create customised ads.
3. Leverage Email Remarketing
Email remarketing is another powerful way to bring lost customers back. Send personalised emails to users who abandoned their carts, offering them incentives like discounts or free shipping to encourage them to complete their purchase. Additionally, use remarketing emails to suggest complementary products based on past purchases.
4. Retarget Across Multiple Platforms
Consumers interact with brands across different channels, so it’s important to implement remarketing across multiple platforms, including:
- Google Display Network
- Facebook and Instagram Ads
- LinkedIn (for B2B eCommerce)
- YouTube
- Email marketing
- Push notifications
By reaching users through multiple touchpoints, you increase the chances of re-engaging them.
5. Set Frequency Caps to Avoid Ad Fatigue
While remarketing is effective, showing the same ad too many times can annoy users and lead to ad fatigue. Set frequency caps to ensure that users don’t see your ads excessively. A well-balanced ad frequency helps maintain a positive brand perception.
6. Offer Time-Sensitive Promotions
Creating a sense of urgency can encourage users to return and complete their purchase. Some effective strategies include:
- Flash sales with limited-time discounts.
- Countdown timers in ads to show when a deal expires.
- Exclusive promotions for returning visitors.
- Free shipping offers for a limited time.
7. Optimise for Mobile Users
With a significant percentage of online shopping happening on mobile devices, ensuring that your remarketing ads are optimized for mobile is crucial. Use mobile-friendly ad formats and ensure your landing pages are responsive and load quickly.
Measuring the Success of Your Remarketing Campaigns
To ensure your remarketing campaigns are delivering results, track key performance metrics such as:
- Click-Through Rate (CTR): Measures how often users click on your remarketing ads.
- Conversion Rate: Tracks the percentage of users who return and complete a purchase.
- Return on Ad Spend (ROAS): Determines the revenue generated from your remarketing ads compared to ad spend.
- Cost Per Acquisition (CPA): Measures how much it costs to convert a customer.
- Bounce Rate: Helps identify whether your landing pages need optimisation.
By continuously analysing and optimising your campaigns, you can improve their effectiveness and maximise ROI.
Final Thoughts
Remarketing is a powerful tool for boosting eCommerce sales by re-engaging potential customers who left your website without making a purchase. By leveraging strategies such as dynamic remarketing, cart abandonment campaigns, and personalised email follow-ups, you can increase conversions and maximise your revenue.
If you’re looking to implement a high-performing remarketing strategy, the DBS digital marketing team are here to help. Contact us to learn how we can optimise your remarketing efforts and drive more sales for your eCommerce business.
