If you own an e-commerce business, you probably already know that the most important part of running an online platform is monitoring traffic. This means keeping an eye on how many users are bouncing off your landing page instead of going further into your website.
Statistics show that about 58% of desktop users and 74% of mobile users will turn away after looking at a single page on a website. How do you turn this lost traffic into potential sales? The answer is simple.
Remarketing is the practice of targeting those customers who have already visited your website once before. When someone goes on your site, your browser will pick up a cookie that will allow you to engage these customers and not let them slip out of your hands.
Digital marketing, despite being a powerful tool, is one of the most common forms of marketing around the world today, which means most of your advertisements are likely to disappear in the crowd. Remarketing helps you bring more focus to your promotional efforts, and has the following benefits:
It can be personalised
Remarketing allows you to customise the ads you’re creating according to the interests your potential customers have shown. For instance, if your customer visited the top sales page on your website, you can send some 40% off promotional ads their way to encourage them to make that purchase.
It helps turn potential customers into sales
The people who are visiting your site are already interested in what you’re offering. So why not focus on them rather than trying to convert complete strangers into buyers?
Remarketing helps you narrow down your customer base and focus on the segment that has already been exposed to your product, who are far more likely to end up making a purchase than any other stranger.
It has a wide reach
The greatest thing about remarketing is that it is supported by almost every widely used social media platform. You can reach out to your target customer on Facebook, Instagram, YouTube, Google, and more depending on both their interests as well as your product.
It helps you build a strong brand image
Even if you don’t make a sale through remarketing, you’re still benefiting from it everyday. This is because your ads are appearing on the social media feeds of your potential customers on a regular basis. They might not click on every ad to make a purchase, but rest assured, they will remember your brand name.
Some effective remarketing strategies
If you’re wondering how to kickstart your remarketing campaign the right way, here are some effective strategies to help get you started.
1. Personalise your ads according to your customers
Not every customer is after the same thing. Each person clicking on your website link will have a different reaction to what you’re offering them. The first thing you need to do is segment your customers into different groups so you can customise your ads for each one.
If you’re a retail store with a lot of traffic on the Summer sale category on your website, it would make more sense to target this group with sale-based ads promoting your 40% off sale rather than a general advertisement about your store.
2. Keep things fresh
Using the same ad design over and over again might lose its appeal and stop attracting customers. Your ads should be vibrant and interesting to look at. Try making multiple variations of the same ad, and add differences in colour, text, layout, and number of illustrations to make each design unique.
You can do this by using online design tools like posterMyWall to design your own digital ads and adding your own personal touches to each one. The range of ready-made templates available will make the design process much easier for you.
3. Try out A/B testing
Through A/B testing, you can create two different variants of your website or your ads, with variations in design, colour, and layout, and see which variation works best for your audience.
Let’s say you make two versions of your homepage. Version one has the logo and the menu bar centre aligned to the top, while version two has the menu bar to the left. You can test out both to see what design is more user-friendly and what elements in your website get a lukewarm response.
4. Resize and reuse your designs to get the most out of them
You may have a very vibrant ad running on Google Ads, but is that enough? If you want to reach a wider audience, you need to target some more platforms, like Facebook and Instagram.
Take your original ad and use a resizing tool like the one on PosterMyWall to customise your design according to the platform you want to post on. You can make it into an Instagram post, a Twitter post, or even a story.
5. Keep your current customers around
While you’re busy remarketing toward potential customers, make sure you don’t lose sight of your current customers. Make them feel remembered and valued by targeting ads toward them that inform them about upcoming offers, new products, and much more.
6. Go beyond the borders
If your product is one that can be sold internationally, make sure your website and ads are targeted toward overseas customers as well. You might have customers from China bouncing off from your website landing page because of language barriers. Make sure your foreign customers feel valued by remarketing ads in their native languages.
You can also recreate all of your most popular ads in other commonly used languages around the world. This may also help you reach out to those who may live closer to you but whose native tongue isn’t English.
As an E-commerce business, it can be hard to fixate on your target audience and deal with the sea of competition at the same time. Your job is to make sure you retain a customer’s interest when they visit your website.
With these tips and tricks, you’ll be able to create a remarketing strategy that’ll maximise your sales and optimise your customer base in no time.