The Importance Of Retargeting In E-commerce

For the success of your online business, it is important that your e-commerce site generates a qualified and consistent traffic.

Is that the case?

If the answer is yes, then you need to ask yourself a question:

  • Are you really taking advantage of the opportunities that this large number of Internet users visit your site bring you?

In other words, do your visitors really buy your products or services? Or are only mere “tourists” of the Web?

This is where the retargeting strategy comes in. It allows you to retarget your visitors with advertisements to buy your products.

You’ll learn more about retargeting and everything you can to target and segment your leads by following the guide.

What is E-commerce retargeting?

It is also called remarketing or advertising retargeting. Retargeting is a strategy that allows a web entrepreneur to bring back Internet users who have visited the pages of his e-commerce site and who have not made any purchases.

Retargeting allows users who have already visited your site to be saved in the long term.

To do this, you need to use cookies that record user data and target:

  • Age
  • Sex
  • The email address
  • The products they are interested in, etc.

Thanks to these cookies, users can see your products on all the sites they visit while browsing the internet.

Retargeting can then be considered an excellent alternative to communication on the internet with the targeting of a smaller audience. It allows you to get a higher number of clicks that generate a higher conversion rate. It’s a great online marketing strategy.

The Main Benefits Of Retargeting

The retargeting strategy allows you to:

  • Re-address users who have already shown interest in the products or services you offer on your e-commerce site. And who, at the time of the visit, did not necessarily have an intention to purchase.
  • You can also develop the reputation of your company.

To do this, simply launch a retargeting campaign (on Facebook for example or Google AdWords) that will allow you to familiarize all visitors to your site with your brand.

  • You re-explain users to your products or the logo of your company, you optimize the chances of converting them into potential customers.

You can also retarget your prospects by offering them to download white papers (or Ebook) or resources to redirect them to your e-commerce site or Facebook page.

This form of retargeting will allow your site to set itself as a reference in your industry thanks to the relevant content that you will offer in your resources or eBook through search results.

A visitor who spends a little more time reading the content of one of the specific pages of your e-commerce site such as the product listings page or the fare page is considered a potentially qualified visitor. It will therefore become a potential hearing.

Similarly, you can also use retargeting to retarget users who have not finalized their order when they have put one or two products in their shopping cart. This type of audience is highly likely to come and buy your products and services.

With the ads you’re going to run, you’re encouraging visitors who have abandoned their shopping cart to make a single click to complete their purchase.

For effective retargeting, you can display items that have been placed in the basket on the banners.

Finally, retargeting can be used to retarget customers who have already made purchases on your e-commerce site with other similar products or accessories.

What Are The Different Forms Of E-commerce Retargeting?

Depending on your needs, the typical route of your target audience, but also your budget, you have the choice between different retargeting platforms to effectively target your audience.

First, retargeting into display banners.

These are the ads that appear on the various sites that your target customers visit through their browser cookies.

To use this retargeting channel, you need to go through an advertising agency that handles the management of advertising auctions as well as the ads of e-commerce sites.

You then pay the control based on the number of clicks on your ad, the number of times the ad was displayed, the number of subscriptions to newsletters, etc.

You can also use retargeting on social networks.

This form of retargeting will allow you to view sponsored ads from your e-commerce site on your visitors’ favorite platforms. This will allow you to target purchase goals.

Among the existing social networks on the web, Facebook offers the most opportunities for retargeting. Facebook ads should be seen as a return on investment.

How Do I Get Good Results With E-commerce Advertising Retargeting?

Whichever retargeting channel you’re going to use to revive visitors to your e-commerce site. It is essential to create different audiences, because a generic message ad will not necessarily catch the attention of all your visitors.

In other words, you need to advertise based on your visitors’ profile or their buying paths, or even the demographics you have.

In addition, you’ll also maximize your chances of increasing your conversion rate by redirecting your visitors to pages that may interest them.

In other words, you redirect your target customers directly to the products or services they spotted on their first visit and not on the home page of your e-commerce site.

Finally, it is essential to change your ads regularly so that your target audience never tires of seeing them especially on social media.

For example, you can change the visuals or offer discounts or special offers on a limited time basis.