What is Ecommerce Retargeting and How Can It Skyrocket Your Sales?

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As an ecommerce store owner, you’ve probably experienced the frustration of watching potential customers visit your ecommerce site, browse your products, and then… disappear. They added items to their cart, maybe even clicked around for a while, but they never completed the purchase.

It’s a familiar scenario that leaves you wondering: How can I turn these nearly-won customers into actual sales?

This is where ecommerce retargeting strategies come into place—the secret weapon many successful ecommerce companies use to bring those lost visitors back.

If you’re thinking, “I’ve heard of retargeting ads, but I’m not sure how it works or how to make it work for me,” you’re in the right place.

In this article, we’ll explain exactly how ecommerce retargeting ads can help you boost conversions, increase brand visibility, and make your marketing budget go further.

Let’s get started!

What is retargeting?

Retargeting is the practice of reaching out to potential customers who have already interacted with your brand or website but didn’t complete a desired action, like making a purchase.

It works by showing targeted ads to these visitors as they browse other websites or social media platforms.

Think of it like this: a potential customer visits your online store, looks around, but doesn’t buy. A retargeting strategy brings them back, reminding them of what they left behind and encouraging them to return and complete the purchase.

What are the benefits of ecommerce retargeting?

Now that we’ve defined ecommerce retargeting, let’s dive into why it’s such a game-changer for boosting sales and improving customer engagement.

  1. Higher brand awareness: Since the retargeting audience has already interacted with your website, your brand is no longer unfamiliar. Retargeting ads keep your brand top of mind, making it more likely that the next time they’re ready to buy, they’ll come straight to you.
  2. Increased conversion rates: It’s easier (and cheaper) to convert someone who already knows about your brand than to attract a completely new visitor. Retargeting ads leverage this advantage, helping you convert cold leads into paying customers.
  3. Better understanding of customer behavior: By tracking the specific pages a visitor viewed or the products they added to their cart, you can gain valuable insights into their interests and intent. This data helps you tailor your paid ads and offers, increasing the likelihood of conversions.
  4. Cost-effectiveness: Instead of spending money on new customer acquisition, retargeting ads focus on those who have already shown an interest, making it a more budget-friendly option. Since these customers are already familiar with your brand, they are more likely to convert, giving you a higher ROI.

How does ecommerce retargeting work?

Ecommerce retargeting is powered by a combination of tracking tools, like cookies and pixels, which help you to create targeted ads that reach site visitors who didn’t complete a purchase.

A retargeting pixel (small snippets of code) and cookies are placed on your ecommerce website when a visitor lands there. These tools collect data about the visitor’s behavior, such as which pages they viewed, whether they added items to their cart, or if they abandoned the checkout process.

Several customer behaviors can trigger a personalized retargeting ads campaign, including:

  • Website visits: Anyone who visits your website but doesn’t make a purchase.
  • Cart abandonment: A visitor adds items to their cart but leaves without buying.
  • Product views: A customer browses certain products but doesn’t follow through with a purchase.

Once these actions are detected, retargeting ads will start showing up across the web, reminding the visitor of the products they viewed or abandoned.

4 types of ecommerce retargeting

Now, let’s explore the different types of ecommerce retargeting ads you can leverage to supercharge your marketing strategy.

  • Standard retargeting: This is the basic form of retargeting where you display generic ads to users who’ve visited your site but didn’t take action.
  • Dynamic retargeting: A dynamic retargeting ad takes things up a notch. Instead of just showing a generic ad, you create personalized retargeting ads based on the products the customer viewed or added to their cart. It’s like saying, “Hey, remember that item you checked out? It’s still waiting for you!”
  • Email retargeting: Email retargeting campaigns involve reaching out to users who’ve interacted with your website, like signing up for your newsletter or browsing products, but didn’t complete a purchase. You can send follow-up emails with product recommendations or special offers to bring them back.
  • Social media retargeting: Platforms like Facebook, Instagram, and Pinterest allow you to retarget visitors who’ve been to your site. This approach is particularly effective since it lets you show ads to users as they scroll through their social media feeds.

How to set up a retargeting campaign?

Setting up a retargeting campaign isn’t as hard as it sounds. Here’s a simple step-by-step process:

Step 1: Install a pixel or code

You’ll need to add a tracking pixel to your website from platforms like Google Ads, Facebook, or AdRoll to start collecting data on your visitors.

Step 2: Choose your platform

Use platforms like Google Ads, which includes the Google Display Network, Facebook Ads, or even specialized retargeting services like AdRoll to create personalized ads and manage them.

Step 3: Set up campaign goals

Define your retargeting goals. Are you trying to get people to complete a purchase? Or are you looking to encourage repeat purchases from existing customers?

Step 4: Design your ads

Create visually appealing and persuasive ads that speak directly to the needs of your custom audiences. Highlight the value of your products, include customer reviews, or offer a discount to encourage conversions.

4 proven ecommerce retargeting strategies

If you want to make the most of your ecommerce retargeting ads, here are a few strategies that have proven successful:

1. Segment shoppers by behavior

Not all website visitors are at the same stage of the buying process. Some may have abandoned their cart, while others might just be browsing.

By segmenting your audience based on their behavior, you can tailor your ads to match their specific needs. A personalized ad is much more likely to convert than a generic one.

2. Personalize your ads

Personalization is key. Show the exact products a customer viewed or added to their cart, and offer them special incentives like discounts or free shipping to entice them back.

The more relevant your ad, the better the chances of conversion.

3. Leverage data to make informed decisions

Understand why customers abandon their purchases.

Is it because of high shipping costs? Or maybe they’re hesitant about the product?

Use this data to refine your retargeting and remarketing approach and address any obstacles that are preventing conversions.

4. Product recommendations

Use AI or past browsing data to recommend products that are likely to appeal to each visitor.

By suggesting complementary items or items related to their interests, you can increase the chances of driving additional sales.

4 best practices for successful retargeting ads

Running a successful retargeting campaign requires more than just showing ads. Here are some best practices to ensure your efforts pay off:

1. Use high-quality creative

Invest in quality visuals and design for your ads. High-quality images and clear, concise messaging will make your brand look more professional and trustworthy.

2. Optimize ad copy for conversions

Your ad copy should speak directly to the customer’s pain points. Use compelling language that highlights the benefits of your product and includes a strong call to action (CTA) to drive conversions.

3. Social proof

Incorporate reviews, testimonials, or ratings to build trust with potential customers. Seeing that others have had a positive experience with your brand can help sway their decision to make a purchase.

4. Test and optimize regularly

Retargeting isn’t a “set it and forget it” strategy. Regularly test different ad creatives, copy, and targeting methods to see what works best for your audience. Optimization is key to maintaining a high conversion rate.

Wrapping up

Ecommerce retargeting is a powerful tool to reignite interest from potential customers who are already familiar with ecommerce brands.

By using personalized ads and strategic segmentation, you can increase conversion rates, improve customer retention, and maximize your marketing budget.

Remember, the key to successful retargeting is understanding your the behavior of your target audience and delivering ads that speak directly to their interests. With the right approach, you can turn those “almost-customers” into loyal customers and watch your sales soar!