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!
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.
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.
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:
Once these actions are detected, retargeting ads will start showing up across the web, reminding the visitor of the products they viewed or abandoned.
Now, let’s explore the different types of ecommerce retargeting ads you can leverage to supercharge your marketing strategy.
Setting up a retargeting campaign isn’t as hard as it sounds. Here’s a simple step-by-step process:
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.
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.
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?
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.
If you want to make the most of your ecommerce retargeting ads, here are a few strategies that have proven successful:
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.
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.
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.
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.
Running a successful retargeting campaign requires more than just showing ads. Here are some best practices to ensure your efforts pay off:
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.
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.
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.
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.
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!
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Product updates: January Release 2025