Remarketing is usually defined as making a visitor re-visit your website and brand it with them using retargeting Pay per click advertisement. A recent study says that a visitor who is returning to visit your website is more likely to make a purchase as compared to the first time visitors. Remarketing is a powerful tool to increase the ROI of your eCommerce website at a much greater rate than the generic marketing advertisements.
93% of the website visitors leave without engaging with your website and about 40% of the visitors will browse the website at least 4-5 times before making a purchase. It is important to follow up your visitors with remarketing ads and convert them into customers. When a visitor visits your website for the first time, the trust factor isn’t developed yet and they browse through the products without purchasing them. Making them re-visit your website is a great way to establish more trust and convince them to buy your products.
There are numerous reasons why remarketing is very important in the modern day e-commerce business. There are several myths that surround the remarketing advertisement too and the most common one is the creep factor that is caused by the remarketing ads. According to the findings by WordStream, remarketing ads exhaust at half the rate of the non-remarketing ads.
If users would get tired of seeing the same ad again and again, they would get tired of it but surprisingly, the fatigue rate of the remarketing ads is much lower than the non-remarketing ads. This absolves the myth of the creep factor caused by the remarketing ads. Also, you can rotate your display ads in a way that this factor is totally eliminated.
Now let’s discuss a few ways in which remarketing can greatly benefit your brand:
Abandoned Carts
Let’s take a situation where a visitor spends quite a lot of time on your website and even ended up adding products to the cart but didn’t check out. If your e-commerce website is optimized for engagement and the people make it to the check-out but abandon the cart, remarketing can be a very powerful tool to bring those people back to your website to convert them into customers.
One of the causes of abandonment could be that there is a chance that the user found the shipping rates to be expensive and didn’t check out. Remarketing to these consumers with a discount code or free shipping would be a great strategy to bring them back to your website and complete their purchase. This provides a previously engaged visitor an incentive to buy from your e-commerce website.
Seasonal Products
Let’s suppose that your e-commerce website has seasonal products or services that certain users view with an intent to buy later. You can remarket to those visitors through selecting the audience from your sales funnel.
This is a great way to show your product or service to those visitors and reminding them that they viewed the particular product or service and push for a sale during the season. This i=can also be a great method for travel and tourism, seasonal clothing, festivities related services and other seasonal companies.
Multi-channel promotion
Establishing multiple touch points with the customers is essential. 75% of the customers buy from the brand after establishing 3-5 touch points. According to Ameyo, modern-day customers need 6 touch points to be established before buying from a brand.
The best way to go forward with this is by establishing multiple touch points with your visitors across different platforms. This isn’t just confined to social advertisement. Creating multiple posts to enforce your product on your website visitors helps create the touch points necessary to establish the trust factor.
Strong and consistent brand message
Every successful business knows that the key to establishing their branding is by projecting a strong and consistent brand message. E-commerce businesses have multiple retargeting channels available to them that can be used to amplify the brand personality and the message. With a pool of potential customers out there who have visited your website but haven’t returned since, if each retargeting channel is approached in the right way, the potential customers would definitely become the customers.
If the company is going to use multiple channels to apply the remarketing, it is critical that a strong brand image is portrayed. Not having a consistent branding image would confuse the customers and might become diluted too.
Segment your remarketing campaigns
Modern-day analytics give you an option to segment your audience according to their behavior. Customers are more likely to respond to personalized advertisement or remarketing campaigns rather than non-personalized campaigns. As an e-commerce website owner, you have to provide the shopping experience that brings ease of shopping to the customers. By segmenting your audience you can provide more direct solutions to the customers.
For example, you run a pet food e-commerce store. It is easy to segment the visitors that are interested in the cat food and dog food. This is a way to identify the visitors who are either cat owners or dog owners. You can remarket the cat products to the specific people who were interested in the cat-related products on your website. This is more direct and has its significance in terms of the ROI.
Remarketing brings in highly targeted traffic
Remarketing campaigns are directed towards the people who have visited your website in the past. By excluding the ‘accidental clicks’ or the ones that land directly on your homepage and bounce from the website, you get a highly targeted group of audience that can actually yield great ROI’s.
By remarketing to the people who have visited the product pages and added products to the cart and haven’t checkout for some reason, you have an audience that is highly relevant to your brand. Portraying a strong brand image and a consistent marketing pattern to the people helps you earn their trust. By filtering out the audience that landed on your website through accidental clicks, you’re left with the visitors that are interested in your products. There are several ways in which you can incentivize their visit by offering a discount or free shipping. For service related industry, you can always offer a free consultation.
Email remarketing is essential for any e-commerce business
Studies have shown that for every dollar spent on email marketing, it brings in a revenue of $38. Email conversions vary from industry to industry but on an average e-commerce industry has a 24% open rate and a 4% click-through rate.
You can target the people who have opened your emails through other platforms. According to a research by SalesForce, people who engaged with the website through emails were 22% more likely to make a purchase when they were remarketed through Facebook ads. This is a huge number and tells us the importance of remarketing in today’s e-commerce.
An alternate approach can be made to target the customers who do not engage with your emails. This is a sure-fire way of getting your message right across to them. This would also build the brand familiarity and increase the open rates substantially.
Remarketing to grab your competitors’ customers
The e-commerce industry is a becoming tougher by the day. There is a lot of competition among the business owners and the customers have become a highly sought after entity. With remarketing tools, you can actually market to the people who have searched for competitor keywords. 11% of the marketers use remarketing to target competitors’ customers.
This is another way to get customers that convert who are interested in products similar to yours but at another e-commerce store. The quality and the copy of your web design and ads could be a deal maker if you’re remarketing to the people who your competitors’ customers. Try and run multiple variations of your ad copies to avoid customer blindness. Customer blindness is a term that is used when the customer stops paying attention to your display ads.
WRAPPING IT UP
Remarketing in itself is highly effective and every good marketer knows that. Adjustments and strategy can help you gradually improve your conversion rates. Most of the remarketing is based on how you create your audience segments.
Knowing your audience is extremely important when you’re creating a remarketing campaign. Based on who your audience is, the ad copies and the remarketing material have to be consistent with what is offered on the website. Don’t be too aggressive while remarketing your product or service. Don’t remarket to the buyers right after they’ve completed a purchase on your e-commerce website but wait for a little while and then remarket to them. Test, test, and test! Find out what works the best for you and then implement it in an innovative way.
If you manage to do your remarketing right, it would complement your generic marketing efforts and help increase your sales.