Winning back lost visitors? Keyword: Retargeting

Have you ever noticed that many of your e-commerce visitors browse through your products, perhaps add items to their shopping cart, but then leave the site without completing their purchase? This is a common situation, but the good news is that not all is lost!

Retargeting is a digital marketing strategy that allows you to show personalized ads to users who have already visited your website. It works through cookies and tracking pixels that record users’ interactions on your e-commerce site. This data is then used to activate targeted advertising campaigns on various platforms, such as Google Ads, Facebook, Instagram and even email marketing.

Retargeting helps you to:

• Increase conversions: by reminding potential customers of the products they viewed, encouraging them to complete the purchase.
• Improve the ROI of your advertising campaigns: retargeting focuses on users who are already interested, making ads more effective.
• Retain customers: you can also use retargeting to promote special offers and upsells to those who have already purchased from you.

First of all, keep in mind that no strategy will be effective unless you target the right audience. Not all visitors are the same, so it is important to segment your audience based on their behavior:

• New visitors: those who have only visited the site once without interacting much can receive generic ads to increase brand awareness.
• Recurring visitors: users who have viewed multiple pages or certain products can be engaged with targeted ads.
• Abandoned carts: as mentioned above, you can push these users to complete their purchase with discounts or personalized reminders.

#1 Personalized display ads
Using platforms such as Google Display Network and Meta Ads, you can create targeted ads that show users the products they viewed or abandoned in the cart. Make sure the ads are eye-catching, with high-quality images and persuasive messages such as “Did you forget something?” or “Come back to us and take advantage of the exclusive discount!”

#2 Email retargeting
A well-structured email can make all the difference in sales recovery. Automate the process with emails that remind the user of the abandoned cart, possibly offering an incentive, such as a discount or free shipping.

#3 Dynamic retargeting for even more effective ads
Dynamic retargeting allows you to show customized ads based on the specific products viewed by the user. For example, if someone looked at a pair of shoes on your ecommerce site, they will be able to see exactly that model in ads on Facebook or Instagram, increasing the chances of conversion.

#4 Facebook and Instagram Ads
Social networks are critical for intercepting users who have visited your e-commerce. Use the Meta Pixel to track visitors and show them ads on Facebook and Instagram with exclusive offers, reviews from satisfied customers, or complementary products to those already displayed.

#5 Google Ads and YouTube
You can also retarget on Google Ads and YouTube by showing video or display ads to users who have browsed your site. Videos, in particular, can be very effective in capturing attention and reinforcing the brand.

#6 Push notifications and SMS
If users have agreed to receive push notifications or SMS, you can use them to send reminders about left-over purchases, flash offers, and other exclusive promotions.

#7 AI chatbots
AI chatbots can also play a key role in retargeting e-commerce users, offering quick and efficient responses. With their ability to personalize the interaction and guide customers through the purchase process, they improve the user experience and encourage greater engagement, thus helping to reduce shopping cart abandonment.

• Don’t overdo the frequency: bombarding them with ads can be annoying and have the opposite effect.
• Tailor the message: use targeted copy and specific offers based on user behavior.
• Take advantage of urgency and scarcity: phrases such as “Offer valid for 24 hours only!” or “Last pieces available!” drive action.
• Monitor and optimize campaigns: analyze performance data and continuously improve strategy based on results.