According to Google, 96% of visitors leave websites without converting. And there are a lot of reasons behind that. One of the reasons – your website is not that much engaging or your customers are confused about their product choices and then they left your website without a single purchase. It impacts your business in various ways. It is not good at all for you as an E-Commerce owner because you spent money and effort on your e-commerce website and that all goes into vain.
Isn’t it Horrific ..?
The answer is No.
Fortunately, our advertising platforms give us the chance to retarget the bounced audience in an effective and efficient manner. The biggest goal of retargeting is to bring the “ball back”. Just like your lost visitors and conversations. This blog provides you the beans to spill around facebook retargeting.
What is Retargeting?
Retargeting means displaying customized ads to viewers who have previously interacted or engaged with your brand online. Facebook offers the best retargeting options among all social networks. custom audience option and dynamic ads are working together to bring visitors back to your website and make conversions.
Does Retargeting Actually work?
Yes, Retargeting is one of the most powerful strategies in advertising, a good retargeting ad campaign can lead to a 30% increase in sales. It is easier to win potential customers that already have some level of familiarity with your brand.
Stats of consumer concern after seeing Retargeted Ads (As per the online data)
Some consumers show concern when Ads follow them after their website visits of certain retailers and curious to gather more information, while others don’t bother much.
- 72% of online shoppers are likely to abandon their shopping carts prior to making a purchase. Without retargeting, only 8% of those customers return to complete their transactions.
- 45% of consumers say that they would likely become repeated buyers after a personalized shopping experience with a particular company.
- 68% of agencies and 49% of brands are moving dollars from the display into retargeting.
- 30% of consumers have a positive reaction to retargeted ads.
- Website visitors who are retargeted with display ads are 70 percent more likely to convert on your website.
“TITANIC OF TECHNOLOGY” behind Retargeting
Retargeting on Facebook works using their ‘Pixel’. The Pixel is a cookie. It is a piece of code that is used to track the visitors on the website and gather information about their visits. If you have the Facebook cookie on your website it sends information to Facebook about who visits your what pages they visit, by which browser etc.
Now you can use this information to further advertise to your Target audience. For eg. If someone lands on a product page on an online store but doesn’t buy, the cookie tracks this. Now you can use retargeting to show this product to the user in their Facebook feed. The main purpose of this is to keep the potential customers aware of the product and to build trust in the brand.
Retargeting Tactics that “hit the nail on the head”
1. Stop comparing “Apples to Oranges”, use segmentation
The key to effective retargeting is segmentation. Different people come to your site and leave it, there are lots of reasons behind it. Are you serving the same dish to everyone? Yes, Not every customer is the same, their behavior on your page is different, some people land to your website just to gather some information, some come to read the blog and some to just see your products and offerings.
You should look at splitting your visitors into different segments based on the information you have about where they got to in your Conversion funnel.
Examples of user behavior include
· The number of pages visited by the customer
· Social media activity
· Shopping cart status
· Visit to conversion pages
As you can see the visitors at the top of the sales funnel simply browse and leave. They are not fully engaged with the brand, they enter the website and add product in the cart but not purchase.
For this kind of audience, a retargeting strategy might be to increase brand awareness by displaying ads related to a specific product or service pages they have visited.
Audience in the mid-funnel represents the market segment
Which have visited website pages already, they have the knowledge about the product and are searching for more information.
To Retarget this segment you should provide them the information-rich content such as case studies, white papers and grab their emails. Now it comes to the lower funnel, where the audience has the information and also the engagement with the product but still they are not converted.
To Retarget this segment you should deploy the display ads with a strong call to action to pull them to key conversion pages or shopping carts. Call to action tabs includes “free trial”, “contact us” or “request a demo”.
2. Focus on the audience of the “same boat”
Many of your website visitors have different demographics, interests, and behaviors. But you can create a custom audience who shares similar characteristics and are likely to be interested in your product or services, by this you can target a huge audience with the same ad.
To create a custom audience based on the same behavior, interest, etc., go to the Audience section of your ads manager, click on create an audience and choose lookalike audience from the option. Click the source and give your page a name and then select a country you want to target and optimize the similarity.
3. Don’t forget to “knock the seasons”
Depending on your business, you may see more traffic on certain days, holidays, festive seasons, etc. Facebook allows you to build curated lists in order to stay in contact with existing customers or new visitors to your website or app. So during any holiday or festive season, you can –
a) Sell your product to people who are already familiar with your company and products, promoting exclusive offers or deals to customers who show interest in your products and to those who are your existing customers.
b) You can run a certain contest on a special day or any festive season for the retargeting audience. By this, they can feel special and it generates a drive to get more engagement and helps in conversion.
4. Avoid shopping cart abandonment
A lot of customers have somewhat similar buying habits and preferences. According to a survey around 58% of customers left due to unexpected costs(shipping and taxes). 37% compare and find better prices. And around 26% were left due to complicated navigation. So we just have to apply some tactics to reduce this abandonment.
a) Offer free shipping- Nowadays free shipping is everywhere, so your customers will likely expect it from your site. Free shipping can reduce cart abandonment.
b) Build trust among the audience- around 80% of website visitors are concerned about their security. It means when your customer made a purchase from your online shop, he just wants to be sure that his credit card details will be safe with you.
c) Simplify navigation- The more clicks on your website, the more likely the customer to leave before making a purchase. More clicks sometimes irritate the customers and he leaves. So keep the clicks as low as possible. Try to keep your website clean and simple which could easily be understood by anyone who visits our website.
· Choose a product
· Add to cart
· Click the “checkout” button.
These clicks are sufficient for a customer to make a purchase.
WRAPPING UP
For a business with higher value products and longer sales cycles, effective Retargeting can be a game-changer. Effective segmentation in the digital age is crucial to marketing success. Segmenting your visitors into different custom audiences is the best strategy to trigger the retargeting campaign. There are some more segmentation strategies which you should consider –
People who abandon the cart send them a free shipping offer.
People who have already made a purchase with you, send them an ad informing about the new products, send them sale offers, etc.
Survey about your audience and try to find out their desires so that you can serve them better.
And yes, don’t spam your customers with retargeting ads. Asking them to buy a similar product, again and again, might serve the negative image of the company.
So Don’t miss the boat, go and grab the retargeting opportunity.
Good Luck !!!
