As the owner of a solid website with exclusive products, chances are you’re spending a lot of time thinking about how to drive business to your site, and also having “a-ha” moments when you’re developing retention campaigns. With all of the business processes you’re setting up so your business becomes more automated, have you integrated retargeting methods yet? If so, when was the last time you fine-tuned them? In general, eCommerce sites enjoy a one to three percent conversion rate, according to Website Magazine. So what are you doing about the 97-99 percent of customers who drop by, browse, and leave?
#Retarget Right On Your Site
Many sites have the ability to identify you the instant you step foot into their cyber door, even if you haven’t logged in. When your customers visit, are they being greeted with a pleasantly personalized welcome or an anonymous hello? When optimizing how to sell online, it’s up to you to set the tone for a proper interaction. If you know your customer, and they’ve visited several times over the last few months, put your knowledge of their buying habits to work to either populate the products they’ve viewed without purchasing on the right rail of the page they’re viewing, or post them in a you viewed “X”, have you considered “Y?” section of your merchandise page. The cross-sell functionality can be especially pertinent if your merchandise is seasonal, so you would want to know how one person’s habits translate from one seasonal display to the next.
While they are on your site, you also have the opportunity to keep presenting these items to the buyer as they make their way down the purchase path and begin adding items to their shopping cart. Asking questions and reminders like “did you want to include any of these items?” or “don’t leave any items behind” can be gentle reminders that aren’t over-salesy or inappropriate.
#Follow Up With A Relevant Email
Triggered, retargeted emails can boost your site’s conversion rate. The key is to test timing and content. Some sites will send a reminder email after the browser window to your site has been closed for 15 minutes; some will wait for one hour or one day. If there is a sale going on you might want to consider setting a trigger for your optimal time as tested, plus an additional send on the final day of the sale, establishing a sense of urgency. Retargeted emails enjoy a much higher conversion rate than your promotional email, as the buyer is much further down the purchase path and eager to make the purchase. You just have to create the invitation that makes it inevitable! Some sites will offer a discount with their retargeted email. Should you decide to try this, test with caution, as you don’t want to train your customers to load their carts and leave your site, waiting for their email with the discount to complete the purchase.
Also, with your customer’s purchase and browsing history, you can create a triggered promotional email that is filled with dynamic content based on their preferences. This type of promotional email employs retargeting tactics within the framework of a promotion and performs very well! When your customers receive this hybrid promotional email full of merchandise that is customized to their preferences, you’ll enjoy a higher open and click through rate to your site.
#Engage —Don’t Stalk— With Snappy Display Ads
When comparing your basic run-of-network display ads versus retargeted display ads, ComScore found that conversion rates improved ten times. Even though the reach is much smaller for retargeted ads, this shows the value of following up with those visitors who have demonstrated an interest in your wares. You can set up a cookie on your site to save to your visitors’ browsers once they bring up one of your product listings, says USA Today. Knowing this, should someone leave without even beginning the carting process, and you haven’t “officially” (meaning, with their knowledge and approval) obtained their email and contact information, don’t stalk them with an unsolicited email. The worst feeling is when a company somehow knows you without your giving them permission to contact you. If you’ve ever received an unsolicited retargeted email, or worse, a phone call, you realize how creepy this can feel. That being said, when visitors to your site have viewed pages, or carted items but not yet revealed who they are, this is your opportunity to present classy informative ads that retarget them on other sites. Since many display ad companies do not charge merchants unless a shopper clicks on an ad, there’s little risk for you. Also, you can frequency cap how many times a person receives one of your ads, so that your clever use of retargeting provides just the right amount of nudging to your potential customers. Test your frequency caps just as you test the timing on your retargeting emails, as according to Search Engine Watch, there is not one final best practice that works for all businesses.