If you think you’ve got a “conversion” when someone adds an item to their shopping cart, think again – because as much as four out of five shopping carts are abandoned before a purchase is ever made. And this does not even take into consideration that for every visitor that does place something in the cart, there are a hundred of those who don’t.
But even so, you’ve gleaned something valuable from all those near misses: you can reasonably conclude that they were at least interested in what you have to offer. Remarketing is about making the most out of that knowledge and getting them to return to make a purchase.
There are actually two separate definitions of remarketing. The more traditional one refers simply to improving or changing a product and marketing it again in the hopes of getting a better response. But in ecommerce, remarketing means something different and much more effective as a marketing tool: it is the practice of using data and software to follow up on lost sales by targeting people who’ve expressed interest in your products by visiting your online store.
Remarketing in ecommerce usually means sending automated emails to those who almost made a purchase at your site, but didn’t. That’s a tried and true approach that you should not overlook – but to really make the most of your remarketing efforts, you should include targeted ads through Facebook and Google.
Doing this is as simple as including a piece of code provided by the advertiser (like Google) on your website. Users who visit are then tracked (if they accept cookies) and when they do Google searches using terms related to your products they are shown your ads. You can also do this with Facebook, targeting only people who have visited your site in your ad campaigns.
Concerted remarketing efforts through email, Google and social media, coupled with high-quality SEO across all pages on your website can reclaim as much as one sixth of “lost” sales by providing an opportunity for people no only to be reminded of your website or your offers.
Google is by far the most powerful asset to that end, since its remarketing program allow you to show your ad to a specific user whenever they perform a simple search for appropriate terms. Google makes this easy with remarketing lists, so that people are added to those lists whenever they pay a visit to a specific page. For example, visiting a page with man’s jeans will add the visitor to the man’s jeans list, so that ads for your man’s jeans products or promotions will be shown to them whenever they do a Google search that includes those or similar terms.
It’s still imperative for you to get your copy and message right, which means customizing it for a particular audience segment, making it relevant and as personal as possible. Google also makes that easier for you, because you will have abundant data available in order to segment your audience, and Google Analytics can be of great help.