Blog

Re-Targeting

Posted by:

Re-Targeting

There are many ways you can segment your website visitors to maximise your advertising spend with Re-Targeting.

In this article, I’m going to talk about Visitors and Customers focusing on five areas and behaviours that will increase revenue.

Firstly though, why would you need to use re-targeting as a strategy.

Why Use Re-Targeting.

One of the most important aspects of re-targeting is that we already know that there is a level of interest or behaviour.

Re-Targeting is effective because it isolates either an interest an action or a behaviour which we can clearly identify.

When we can isolate these actions, behaviours or interests we can create campaigns or calls to action that are highly likely to result in our audience making a positive decision.

As we are in business, that decision will likely be to make a purchase.

Like you and me, consumers are much more likely to take positive action (click) on adverts where they have an interest.

 Areas to Re-Target

Website Visitors

                Casual Visitors

                Product Page Viewers

                Abandoned Cart Users

Existing Customers

                Up-Selling

                Cross-Selling

Casual Visitors

These visitors have generally bounced from you site before spending any time on your product or services pages.

This type of activity makes it difficult for you to specifically target a service, interest or product as they haven’t demonstrated a linked or clicked behaviour.

Re-Targeting ads to this segment need to entice them back with general offers, benefits or free trials or samples.

Product Page Viewers

You have much more information regarding these visitors and you can be much more specific in targeting your ads.

Click history tells you exactly what products, services or brands they were interested in viewing, but they didn’t add to cart.

Advertising to this group would ideally contain a mix of products they showed interest in and general product categories.

Typically, the life cycle of this segment is 10 to 14 days and if they haven’t purchased from you in that time from re-targeting campaign it is unlikely that they will.

Abandoned Cart Users

Visitors who add product to their shopping cart and then abandon are prime opportunities for well-constructed re-targeting strategies.

If they have abandoned your shopping cart it is highly likely that they are off to see if they can get it cheaper elsewhere. At this stage, you need to be prepared to do what is necessary to capture that visitor as a customer.

For these visitors using simple proven strategy such as Scarcity, Fear of Loss, Free Offers or One Day Specials on exit might be all it takes to have the transaction complete.

If they do leave the site, you need to fight hard to recover their interest and get them back in your shopping cart.

Up-Selling

One the most missed check out opportunities on the vast amount of eCommerce site is the process of up-selling.

Your visitor has just become a customer, trust is at its’ highest they are just about to make a financial transaction with you.

It is time to up-sell.

Up-selling is when you give the customer an irresistible offer. Maybe you have set your price point at £10 for a single item, you might offer two for £19 of three for £15.

If they are spending £10 on a single item they are very likely to spend an extra £5 for an additional two units.

Up-selling is something that all businesses should adopt or at the very least consider. The desire and trust levels are at their highest and the likely hood of success is at its’ highest.

Cross-Selling

Cross selling is an art and for many years’ top retailers have become masters of this process.

When buying a work shirt, I rarely leave my favourite retailer without a tie, cuff links and socks.

Occasionally I will also leave with a suit and a pair of shoes, and it all depends on how good the assistant (sales person) is.

Cross-Selling is a massive opportunity, for many people they just need to be offered a complementing product to realise that they need or want or must have it.

When selling online, cross-selling is an important factor in increasing revenue.

 

0