Although eCommerce seems very luring and easy to a layman but it is not the scenario always. Converting visitors into customers and then into repeating ones is quite hard due to an immense competition in the market.
However, many powerful eCommerce platforms like Shopify are available there to keep you backed up with powerful solutions to attract and convert your target audience.
“At present, there are 500,000 active Shopify powered online stores with a collective sales of more than 40 billion dollars.”
These figures may be seen alluring though quite difficult to achieve while simply relying on the platform. There is no single doubt on the efficiency of Shopify eCommerce however, there is always a need to take advantage of its flexibility and scalability with an out-of-the-box thinking and advanced functionality to bring out the best of it.
Here, we shall be emphasizing upon a retargeting approach to your Shopify eStore that can help you to bring back the lost visitors or existing customers.
What is Retargeting and how can it be achieved?
Retargeting in eCommerce is a term used for a strategy that you can opt for chasing your visitors on different platforms once they leave without purchasing anything from you.
Browsing your website for purchasing products can be much like comparing your products with others or simply window shopping.
Various visitors come to your website, spend some time on it and then leave for various reasons inclusive of the following:
- found a better product on another website
- highly priced
- looking for offers
- came for the sake of passing time
- and, many more.
So, in each of aforesaid reasons retargeting comes as a boon for you as you can remarket yourself to the target audience. Retargeting can also be called as remarketing with which you can keep your brand in front of bounced traffic of your website.
As per AdRoll, “Retargeting brings back up to 98% of your bounced traffic.”
You can easily track your bounced traffic with the help of cookies. Whenever a visitor comes to your store the cookie shall be storing the browser information excluding any kind of sensitive data. From these cookies, you can easily track them and decide on your retargeting strategies.
Ads Retargeting Campaign
One of the most effective ways of retargeting is driving Ad retargeting campaign. In such campaigns, you create customized advertisements depending upon your audience and display it on various platforms they are using.
NOTE: It is always a good practice to do customer segmentation prior to displaying ads.
Below are two powerful retargeting ads that you can opt for having great conversions on your web store.
(1) Product-oriented Ads
The product-oriented ads specifically deal with the audience that showed interest in some of your products earlier though did not complete the purchase.
These are linked with dynamic product retargeting. Here, you can typically include a brief of product description, a price, link and quite obviously a picture of product.
It is a wonderful way of luring the visitors again to the products that they explored and wanted to purchase. It can trigger their interest again in the product and there are fair chances that they might purchase it this time.
(2) Promotional Ads
Promotional Ads as the name suggests are linked to the running offers or discounts on your products.
It is a perfect retargeting campaign for your existing customers as well as the new ones. Here, you simply display the product image or brand logo with a specific promotion that you wish to offer to them.
While chasing a new audience, you should not forget about the existing ones who purchase from you once or more. Retaining the old customers is quite advantageous as they already have an experience with your brand.
Regardless of whether they visited you a long ago or recently bought products from you, such retargeting ads guarantee your brand’s presence stays fresh in their thoughts. And, they will definitely visit again on your website for purchase.
Having to mention, retargeting is an essential aspect of eCommerce that allows you to not miss any chance to drive sales. So, you need to follow this approach wholeheartedly in order to achieve growth and success.