Every business in the competitive environment probably experiences the difficulty in getting customers and making them purchase from their web site. Researches support this claim by showing us that over 95% of users leave website without making a purchase. At that point, Remarketing should come to minds as a solution to increase customer loyalty and conversion rates. Before going deep into the subject, let’s start with what remarketing means first.
Remarketing is simply a strategy, retargeting the existing or the potential customers who have visited your web site and interacted with your brand, but have left the site without making a purchase or have not completed some other action that you wanted them to take. Hence, remarketing gives you the opportunity to stay in your online customers’ minds by reminding them of your brand again.
When it comes to understand how remarketing works, we can take Daniel Yomtobian’s (CEO of advertise.com) explanation as reference. Yomtobian explains the process as the following: “The people who have previously visited the web site are tagged with cookies when they leave the site. Later, they are shown ads with specific discounts and specials on items previously browsed as they surf elsewhere on the web.” So, targeting those customers in a more customized way is that simple.
To be honest, remarketing should be your first thought if you want to increase your conversion rate and increase sales since remarketing allows you to target those who are already interested in and have engaged with your brand. What is more, when targeting those people, remarketing saves advertising costs and increases the return on investment (ROI).
Statistics show that customers who are remarketed to, are 70% more likely to make a purchase and spend close to 50% more than the average online shopper.
Staying in the customers’ mind, retaining visitors with different call to actions (CTA) at different stages of the sales process and having a better performance at clickthrough and conversion rates, can be counted as other reasons why you should include remarketing in your overall marketing activities.
Finally, if you want to use remarketing strategy, there are different types of remarketing available for you. Most common types include search remarketing, web remarketing, social remarketing and e-mail remarketing.
Search remarketing occurs when you start to see ads for the products that you have looked up online. Web remarketing occurs when you start to see ads for products and services that you have previously looked up on another web site as you surf on other web sites. Social remarketing is about taking advantage of Facebook ads or Twitter promoted tweets. Lastly, e-mail remarketing occurs when you receive an e-mail about the other products after purchasing a product from a specific web site or after subscribing to newsletter of that web site.
In conclusion, remarketing is crucial when it comes to gain the customers back when they leave the web site without making purchase. When doing so, you increase your conversion rate and sales. You should definitely think about utilizing one or more than one remarketing strategy among many other.