Article Written by Katina Jaye Beveridge, ASBAS Advisor, Western Sydney Business Centre.
Does your website have a lot of traffic but not a lot of conversions? Are customers leaving their items in their cart and not checking out? It can be frustrating when you have a lot of potential buyers or customers that are close to converting but fail to take the last step and just leave your website.
The truth is, most of your web visitors who visit your website for the first time won’t convert. It is not your fault. Maybe they just need more information before making the purchase decision or they want to learn more about what you’re offering. Because of this, just a small portion of your first time visitors will actually convert. This is where retargeting becomes useful. How do you do retargeting? There are several ways you can do this, but you need to be careful not to dilute your message. If you do, your efforts will just be useless. Here are some retargeting tips and strategies you can try.
Facebook Retargeting Campaign
This is very easy to set up — you just need to run a retargeting campaign based on the website visits you had for a specific period of time. However, you need to be specific about your message. For example, you can feature a particular product that the visitors clicked or put in their carts. Plus, you need to add information on why they should buy your product. You can run the same campaign using PPC, or you can try running them both to see which platform yields the higher ROI.
Retargeting Existing Customers
You might be asking why you need to reach out to those who are already your customers. Well, customers get unresponsive over time and they stop buying. You want to convert them to become return customers, because it is easier (and cheaper) to attract existing customers than nurturing new ones. You can also upsell new products to your existing customers. You can use AdWords or Facebook to set this up in just a few minutes.
Use Lead Generation Ads
You’ve probably used Facebook’s Lead Ads before or have heard of it. Well, these form-based ads can be set up to use Facebook’s page engagement as the retargeting setting. This means that you will target those users who have previously interacted with your page.
Retargeting is a great method to bring your potential customers around and get their attention again. It reminds them why they landed on your website in the first place and it is one of the most effective methods to close sales that did not happen.