Let’s be honest about it, however effective your branding, the problem with advertising is that most people aren’t actually all that interested in your products. They don’t need it, don’t want it or they’re already loyal to one of your competitors. When you show these people advertisements you’re in effect throwing away money. Wouldn’t it be much better if you could find some way to target people who’ve already demonstrated an interest?
You can. It’s called retargeting. The idea is that you find people who’ve already come to your page and target them again with advertising. In this way you’re likely to have a much higher success rate, as these people have at least demonstrated some interest in what you’re doing and selling.
The thing is, you can’t treat all the people who visit your site the same. Therefore here are some tricks to help you make your retargeting more effective.
Targeting people who added products to their carts
When people add something to their carts at your site but then don’t end up buying it, there’s a good chance that if you remind them of that purchase a few days or weeks later they’ll buy after all. Yes, some have since then changed their minds or bought it from your competitor since then, but there will also be a good chunk of those people who just needed some time to think about it, needed to save up some money, or perhaps needed to convince themselves. Hitting these people again with an ad should raise your conversion rate a heck of a lot higher than the normal 2%.
So target these people with an ad. Even better, show them what they put in their shopping cart the last time around and then offer them a discount. These people will see any discount as actual money made (as they used your original price as a benchmark) and therefore will be far more likely to jump on board in order to ‘save’ that money.
Similar not the same
Alternatively, when contacting people who browsed, but didn’t buy, consider showing products that are similar to what they considered rather than the same product. After all, they might not have bought because the product was too expensive, or it wasn’t exactly what they were looking for.
By showing them something else, it’s possible that they might find that you do actually have what they’re looking for. There is, in fact, an added bonus here and that customers will feel less like you’re spying on them, which is something that people are becoming ever more conscious of and worried about.
Who are the most likely people to buy your product? People who’ve already bought in the past. This is especially true if they’re satisfied with your product and your service. So keep their information on file and when you think they might need something new, get in touch! Now a few important things to think about:
- Do not hit them up right after they’ve bought something. After all, if they needed something more they would have added it to their cart.
- Unless you sell perishable products, do not try to sell them the same product they already bought. That’s just not going to fly.
- Do not pester them. Hit them up occasionally but don’t contact them daily or even weekly. Once a month will avoid antagonizing these potential repeat customers.
- Advertising alone is not the only way you can get them to come back. Sending them surveys about how they’re enjoying your products can give you valuable information and can also lead to more purchases. Besides, paradoxically enough people like you more when they do you a favor.
Offer them information instead
With most companies now engaging in content marketing, something else you might want to think about offering these people that have visited your site already is content that gives them more information about what they considered buying from you. So are they thinking about buying a power tool? Then send them information about how to make lawn furniture with such a tool. Are they considering getting an accounting app? Send them material about how it can be used to save money every year and how long it will take to pay itself back.
In this way you can draw them back to your site and give them more information that might sway them. Plus, if the content is actually worth their time, they might appreciate it at which point the norm of reciprocity might kick in, making them believe they should repay a favor with a favor. And that’s always a good position to have your customer in. All you need to do is have a clear and well-worded Call-to-Action and you’re in a good position to turn browsers into customers.
Personalize advertising material
It’s now quite easy for you to figure out what people got stuck where and how they didn’t buy. Using such tools as Google Analytics you can build up entire customer profiles and then deal with the issues might be preventing a person from buying. Is it possibly that this demographic thinks your product is too expensive? Then send them advertising material offering them a discount. Do they need more information? Well, then give them links to content that you’ve got explaining the benefits and uses of what you’re selling. Is it that they’re still on the fence and need time to decide? Then only send them an ad later, when they’ve had time to consider.
You can find out more about how to use Google Analytics and surveys to guide your attempts at personalization here.
Retargeting is a fantastic way to raise your sales numbers, as you’re going to generate a lot more sales pushing people who are interested into buying that trying to push people who aren’t into doing anything. The thing is, you’ve just got to try out things and don’t be scared to fail. The World Wide Web is still new enough that the optimal strategies are being closed in on but haven’t yet been found. That means there’s a real opportunity for you to outperform the competition through little tweaks and changes that they haven’t caught on to yet. All you’ve got to do is try. I mean, what’s to lose? If it doesn’t work you can always go back to how it was!