All elements that lead many users and potential customers to abandon the intent to purchase or to postpone a decision. And that make retargeting and remarketing essential elements in the online marketing strategy . But let's get there...
This physiological indecision also translates into very long conversion paths, both in terms of time and the number of digital touchpoints needed to convince the user to take action.
ecommerce conversion paths
An old view of Universal Analytics with the multiple steps needed to convince the user to buy – in an e-commerce of home products.
All the tools and initiatives that try to “recover” all these lost carts online fall within the scope of remarketing and retargeting activities .And they're damn effective.
Today we will see a couple of quick and very concrete ideas to improve the conversion rates of your e-commerce.
Remarketing or Retargeting? Both
It is common to use the two terms interchangeably, without defining them precisely.
Retargeting is a very valuable feature of online new zealand whatsapp number data web marketing that allows you to “chase” users who have already interacted with pages on your website or with your paid ads.
Thanks to cookies, it is possible to track the behavior of visitors and show them targeted ads for products or services related to what they have previously viewed . In this way, companies can encourage users who are generally targeted, to return to visit their site.
Remarketing , on the other hand, in theory refers to the same objectives, but pursued through sending emails.
It is therefore necessary to have more complete information on the users involved, first of all their e-mail address (but information relating to which products/services have been visited is equally important).
Again, cookies are essential.
It's not a question of preferring one or the other, both can be implemented with great success.
Let's look at two even banal cases, within the reach of any online project, both e-commerce and B2B company.
A small case of remarketing: conversion rate 11%
Remarketing can be easily activated thanks to more or less complicated email marketing automation tools, using CRM.
Even the simple Mailchimp can be programmed to produce automatic communications towards users, but there are also many WordPress Woocommerce plugins (to cite a widely used CMS), Prestashop modules and Shopify Apps to do the same thing.
Let's cite a case we followed, on a very small e-commerce that sells books and courses .
The plugin used in this case is AutomateWoo , it costs €99, and allows you to remind users of the products left in the cart, but not only that: it sends specific communications based on certain conditions (e.g. user who has not purchased for a certain number of days; communications to users who have spent above or below a price threshold; etc).
In our case, in just 90 days, the plugin has more than paid for itself, as you can see from the image below.
