Remarketing: why is it important and how do I use it to increase conversions?

A non-converting visitor to your site shouldn’t be seen as a lost cause.

The typical buying process is rarely as easy as Enter Search Term>Click Ad>View Landing Page>Proceed to Checkout. We open several pages at once to weigh up our options. We switch between multiple devices. We take time out to focus on something completely different – or we simply get distracted. In short, sometimes a nudge in the right direction is what we need to get us re-engaged – and providing this nudge is what remarketing is all about.


Why should remarketing be part of my strategy?

Remarketing lets you build on your previous work. Unless the visitor clicked on your page by mistake – and assuming your marketing strategy is geared toward attracting the right kind of audience (i.e. those individuals who will be interested in what it is you’re selling), you must have been doing something right for that visitor to click on your site in the first place.

Around 96% of all traffic is non-converting traffic – and almost half of us visit a website 2-4 times before making a purchase. Against this backdrop, consider a remarketing touch as an essential ‘follow-up’ to previous encounters between you and that particular visitor.

How do I use remarketing?

Making a banner visible to visitors who’ve viewed your landing pages; reminding leads to complete their purchase, inviting previous customers to come back for more… Here’s a rundown of what remarketing looks like in real life…

Paid Ads (PPC)

As this AdWord remarketing guide demonstrates, the Google Display Network makes it possible for your previous visitors to see your ads as they browse other sites. For this, you insert a small snippet of code from AdWords across your site pages. You determine who sees your ads – (and which ads they see) by specifying your preferred criteria in AdWord remarketing lists.

TIP: Unsurprisingly, Google makes it easy to spend lots of money very quickly with this form of advertising. Don’t overdo it. Yes, you want to be on their radar – but you don’t want potential customers to be freaked out by seeing your presence absolutely everywhere.  

Abandoned shopping cart messaging

Whether it’s discount codes that don’t work or hidden shipping costs, most of us are keen to root out nasty surprises before we commit. Unsurprisingly, an estimated 70% of carts are abandoned – not least because ‘proceeding to checkout’ is now a routine aspect of buyer research.

This is where automated abandoned cart email messaging comes into play. Tools such as MailChimp enable you to schedule messages with a direct link back to the abandoned cart.

TIP: There isn’t a magic formula to determine the right frequency, layout and wording for abandoned cart messages, so experiment via split-testing to determine what works best for your customer base.

Upselling to previous customers

The figures vary – but it’s not hard to see why making the most of existing customers makes better financial sense than focusing exclusively on new ones. Email, newsletters, exclusive discounts – even invitations to client-only events: these are all examples of this form of remarketing.

TIP: Make it personal. Refer to your CRM data for a full picture of your customers’ behaviour and preferences to tailor approaches that are most likely to appeal.

Want to find out more about using lead data to maximise conversions? Read more about howEngageMaster is helping businesses make the most of each visitor to their website.

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