How to Retarget Potential Customers and Improve Conversions
Retargeting potential customers and improving conversions is a key
strategy in digital marketing. It focuses on reaching users who have shown interest in your
products or services but have not yet made a purchase or completed a desired action. Here’s
a detailed approach to effectively retarget potential customers and improve conversions:
Understand and Segment Your Audience
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Behavioral Segmentation: Segment visitors based on actions they’ve taken on your
website, such as:
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Visiting specific product pages.
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Adding items to the shopping cart but not completing the purchase.
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Browsing content like blog posts or pricing pages.
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Engagement Segmentation: Consider customers who have interacted with your brand across
social media, email campaigns, or search ads.
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Lookalike Audiences: Once you have a good understanding of your high-converting
audience, create lookalike audiences based on similar characteristics to expand your
reach.
Utilize Retargeting Ads
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Display Ads: Use display networks like Google Display Network or Facebook to show ads to
users who have already visited your site but did not convert.
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Dynamic Retargeting: For e-commerce, show specific products that users viewed or added
to their cart.
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Sequential Messaging: Create a sequence of ads that guide users through the sales
funnel, offering different messages at each stage.
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Social Media Retargeting: Platforms like Facebook, Instagram, and LinkedIn offer
powerful retargeting tools, allowing you to show personalized ads to those who have
visited your website or interacted with your content.
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Video Retargeting: Create video ads that reinforce your brand message and remind
potential customers of the benefits of your product or service.
Offer Incentives
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Discounts and Promotions: Provide time-sensitive discounts or free shipping to
incentivize users to return to complete their purchase.
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Exclusive Content: Offer exclusive content like guides, webinars, or resources in
exchange for a purchase or email subscription.
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Abandoned Cart Emails: Send personalized email reminders about items left in the cart,
offering incentives or additional product recommendations.
Improve Landing Pages and User Experience
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Optimize for Conversions: Ensure that your landing pages are clear, easy to navigate,
and optimized for fast loading speeds. Use A/B testing to experiment with different
designs and copy.
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Clear Call-to-Action (CTA): Use strong and clear CTAs that guide users toward the
desired action (e.g., "Buy Now," "Get Started," "Claim Your Offer").
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Social Proof: Add customer reviews, testimonials, or case studies to reinforce trust and
credibility.
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Personalized Experiences: Customize content based on the user’s behavior. For instance,
show personalized product recommendations or highlight features they have previously
interacted with.
Leverage Email Marketing
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Email Retargeting: Send emails to users who have shown interest in your products or
services, but did not complete a purchase. These emails could include a reminder, a
special offer, or related product suggestions.
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Drip Campaigns: Create automated email series for people who sign up but don’t convert
immediately. Gradually nurture them with more information, testimonials, and offers.
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Abandoned Cart Emails: An effective tactic where you send emails reminding users of
items they left behind, sometimes offering a discount or creating a sense of urgency.
Use Conversion Rate Optimization (CRO) Techniques
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A/B Testing: Regularly test different variations of landing pages, forms, and ads to see
what resonates best with your audience and leads to higher conversions.
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Heatmaps and Analytics: Use tools like Hotjar or Google Analytics to understand how
users interact with your website and identify any friction points in the conversion
process.
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Funnel Analysis: Identify where in the funnel people drop off and make adjustments to
reduce friction. For example, if many users abandon their cart at checkout, simplifying
the checkout process could increase conversions.
Retargeting with High-Intent Keywords
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Paid Search Retargeting: Use retargeting for users who have searched for specific
keywords related to your product. Show them search ads to encourage them to return and
complete their action.
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Remarketing Lists for Search Ads (RLSA): Use Google Ads’ RLSA feature to bid higher for
retargeted users who have already interacted with your website. This increases the
likelihood of them converting on their second visit.
Monitor and Analyze Performance
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Track Key Metrics: Keep an eye on metrics like CTR (Click-through rate), CPA (Cost per
acquisition), ROAS (Return on ad spend), and conversion rates to gauge the effectiveness
of your retargeting efforts.
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Adjust and Iterate: Based on your findings, adjust your retargeting ads, incentives, and
landing page optimizations to continually improve performance.
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Use Attribution Models: Understand the customer journey better by analyzing how
different touchpoints (ads, emails, etc.) contribute to conversions.
Create Urgency and Scarcity
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Countdown Timers: Display countdown timers for special offers to create a sense of
urgency, prompting users to act before the offer expires.
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Limited Stock Alerts: If applicable, show limited stock notifications to encourage quick
decision-making.
Optimize Mobile Experience
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Ensure that your retargeting ads, emails, and landing pages are optimized for mobile
devices since many customers will access them through smartphones and tablets.
