Remarketing means approaching a visitor or customer who has visited a website and then left without making a purchase or receiving a lead at a later date. This happens days, weeks or months later through suitable advertisements that are placed on other websites. Because we know that 95 percent of Internet users are not ready to make a purchase or create a lead when they first visit a website, it is all the more important to use remarketing to remind potential customers of your offer at a later date. On average, 3 to 4 visits are necessary before a product is actually purchased.
Since it is cheaper to retain existing customers than to acquire new ones, the use of remarketing improves the return on investment (read also: What to do when the CEO asks about marketing ROI? ). According to a study by Adobe, online retailers double their total revenue if they can retain just 10 percent of their existing customers, ie encourage them to make further purchases.
There are various areas in which remarketing can be worthwhile. Here are some use cases :
discounts
Indicate new products or discount offers
If you add a new product to your online shop, want to communicate an innovation or launch a special offer, you can inform your existing customers about it using remarketing. It is usually a good idea to divide customers into different segments and, for example, only target the remarketing campaign at customers who have already bought or viewed similar or related products. Or you can specifically target A-customers.
sale
generate additional sales ( cross-selling )
Products or services that match a product that has been sold can be advertised easily and efficiently using remarketing. To show appreciation to existing customers, an exclusive discount can be set up for them, for example.
order volume
Increase the average order volume and order value
To generate more revenue, it is not enough to just pay attention to visitor numbers and conversion rates. Another important value is the average order value (AOV), i.e. the average revenue per order. To increase this value, package deals with several products can be advertised using remarketing, for example.
Check out
Reduce checkout abandonment rate
The average checkout abandonment rate in online shops is between 60 and 80 percent. This means that a majority of people put products in their shopping cart but then abandon the sales process before making the final order. There can be various reasons for this - perhaps the checkout process is too complicated, perhaps the customer was put off by delivery costs Bahamas Phone Number Resource that were only displayed during the checkout process, or the customer simply changed their mind during the payment process. Whatever the case, a targeted remarketing ad can motivate the customer to complete the order process. (Find out what experts say about the efficiency of targeted customer communication .)
remarketing
Target customers even more specifically with dynamic remarketing
It is also possible to use dynamic remarketing to display individually tailored ads. These point to exactly those products that the website visitor has already viewed at an earlier point in time. Don't forget to include product images in the ads.
reviews
Generate user reviews
Authentic user reviews are an important trust-building component. Remarketing can be used to encourage customers to publish their experiences with the product they have purchased, thus helping future buyers make their purchasing decisions.
Questions
Conclusion
Even if remarketing, in the form it has been possible up to now, will only work for a few more years (read Cookieless Marketing - Preparing companies for the end of cookies ): With remarketing, you can demonstrably optimize your marketing performance. There are various possible applications with a wide variety of goals. Whatever you use remarketing for, you can bring visitors back to your website with targeted messages, without wastage.
