Why You Need a Retargeting Strategy for Abandoned Carts

Why You Need a Retargeting Strategy for Abandoned Carts

Abandoned carts are one of the biggest challenges for online stores. The issue isn’t that people don’t want what you’re selling. It’s that they get distracted, forget, or simply don’t finish the purchase for one reason or another. The good news is, there’s a way to bring those customers back: retargeting.

Retargeting helps you reconnect with those customers after they’ve left your site without completing a purchase. It gives you another shot at making the sale. Here's why a retargeting strategy for abandoned carts is something you can't afford to ignore.

Understanding Abandoned Carts

Before diving into why retargeting works, it’s helpful to understand what an abandoned cart is. Simply put, it happens when a shopper adds items to their cart but leaves before checking out. It’s frustrating for retailers, but it’s normal. Studies show that nearly 70% of online carts are abandoned.

The reasons for abandonment vary. Some customers might get distracted by a phone call, others may find unexpected shipping costs, or maybe they just weren't ready to buy. But the key point is that, for many of these shoppers, the intent to purchase was real. They simply didn’t follow through.

The Power of Retargeting

Retargeting lets you follow up with people who showed interest but didn't convert. By using ads, emails, or other forms of communication, you can remind them of what they left behind and encourage them to return and complete the purchase.

Why Does Retargeting Work?

It’s all about timing and reminder. Retargeting works because it targets people who are already familiar with your brand and have shown interest. They’re not cold leads. They’ve been to your site, they’ve seen your products, and they’re on the edge of buying. A gentle nudge to get them back to your store can make all the difference.

A retargeting strategy helps you make use of this high potential audience. Instead of constantly seeking out new customers, you can leverage those who are already halfway to a sale.

It’s a Second Chance

One of the most powerful aspects of retargeting is that it provides a second chance to convert. Imagine if you could reach out to customers who almost bought from you but didn’t. With retargeting, you can. You’re essentially picking up where you left off, making it easier to get that sale you almost had.

If a customer added items to their cart, it means they were interested. They just didn’t pull the trigger. A quick reminder—whether through a well-timed email or a personalized ad—can make the difference between a lost sale and a completed transaction.

A Simple Way to Boost Conversions

Setting up a retargeting strategy is simple. You can start by adding a retargeting pixel to your website. This pixel tracks visitors and lets you follow them with ads as they browse other websites. You can show them ads for the exact products they left behind or offer incentives like discounts to entice them back.

It’s not just about tracking abandoned carts either. Retargeting can also be used to bring back visitors who checked out other pages on your site. Maybe they looked at a product category or browsed through reviews but never made it to the cart. Retargeting can help with that too.

Different Types of Retargeting

There are a few types of retargeting strategies to consider:

1. Display Retargeting: This is when you show ads on other websites your customers visit after leaving your site.

2. Email Retargeting: Send an email to customers who abandoned their carts. You can remind them of the items they left behind, offer a discount, or simply encourage them to complete the purchase.

3. Social Media Retargeting: You can also target users on social platforms like Facebook, Instagram, or Pinterest. Social ads can be highly effective because they’re shown where your customers are already spending their time.

Each of these methods can be highly effective, and they work even better when used together. For example, you might show an abandoned cart ad on a website and follow it up with a reminder email.

Retargeting and Personalization

Retargeting works even better when you personalize the experience. Instead of showing a generic ad, you can remind shoppers about the exact products they were looking at. If they left a pair of shoes in their cart, show them those shoes in your ad, or offer a special deal just for them.

This type of personalization increases the chances of conversion because it feels more relevant. You're not sending a broad message. You're reaching out to a customer with something tailored to them, something that matters to them.

Incentives: A Key Element in Retargeting

Sometimes, just reminding someone of an abandoned cart isn't enough. People have busy lives and might not prioritize finishing their purchase. In these cases, offering an incentive can nudge them toward converting.

• Discounts: A small discount can make a big difference. Whether it’s 10% off or a fixed amount off their total, the offer should feel like a bonus, not a discount they can’t refuse.

• Free Shipping: One of the most common reasons people abandon carts is high shipping costs. Offering free shipping could push them to finalize their purchase.

• Limited Time Offers: Creating urgency with a limited-time offer can make people feel like they’re missing out, prompting them to return and complete their purchase.

Testing and Optimizing Your Retargeting

Not all retargeting strategies will work equally well for every business. That’s why it’s important to test different ads, messages, and incentives to see what works best for your audience. Keep track of which types of ads lead to more conversions and refine your strategy over time.

A/B testing, where you try out two different versions of an ad or email, is an easy way to compare what’s working. If one approach brings in more sales than another, you can focus more on that method.

Cost-Effective Marketing

One of the reasons why retargeting is so effective is that it’s a relatively low-cost marketing strategy. You’re not targeting new, cold leads; you’re focusing on people who’ve already interacted with your website and shown interest in your products. As a result, your cost per acquisition is lower than it might be with other types of ads.

By only targeting people who have already visited your site, you’re increasing the efficiency of your ad spend. You’re not wasting money trying to reach people who haven’t shown any interest in your brand.

Improving Customer Experience

Retargeting isn’t just about boosting sales. It also enhances the customer experience. By reminding people about what they left behind, you’re showing that you understand their needs and are willing to help them make a decision.

Well-crafted retargeting ads can offer useful reminders, whether it’s about the items in their cart or other relevant products they might like. It’s not just about getting them back to the checkout page; it’s about making the process easier and more personalized.

Building Brand Awareness

Another benefit of retargeting is that it can help build brand awareness. Even if the customer doesn’t convert immediately, seeing your brand repeatedly through ads can build recognition and trust. When they’re ready to make a purchase in the future, they may think of your store first.

Retargeting Across Devices

Customers may leave a cart on one device and return to complete the purchase on another. Retargeting helps you reach them on any device they use, whether it’s a phone, tablet, or desktop. This multi-device approach ensures that you’re not missing out on potential sales.

Conclusion

Abandoned carts don’t have to be the end of the road. With a solid retargeting strategy in place, you can bring back those customers who were so close to making a purchase but didn’t quite follow through. Whether you use display ads, email retargeting, or social media ads, retargeting offers a cost-effective way to boost conversions and build better relationships with customers. If you're not already using retargeting for abandoned carts, now’s the time to start.