Leveraging Retargeting & Automation to Increase eCommerce Conversions

May 11, 2020

One way to increase your conversions is through retargeting: by using email marketing or advertising, you can engage with customers that have previously visited your website.

In fact, you can use a combination of the two to create powerful retargeting strategies. Imagine, someone who opened a specific email could be seeing ads on Facebook with the same marketing message the next day. I am sure you've experienced this yourself, and setting all this up is easier than you may think.

Drip is a great tool to achieve the example above. Apart from being a fantastic email automation software, Drip allows you to integrate directly into your Facebook ads. This means that based on any behavior recorded in Drip, you can move a person to an existing Facebook Ads audience or create a new audience from your email subscribers.

Each stage of your sales funnel requires its retargeting strategy to increase your conversions.

  1. Users that came to your store
  2. Visitors that have looked at specific products
  3. That has placed an item into a shopping cart, but never checked out
  4. Opened a specific email or clicked on a product
  5. Purchased a specific product

Abandoned Cart Example

Imagine you are tracking all visitors that added a product to their shopping cart, or started the checkout process, but didn't finalize the order.

By targeting these customers using ads and "reminding" them to complete the purchase, you can potentially improve your conversions significantly. 

Think about sending a promo code their way, or a simple ad with some more product benefits, etc. Remember that urgency helps to close a sale.

Advertising and email automation tools allow you to create retargeting audiences based on events that you can define on your eCommerce site. This means every time someone adds a product to the shopping cart, and you trigger this event, the respective platform will tag this user in their system.

You can then run a campaign that will only show to this specific group of people.

Not only this, but you can automate the process even further. Both Facebook and Google offer dynamic ads. These ads can be created dynamically from your product database. Once configured, the advertising platform you use can create ads using your product description and show it to people that have previously added one of these products into their shopping cart, or just looked at them.

Pro Tip: You can use a Facebook Messenger Ad to retarget customers that have previously interacted with your site to create engagement using a chatbot.

There are a lot of ways on how you can use this technology to increase your eCommerce conversions. Just think about upselling, cross-selling, or winning back customers.

Another advantage of retargeting in combination with email automation is that it allows you to promote evergreen content that is sent to the right person at the right time based on their behavior.

You can also enrich these emails with dynamic content, such as the latest product additions, discounted products, or seasonal products.

Here are some ideas:

  1. Send an email with a promo code for a specific product that a customer has placed in their cart, but never purchased.
  2. Send an email with accessories for a product that was purchased previously.
  3. Send similar products, based on the users interested to drive repeat purchases.
  4. Send additional product information or guides on how to use the product after purchase.
  5. Request reviews from customers on products they purchased

Read the rest of the articles from this eCommerce Business Setup Series:

4 Things That Make eCommerce Better than Traditional Retail

4 Approaches to Choosing the Right Technology for Your eCommerce

Keys to an Organized eCommerce Product Architecture and Inventory System  

Crafting a Smooth Operational Plan for Your eCommerce Store

How to Maximize the Potential of eCommerce Analytics & Tracking

How to Align Touch points to Maximize Conversion of Your eCommerce Site

3 Proven Techniques to Increase eCommerce Conversion Using Psychology

Top Merchandising Strategies of the Biggest eCommerce Sites

Written by
Alexander Rauser
Alexander Rauser

CEO

Alexander Rauser is the author of Boardroom Guide to Digital Accountability and Digital Strategy: A Guide to Digital Business Transformation, and creator of the DSX Program, a digital strategy and transformation program for Enterprises.

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