A few weeks ago we talked about a fundamental software to help your e-commerce on the web: the CRM (here the article). In today's article we start from this tool to introduce the concept of remarketing.
How many times has it happened that a user visits your site, browses the products in the shop, perhaps even adding some to the cart, but then, in the end, closes the page without having purchased anything? Probably often, much more often than you would like. But how to notice it? Thanks to CRM, obviously.
But knowing the percentage of users who visit your e-commerce without buying anything becomes useless, if you don't think of a way to make them retrace their steps. And this is where the remarketing, a marketing strategy designed to "recover" users who, for whatever reason, have not generated conversions on the site.
What is remarketing?
The remarketing it is a commercial strategy that focuses on an extremely precise and restricted target: potential customers who have already visited the site, but without buying anything. The mere fact that they have visited the site is a symptom of interest in the commercial sector and the products sold by your e-commerce. Trying to re-attract these potential customers can therefore easily translate into a winning strategy for growing business. But how to do it?
A good strategy of remarketing starts by monitoring site visitors and the actions they perform while browsing. This is possible thanks to the aforementioned CRM, even if this year things have changed.
Goodbye third-party cookies 2022
As of January 1, 2022, Google has stopped supporting so-called third party cookies. The news is not recent, so much so that we have already talked about it extensively in a article from December last year. This change affects and influences various sectors, including that of remarketing.
Until last year, in fact, the manager of an e-commerce site was able to keep track of a large number of data on each user: his identity, the operations performed within the site and even his tastes and preferences. This was possible thanks to the Cookies, of the code strings that were automatically installed on the user's PC, when the latter accepted the Privacy and Cookies Policy. These "tokens" were of paramount importance to make remarketing.
Has it ever happened to you that, after visiting a site of a famous clothing brand, wherever you browse you are shown advertisements for that same site or brand? If the answer is yes, then you've been dealing with a strategy remarketing which used cookies. But things have changed now, as Google pushes for more web user privacy. If before, a sort of "silent assent" was enough to track their customers, now explicit consent is required. That is, the user must accept the profiling cookies, by clicking a specific button and, otherwise, it will not be possible to monitor your actions.
This change risks heavily penalizing the strategies of remarketing, which will now have to adapt and use a statistical approach. The success of a campaign of remarketing it will therefore depend on the skill of those who manage it.
Remarketing: how to do it?
Even after the farewell to third-party cookies, the remarketing it can however prove to be an extremely useful tool for your e-commerce as it allows you to contact your potential customers outside of your site's platform. In fact, there are several channels that can be used to do remarketing: Google, Facebook is Instagram and the e-mail. Let's see them.
A great tool offered by Google for the remarketing is Google Ads, thanks to which it is possible to create public lists through the pixel provided by Google Analytics. The latter behaves like a cookie and is therefore able to detect with great precision the users who have abandoned your site before buying something. With this data in hand, you can create audiences, broken down for example based on how far they went in the buying process, before abandoning it. The most interesting group in this sense is represented by the users who have come closest to buying, that is, those who have added products to the cart, but have not bought.
Starting from these groups, numerous types of ad hoc announcements can then be published, according to the methods offered by Ads: ads on the search network, ads on the display network and on the discovery network. Each audience list will have a dedicated strategy, with the aim of attracting them back to your site.
Facebook / Instagram
By adding the Facebook pixel, it is possible to show advertisements on Facebook and Instagram, taking advantage of the popularity of the two social networks to sponsor your business. Through Business Manager, the management control panel of your Facebook page, you can create customized audiences, based on their behavior on your site. Similarly to what was said previously, starting from these audiences you can study specific strategies for each of them.
The alternative to the previous solutions is to contact potential customers "personally" by sending an e-mail inviting them to return to the site. This strategy has proved particularly effective in cases of cart abandonment. It is estimated that more than the 70% carts are filled and abandoned globally before completing the purchase.
A strategy of remarketing targeted at this type of user can make you recover customers, at least in part. According to one SaleCycle searchin fact, emails received within one hour have a success rate of 6,33%, since after the first 24 hours it drops to 1,74%.
We have seen it as a good strategy remarketing it can be essential to bring users back to your site and maximize earnings. However, this is a very complex operation, which requires extensive knowledge and careful analysis.
Therefore it is good to rely on the expert hands of a group of professionals in the sector such as Digife, which can guide you in choosing the best strategy and channel for your e-commerce. Only in this way will you be able to select a targeted target that will allow you to minimize costs and maximize earnings.
Contact us for more information.