How to win back users that are close enough to converting and then suddenly leaves the website?
Retargeting is one of the best ways to close sales that didn’t happen and it is one of Facebook Advertisement’s foremost features. It allows advertisers to reconnect with users who are already familiar and interacted with the brand. This includes:
- Shared their email as leads or customers
- Followed or browsed the brand’s Facebook and/or Instagram Page
- Answered a Facebook Event
- Watched a video
- Scanned through app
- Viewed website
When someone visits a website and takes an action (for example, buy something), the Facebook pixel is triggered and reports this action. This way, the advertiser will know when a customer took an action after seeing the Facebook ad. Also, the advertiser can reach the customer again by using a Custom Audience. When more and more conversions happen on the website, Facebook gets better at delivering ads to people who are more likely to take certain actions.
Here are 3 Facebook Retargeting Strategies to Try
1. Retarget Specific URL Visits
When planning a retargeting campaign, you should consider Facebook’s custom audiences. They offer some of the most diverse customization options to use.
Facebook’s custom audiences allow you to create lists of people who visited specific URLs.
- Target specific web page visits based on a commonly viewed product.
- Refine targeting by timeframe.
For example, you can create a campaign that targets users who have browsed “bags” in your website within the last 60 days.
A good exclusion audience should be added to keep out people who have purchased or did not browse bags. This way, the advertising budget will be spent well on the intended audience.
If you’ve ever browsed Nike’s Facebook Page or website, most likely you will see it’s carousel ad on Facebook. The brand implements a good retargeting strategy based on what you have browsed on their website.
2. Retarget Existing Customers
There are users who purchased from your website before, but for whatever reason, haven’t come back to buy again. Whether the overdue visit is a result of long sales cycles or plain forgetfulness, this audience can still be valuable to target.
Why target existing customers? To simply initiate repurchase. This group is familiar with the brand and have purchased that makes them easier to upsell and cross sell to.
One way to initiate repurchase is through Cross Selling, a sales technique used to get a customer to spend more by purchasing a product that’s related to what’s being bought already.
An example of this are airline companies that offer hotel accommodation once you’ve booked a flight.
As a brand, you know what items customers have purchased and from there, you can create a group and offer more items related to the previous purchase.
3. Retarget Users with Abandoned Cart
How many items do you have in your cart?
Ever wonder why users add to cart then leave?
“I want to price check first.”
“Will wait when it’s on sale.”
No matter what the reason is, abandoned cart shoppers are good to retarget.
An Abandoned Cart Campaign targets people who have left an item in their shopping cart. You can run this straight, merely reminding them to come back and make the purchase, or you can sweeten the deal by offering free shipping or a discount on the sale.
This type of strategy is usually being practiced by apparel stores.
People visit hundreds of websites every week, and for people who aren’t familiar with your brand, there’s a high chance that your site will get lost and forgotten in the mix. And to remind them of your existence and offers, retargeting is simply the way.
What retargeting effort do you think will work for you?