You’ve successfully implemented several marketing techniques to attract visitors to your e-commerce site. Visits are numerous, but could your e-shop’s conversion rate be improved? Know that on average in France: 96% of e-commerce site visitors don’t make a purchase on their first visit (Criteo)… Good news for e-commerce businesses! There’s a formidably effective digital marketing tool called “retargeting” or “remarketing” that can help you reach prospects genuinely interested in your offer via social networks and thus bring them back to your website. How it works, strategies, best retargeting content, Trustt explains it all.
To start, let’s focus on the concept of retargeting or remarketing via social networks and its importance
The Definition of Retargeting
“Retargeting” or “remarketing”, which means re-targeting in English, is the process of displaying ads to audiences who have already interacted with your business but haven’t converted. More specifically, these advertising campaigns concern products viewed on your e-shop (or on your mobile app) without the visit resulting in a purchase.
The possibilities offered by retargeting are varied. The higher the traffic to your website, the more developed retargeting strategy you can implement.
It’s possible to do retargeting via numerous digital channels such as Facebook Ads, LinkedIn Ads, Twitter Ads, YouTube, Google Ads Search, etc. In this article, we’ll talk about retargeting via Facebook and Instagram.
The Objectives of Retargeting
Retargeting on social networks, whether on Facebook or Instagram, allows you to distribute sponsored offers to internet users who have visited your e-shop, on their favorite social network. This marketing technique serves various objectives such as:
– Developing the visibility and awareness of your brand;
– Qualifying prospects who have shown interest in your products;
– Reducing the cart abandonment rate on your website;
– Retaining your customers;
– Increasing sales of your e-shop;
– Etc.
A Concrete Example of Retargeting
To illustrate more precisely what retargeting is, let’s take the example of the organic cosmetics brand Absolution. This DNVB (Digital Native Brand) which already uses several techniques to boost sales of its e-shop such as customer reviews and the implementation of an ambassador program on its website also employs retargeting via Facebook ads.
Thus, a prospect who visits the Absolution brand’s website and consults different products, puts them in their cart, but ultimately doesn’t proceed to the purchase stage, may find this type of sponsored publication on their Facebook news feed.
This Facebook ads retargeting advertisement promotes the merits of the product that the prospect consulted when they were on the brand’s website, but haven’t purchased yet.
Thanks to Facebook ads retargeting, the Absolution cosmetics brand can target the visitor of its website by addressing them with a highly personalized publication concerning one of the products they’ve already consulted with the aim of bringing them back to its e-shop so they finally complete their purchase.
Of course, for a retargeting campaign to work, you need to know who your audience is, when to target them, and what types of ads to offer them.
5 Types of Effective Retargeting Content for Your Facebook Ads and Instagram Ads Campaigns
The question you’re probably asking yourself now is: what type of content should you offer to attract visitors to your product pages who haven’t finalized their purchase back? Here are the best examples of retargeting content to implement on Facebook and Instagram:
1- Customer Reviews
You know it, your customers are your best advertisement! For several years now, customer reviews have become an essential part of companies’ marketing strategies. To definitively convince your prospects and convert them into customers, nothing beats the opinion of former customers. These testimonials from users of your products are imbued with authenticity. They will surely reassure your prospects, dispel their doubts, and help them make a purchase.
Here in an Instagram retargeting campaign, Nidé.co, the natural cosmetics brand co-created by its customers, highlights a long customer testimonial. The brand’s objective is to reassure its prospects, make them want to visit its website again to turn them into customers.
2- The Promotional Offer
To convert visitors to your website’s product pages who may have left products in their cart without completing their purchase, you can offer them a promotional code for free shipping or a percentage discount on their order. This small commercial gesture can be the decisive element that tips the balance and allows you to increase conversions on your e-shop.
In this Instagram retargeting campaign, the marketing strategy of the 100% natural food supplement brand D+ FOR CARE is to offer an enticing promotional offer: 1 month of treatment free for every 3 months purchased. An offer that is more likely to convince people already interested in these products.
3- Key Figures
Key figures or statistics can represent good arguments to highlight during a retargeting/remarketing campaign. These figures attract visually and allow you to challenge your audiences on an important fact. Moreover, highlighting a key figure gives you the opportunity to demonstrate how your product is the ideal solution to address this issue.
In this retargeting campaign, the DNVB brand 900.care, specialist in rechargeable hygiene and beauty products that are good for the environment, invites its audiences to click on an informative blog article allowing it to then showcase its offer.
Discover Trustt
Trustt is a digital marketing solution that allows you to create a virtuous circle between your brand and your consumers.4 – Proof of Notoriety
It’s a reality, consumers prefer to buy a brand if it’s already known and recognized. It reassures them! Also, in your retargeting campaigns, you can decide to highlight a press article or a TV video report to comfort your prospects in their purchasing decisions.
This is what Respire, a brand of natural hygiene and beauty products, does in this retargeting campaign, following internet users’ visits to its website.
Among the best retargeting/remarketing content on Facebook and Instagram, you can also find: a presentation of new products, tutorial videos on the use of your products, the benefits of a particular product, etc. Ultimately, Facebook and Instagram retargeting campaigns offer many possibilities, it all depends on your target and your objectives. Our advice: use your creativity and create remarketing ads that resemble you, it’s the best way to reach your target audiences!
5- The Video Tutorial
Among the best retargeting/remarketing content on Facebook and Instagram, you can also find the video tutorial demonstrating the use of a product. This type of content allows the prospect to project themselves and see the product in real conditions.
Like the Marilou Bio brand, a DNVB organic cosmetics brand that, after a visit to its website and a cart abandonment, broadcasts a Facebook ads retargeting campaign with a video tutorial on the use of its charcoal mask.
Other content can work to retarget your audiences such as a presentation of your new products or the specific benefits of a particular product, etc. Ultimately, Facebook and Instagram retargeting campaigns offer many possibilities, it all depends on your target and your objectives. Our advice: use your creativity and create remarketing ads that resemble you, it’s the best way to reach your target audiences!
As a reminder: key steps in setting up a retargeting campaign on Facebook and Instagram
Facebook is a platform used daily by millions of people! As for Instagram, a recent study reveals that 80% of users find the network useful for deciding which products to buy. Creating a retargeting campaign on Facebook and Instagram to re-target prospects who have interacted with your brand therefore presents a real opportunity for developing your sales. Here’s how to set up a retargeting campaign on these two platforms:
1st Step of Retargeting: Installing the Pixel
The first thing to do is to install a Facebook pixel (Instagram being owned by Facebook, the pixel is the same) on all pages of your website. You’ll find this pixel by logging into your Business Manager account. Then, integrate this small piece of code (JavaScript) that corresponds to the Facebook pixel into the HTML code of your website.
2nd Step: Reviewing the Events
The Facebook pixel triggers as soon as an internet user interacts with your brand. Thus, when a visitor arrives on your e-commerce site, a cookie is downloaded to their browser and collects information about them such as: products they have recently viewed on your website, those they’ve added to their cart without completing the transaction, or articles they’ve read on your blog.
You can then view the actions received by the pixel in the event manager of your Facebook pixel page. On this page, you can set up retargeting campaigns to reach these potential customers again. It’s a very powerful targeting method!
3rd Step of Retargeting: Creating Custom Target Audiences
One of the important steps in retargeting or re-targeting is creating custom audiences. To do this, go to the “Audiences” tool in your Facebook Ads Manager.
Thus, you can create a custom audience from all:
- Visitors to your website (broad audience, not always relevant);
- Readers of your blog articles;
- People who visit your product pages;
- Internet users who abandon their cart;
- Visitors who have already purchased from your site;
- Internet users subscribed to your newsletter
- Etc.
4th Step: Setting Up the Retargeting Campaign
Then create your advertising campaign that will be broadcast on the network of your choice, Facebook and/or Instagram. This remarketing campaign responds to a specific objective. Then define a budget and select the custom audience you want to reach. These Facebook or Instagram retargeting ads can allow you to automatically display items from your product catalog based on your target audience.
5th Step: Formatting a Retargeting Ad
You create the ad by uploading an image (several formats are available: carousel, single image, or collection) or a video, you add a catchy message that will be associated with your visual, then you add the URL to which the internet user will be redirected as well as the Call To Action (CTA) to redirect them to the pages of your choice on your website. Once validated, your retargeting ad starts.
As you can see, retargeting or advertising re-targeting campaigns represent a powerful marketing lever to increase your chances of conversion. Provided, however, that you have properly segmented your audience so that it is qualified, that you offer your audiences personalized advertising campaigns, and that you redirect your prospects to targeted pages. Finally, don’t forget to test and analyze your retargeting campaigns to measure their effectiveness and thus adjust your advertising strategies if necessary.
It’s your turn!
