Lives are filled with distractions as thousands of messages compete for our attention. This is true no matter where you are in the world and no matter what platform you are using. As a result this also translates into the digital world. They leave your website before conversion and never come back.
This is why remarketing is crucial to any business.
Reengaging these individuals is big business. And marketers around the world have been working tirelessly to bring them back to complete the buy cycle.
Digital Marketing Agencies have been actively practising this by remarketing and retargeting.
Remarketing and Retargeting
Remarketing is basically emailing the individuals who left the website and retargeting involves paid promotion across various media. Regardless of the method used, they both share the goal of reengaging those visitors who left.
Some in the industry have a preference for attracting visitors by offering discounts to return to the website. However, this sets a negative precedence as consumers may leave the website just to get these discounts.
Therefore marketing managers and marketing agencies need to get creative in order to reengage these people.
There are many creative methods to lure and tempt visitors back to your website. By using human psychology, you can successfully reengage the visitors and convert. Some of the methods used by marketers are as follows:
Be Enthralling, Make Them Want to Return
Marketers need to focus on is the recreation of the enthusiasm that brought them to the website. Studies have found that people oblige to requests when those demands are justified. It can be as easy as reminding the target audience why they visited your website in the first place.
Develop remarketing campaigns that are personalised and relevant to the visitor that left your site.
Crush Distractions with Novelty
Browsing activity online is constantly disrupted by both online and offline events that compete for the attention of the consumer. As a result one must not only get the attention of the visitor, but also hold that attention.
As mammals naturally scoping the area for changes subconsciously, something novel will be easily identified and investigated. A good way to go about doing this is by remarketing via new advertisements to generate curiosity and interest.
It is important to note that something can only be new once, it will not have the same effect the second time around. So marketers need to keep things fresh on a regular basis to reengage the consumer and convert.
Compare, Contrast and Make the Decision Process Easy
When remarketing, it is necessary to keep the decision making process simple. If consumers are faced with too many options in the decision making process, it is likely that they will be overwhelmed and leave. At the same time it is not always easy to keep things simple when some products maybe complicated to begin with.
When faced with remarketing complex products and services, it is best to creatively support the process of making a decision rather than trying to make a hard sale.
By providing interactive comparisons on the website, the potential buyer will have a simple visual representation of complex features, etc., making the decision making process a little bit simpler.
Encourage Minor Commitments
According to a recent study conducted by eMarketer, online consumers were found to use shopping carts to figure out the total cost of their expected purchase. However, this process may take several visits before finally converting and these visits may take place over a long period of time.
The key here is to encourage micro commitments instead of pushing hard for the completion of the sale. Micro conversions like answering a survey about the checkout process can keep the consumer engaged. If the visitors respond to these micro conversions, there is a much higher chance that they will also engage in a macro conversion at a later date.
Make Buying Simple
No one likes to part with their money easily, so it is important to make the checkout process as user friendly as possible. By simplifying the process and by maintaining a perception of fairness, value, and purchase guarantees, the whole process will sit well in the consumer’s psyche.
Creating pricing strategy programs, free shipping offers, and monthly payment schemes can allow the buyer to not feel the pinch. Further, developing remarketing messages with the illusion of progress can also help bring your visitors back to complete the transaction.
No matter how these messages are communicated, make sure that they eventually take the consumer directly back to the shopping cart that was abandoned. If they think that they have to start the whole process again from scratch, you are likely to lose them again.
As consumer behaviour is predictable, understanding their motivations can help you remarket, reengage, and convert.