One of the biggest challenges in e-commerce is the high rate of abandoned carts. According to recent studies, more than 70% of users who add products to their cart do not complete the purchase. However, this problem also represents a great opportunity: to apply strategies of eCommerce Retargeting It allows you to recover those leads and transform them into real sales.
In this article, we'll discuss what retargeting is, how to apply it in online stores, and what specific tactics help reduce cart abandonment.
1. What is retargeting in eCommerce?
The eCommerce Retargeting It is a digital marketing technique that consists of re-impacting users who have already interacted with an online store, but have not completed the purchase. It is mainly done through personalized ads, automated emails and notifications that remind the user of the products they left in the cart.
It is one of the most effective strategies because it targets people who have already shown real interest in the products.
2. Importance of retargeting to recover carts
Applying retargeting strategies brings clear benefits:
- Increase conversions : Retargeted users are up to 70% more likely to buy.
- Improve user experience : By receiving personalized reminders, customers feel taken care of.
- Optimize ROI : Impacting users who already know the brand is cheaper than attracting new traffic.
- Customer loyalty : It shows that the store is attentive to the needs of its users.
3. Retargeting strategies for abandoned carts
a) Automated email marketing
Sending emails reminding the user of the products in the cart is one of the most effective techniques. They may include:
- Urgent messages ("There are only a few units left available").
- Exclusive discounts or free shipping.
- Recommendations for complementary products.
b) Dynamic ads on social networks
Platforms such as Facebook and Instagram allow you to show the user personalized ads with the same products that you left in the cart.
c) Advertising in Google Ads
The eCommerce Retargeting it can also be applied with Google Display Network, showing ads on other websites that the user visits.
d) Push notifications
Browser or app notifications remind the customer that they have a pending purchase.
e) Personalisation of the website
When returning to the site, displaying a banner with abandoned products and a special offer can motivate the purchase.
4. Example of effective retargeting
Let's imagine an online fashion store:
- The user adds a dress to their cart, but abandons the purchase.
- At 2 hours he receives a Reminder email with a photo of the dress.
- The next day he sees a Dynamic ad on Instagram with the same product and a 10% discount coupon.
- Upon returning to the store, a Custom Banner It reminds you of your cart and offers you free shipping.
This cycle significantly increases the chances of conversion.
5. Metrics to measure retargeting success
- Cart Recovery Rate .
- Number of conversions generated .
- CTR (Click Through Rate) of advertisements and mailings.
- Cost Per Conversion .
- Increase in global sales after implementing the strategy.
6. Common Retargeting Mistakes
- Sending too many emails and generating saturation.
- Not segmenting the audience correctly.
- Offering excessive discounts that affect profitability.
- Not measuring results or optimizing campaigns.
Avoiding these mistakes is key to ensuring that the eCommerce Retargeting is sustainable and effective.
7. Recommended External Resource
To dive deeper into retargeting tactics, a good reference is CXL Institute , a portal specialized in conversion optimization and digital marketing strategies.
Conclusion
The eCommerce Retargeting It is one of the most powerful strategies to recover abandoned carts and increase conversion in online stores. With personalized emails, dynamic ads, and strategic messaging, it's possible to transform purchase intent into actual sales.
If your eCommerce wants to recover more abandoned carts and increase its profitability, in ADAUGE You will find an expert ally in digital marketing and audiovisual production, capable of designing effective retargeting campaigns that generate measurable results.
