I recently visited Overstock .com to look at convection ovens. It was more of a fact-seeking mission than an actual shopping excursion; I had witnessed one in action at a friend’s house and was curious about what they cost. When I left the website, no longer interested in the appliance due to its cost, I seemed to see advertisements for Overstock.com everywhere I went. These advertisements coincidentally had convection ovens, the exact ones that I had looked at just hours before.
This is an example of an ecommerce website marketing behavior called remarketing. When a customer visits a participating website and looks at particular items, Google takes note of this. Whenever the consumer visits a website with Google ads, these are targeted based on the known interest. In other words, the products I looked at and rejected at the time are being marketed to me once again via follow-up ads, as the name implies.
These campaigns are rather easy to create, thanks to the magic of Google Ads and all of the web advertising companies that follow Google’s lead. You can choose between several options, including following up with general display ads for your ecommerce website and following up specifically with ads for items that the customer previously viewed.
This has applications that can be used not just in increasing sales, but in understanding customer behavior in order to stop the initial bounce—that moment when I left Overstock.com and went about my merry way. Sometimes people do this because they had other tasks to fulfill or because they were simply bored; these groups will be likely to return and make a sale at another time. Some people had objections to price that can be overcome with a coupon or a special deal. By tracking the effectiveness of different remarketing strategies, you can begin to gain valuable insight into why people are bouncing in the first place.
Of course, there are always the customers like me, who simply decide that they do not really need a convection oven. I can’t help you there.
If this sounds like a win-win situation, you may want to briefly consider the drawbacks. First, customers may quickly become annoyed by being bombarded with constant advertisement for an item they have already rejected. Second, some customers who bounce may actually intend to return later and complete the sale. Meanwhile, you are spending valuable advertising dollars on someone who was already a sure thing. Last, some consumers are going to become perpetual cart abandoners, losing their sense of urgency. After all, the item will be shown to them over and over, wherever they go in their virtual wanderings. They might even be offered a special deal. Why buy now?
The remarketing system is dependent on cookies, which less than a third of all internet users clear on a regular basis. This means that, if it is right for your ecommerce website, this style of marketing will probably allow you to quickly and easily reach your bouncing visitors.