Retargeter Blog

Retargeting for Your Conversion Funnel Pt. 1

Retargeting isn’t rocket science, but we do understand that implementing an effective retargeting strategy into all of your marketing efforts isn’t an easy feat to accomplish.

After running thousands of successful campaigns with many different goals and various conversion funnels, we’ve found the most effective and measurable ways to implement retargeting. Here are a couple of them:

Funnel: E-Commerce
Goal: Increase Sales
Strategy: Retargeting guarantees that your ads will stay in front of your audience. This guarantee can be very valuable for your e-commerce site in that it gives you opportunities to sell and resell! The best way to do this:

  1. Retarget visitors of each product category with ads that highlight your brand and the specific category. Make sure to burn these users if they enter into your checkout process.
  2. Once your visitors enter your checkout process, you can have a small retargeting campaign that’s focused solely on those who abandon their shopping cart.
  3. For everyone who does convert, make sure to not only burn these people from the thank you page, but to also add another retargeting pixel on this page as well. This gives you an opportunity to advertise new products or promotions to your customers that they might be interested in.

NOTE: Many e-commerce sites have been very successful with e-mail marketing. You can complement your email marketing strategy by retargeting everyone who opens your emails. This is a great way to extend the messaging of your post-conversion e-mail campaigns.

Funnel: Freemium
Goal: Increase Signups
Strategy: Unlike e-commerce stores, freemium sites generally focus heavily on acquiring users for its one product, and keeping these users active enough to want to buy the product. This is a great way to build a long-term ROI. Here is an effective way to do it:

  1. Use retargeting to advertise to everyone who has visited your site. This encourages them to come back and sign up for the free version of your product. If you don’t always drive the best or most relevant traffic to your site, you should test retargeting your website’s visitors against retargeting your pricing page’s visitors. These ads should link to landing pages that give a bit more information on your product and should have one call to action focused on driving sign-ups.
  2. Use an additional retargeting campaign that’s targeted to everyone who’s signed up for your free trial. You will need two types of messaging for these ads: one that’s focused on driving activation (use our widget!) and another that’s focused on encouraging purchase conversion (sign up now and receive 15% off!). For purchase encouragement, offering a special deal or discount works well, if you can afford to do that.
  3. Similar to e-commerce retargeting, you should pixel your converted audience – this allows you to target them later for future resell, cross-sell, and upsell.

Final Advice:
I didn’t mention it earlier but I’ll mention it now: you HAVE to A/B test. You should be testing the design and messaging on your ads and landing pages. After a certain amount of time, one iteration will be working better than the other. From there, you can cut out the losing iteration, and create a new iteration to test against. This will surely help you reach your campaign’s goals. Also, please make sure your ads are well branded. The objective here isn’t to highlight the exact products that your audience has been viewing – this doesn’t get appreciated by many consumers. The idea is to highlight your brand and the range or products that you offer. This way, if a consumer ended up buying the product through a different site, your retargeting ads can attract them to go to you for similar or complementary purchases.

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1 Comment

  • Thank you for pointing out the differences between an e-commerce and a freemium funnel. Reading this post I learned a lot about the different phases of retargeting. While I see that there are some clear differences, I also see many similarities between an e-commerce campaign and a freemium one. I’m curious as to how different they really are.

    Whether the goal is to make a purchase on an e-commerce site or sign someone up on a freemium site, the fact that one is being retargeted allows us to surmise that in both cases we are already in the lower funnel. Interest of some level has clearly been shown if a browser has been to either an e-commerce site or a freemium site. I’m now wondering how different a browser that has left their shopping cart on an e-commerce site is from someone who’s visited the pricing page of a freemium site without converting. Perhaps the browser who abandoned their shopping cart got distracted by outside forces, however, I’ve read one study that states up to 60% of shopping carts on e-commerce sites are abandoned. Just like there are reasons people view a pricing page but don’t make a purchase, there are reasons people abandon shopping carts. One offered explanation is because people clicked on these items to purchase as impulse buys, then after giving their purchase some thought, they realized they didn’t really need the product. Similarly, if someone views a pricing page they clearly have some interest in converting, but perhaps for the price they don’t feel it’s a right fit. In this respect, I see both retargeting abandoned shopping cart browsers and those who viewed a pricing page but didn’t convert as in the same category. The ads must keep the given products top of mind until the consumer converts. Comparably, I see clear similarities between the way someone who just converted on an e-commerce site would be retargeted to the way someone who just purchased a freemium membership. In both cases I see the goal being to show these browsers other or newer products with the aim of reselling, cross selling and up-selling.

    Are these two funnels actually two different and unique funnels or the same funnel just labeled differently?