E-commerce companies today face fierce competition and must use cutting-edge marketing techniques to draw in and keep clients. One tactic that has shown to be successful is ecommerce retargeting, but to use it, you must also be careful to comply with applicable privacy laws.
Keep reading to learn all about ecommerce retargeting while being compliant.
Retargeting is a form of online advertising that usually uses trackers to allow businesses to identify and reach customers who have previously interacted with their website. The goal of retargeting is to remind customers of their past interest in a product or service and encourage them to complete a purchase.
In the world of e-commerce, retargeting is a powerful marketing strategy that can increase conversion rates and drive sales.
There are several benefits to retargeting in e-commerce. Firstly, it can increase conversion rates by reaching customers who have already shown an interest in the products or services offered by the business. Secondly, retargeting can also drive brand awareness and familiarity, helping to establish a long-term relationship with customers.
There are several types of retargeting in e-commerce, including:
Product retargeting: This type of retargeting focuses on specific products that a customer has shown interest in, by either viewing or adding to their shopping cart.
Category retargeting: This type of retargeting focuses on a specific category of products, such as clothing or electronics, that a customer has shown interest in.
Cart abandonment retargeting: This type of retargeting is targeted towards customers who have added items to their shopping cart but did not complete the purchase. Another successful marketing strategy when it comes to cart abandonment is Abandoned Cart Emails.
Search retargeting: This type of retargeting focuses on customers who have searched for specific products or services on a website.
💡 Did you know, AI chatbots can play a significant role in e-commerce user retargeting by providing a personalized shopping experience and driving customer engagement. AI chatbots can provide customers with a fast and efficient response to their queries. This can help to reduce customer frustration and increase customer satisfaction, which can ultimately lead to less cart abandonment. Find out more about how AI chatbots can help your marketing strategy here →
E-commerce retargeting can be implemented through various advertising channels such as display ads, social media ads, and email marketing.
Keep in mind that it is always important to test and optimize retargeting campaigns to ensure that they are reaching the right audience and delivering results.
Step one: Identify your target audience
The first step in implementing retargeting in e-commerce is to identify your target audience. This involves determining the type of customers who are most likely to be interested in your products or services. This information can be gathered through website analytics, customer surveys, and demographic data.
Step two: Set up tracking technology
To implement retargeting in e-commerce, you need to set up tracking technology such as cookies, pixels, and scripts. These technologies allow you to track customer behavior on your website, including the products they view, the categories they browse, and the items they add to their shopping cart.
👉 Are you using or thinking of setting up tracking technologies? Make sure you comply with the law. If the GDPR applies to you, be sure to get opt-in consent, here how to do it. If US laws apply to you, you’ll need to disclose and allow users to opt out. See how to do that here.
At the very least, you must:
Step three: Choose a retargeting platform
There are several retargeting platforms available, including : Google AdWords, Facebook Ads, and AdRoll.
🚀 Click on your platform of preference above to see how best to comply. Make sure you choose a platform that best suits your business needs and has the features and capabilities required for your retargeting campaigns.
Step four: Create retargeting campaigns
Once you have set up your retargeting platform, you can create retargeting campaigns to reach your target audience. This involves defining the type of retargeting you want to implement and creating ads that are relevant and appealing to your target audience.
Step five: Test and optimize your campaigns
To ensure the success of your retargeting campaigns, it is important to test and optimize them regularly. This involves monitoring the performance of your ads, analyzing the data to identify areas for improvement, and making changes to your campaigns to improve their effectiveness.
Step six: Monitor results
Regularly monitor the results of your retargeting campaigns to measure their success. This will help you determine the impact of your retargeting efforts, identify areas for improvement, and make data-driven decisions about your retargeting strategy.
🎯 E-commerce retargeting is a powerful marketing strategy that can increase conversion rates and drive brand awareness. By targeting customers who have already shown an interest in the products or services offered by a business, e-commerce retargeting can help establish long-term relationships and drive repeat purchases.
Retargeting is an incredible tool for e-commerce businesses, allowing you to maintain top-of-mind awareness with customers who have previously interacted with your website or products. Here’s how you can use retargeting in e-commerce while being compliant with the law:
Step 1: Ensure that you know which data privacy laws apply to you. Different laws have different requirements. Typically, the laws of the region you’re based in and the laws of the regions you target are the ones you’ll need to comply with.
Not sure which laws apply to you? Take this FREE 1-minute quiz ! 🚀
Step 2: Be transparent about how you use customer data for retargeting. This involves ensuring that your legal documents (like privacy and cookie policies) disclose the use of cookies, pixels, or other tracking technologies, and explain how customer data is collected and used for retargeting purposes.
Step 3: Provide customers with the means to either opt-in or opt-out of retargeting campaigns. Which method you us is determined by the law that applies. Typically, a privacy banner is used to facilitate this kind of consent!
