Why a Shopify Store Should Consider the Combination of Onsite and Offsite Retargeting
A guest article by Csaba Zajdo, an eCommerce specialist, founder of OptiMonk and several other projects specializing in conversion. OptiMonk is an award-winning onsite retargeting platform, which helps small and medium-sized businesses leverage the power of onsite retargeting.
Have you heard of retargeting? It’s a powerful way to boost your sales by allowing you to target people who have already visited your Shopify store. In this article, I’ll show you how combining onsite and offsite retargeting is like rocket fuel for your Shopify store.
First, let’s take a quick look at why retargeting is so important.
You probably know that you only have a few seconds to convince a visitor to stay on your site and make a purchase. In fact, eCommerce data shows only 8% of visitors will add an item to their cart.
What’s more, many of the people who add an item to their cart never complete checkout, the average cart abandonment rate is over 68%.
While driving traffic to your site is important, effectively monetizing these abandoning visitors is often overlooked. There’s a big reason why you should pay attention to this traffic – 75% of abandoning visitors intend to return to buy according to research.
Retargeting is the best way to recover these abandoning visitors and bring them back to your store. By doing so, you can increase your sales, and improve the return on your marketing investment. Let’s see how it works in action.
How offsite retargeting works
Traditional retargeting – or offsite retargeting – is a great way to boost conversions for your Shopify store. Also known as remarketing, offsite retargeting lets you display ads to people who have already visited your store
Facebook and Google AdWords both offer remarketing as part of their advertising platforms with advanced targeting options.
Here are some examples of the ads someone might see while browsing Facebook, running a search, reading Gmail, or browsing the web. You can see how the ads are specifically targeted at people who have abandoned their cart.
How onsite retargeting works
Onsite retargeting works by displaying a message to people while they are still on your website. Using intelligent popup technology, onsite retargeting displays offers without annoying your visitors or interrupting their browsing. Here’s a typical example used to capture abandoning visitors:
The secret to onsite retargeting is that the messages are displayed at just the right moment. Here’s another example which offers a discount to visitors right as they are leaving the site:
How combining onsite and offsite retargeting is like rocket fuel
Traditional offsite retargeting simply can’t reach all of the people who leave your site. Some people don’t have a Facebook account or they simply scroll past your ad. Combining onsite and offsite retargeting allows you to capture more of your abandoning visitors.
Here’s an example that shows step-by-step how DigitalMarketer.com connected its PPC campaigns to its onsite retargeting campaigns.
Action plan to get started
This is a short list to help you get started with retargeting for your Shopify store:
- For visitors abandoning their cart: Display an exit-intent popup encouraging them to finish their purchase. For example: “You left something in your cart! Get $5 off when you checkout in the next 15 minutes.”
- For visitors who made a purchase: You can upsell your existing customers by running dynamic Facebook and AdWords retargeting campaigns.
- For visitors who didn’t put anything in their cart: Display an exit-intent popup making them subscribe to your email list. It helps to include an incentive, like free shipping or a 10% discount that they can use on their first purchase.
Using the email addresses you collect from your visitors, you can create a custom audience on Facebook and run a remarketing campaign to remind them about their discount or free shipping. It helps to add a sense of urgency by including a deadline.
Here’s a good example of a Facebook remarketing campaign that reminds visitors of their free shipping offer:
- For visitors who don’t opt-in: For these visitors, you should create a different, “softer” campaign, such as promoting an eBook. When these visitors return again and still don’t opt-in, I recommend showing another offer, such as your best deals. Check out the example below that uses intelligent product recommendation.
That’s it. By combining the best of traditional offsite retargeting with onsite retargeting you can really boost the conversion rate of your Shopify store. It’s like rocket fuel for conversions ;) If you’d like to learn more, check out this guide. It will give you more ideas on using retargeting and how to build effective campaigns.