By In the world of ecommerce, you can do everything right—optimize your site, create irresistible product pages, and attract the right traffic through both paid and organic channels. Yet, despite your efforts, visitors often leave without making a purchase. Whether they’re distracted, undecided, or simply need a little extra encouragement, the result is the same: a missed opportunity.
That’s where ecommerce retargeting comes in—it’s your tool to bring those potential customers back and guide them towards completing their purchase.
Retargeting is the practice of re-engaging users with personalized ads that are based on their previous interactions with your site. Whether they browsed through a product, left items in their cart, or engaged with your content, retargeting serves as a reminder of their original interest. When implemented effectively, it’s one of the best ways to recover lost sales and boost your conversion rates.
If you want to turn a near-purchase into a successful sale, here are some retargeting strategies to consider that will help keep your brand top-of-mind and drive those clicks towards the “Buy” button.
1. Product Page Retargeting: Remind Visitors of What They Loved
Visitors who look at a product but don’t buy are potential customers that just need a gentle nudge to return.
- Use dynamic ads to show the exact products they viewed, targeting them on platforms like Facebook, Instagram, and Google Display.
- Retarget soon after their visit—ideally within 24 to 48 hours—while the product is still fresh in their mind.
- Test different ad creatives—try carousel ads, single images, and short videos to find what resonates best.
- Add urgency to your messaging, such as “Selling fast” or “Only X left,” to push them to act.
- Incorporate trust signals like product reviews or ratings to build confidence.
2. Cart Abandonment Retargeting: Recover Potential Sales
Cart abandoners are some of your most promising leads. Retargeting them can help overcome the obstacles that caused them to leave the checkout process.
- Send timely reminders, starting with an email within an hour of cart abandonment and followed up with targeted retargeting ads.
- Address their concerns—offer free shipping, emphasize a strong return policy, or use messaging that encourages urgency.
- You can offer a discount, but first, focus on highlighting product benefits or showing social proof to reinforce the product’s value.
- Make sure the ads are mobile-optimized, with simple, one-click checkout options for a seamless user experience.
3. Post-Purchase Retargeting: Maximize Customer Loyalty
Your relationship with customers doesn’t end after the first sale. In fact, post-purchase retargeting can encourage repeat purchases and increase your average order value.
- Upsell or cross-sell by showing ads for complementary products, like suggesting makeup brushes for customers who bought makeup.
- Encourage customer loyalty by promoting your VIP programs, offering referral bonuses, or giving early access to new products.
- Use retargeting to ask for reviews or user-generated content by offering incentives like discounts on future purchases.
- Timing is key: retarget a week after the purchase for add-ons or a month later for products they might need to replenish.
4. Retargeting for Loyal Customers: Strengthen Brand Advocacy
Loyal customers are worth more than their initial purchase value. Retargeting can help you build long-term relationships and increase lifetime customer value.
- Promote exclusive deals, early access sales, or VIP events to past buyers.
- For dormant customers who haven’t made a purchase in a while, try sending personalized “We miss you” messages to reignite their interest.
- Retarget them with referral bonuses, rewarding both the loyal customer and their friend when they refer others to your brand.
5. Targeting Based on Engagement and Traffic Source: Increase Conversions with Precision
Not all visitors interact with your site in the same way. Retargeting works best when it’s tailored to how visitors engage with your brand.
- Segment by traffic source: Visitors from Google Ads often have high purchase intent, so retarget them with product-driven messaging. Social media visitors may need more nurturing, so consider showing them user-generated content or influencer reviews.
- Tailor your ads based on engagement: For visitors who browsed multiple pages, focus on retargeting with product highlights or customer reviews. For quick bouncers, brand awareness ads might be a better first step.
6. Time-Sensitive Retargeting: Leverage Seasons and Events
Seasonal events and holidays trigger different buying behaviors, making retargeting an essential tool during these periods.
- Create urgency around time-sensitive events like Black Friday, Valentine’s Day, or Back-to-School seasons with countdown ads or limited-time offers.
- Consider personalized birthday or anniversary discounts for customers to add a special touch.
- Trend-driven retargeting can also be effective—if a visitor browses popular or seasonal products, remind them with messages like “Hurry, selling out fast!”
7. Use of User-Generated Content (UGC) and Influencers: Build Trust
People trust recommendations from real customers more than branded content. Incorporating UGC and influencer reviews in your retargeting strategy can be highly effective.
- Show customer testimonials or reviews in your ads to ease potential buyers’ doubts.
- Retarget users who have interacted with influencer content—whether through liking, commenting, or sharing posts.
- Highlight real customer experiences in video or carousel ads to build authenticity and trust.
8. Search-Based and Content-Based Retargeting: Target Based on Intent
Visitors who search on your site or engage with your content display strong intent, making them prime candidates for retargeting.
- For search-based retargeting, serve ads related to the specific products they searched for. For example, if someone searched for “vegan protein powder,” target them with ads for top-rated vegan supplements.
- Content-driven retargeting works by targeting visitors who read your blog or watched a tutorial. Tailor the follow-up ads to related products they might be interested in.
- Segment users based on how deeply they engage with your content—users who spent more time on your site are ready for more targeted ads, while those who quickly bounced might need a softer approach.
9. RFM Segmentation: Retargeting for Maximum ROI
Using RFM (Recency, Frequency, Monetary) segmentation allows you to focus on high-value customers and maximize the return on your retargeting efforts.
- Retarget recent buyers with upsell or cross-sell offers soon after their purchase.
- For frequent buyers, focus on loyalty programs, exclusive access, or personalized product recommendations.
- VIP customers—those who spend the most—should receive special offers, exclusive products, or even personalized concierge services.
- For lapsed customers, send win-back campaigns with enticing discounts or reminders of previous purchases.
10. Cross-Device Retargeting: Stay with Shoppers Across Platforms
Shoppers move between devices, and cross-device retargeting ensures you don’t lose them as they switch from mobile to desktop to tablet.
- Use first-party data to retarget users across devices by leveraging logged-in sessions, app activity, or email interactions.
- Make sure ads are consistent across platforms, so if a customer viewed a product on mobile, they should see the same ad on their desktop or tablet.
- Personalize messaging based on the device—mobile ads might feature quick buy options, while desktop ads could highlight product comparisons or financing details.
Conclusion
Ecommerce retargeting works because most customers don’t make a purchase on their first visit. They browse, compare, and sometimes get distracted. The key to a successful retargeting strategy is to engage them with the right message at the right time, making it easy for them to return and complete their purchase.
With the right timing, relevant ads, and a personalized approach, retargeting can feel like a natural step towards checkout. Remember, it’s not just about reaching out—it’s about creating the perfect touchpoint that will drive conversions and foster long-term customer loyalty.