Attract visitors back to your website with Facebook Retargeting

22 December 2016

Attract visitors back to your website with Facebook Retargeting

The classic fishing story is about “the one that got away”. For owners of ecommerce website the “ones that get away” can be a matter of huge frustration. All the effort put in to enticing a customer onto a website basically counts for nothing unless the visitor becomes a customer and yet, even with the best design and content in the world, the reality is that sometimes people get distracted, or don’t find exactly the offer they are looking for, and they navigate away from your site.

So how do you attract them back to your website? Facebook retargeting is one, compelling, option.

What is Facebook retargeting?

Facebook retargeting is simply putting adverts in the timelines of people who’ve already visited your website. It can be implemented in a variety of ways from the “one-size-fits-all approach” of one advert for anyone who has visited any page of your website, to a more granular approach with different adverts for people who meet different criteria.

Anyone who visits your website

Sometimes the simple approach is the right one. If you’re just getting started and/or you only have a very basic website, then the best approach may be just to put one advert in front of all visitors. If you are going to use this strategy, then you may wish to consider using the advert to encourage them to like your Facebook page, from where you can use a mixture of compelling content and special offers to tempt them back to your website.

People who visit specific web pages

If you have a range of products or services on your site, then ideally you want to make sure that your retargeting strategy focuses on what is most likely to interest people based on their browsing history. For example, if you own a pet products store and someone is looking specifically at dog food then you’re going to be on far safer ground targeting them with dog-related items rather than cat-related items.

People who have visited specific web pages, but not others

Likewise, the strategy here is to work out what is likely to interest people based on their browsing history. For example, if someone has been browsing dog food, but has not accessed the dog treats page, then you could offer them a time-limited special offer of a free pack of treats with a purchase of food. This helps to encourage them back to your site for the food and makes them aware of the treats, too.

People who haven’t visited in a certain amount of time

If you’ve ever seen a “We miss you” advert on Facebook, there’s a good chance this is what has triggered it. It’s the online equivalent of the polite nudge. For this to be effective, there needs to be a reason for them to act on the nudge, such as new content or a special offer.

Based on time spent on your website

If people like your content but haven’t turned that into a buying decision, then help them to do so. If they have bought from you, even better, you have an opportunity to upsell and/or turn them into a repeat customer or someone who will bring in new customers.

Be prepared to go all-out to engage with your most active website visitors wherever and whenever you can and to make them feel valued.