Re-engage With Leads & Increase Sales – Easy, Effective Ways to Bring Back Visitors Who Intend to Buy

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photo credit: Flickr

 We’ve all found those pennies behind the couch pillow, and that occasional quarter in the crevice can eventually pack a punch—a cup of coffee here, a trip to the movies there. But how much does that analogy reflect on those lost leads that slip through the cracks in our customer buying funnel?

Below are some easy and effective ways to re-engage with visitors who have visited your website but may have forgotten to get back to their project, or worse, may already be engaging with your competitors.  In any case, you’ll want to creatively remind them to re-visit your site and finish the purchase.

Use Re-marketing Ads & Target Specific Visitors

Re-marketing ads are ads that display to people who have previously visited your website, or leads from whom you collected an email address.  They’re offered by many publishers and serving platforms.  While some of the larger advertisers use products like Adroll or Criteo, other large and small advertisers still see a lot of advantages re-marketing directly in the publishers.  Some of the most popular publishers are Google Adwords, Facebook, Twitter Ads, and even Instagram as of late. However, many would agree that Google and Facebook are probably the top two options for the most impact of performance.

Whether or not you are using Google for paid search or contextual ads, consider an Adwords remarketing ad campaign.  Adwords provides great tools for tracking performance and easily creating image ads, even for those of us with no creative capabilities—making ads is as easy as uploading your logo or image and drafting some text in the tool.

Facebook Ads is another great channel for re-marketing.  One and a half billion people hangout on its social platform providing an extensive reach, and many agree that the advertising costs are still quite low compared to other channels.


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Upload a List of Emails in Facebook for Targeting

Like the target settings that segment audiences by page visits and actions on the website, Facebook, Twitter Ads, and others allow email list uploading.  You can then easily create ads to show to your most valuable emails, which is great if you are scoring leads from a CRM and want to focus efforts based on lead quality or positions of a conversion process.

Reach Only the Visitors Who Show Interest in Your Product or Service

Since re-marketing ads are not free, many advertisers roll up their sleeves and take steps to increase their ROAS (Return On Advertising Spend).  Both Google and Facebook allow advertisers to create rules that will allow spend to only show ads to people who have taken specific actions on a website or in a conversion path.  Try setting up uniquely targeted campaigns to people who have visited your shopping cart in the last seven days, but who have not made a purchase. Or, run an ad exclusively to people who have filled out a form to learn more about your business.

By targeting only users who have shown certain levels of intent to purchase your product, marketers often save money by eliminated wasted ad spend on traffic that bears no fruit.

Measure Your Results and Refine Your Strategy

Implementing re-marketing ads to help bring users back into the conversion funnel should be common sense. But don’t forget to use good data when making decisions about your investment.  These tools all offer robust tracking to enable insights into what’s working and what might be cut out.

Read some good resources about tactics that work for other businesses and apply to refine your efforts.  Whatever you do, don’t leave those open leads to your competitors.

Engage with those lost gems and drive results to your top and bottom line.


9.30 cDavid Johns is the Digital Marketing Director for RushOrderTees, a national screen printing company that specializes in custom printed apparel for every occasion. He is a senior PPC, SEO, and SMO marketing specialist with skills and experience optimizing ROI through advanced data-driven strategies. He hails from San Francisco, but currently resides in Philadelphia.



How Recommendation And Remarketing Tools Can Boost Your Sales

Up until fairly recently eCommerce recommendations and remarketing were only possible for large eCommerce sites. However, the emergence of recommendation and remarketing tools and service providers over the last two years have made these sales boosting benefits accessible to even small businesses and marketers.

In this article we will look at what recommendations and remarketing are within the field of eCommerce, before looking at how they can benefit your business and boost your sales.

What Recommendations & Remarketing Mean

Recommendations have long been a core component of Amazon’s website, with up to 70% of Amazon’s home page dedicated to recommendations.  There are three primary types of recommendations:

  • Generic: These recommendations are seldom influenced by your past browsing and shopping history, and often show what other customers are currently looking at, or what the top-sellers are in general, or by category.
  • Complementary: These recommendations are directly influenced by your current and past behavior on an eCommerce site, and will be made up of items that complement or enhance the items you are currently looking at.
  • Alternatives: These recommendations are alternatives to what you are currently looking at, or what is already in your cart. Alternative recommendations can be used to either upsell or to retain a customer where the product they were originally interested in is out-of-stock.

Remarketing is primarily about having your online ads displayed to users who have previously visited your site, as they browse other websites. However, remarketing can also be used in tandem to recommendations by showing visitors to your site products they have viewed on other sites, and even items that are relevant to their current geographical location.

Both recommendations and remarketing rely on you having a substantial amount of data regarding your customer’s behavior and history, and the arrival of recommendation and remarketing tools and service providers gives small businesses access to this, along with access to 3rd-party data that enhances what they have already collected.

Photo Credit Think with Google

Using Recommendations to Increase Average Basket Size

Careful implementation of complementary, and even generic recommendations, can lead to an increase in your average basket size, with a McKinsey case study showing that cross-selling techniques can increase sales by 20%. The focus should be on items that enhance what the customer is looking at; for example, if the customer is looking at a shirt, complementary recommendations would be pants, shoes and even socks that create a complete outfit.  However, there shouldn’t be too many recommendations or you risk losing the customer. Generic recommendations in this context can encourage customers to explore your site more, possibly finding items they want, but weren’t actively looking for.

Photo Credit Think with Google

Using Recommendations to Increase Conversions

Countless sales are lost each day when the item the customer is looking for is out-of-stock; but alternative recommendations can help you. Whenever an item is out-of-stock, ensure that you display at least three alternatives, using a good, better, best approach. Caution must be taken when setting up your alternatives since they should closely match the original; if the customer was looking for a light switch, don’t offer them a new lampshade as an alternative.

Photo Credit InfoSys

Using Recommendations to Improve Customer Loyalty

Personalization plays a critical role in fostering customer loyalty for online stores, and personalizing some of your generic recommendations is one way to start. Generic recommendations are shown when you don’t know what the customer is actually looking for, but once you have some history on a customer’s past behavior you can, in addition to the standard generic recommendations, show a list of items they bought recently, or buy frequently. This is particularly appropriate for FMCG and other items customers need to buy regularly.

Amazon’s recommendations are said to generate up to 30% in additional revenue for the company, and while they have been doing this for quite a few years, any online business, big or small, can realize a boost in sales through the proper implementation of their own recommendation and remarketing strategy. The only requirement is that you start now.


pm3Przemyslaw Mankowski as a CEO of QuarticON concentrates on company’s further expansion on the market, lead International business strategy and develops business partnerships in CEE and worldwide. He has been working in New Tech industry for several years. Prior to joining, he was Sales Director in Agora and Member of the Board in (Poland). He was also CEO at Passus and NextWeb Media.