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Use These On-Site Behavioral Retargeting Strategies to Boost Conversions and Revenue

  • Conversion Rate Optimization

Conversion rates for e-commerce shoppers hover around three percent on average.

This means 97 percent will leave your store without converting. And unfortunately, the majority of these shoppers are gone forever, never to return. 

So how do you solve this problem and reduce the number of leads that slip through your fingers?

One of the best solutions is on-site behavioral retargeting

If you’re unfamiliar with this concept, behavioral retargeting involves taking data based on a visitor’s behavior and using it to effectively market to them directly on your site. 

Marketing technology expert, Michal Wlosik lists some data examples commonly used such as:

  • Pages viewed
  • Previous search terms
  • Amount of time spent on your site
  • Ads, content and buttons clicked
  • Date of last website visit

Basically any information involving interactions can be used to personalize the visitor experience and present them with relevant promotions, discounts, content, etc. they would likely have an interest in. 

One of the best examples of behavioral retargeting in action is Amazon with their product suggestions based on previous purchases.

Nearly everyone is familiar with that. 

For this post, I’m going to cover some specific on-site behavioral retargeting strategies you can use to get the most out of your leads in order to get the maximum number to convert. 

So let’s jump right in.

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1. Get First-Time Visitors to Subscribe to Your Newsletter

A good place to start is with new visitors who are at the very top of the sales funnel

Remember how I said that 97 percent of visitors will leave without buying?

Displaying a popup asking them to sign up for your newsletter is an effective way to get more visitors into your leads database. 

That way, if they don’t convert (which the vast majority of leads won’t), they aren’t gone forever.

Instead, you can begin the lead nurturing process and hopefully get them to buy later on. 

Now there are two options here. 

One is to display a popup once they’ve demonstrated a certain amount of interest like scrolling down to a certain point or checking out multiple pages.

That’s what surf and outdoor water sports company, Body Glove does. 

Once I clicked over to a second page, this is the popup I got.  

I especially like this one because I get 15 percent off of my first order—something many first-time visitors will find appealing and that can motivate them to make an initial purchase. 

The other option is to use an exit-intent popup that targets visitors who are about to leave. 

That’s what footwear brand, Xero Shoes does on their site.

I was presented with this popup where I can receive a $100 gift certificate as long as I respond within three minutes.

After clicking on “Yes, Please!,” I have the option of entering my email for a chance to win their monthly sweepstakes. 

This should no doubt encourage a good chunk of visitors to sign up and engage with Xero Shoes further. 

So when it comes to first-time visitors, this is an effective way to get more of them into your sales funnel.

Editor’s Note

A good practice to follow when running a sweepstake or giveaway is adding a countdown timer. Learn more about adding a countdown timer to a campaign by watching the video below.

Sam Thomas Davies
Head of Content

2. Create Personalized Offers

Modern digital shoppers crave a personalized experience. 

With major brands like Amazon, Netflix and Google catering to users on an individual level, it’s something most have come to expect. 

However, the level of personalization most e-commerce stores currently offer isn’t measuring up. 

In fact, nearly a third (31 percent) of online shoppers want their experience to be more personalized than it is. 

On-site behavioral retargeting is the perfect way to step up your personalization efforts and provide shoppers with the offers they want. 

And there are a few ways to go about it. 

One is to offer product recommendations based on the pages a shopper has viewed or previous products they’ve purchased. 

For instance, after checking out the “High Dive” hat on the Goorin Brothers website, a premium headwear company, I was shown some other hats in a similar style that I might be interested in. 

Here’s the original hat I checked out. 

And here are the relevant product suggestions. 

Another technique is to display products based on a visitor’s geographical location, which is done by looking at their ISP. 

Online fashion retailer, ASOS, takes this into account when choosing which products to display on their homepage

For example, right now it’s late June.

In the US, this means it’s summer and the weather is hot. 

So looking at the men’s section on the US version of their site, and I get products that are perfect for warmer temperatures. 

But in Australia, it’s winter and the temperatures are much cooler. 

So when I check out the Australian version of ASOS’ site, I see winter products like jackets and hoodies. 

And you don’t need to have shoppers in different countries to utilize geographical targeting. 

You could simply tweak the products you display based on the current weather in different parts of the same country. 

For instance, the next few days call for rain in Portland, Oregon.

But it’s hot and dry in Tucson, Arizona.

So if you’re selling clothing, you might display rain jackets for visitors in Portland and shorts and tank tops for those in Tucson. 

Whatever approach you take, on-site behavioral retargeting ensures every single visitor has a personalized experience that’s relevant to them. 

3. Offer Discounts to Shoppers Who Abandon Their Cart

Shopping cart abandonment rates vary depending on the industry and other factors, but the Baymard Institute places it at 69.57 percent on average. 

That means nearly seven out of every 10 shoppers will abandon their cart

So this is definitely something to address and make every effort to improve. 

And it just so happens that behavioral retargeting is ideal for doing so. 

Here’s an example from KININ, a company that sells personal aromatherapy wellness pods. 

After browsing through their site, I chose the “Awake” wellness pod and added it to my shopping cart. 

But after thinking it over a bit more, I decided that I wanted to hold off on buying this product right now and ditched the shopping cart. 

At that point, I received an offer for a 10 percent discount as long as I check out now. 

This is a great way to sweeten the deal and provide shoppers with incentive to go ahead and complete their purchase. 

Often, a nice discount like this will be just what they need to get over the buying hump. 

While it won’t work on everyone, you can bet that it will have some impact on conversions and will definitely increase your overall revenue. 

The trick is to make the offer enticing enough to pique the interest of shoppers and create a sense of urgency like KININ did by saying “Check Out Now.”

4. Use Shopping Cart Notifications 

Another reason why some people don’t convert is that they simply forget that they placed a product in their shopping cart. 

Maybe they got caught up browsing the rest of your site and overlooked the item. 

Or maybe they left and returned but forgot about what they added.

Either way, you’re losing out on sales from hot leads. 

But you can resolve this issue and drastically boost conversions by using shopping cart notifications to remind customers that they left something in their shopping cart. 

That’s what women’s fashion retailer, Pretty Little Thing does. 

Here’s an example. 

What I really like about this notification is that it’s personalized and includes the person’s name. 

That’s always a good thing because it helps build a tighter connection with customers.

On top of that, they offer a 10 percent discount if the shopper goes ahead and completes the purchase right now. 

If someone was interested but not fully motivated to go through with their order, this can provide the little extra push needed for them to take action. 

The trick is to let shoppers know without being annoying and disrupting the user experience.

That’s why I generally recommend using a bar like this one that provide a subtle reminder without eating up the entire screen. 

5. Cross-Sell at the Point of Purchase 

Now let’s talk about the bottom of the sales funnel—the point of purchase. 

Say that a shopper is interested in a particular product, has added it to their shopping cart and is about to check out. 

You can potentially increase the order value by cross-selling and featuring a similar product at the point of purchase.

Here’s a good example of cross-selling in action by beauty, health and fashion company, Three Drops of Life.

I was interested in a water bottle they were selling and added it to my shopping cart. 

After clicking over to my shopping cart, I scrolled down to the checkout button. 

It’s a 32 ounce Hydration Tracker that’s on sale. 

So rather than just buying the initial water bottle I was interested in, I’m inclined to at least consider buying the second product at a discount. 

This strategy relies on offering an additional product (usually at a discount) that’s relevant to what a shopper has already added to their shopping cart. 

It’s a win-win because you can increase your average order value, and customers will be made aware of additional products that could be of interest to them. 

It’s just a matter of showcasing the right product at the right time. 

And the results can be huge.

After implementing this strategy, Three Drops of Life was able to increase their average order value by 63 percent and their number of purchases by 75 percent. 

6. Gather Customer Feedback

Gaining insights into customer behavior is critical to your long-term growth and success. 

Understanding how they view your brand, what you’re doing right and what needs improving is what enables you to perpetually fine-tune your products and build brand equity. 

So you need to have an effective means of obtaining objective feedback. 

How does this tie into on-site behavioral retargeting?

You can use this technique to reach out to shoppers at key points in the customer journey to obtain feedback. 

Case in point—product packaging company, All In Packaging

They use a tactic that I think is super smart. 

Just after a customer makes a purchase, they’re presented with this popup asking for their feedback. 

It’s smart because A) customers see it just after they’ve completed a purchase, which is a time when they’re highly engaged with often willing to share their opinion, and B) they offer a 10 percent discount on their next purchase. 

This is a great way to build further rapport with existing customers and encourage them to come back.

And in many cases, this will create deeper brand loyalty where customers will want to buy from them again and again. 

Besides that, it clearly states that customers will be asked three questions.

This is important because they know exactly what’s involved and roughly how long it will take to complete the survey. 

I don’t know about you, but I hate when a survey drags on and on and there’s no clear end in sight. 

This is a great way to avoid this issue and ensures All in Packaging and their customers are on the same page right from the start. 

So when it’s all said and done, they’re reaching out to customers at the perfect time after they’ve completed a particular action in making a purchase. 

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Want More Conversion Rate Optimization Strategies?

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Capitalizing on Leads at All Levels of the Sales Funnel 

The truth is the vast majority of e-commerce shoppers won’t convert right away. 

On average, only three out of 100 will

On-site behavioral retargeting is designed to reduce the number of leads who “get off the hook” so that you can increase conversions and revenue. 

It all boils down to presenting them with relevant offers, promotions, discounts, etc. based on specific behaviors. 

And as we’ve just learned, there are several behavioral retargeting strategies that target shoppers at all levels of the sales funnel.

Using the right combination should help you cover all of the bases so that you get the absolute most out of your leads. 

Which of these retargeting strategies have you personally responded to?

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