Retargeting Campaigns:
How to Turn Lost Leads
into Loyal Customers
Want to get so much more out of your marketing? Contact CMe Media Automotive
Research shows that over 95% of website visitors don’t convert on their first visit, meaning a typical conversion rate is between only 4% and 5%. Imagine that? Someone visits your website, they browse your products and maybe even adds something to their basket, and then poof, they disappear. This is all too familiar right?
But hold on, that doesn’t mean they’re lost forever.
Here comes the retargeting campaigns. This is one of the most powerful tools that you can have in your digital marketing arsenal. Contact us at CMe Media to re-ignite and engage cold leads and turn them into loyal, paying customers.
What Is Retargeting?
Sometimes called ‘remarketing’, retargeting is online advertising, in a guise that targets users that have already interacted with your brand, whether by visiting your website, clicked on an ad, or opened an email.
It uses the browser cookies or customer data, meaning that you can serve highly targeted ads across digital platforms like Google, Facebook, Instagram, and LinkedIn This is a gentle way of reminding them of your business and products or nudging them strategically back to your sales funnel.
Competition for attention is fierce in the UK, and customer journeys are rarely one straight line, retargeting helps keep your brand at the forefront of the mind.
Why Retargeting Campaigns Work
These are potential customers who need a little nudge. You’re not targeting cold prospects, as they already showed interest in your brand. Retargeting focuses on these ‘warm leads’ and will show to be effective.
Here’s why it matters:
- Boost conversion rate: 70% of users that have been retargeted users are likely to convert.
- Improve brand recall: Repetition is the key to recollection and seeing your brand multiple times, through online advertising, will reinforce this.
- Maximise ROI: Retargeting makes the most of your investment. You’ve already paid to attract these users.
Types of Retargeting Campaigns
There are several approaches, depending on where and how users have interacted with your business:
Website Retargeting
Tracks visitors who have landed on specific pages; product, category, or checkout page. You can then serve online advertising to bring them back. According to research, this could increase your current conversion rate by 70%.
Example: A customer browses a pair of trainers on your local based e-commerce site. The next day, a Facebook ad pops up, showcasing those exact trainers, and now they have an additional 10% discount.
Email Retargeting
You send an email. The email gets opened, but they didn’t click the link, or they clicked but didn’t convert. You can now retarget them with tailored online advertising. According to research, this could increase your current conversion rate by 30%.
Bonus: You can target users based on behaviour, such as those who only opened verses those who clicked. This is for more personalised messaging.
Cart Abandonment Campaigns
Sending emails, or ads, to visitors who added items to their basket but didn’t check out is one of the most profitable forms of retargeting. According to research, this could increase your current conversion rate by 30%.
Tip: Create a sense of urgency (limited stock) or provide incentives to close the sale (free delivery, discount code).
CRM Retargeting
A great use of this is to use your existing customer database to target custom audiences and re-engage previous buyers, who better for upselling to or gain repeat purchases? According to research, this could increase your current conversion rate by 150% or more.
Best Practices for Retargeting in the UK
The following strategies can make your retargeting campaigns work smarter, not just harder:
Segment your audience:
Ensure you don’t treat all visitors the same. A person who only viewed the product page should receive a different online advertising than someone who had completed a purchase last month.
Use dynamic creatives:
Platforms like Meta and Google allow dynamic product ads that pull in personalised content based on user behaviour.
Set frequency caps:
Set limits on how often your retargeting ads appear. If you set too many ads, they can annoy users and therefore damage your brand reputation.
Test and optimise:
Keep it fresh and try out different ad formats (carousel vs. single image), messaging, and various offers to see what work best for you and boosts your conversion rate.
Stay GDPR compliant:
Data privacy is key in the UK. Ensure that you gain consent for cookies and always be transparent about how you’re using personal data.
Turning Clicks into Customers and Advocates
You cannot only recover lost leads, but retargeting helps to nurture long-term customer relationships. When you use tailored messages, you are showing that you understand your customers’ behaviours and can meet their needs.
Retargeting is an effective tool and becomes less about “following” people and more about offering timely and relevant value, the kind that will build trust and loyalty over time.
Final Thoughts
Retargeting campaigns offer a second, and maybe third chance to win over your, distracted and short attention spanned audience. With UK businesses competing in consistently crowded markets, retargeting could be the difference between a lost opportunity and a loyal customer.
Talk to us at CMe Media to learn more about how you can make an ultimate boost to your conversion rate
