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The online eCommerce business is very competitive. Visitors will log off of your landing page within 10 seconds (1-3 seconds is the norm in 2018) if you can’t hook them.

Conversion rates tend to vary according to the type of device used. Desktop and laptop computers can have a conversion rate of 4% or higher. Tablets have a 3% conversion rate. Smart device conversion rates are just under 2%.

If you are having an issue with conversion rates, you may need to understand your site’s visitor online habits better.

Establishing your brand, marketing your online presence and retaining visitor traffic is the key to success in a crowded online business market. You must know your audience to expand your business potential.

That can be impossible if visitors don’t stay on your landing page long enough to make purchases. Or to allow you to record business-centric analytics. The bounce rate for many landing pages can be as high as 26% to 70%.

The number of online visitors that you need on a daily, monthly or annual basis to stay solvent varies for each online business. An average conversion rate for many online businesses is around 4%.

So, you want to double that conversion rate to about 8% or higher? You must know the intimate transaction habits of your consumer demographic as it pertains to your website.

A good way to do this is by using technology to subtly follow and market to the online visitors of your website. After they have left your website. It’s called retargeting.

Have you ever noticed an ad for a product from a website you just visited on another site? That is retargeting. It’s been practiced in eCommerce for years. It’s the future of online commerce.

Retargeting can also be the marketing strategy you need to double your conversion rates via Facebook interfacing.

What is Retargeting?

Retargeting is the strategic tracking and data-collecting practice of following your site’s visitors with tracking cookies. A retargeting supplier, or retargeting software, enables tracking cookies to follow your site’s visitors to another website.

On the new site, the online visitor who visited your site will be shown advertising or a banner of the product they perused on your site. Even if they visited your site for a few seconds.

It’s called “retargeting” because online users who visited your site are tracked and targeted again with marketing from your site.You are essentially being given a second chance, and sometimes multiple attempts, to make a first impression.

There should be a strategic marketing rationale behind a retargeting campaign. Like enticing visitors to come back and increase conversion rates. This is where Facebook comes into play.

Why Facebook(tm)?

Facebook has over 2.27 billion monthly users by most conservative estimates. It’s the default social media website people mention if you ask them to name a social media website.

Retargeting campaigns via Facebook are an effective way to engage people as well, since they go to the site to be sociable anyway. You can create a Facebook Advertising account and use Facebook Pixel to launch a retargeting campaign.

*** Want done for you Facebook Ads?

The Facebook Pixel

The Facebook Pixel is like a cookie or an online tracking code. The Facebook pixel is synced to your website and then attached to any visitor to your site.

The aim is to use Facebook pixel as an analytics aggregator. Data about the Facebook users who visit your website is digitally routed to your Facebook Advertising account.

Then, you can use this information to develop a strategic targeting campaign. The bounce demographic from your website may be open to revisiting your website if you retarget them in non-creepy ways. After all, perception is everything.

Facebook Pixel Retargeting Strategies

Make “engagement” the key word in your retargeting strategy. Many people never notice retargeting ads. Some who do may be creeped out by it.

The trick is to not be so overt and direct in your retargeting marketing.Use the information that you have accrued via your Facebook pixel analytics in a way that personalizes your retargeting. Give your retargeting demographic reasons to revisit your website again.

Prioritize different retargeting campaigns for different demographics. Your retargeting efforts should be customized for online visitors who visited once, multiple times, visiting a page without purchase, length of visit and so on.

You can place newsfeed ads on Facebook promoting a sale. Or you can offer a discount to users who revisit your site and submit their email address. Blog posts about your website can be placed in the Facebook feed of retargeted consumers.

About 73% of people abandon their online shopping carts before checkout. Tempt such consumer back to your site with a discount code, advertised on Facebook.

Facebook also has conversion tracking tools that can help you assess the impact of your retargeting campaign. You can even place retargeting ads in Facebook newsfeeds that target your demographic.

Perfect Your Retargeting Strategy

Your success will vary according to your retargeting strategy. Use the information you collect wisely.

Connect with past site visitors in ways that feel less like online stalking and more like a social marketing engagement campaign on Facebook.

Set a realistic monthly visitor goal. Look at your current traffic (web analytics), get the baseline over a 30-60 day period, and pick a new goal number.

See if you can double it.

Reassess your retargeting strategy accordingly thereafter as necessary.

They call it “omnishopping”: the tendency of consumers to increasingly turn to technology for purchases, while not discounting the value of brick-and-mortar storefronts.

Omnishopping is most pronounced among Generation Z shoppers, ages 18 to 26.

In fact, nearly half of all shoppers who make up this demographic have “webroomed” a product on a mobile device before buying it in a traditional storefront. Meantime, one-third have “showroomed” an in-store product and then purchased it online.

It may seem obvious, but both Gen Y and Z shoppers have a higher likelihood than any other demographic to showroom retail goods and products. For retail businesses, this means identifying ways to simultaneously attract consumers who enjoy the online and in-store buying experience.

Here are some ways to integrate your in-store and online marketing to attract omnichannel shoppers.

Use Online, Offline Tools to Capture Contact Information

To bridge your online and offline marketing, one of the most fundamental steps you can take is to capture customer contact information.

Your website or blog, social media platforms and point-of-sale marketing can all serve as opportunities to collect this important information.

E-commerce retailers tend to be more proactive about this, particularly because their marketing efforts revolve around capturing customers’ email addresses.

A blog serves as a great platform to not only deliver relevant and useful information to customers and prospects alike; it also allows you the opportunity to create forms so consumers can “opt-in” and, thus, help your business generate qualified leads.

It’s also important to leverage in-store opportunities to capture customer information.

But because shoppers tend to weary of sales pitches and don’t want their time wasted, they may be more willing to provide this information if you extend a discount offer at the point of sale.

However, emphasize that you will not share their information and that they can opt out at any time.

Use Geotargeting and Beacons to Attract In-store Customers

Geotargeting and geofencing are great ways to bridge the gap between online and in-store marketing.

Through geotargeting, you can run mobile promotions to residents in certain geographic area. Meantime, geofencing gives you the ability to target potential customers inside a digital perimeter, which can be defined by the boundaries of your storefront or an adjacent area.

Beacons work at short range using Bluetooth, so you can craft ads geared toward shoppers in your store or even in specific aisles.

Use these techniques to reach your customers on their mobile phones — whether they frequent your store or live in surrounding areas.

Make It Easy for Mobile Buyers to Pay

Making checkout easy for mobile buyers will boost both your online and in-store sales. You might want to consider offering PayPal on your website, as one-click checkout options tend to streamline sales.

To compete with the likes of Apple and Google, you might want to adopt mobile payments, a business strategy projected to grow by 75 percent in 2017.

For example, Walmart has developed its Scan & Go app that allows customers to link a credit or debit card to their smartphone.

Sales reps simply scan the customer’s smartphone to accept payment.

Provide Omnichannel Customer Service

If you want to effectively serve both online and in-store customers, it’s essential to extend customer service through an omni-channel experience.

The best way to achieve this is to adopt a cloud-contact center solution that let’s your customer service team handle these responsibilities from a single, integrated platform, including options sold by Aspect Zipwire.

Having a single interface for managing customer service via phone, live chat, email and social media will ensure your customers have a positive engagement experience, no matter which platform they use.