The number one mistake most #e-commerce marketers make is retargeting every bounced visitor.
No matter how good your product is, not every visitor comes to your site with an intention to shop. A study conducted by the Baymard Institute found that 58.6% of US online shoppers have abandoned a cart simply because they were not ready to buy, with most of these window-shoppers clicking away even before they’ve initiated the checkout flow.
If you’re including these people in your retargeting effort – most of whom have shown no real interest in buying your products – you’re wasting your resources.
It’s like knocking on the door of an empty house – no matter how hard you yell, nobody is going to open it. Don’t make this mistake.
Here’s what to do instead – segment your bounced visitors into different groups by how many pages they’ve viewed, how much time they’ve spent, whether they’ve visited a particular product category etc. and retarget accordingly.
Don’t waste your retargeting budget on visitors who’ve bounced from your home page within few seconds without even checking a single category page.
Targeting every visitor won’t necessarily increase your revenue – but it will increase your costs.