The Power of Onsite Remarketing in E-Commerce
What is clear in stationary trade still falls by the wayside in e-commerce: the targeted customer approach still within the sales process. Onsite remarketing or also onsite retargeting aims to play out personalised and targeted content to visitors that is oriented towards visitor behaviour. The offers of an onsite popup are directly related to interest and enjoy a high level of acceptance. This makes it possible to win back visitors on the page before they bounce and subsequently migrate to remarketing lists. With onsite conversion optimisation, you effectively exploit sales potential. So why wait until the customer has left the page?
What is Onsite Remarketing?
If you deal with onsite remarketing in detail as a marketing specialist, it quickly becomes clear that there is much more to it than implementing exit intent popups, banners or product recommendations. The principles of onsite remarketing in e-commerce are based on the knowledge of behavioural psychology, because visitors only receive personalised content when the software recognises that they need it. Customers are involved in the sales process in an interactive and agile way and at the ideal time.
The earlier, the better – but only if necessary
Instead of addressing the customer when he is already on the verge of leaving or even has to be brought back, onsite remarketing can be used to address him discreetly and individually during the purchase process. Measures are embedded in the customer journey and strengthen the user experience with personalised content. They have a targeted effect on the customer’s behaviour. The earlier onsite measures are used in the online shop, the better – but only when support is really needed.
This is how exit intent popups help to keep customers in the shop and convert them.
Onsite Remarketing vs. Offsite Retargeting
In contrast to onsite remarketing, offsite retargeting is used when the customer has already left the site and is used to bring back visitors who have already left. Tracking tools are used for this purpose, among other things. If, for example, a purchase abandoner visits other websites after leaving, banners, advertisements and product recommendations of the online shop are placed on these.
Same goals, but different strategies
Paid advertising is usually accompanied by high advertising costs and addresses users at a stage that is outside the buying process. Offsite retargeting can only be compared indirectly with onsite remarketing. Both pursue the same goal: to increase the conversion in the online shop. Nevertheless, offsite retargeting usually also strengthens brand perception, which in turn is not possible with onsite remarketing. It remains to be said that onsite remarketing wins customers on the website and offsite retargeting leads them back if they have already left the site.
Advantages of Onsite Retargeting in E-Commerce
With targeted onsite remarketing or onsite retargeting, online shops basically gain a second chance if the first impression did not lead to the goal. The behaviour of a visitor is observed by software. As soon as the software recognises that further content is necessary or that the visitor is about to leave, personalised onsite popups or onsite exit intent popups are displayed.
The technology behind it
The smart technology behind onsite remarketing measures the mouse movements and recognises when the cursor moves in the direction of X. In this case, an exit popup appears beforehand. In that case, an exit Intent popup appears beforehand. It is also possible to use targeted onsite popups based on engagement, as in the case when the visitor stays on a page for more than 30 seconds, for example. In addition, “scrolling down” can also trigger an onsite remarketing action. Onsite remarketing thus offers several advantages.
What are the advantages?
- Customers are addressed while they are still in the active buying stage
- High acceptance of onsite popups
- Personalised content addresses the customer directly
- Cost reduction due to fewer paid advertisements for offsite retargeting
- Less effort due to software solutions like uptain
3 Tips To Start Onsite Conversion Optimisation
But how can you make onsite remarketing work for you?
Tip 1: Increase the urgency
Onsite remarketing efforts have shown that it can be effective to increase the urgency of an offer. The onsite popup suggests that now is the right time to buy, otherwise it will be too late. Because, from a purely psychological point of view, we generally don’t want to miss a good opportunity, the chance of conversion increases.
Tip 2: Use discounts and offers
Another option for onsite remarketing is to support visitors in the buying process with free giveaways, discounts, coupons or interactive content. This is especially useful for those who are still deciding. Unique offers just before shopping cart abandonment can also persuade them to complete the checkout after all.
Tip 3: Use personalisation with supporting tools
With the use of software solutions, personalised content can be played out according to visitor interests, effectively preventing the loss of valuable sales potential. With the personalised exit intent popups, different content is played out depending on the traffic source and UTM parameters. A newsletter popup as a “soft” measure is also possible.
The right e-commerce tools have a supporting function in onsite remarketing and must therefore be easy to use. The software of uptain represents a promising possibility to effectively expand the marketing strategy and to optimally use the traffic in one’s own online shop. We work with a simple one-click integration via plugin without programming knowledge, compatible with numerous shop systems for online retailers of all sizes.
Onsite Remarketing – An Effective Way To Optimise Conversion
It takes significantly more energy and budget to win back customers with offsite remarketing than to convert them already with onsite remarketing measures directly on the site. This is supported by the appropriate software, which, in addition to financial resources, also takes less time due to automated processes. Onsite remarketing should be considered in any case when optimising the conversion rate.
Frequently asked questions about onsite remarketing
What is onsite remarketing?
Onsite remarketing, also called onsite retargeting, delivers personalised content to visitors while they are still in your shop, based on how they behave. Software observes the visit and displays tailored popups, banners or product recommendations only when a visitor actually needs support. Because the offer relates directly to the visitor’s current interest, acceptance is high and bounces can be prevented before they happen.
How can online shops start with onsite conversion optimisation?
Start with three levers. First, increase urgency: a popup that signals now is the right time to buy raises the chance of conversion, because people dislike missing a good opportunity. Second, use discounts, coupons, giveaways or interactive content to support undecided visitors. Third, personalise: software plays out different content depending on traffic source and UTM parameters, with a newsletter popup as a softer option.
What are the advantages of onsite retargeting in e-commerce?
Onsite retargeting gives you a second chance when the first impression did not convert. Customers are addressed while they are still in the active buying stage, so onsite popups meet with high acceptance and personalised content speaks to them directly. Costs fall because fewer paid advertisements are needed for offsite retargeting, and software solutions keep the operational effort low.
Why is onsite remarketing an effective way to optimise conversion?
Converting visitors directly on your site takes significantly less energy and budget than winning them back afterwards with offsite remarketing. Suitable software supports this and, thanks to automated processes, also saves time alongside financial resources. Because measures are embedded in the customer journey and act at the moment support is needed, onsite remarketing belongs in any conversion rate optimisation plan.
What is the difference between onsite remarketing and offsite retargeting?
Onsite remarketing wins customers on your website while they are still browsing; offsite retargeting leads them back once they have already left. Offsite works through tracking tools that place banners, adverts and product recommendations on other websites, which usually means high advertising costs and reaches users outside the buying process. Both aim to increase conversion, but only offsite additionally strengthens brand perception.
What triggers an onsite popup?
Onsite popups are triggered by visitor behaviour. The technology measures mouse movements and recognises when the cursor moves towards the exit, so an exit intent popup appears beforehand. Engagement signals also work: staying on a page for more than 30 seconds, for example, or scrolling down can trigger an onsite remarketing action. Content is shown only when support is genuinely needed.
Does onsite remarketing require technical knowledge?
No programming knowledge is needed. Onsite remarketing tools must be easy to use, which is why uptain works with a simple one-click integration via plugin, compatible with numerous shop systems and suitable for online retailers of all sizes. Once installed, the software observes visitor behaviour and plays out personalised content automatically, so the ongoing effort stays low.
