Retargeting 101: How to Win Back Website Visitors Who Didn’t Buy

The Frustration of Lost Website Visitors

Picture this: Someone visits your website, spends time browsing your products or services, maybe even adds something to their cart… and then poof — they leave without buying.

It’s frustrating, right? But here’s the good news: They’re not gone forever.

Most people don’t buy on their first visit. In fact, studies show that 97% of first-time website visitors leave without making a purchase. But that doesn’t mean they’re not interested — it just means they need a little nudge to come back.

That’s where retargeting comes in.

Retargeting lets you reconnect with those visitors, reminding them why they were interested in the first place. And when done right, it can turn lost traffic into high-value customers.

In this guide, I’ll walk you through how retargeting works, why it’s so powerful, and how you can use it to boost sales.

What Is Retargeting and Why Does It Work?

Retargeting is a digital marketing strategy that shows ads to people who have already interacted with your brand — whether they visited your website, engaged with your content, or added something to their cart but didn’t check out.

Here’s why it’s so effective:

• People who have already shown interest in your business are more likely to buy than cold audiences.

• Retargeting keeps your brand top-of-mind, so visitors don’t forget about you.

• It helps you recover lost sales by reminding customers about products they considered but didn’t purchase.

Think of it like this: If someone walks into a store, looks at a pair of shoes, then leaves without buying, retargeting is like a friendly salesperson who follows up later and says, "Hey, still thinking about those shoes? They’re still available — and here’s 10% off to make it easier."

The Most Common Reasons People Don’t Buy (And How Retargeting Fixes Them)

Before we dive into how to set up retargeting, let’s address the real problem: Why do people leave without buying in the first place?

1. They Got Distracted

Maybe they were about to check out but got a phone call, a Slack notification, or their dog started barking. Life happens.

How retargeting helps: Show them an ad reminding them what they left behind, like:
"Still thinking about this? Your cart is waiting for you!"

2. They Weren’t Ready to Buy Yet

Some visitors need time to think, compare options, or wait until payday before making a decision.

How retargeting helps: Keep your brand in their mind with ads that highlight customer reviews, product benefits, or limited-time offers.

3. They Thought the Price Was Too High

Maybe they loved your product but hesitated because of the price.

How retargeting helps: Offer an incentive like free shipping, a discount, or a payment plan:
"A little gift for you — get 10% off if you complete your purchase today!"

4. They Didn’t Trust Your Brand Yet

If they’ve never bought from you before, they might be skeptical about quality, shipping times, or customer service.

How retargeting helps: Show ads featuring testimonials, reviews, or user-generated content to build trust.

How to Set Up Retargeting and Win Back Lost Customers

Step 1: Install the Facebook Pixel (Or Google Tag for Google Ads)

Before you can retarget visitors, you need to track them. Facebook and Google both provide tracking tools that let you see who visited your site and what actions they took.

For Facebook and Instagram Ads, install the Facebook Pixel.

For Google Ads, use the Google Tag (formerly Google Analytics tracking code).

Once installed, these tools collect visitor data so you can start showing them ads later.

Step 2: Create Custom Audiences for Retargeting

Now that your tracking is set up, it’s time to build your audience.

Inside Facebook Ads Manager or Google Ads, create a Custom Audience of people who:

• Visited your website in the past 30, 60, or 90 days

• Added products to their cart but didn’t check out

• Viewed a specific product or service page

• Engaged with your Instagram or Facebook posts but didn’t click through to your site

The more specific you are, the better your retargeting ads will perform.

Step 3: Craft High-Converting Retargeting Ads

A good retargeting ad isn’t just a generic “Come back!” message. It needs to speak directly to why someone left and give them a reason to return.

Best Practices for Retargeting Ad Copy:

• Use urgency: "Your cart is about to expire — grab your items before they’re gone!"

• Offer an incentive: "Here’s 10% off to complete your order today!"

• Build trust: "Still on the fence? Here’s what our happy customers are saying!"

Step 4: Use Dynamic Product Ads (For eCommerce Stores)

If you run an online store, Facebook’s Dynamic Product Ads are a game-changer.

These ads automatically show visitors the exact products they viewed on your website — so if they were looking at a specific pair of shoes, they’ll see an ad featuring those exact shoes, not just a generic brand ad.

This type of personalization dramatically increases conversion rates.

Step 5: Optimize & Test Your Retargeting Campaigns

Retargeting isn’t a “set it and forget it” strategy. You should:

• Test different ad creatives and messages.

• Adjust your audience time frame (e.g., retarget visitors from the past 7 days differently than those from 30 days ago).

• Exclude buyers so you’re not wasting money showing ads to people who already purchased.

Retargeting = Easy Sales

If you’re not using retargeting, you’re leaving money on the table.

Most people won’t buy the first time they visit your site — but that doesn’t mean they never will. 

Retargeting keeps your brand in front of them, builds trust, and gives them a reason to come back.

If you’ve been frustrated with lost website visitors, now’s the time to fix it. Set up your retargeting campaigns today, and watch as those "almost-customers" turn into real buyers.

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