UK ecommerce 'needs to work on retargeting'

27th October 2009

Ecommerce companies in the UK are not optimising on retargeting, an expert has said.

Charles Nicholls of SeeWhy told Econsultancy blogger James Gurd that he does not believe most UK ecommerce firms carry out the practice and that those which do are not optimising it.

Retargeting is contacting customers who stop their conversion on a website before the end.

The conversion could be a sale although it may be another activity the website is trying to promote.

Mr Nicholls said that privacy issues may be one reason that retargeting is not being given proper attention, as well as the fact that it is still an emerging practice.

He warned that "tone and timing" need to be executed carefully.

"If it's (retargeting) done well, it provides great customer service. If it's done badly, it's intrusive and frankly annoying," he said.

Ariel Finkelstein, chief executive officer of Kampyle, recently told BizReport that ecommerce firms should look at their website traffic and customer feedback as well as the webpage that sees users leaving to try to work out why customers abandon their shopping carts.

 

Category: Bespoke Web Design

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