ECommerce Remarketing: Maximize Customer Experience While Increasing Revenue from Your Website
For large industrial businesses, building an eCommerce presence is no longer a competitive advantage—it’s table stakes. Yet many still overlook one of the most powerful tools in the digital arsenal: remarketing.
Remarketing in B2B and industry involves more than simply following up on abandoned carts. Businesses must know how to manage lengthy planning stages, involve all stakeholders in the buying group, and utilize custom reminders when it’s time to make a purchase. If you do it properly, it drives your ecommerce marketing strategy and lets you recover lost sales while earning more profits by boosting efforts on traffic, content, and UX.
Let’s unpack what top industrial eCommerce players are doing—and, more importantly, what most companies are still missing.
Why Remarketing Looks Different in Industrial eCommerce
Traditional remarketing assumes a one-size-fits-all flow: someone visits your product, adds it to the cart, and doesn’t convert—so you email or show them an ad.
In industrial eCommerce, the journey is far more layered:
- Buyers may revisit the same product or spec sheet 5–6 times.
- Multiple people (procurement, engineers, compliance officers) may be involved.
- The time between the first interaction and the final purchase might span weeks—or months.
Therefore, your remarketing flows must support multi-touch, multi-person buying processes.
Step 1: Understand the “Why” Behind Abandonment
Use Advanced CRO Tools Like Hotjar & Microsoft Clarity Remarketing is only as good as the experience you’re bringing people back to. Before launching any campaign, use behavioral analytics to determine where users are dropping off—and why.
How industrial eCommerce players use these tools differently:
- Hotjar’s feedback polls are placed after RFQ form drop-offs to ask why users didn’t complete the submission. Price? Missing specs? Unclear shipping terms?
- Microsoft Clarity’s session replays are filtered by device type to identify friction in quoting tools or bulk order forms—essential since many industrial buyers work from desktops and tablets, not phones.
Insight: Many businesses in the industry assume that abandoned carts are the reason for sales drop. In many cases, it’s this part of the journey where a lot falls away, often due to incomplete information, access issues with technical literature, or strict quote processes.
Correcting them first helps your remarketing efforts produce a higher return.
Step 2: Re-engage with Multi-Channel Behavioral Automation
Tools: Marketo (Email Automation), Yotpo (SMS + Loyalty + Reviews)
Industrial B2B buyers do not check personal inboxes for promo codes—but they do respond to contextual, role-relevant communications.
Here’s how to build smarter sequences:
Marketo:
- Create triggered flows based on pages visited + inactivity.
- E.g., “Viewed 4+ hydraulic motor pages but didn’t submit RFQ within 48 hours.” → Send an email with a technical comparison chart and a call to action (CTA) to schedule a quick consultation.
- Use lead scoring to tailor message tone. Procurement = price-focused. Engineers are spec-focused.
Yotpo:
While often used in DTC, yotpo’s SMS capabilities are being quietly adopted in B2B to:
- Remind long-time customers about replenishment cycles (“It’s been 45 days since your last bulk order—need to restock?”).
- Trigger loyalty point reminders, especially when tied to B2B buyer incentives, such as extended terms or free freight.
Pro Tip: Combine reviews with remarketing for enhanced customer engagement. If a buyer viewed a product but didn’t request a quote, send a follow-up email featuring a review from a similar industry or application use case. This shortens validation time for technical buyers.
Step 3: Don’t Just Retarget—Personalize with Dynamic Paid Remarketing
Tool: Google Ads Dynamic Remarketing You’ve probably used Google Ads. But are you using dynamic remarketing tied to buyer behavior, pricing tiers, or supply chain logic?
Advanced configurations for industrial businesses:
- Sync your merchant feed with custom tags for industry segments (e.g., OEM, MRO, distributor) so ad messaging reflects relevant value propositions.
- Utilize cart context in product remarketing: e.g., display ads with net weight and shipping options for products browsed with “bulk quote” actions.
- Tailor dynamic creatives based on product application (construction vs. food processing)—this can be done using feed labels or rules in Performance Max campaigns.
Pro Tip: Utilize UET tags and customer matching to combine CRM data (from past B2B buyers) with browsing behavior. This allows deeper segmentation and more meaningful ad sequencing.
Step 4: Track “Hidden Wins” to Prove Remarketing ROI
One of the biggest mistakes industrial brands make? Only tracking direct conversions.
Many remarketing touchpoints contribute to assisted conversions, quote requests, and even in-person follow-ups.
Here’s what advanced teams measure:
- Quote from revisits post email open.
- Time-to-conversion reduction across the funnel (e.g., remarketing brought them back 3 days earlier than the average).
- Sales team close rate lift from remarketing-qualified leads.
- Cross-device tracking (from desktop research to mobile decision-making).
Pro Insight: Consider creating a dedicated attribution model for remarketing and behavioral automation—treating it as a revenue accelerator, not just a recovery tool.
Remarketing Is an E-Commerce Marketing Strategy, Not a Campaign
If you’re a large industrial company already doing well in e-commerce, remarketing is how you do more:
- More repeat purchases.
- More engagement across buyer teams.
- More revenue from the same traffic investment.
But the game has changed. Buyers expect value, not just reminders. Your tools also need to match the complexity of your buyers. It’s time to stop thinking of remarketing as a “sales nudge” and start seeing it as a strategic layer of customer experience and growth.
Need help setting this up? At MinoriLabs, we help large industrial brands deploy comprehensive full-funnel eCommerce marketing strategies—including conversion rate optimization (CRO), remarketing, and analytics—so you can increase ROI and maximize your digital investments. Contact us to explore what’s possible.
