An investigation of the effectiveness of remarketing strategies on conversion: A case study of an e-commerce platform in Lagos, Nigeria
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Background of the study
Remarketing strategies have become integral to e-commerce platforms seeking to convert previous website visitors into paying customers. In Lagos, where online retail is booming, e-commerce platforms are increasingly using remarketing techniques—such as personalized ads and targeted email campaigns—to re-engage potential customers (Okeke, 2023). This study investigates the effectiveness of these strategies on conversion rates by analyzing consumer behavior data and ad performance metrics. The research focuses on how tailored advertising messages delivered after an initial website visit can influence purchase decisions. With the rapid evolution of digital marketing tools and analytics, remarketing campaigns are now more data-driven and capable of segmenting audiences based on previous interactions (Adebayo, 2024). Despite the widespread adoption of remarketing, its actual impact on conversion remains underexplored in emerging markets. By employing both quantitative analysis of conversion data and qualitative consumer surveys, this study aims to provide comprehensive insights into the strengths and limitations of remarketing strategies in a competitive digital environment. The investigation also considers external factors such as consumer trust, ad frequency, and perceived relevance of ads, which all play a role in conversion outcomes (Ibrahim, 2024). The findings of this research are expected to offer practical recommendations for e-commerce marketers looking to optimize remarketing efforts and increase their overall conversion rates.
Statement of the problem
E-commerce platforms in Lagos are investing significantly in remarketing strategies, yet many experience inconsistent conversion outcomes. Although personalized ads and follow-up emails generate initial engagement, the translation into actual purchases is often ambiguous (Chinwe, 2023). This discrepancy may be attributed to factors such as ad fatigue, mismatched messaging, or inadequate segmentation. Moreover, existing studies do not sufficiently capture the long-term impact of remarketing on consumer behavior in emerging digital markets. The absence of robust evaluation frameworks makes it challenging for marketers to determine which elements of remarketing campaigns are most effective in driving conversions (Akinola, 2024). Therefore, there is a need to assess the causal relationship between remarketing efforts and conversion rates and to identify the key determinants that can enhance the efficacy of these strategies.
Objectives of the study:
To evaluate the impact of remarketing strategies on conversion rates.
To identify key factors that enhance the effectiveness of remarketing campaigns.
To recommend actionable improvements for remarketing practices.
Research questions:
How do remarketing strategies affect consumer conversion rates on e-commerce platforms?
What are the critical factors that influence the success of remarketing campaigns?
How can e-commerce platforms optimize remarketing to improve conversions?
Significance of the study
This study is significant for digital marketers and e-commerce managers as it provides empirical insights into the effectiveness of remarketing strategies in driving conversions. By identifying the key determinants that enhance remarketing outcomes, the research offers practical recommendations to optimize campaign performance. The findings will contribute to academic literature on digital advertising and consumer behavior, guiding future marketing practices in emerging markets and enhancing overall e-commerce profitability.
Scope and limitations of the study:
This study is limited to evaluating remarketing strategies and their impact on conversion rates for an e-commerce platform in Lagos, Nigeria. It does not include other digital marketing techniques or geographic regions.
Definitions of terms:
Remarketing: Targeted advertising aimed at re-engaging previous website visitors.
Conversion Rate: The percentage of users who complete a desired action after exposure to an ad.
Personalization: Customization of marketing messages based on consumer data.
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