THE IMPACT OF REMARKETING STRATEGIES ON CONVERSION RATES: AN EVALUATION OF AN E-COMMERCE WEBSITE IN PORT HARCOURT, NIGERIA.
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Background of the study:
Remarketing strategies have become integral to digital marketing by targeting previous website visitors with tailored advertisements, thereby increasing the likelihood of conversion. In Port Harcourt, Nigerian e-commerce platforms are employing remarketing techniques to recapture potential customers who did not initially complete a purchase. This study evaluates the effectiveness of remarketing strategies in boosting conversion rates by analyzing user behavior, ad personalization, and campaign optimization (Emeka, 2023). Through sophisticated tracking tools and data analytics, e-commerce websites can identify consumer interests and re-engage them with customized offers and reminders (Akinola, 2024). Such strategies not only enhance brand recall but also contribute to improved sales performance and customer lifetime value. However, remarketing faces challenges, including user privacy concerns, ad fatigue, and the complexities of accurately targeting audiences. This research aims to critically assess the role of remarketing in driving conversions, identifying both its benefits and limitations. By exploring these factors, the study will offer insights into how e-commerce businesses in Port Harcourt can optimize their remarketing efforts for sustainable growth (Okoro, 2025).
Statement of the problem:
Despite the promising potential of remarketing strategies to improve conversion rates, e-commerce websites in Port Harcourt experience several challenges. Many platforms struggle with designing remarketing campaigns that do not overwhelm consumers or trigger privacy concerns (Emeka, 2023). Moreover, inconsistent tracking mechanisms and ad fatigue can lead to diminishing returns over time. The lack of standardized performance metrics further complicates the assessment of remarketing efficacy, making it difficult for businesses to justify their investments. These issues result in suboptimal campaign performance and hinder overall conversion improvement. This study aims to address these challenges by systematically investigating the factors that affect remarketing success and by proposing actionable strategies to optimize campaign effectiveness (Akinola, 2024).
Objectives of the study:
To evaluate the impact of remarketing on conversion rates.
To identify challenges in implementing effective remarketing strategies.
To propose optimization strategies for remarketing campaigns.
Research questions:
How do remarketing strategies influence conversion rates on e-commerce websites?
What challenges hinder the effectiveness of remarketing campaigns in Port Harcourt?
What optimization strategies can enhance remarketing outcomes?
Significance of the study:
This study is significant as it provides e-commerce stakeholders in Port Harcourt with insights into optimizing remarketing strategies for enhanced conversion rates. The findings will inform practical improvements in campaign design and data analytics, ultimately supporting more effective digital marketing investments (Okoro, 2025).
Scope and limitations of the study:
The study is limited to evaluating remarketing strategies for an e-commerce website in Port Harcourt, Nigeria, focusing solely on conversion rate outcomes.
Definitions of terms:
Remarketing: A digital marketing technique that targets previous website visitors with tailored ads.
Conversion Rate: The percentage of visitors who complete a desired action on a website.
E-commerce Website: An online platform that facilitates the sale of products or services.
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