Final answer:
The most effective tactic to encourage a person to return to a website and complete a purchase after they have added a product to their shopping basket but left the site is using a targeted display ad. This tactic works through retargeting and can be personalized to remind the customer of the product they were considering and offer additional incentives. If a person adds a product to a shopping basket but then leaves the website, the tactic most likely to encourage that person to return and purchase the product is: b) A display ad.
Step-by-step explanation:
If a person adds a product to a shopping basket but then leaves the website, the tactic most likely to encourage that person to return and purchase the product is: b) A display ad. Display ads are digital advertisements that can be shown on various websites across the internet, including social media platforms. They can be targeted to users who have previously visited a particular website, a method known as retargeting or remarketing. When a potential customer shows interest by adding an item to their basket, but doesn't complete the purchase, retargeting with a display ad can remind them of the product they were interested in and possibly offer incentives such as discounts or free shipping to prompt a purchase.
Sending a handwritten letter might be too slow and is less likely to be effective in the digital age. A billboard does not offer personalized targeting, and a radio commercial may not be timely or specific to the individual's interest. Therefore, the display ad is the most direct and personalized approach to reaching the customer with the goal of converting the abandoned shopping basket into a sale.