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Retargeting 101: Increasing Your Conversion Rates

We’ve all visited a website and clicked on items we thought about buying, and then decided to not go through with the purchase. It can be jarring to see an advertisement for that very product you were once thinking about purchasing while you are on a completely different site looking at something totally different. This “mind reading” device is not magic, it’s simply a popular tool called retargeting. Retargeting is a cookie- based technology that uses a simple code to know where a specific person is at on the web at all times. Here are some of the basic principles behind retargeting, and how your business might consider implementing it in order to increase conversion rates.

1. Pick a retargeting subscriber. There are several retargeting subscribers out there. The most popular one for now is Adroll. There’s also Retargeter, Fetchback, and Chango. The best part about a lot of these subscribers like Adroll is that they offer free trials so you can decide if you like the service before you make a final decision.

2. Understand the basics. This is how it works. A user will visit your site to check out your products. They then leave your site and go to another site sometime later. Your retargeting subscriber will put an advertisement on other sites that the user visits by tracking them. The goal is to get the user then to click on that retargeting advertisement, get them back on your website, and purchase the item or utilize the service your company offers.

3. Why use it? Retargeting campaigns increase click to conversion rates by .2%, which might not seem like a lot, but is greater than a traditional advertising campaign, which increases click to conversion rates by .1%. However, understand that retargeting campaigns are really only useful for companies that already have medium to large size audiences to begin with. If you are just starting out, a retargeting campaign probably won’t be useful until you build an audience.

4. Tips to remember

  • Don’t overdo it. People can get weirded out as it is by retargeting campaigns because it looks like someone is stalking them. Be discriminate in the way in which you retarget.
  • Target to specific landing pages. If someone does click on your retargeting advertisement and decides to use your service, they better be redirected to the appropriate landing page when they do so. If it’s a shopping cart where the product remains, make sure the click redirects back to that shopping cart. People want to do as little work as possible, and will leave your site if they are frustrated.
  • Understand your audience. Know who your audience is and what you are marketing to. If your audience is 90 percent female, 90 percent young, and have a high percentage of people located in NY or CA, you’ll want to change your retargeting campaign accordingly to market to those people.

Retargeting campaigns are useful for you and your company if you have a medium to larger sized audience and are looking to rebrand, remarket, and increase conversion rates. Understanding what retargeting is, which company subscribers’ offer retargeting services, and why companies use it. You can then decide based on this information if your company should consider having a retargeting campaign for the purpose of increasing conversion rates.

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