The Role Of Retargeting In Business Growth

What is retargeting?

Retargeting is a form of online advertising that uses ads to keep your brand visible even after the user has left your website. It’s the perfect way to get your past visitors back to your website and determine them to complete an action: register for special offers and newsletters or make a purchase.

How does it work?

Retargeting is a cookie-based technology that uses simple a JavaScript code to anonymously ‘follow’ your audience all over the Web.

This code creates a list of people that visit your site by placing anonymous retargeting “cookies” in their browser. This list allows retargeting vendors to display retargeting ads to your potential customers as they visit other sites.

Based on the user’s interests, personalized and targeted ads can be strategically placed in an attempt to attract the user back to your company’s website.

Why does retargeting improve conversion rates?

While almost all of the online shoppers visit a website for the first time and leave without converting, the purpose of retargeting is to bring back the 98% and convince them to become clients. The advantage of retargeting lies in its relevance for your audience: messages will only be served to people who already know about your brand and the products or services you offer. In other words, retargeting helps you communicate more efficiently with your audience and this can bring you an improved conversion rate.

How to use retargeting to help business growth

A combination of good branding and repetition with retargeting can really help to increase conversions and improve click-through rate. Here are a few tricks to improve your retargeting potential:

• • Pop-up subscription requests
    
    A dynamic way to earn subscribers. When users are active on your website a pop-up can convince them to subscribe to your newsletter. It keeps your prospects engaged and gets them to opt-in your email list. Once you have the email, you can suggest some products and discounts in the confirmation email.

• • Share your bestsellers to the customers
    
    You already know the products that are most popular on your site – your bestsellers. Why not use this information? Target your existing customers and share your bestsellers with retargeting, this is a good strategy to boost best seller sales and guarantee an optimal performance for these products.

• •  Cross-sell to current customers
    
    Retargeting can also be effective when it comes to existing customers. If a customer makes a purchase from your website, you can recommend products that complement it. As an example, if a user purchases a pair of gloves, recommend a matching scarf or hat to accompany it.

• • Target customers who leave their shopping cart
    
    According to a study by Wishpond, 26% of users who abandon their shopping cart are convinced to make a purchase using this tactic. These customers are almost on the verge of buying and need one little push. You can try offering a discount or free shipping to convince them to complete the checkout process.

• • Behavioral retargeting to attract more customers 

    Behavioral retargeting is a method used by marketers to send triggered emails to users based on their browsing behavior. It allows advertisers to test different landing pages to their potential customers across the sales funnel, to maintain the relationship with potential customers and build brand awareness.

Retargeting is one of the most effective ways to target a user at a given time with a given message. So make it a part of your digital marketing strategy and watch it increase sales, improve ROI and create conversions for you!