Do you have a high number of visitors to your site but a low conversion rate? Do have customers regularly abandon their shopping baskets? Do you want to encourage return visits to your site? Then re-targeting is the answer.
Why use re-targeting?
For most websites only 2% of first time visitors convert. Statistically that’s very low. So you want to encourage them to come back and re-targeting helps you reach that other 98%. These visitors have already shown interest by visiting your website and are familiar with your brand which means re-targeting sees a higher return on investment than other forms of advertising.
How does it work?
You will need to add a tracking code or pixel to each of the pages on your website, this code automatically drops an anonymous cookie in the visitor’s browser. Then when those visitors browse the web the cookie will tell the re-targeting provider to show your advert.
What to do next
Create your adverts – Make sure your branding is strong so customers recognise your company and make a connection between the advert and your website. Include a strong call to action, like a button, as you need to tell your users what you want them to do.
Segment your audiences – create lists of visitors that have something in common, for example those who have visited a specific page on your website or shown interest in a particular product you offer. The more personalised the adverts are the more likely they are to convert.
Limit the amount of times your advert is shown – you certainly don’t want to annoy people and showing your advert constantly for months on end is a sure fire way to do this! The optimal number is approximately 20 impressions per user per month.
Remove customers from your re-marketing campaigns – it’s very annoying to have that product or company follow you around the web when you have already bought their product so make sure you remove those who have purchased or converted from your campaign.
Measure the success – as with any campaign it is imperative that you measure the success, what’s working, what isn’t and make sure you change it when it’s not.
Do you need help setting up a re-targeting campaign? Why not contact us now, we’d be happy to help.