In a perfect world, consumers would visit your website for the first time and instantly make a purchase—or schedule a tour, fill out a form, download a piece of content, et cetera, et cetera. Basically, whatever it was you wanted them to do.
In other words, instant conversion. Whoo! Success!
Of course, it’s far from a perfect world we live in, and new visitors don’t just happen upon your website and immediately take action.
In fact, according to one study, 92% of customers making their initial visit to your site are not going to convert. Maybe they stopped by to look for a particular product, or compare prices, or even find out more about your company, but nine times out of 10 they’re going to leave your site without even a howdy-do.
So, what can you do? How do you get those potential customers back?
The answer is retargeting.
What is retargeting? Here’s a quick refresher.
Retargeting is a very simple way to keep your brand in front of people who have already visited your website.
Basically, you install a small piece of code (called a tag or pixel) on your website that enables cookies and allows your ads to “follow” visitors to other sites they may visit.
So, when a visitor leaves your website without converting, you can use those cookies to show them one of your ads on the next site (or sites) they visit. The ads can even be tailored to their specific consumer behavior, for example, what pages they viewed or what products or services they clicked on before leaving your site.
And since their first visit to your site was not enticing enough to produce a conversion, your retargeting ads can offer your prospects something new and different—a little extra incentive, if you will, to come on back.
Studies show that website visitors who see retargeted ads are 70% more likely to convert, which means if your digital marketing strategy doesn’t include retargeting, you’re missing out on a key opportunity to take advantage of lost website traffic.
Is retargeting the same as remarketing?
It depends on who you ask.
For example, you can email visitors who abandoned their carts before making a purchase, since about 75% percent of shopping carts are abandoned at the point of purchase. In studies, nearly half of all cart abandonment emails (e.g., “Hey, we notice you left something behind!”) are opened, and just under 11% lead to recovery. Not too shabby.
Remarketing also works with existing customers who have already converted by offering them something they might also be interested in based on their past purchase(s).
For example, you can use remarketing emails to say something like, “Hey, we noticed you purchased Product A and think you might be interested in Product B, too. And guess what? We’re having a special today on Product B!”
Bottom line? Just because a potential customer leaves your site without converting doesn’t mean you’ve lost that customer for good.
At Solutions 8, we use retargeting to double our lead flow
When we talk about lead flow, we mean the process by which each new lead moves through your sales funnel.
As a business, you want a steady pipeline of new customers who are actually ready to buy, and targeting people who have already shown in interest in your website is a super effective way to do just that. Plus, retargeting accelerates the journey from “first touch” to conversion.
Sure, it’s not the only strategy to increase conversions and boost your return on investment, but it’s an important one. Why? Because it helps you stay connected with your target audience even after they leave your website.
Plus, retargeting makes good financial sense because it allows you to direct your ad spend toward folks who have already shown an interest in your product or service, so there’s a good chance they’re going to come back and seal the deal, so to speak. After all, your goal isn’t just to drive more traffic to your site; it’s to make sure that traffic leads to conversions.
So, to recap, retargeting:
- is cost-effective
- boosts brand awareness
- lets you target interested prospects
- encourages consumer loyalty
- increases your conversion rate
- generates more sales
Sounds like a no-brainer, right? Right.
Want to learn more? You’ve come to the right place.
Here at Solutions 8, we are committed to creating the most effective marketing approach on the planet, tailored to your business.
To find out more about retargeting and other key digital marketing strategies, call us today at 480.442.7658, email us [email protected], or send us a request online. And be sure to check out our YouTube channel for answers to your questions about all things Google Ads.