Retargeting can lead to increased conversions by bringing back your once thought abandoned visitors and potentially turning them into sales. Online shoppers can be an extremely fickle and sensitive bunch. There they are, sitting comfortably at home in front of their laptop and about to purchase your product or service, they have their happy trigger finger hovering over your “Order Now” button and then… No Click.
So anything at this point can easily prompt them to suddenly abandon their urge to buy. They for some reason change their mind and decide to leave your shopping cart. Absolutely almost anything at this point can come into play on why you lose the sale:
• It could be a simple stickler such as a large unexpected shipping and handling fee
• Sudden second thoughts regarding spending that money (c’mon now… do I really need this?)
• Suddenly thinking that they can find the product or a similar product cheaper somewhere else or
• Develops buyer remorse, which creates a desire to sleep on it
So regardless of the reason why they don’t buy, you don’t have to let these potential prospective buyers to simply go ‘Good Bye,’ or even worse, go over to your competitor’s site to purchase a similar product.
Did you know that you may be able to track down that seemingly lost customer, draw them back to your site and then maybe eventually close the sale through what’s known as behavior retargeting. This is also known as retargeting or behavioral remarketing.
Re-hook Them And Bring Them Back
So say that a potential customer visits your site and is ready to buy, they go ahead and adds a few items into the shopping cart, and then they suddenly decide to abandon the order and begins to tiptoe towards the virtual exit door of your site to go elsewhere. Well, the good news is, you may be able to lure them back.
What Is Retargeting
Websites and marketers who uses Google AdWords or another retargeting vendor, is able to record a small snippet of computer code, which is able to identify each visitor who came to your site. So the next time that an user decides to visit a participating site where you happen to advertise, what happens is that your banner ad for your site, offering your product will show up.
On these ads, you can run ads that will tell these shoppers who previously visited your site about an Expiring Special Offer or a Discount Coupon, that you may be having on your site. You can also remind these visitor about your excellent track record or the great reputation that your company enjoys. You can also tell then about your superior customer service or the above average fraud prevention that you offer. This may just be just enough to entice that once thought ‘lost’ customer back at your site.
How To Implement Retargeting
If you happen to use Google AdWords, then you already have a way that you can “retarget” your site visitors. To get started, first visit adwords.google.com, and then search for “retargeting.” If you are new or unfamiliar to the nuances of online advertising and are wanting to find a retargeting vendor you can work with, then consider the following sites:
• Specific Media (specificmedia.com)
• adroll (adroll.com)
• fetchBack (fetchback.com)
• dotomi (dotomi.com)
• criteo (criteo.com)
• Steelhouse (steelhousemedia.com)
The basic idea behind retargeting is that once you’ve initially succeeded in attracting that visitor back to your site, and since they have already previously shown some sort of interest in your product or service, they are more than likely to be a lot more receptive to your subsequent ‘Call To Action.’ So regardless of what that may be, whether buying a product, purchasing a service, registering for your online newsletter or downloading a company or product white paper.
You have most obviously invested considerable time as well as resources and effort to attracting targeted visitors to your site, so you’re most likely looking for conversion rates in the single digits. Retargeting will give you that additional opportunity to be able to convert those once thought lost prospects in a relatively cost effective process. As you may have guessed, the average online shopper does not really appreciate commercialized cyberstalking or its associated advertisements, so you need to be as subtle as possible.
Works Best With B2B Sites
So initially consider testing your ad on a few of your most loyal customers first (make sure you ask for their permission first). Retargeting may also work better and be more suitable for business to business (B2B) customers, who may be more inclined to seeing retargeting as an effort to readdress their needs, instead of viewing it as a violation of their privacy.
Business to business customers may also be more willing as well as a lot more likely to return back to your site to download that White Paper for example, or to further check out your products or services that they may have previously overlooked. Although retargeting is not a sure fire way that works, the technique may be definitely worth checking out.