If visitors to your website leave without buying something or leaving their email address, this is a failure for you. Remarketing makes it possible to reduce this percentage of failure to the maximum. Remarketing is a necessary function in today’s digital landscape. If visitors do not convert on their first visit, it means that you should try to create a second, third and fourth…. Repeat until you get what you’re looking for, a conversion. This is what we will see in this article, what exactly remarketing is and how to use it effectively.
What is remarketing? Why do you need it?
Remarketing? What is it exactly? Imagine that you dream of going on vacation. Technology is so beautiful. It’s easy to take a break and surf a site to plan your vacation. Find out about the promotions or discounts available. You are just watching and you end up not buying, just keep dreaming. Later, when you get home and log into Facebook, Boom! You see ads from sites you’ve visited before. Remembering the pages you have visited that encourage you to take action. It’s remarketing that takes action.
Retargeting is a subsection of remarketing. Despite all the efforts you have made to launch your online business; you only have a few seconds to convince and convert your visitors into customers. The average conversion rate on an ecommerce site is around 4%. This means that 96% of visitors leave the site without buying anything. This is why business leaders, with the help of digital marketers, are working to generate more traffic to websites. However, just focusing on creating traffic means you are missing opportunities to convert that existing traffic into sales. This is where remarketing comes in. Like the example above, remarketing is a technology that uses code to anonymously “track” your audience on the web. This code, or pixel, is invisible on your site and pixelates all your visitors. For example, when a visitor leaves your site without buying, you can reconnect with them or retarget them by displaying relevant ads (related to what they were looking at on your site) while they are:
- On the Internet,
- On Facebook,
- On mobile apps,
- On Youtube,
- On Pinterest,
- On Google.
Today, these platforms offer high-tech remarketing solutions. They allow you to display highly targeted ads for those who have visited specific pages on your website.
Why do you need remarketing?
Offsite remarketing occurs when visitors leave your site and browse the Internet. It’s a cost-effective way to spend your advertising budget. It focuses your ads on those who know your brand or have recently become interested in it. This is why most digital marketers get a higher return on investment than other digital channels.
2. Track the behavior of your visitors
Onsite remarketing track your visitors’ behavior and detects when they are about to leave your site without conversion (purchase, subscription or desired action). Or, if their behavior indicates, they may need additional content.
3. Brand awareness
Studies show that it takes about seven impressions of your brand for a customer to build up their trust and loyalty and finally take action. By using retargeting marketing strategies, you can reduce the time it takes for your prospects to develop that membership and make a buying decision. This helps increase brand awareness in the minds of your visitors until they decide to become paying customers. Brand awareness is huge for the growth of each business, and remarketing offers advantages in this area.
4. Increase conversion
Onsite retargeting can be used with your traditional remarketing strategy to generate more leads and sales. A high percentage (up to 25%) of retargeted visitors will respond to your message and convert it. Some can buy immediately, while others can join your mailing list – and later become paying customers. For example: a visitor who registers via one of your retargeting ads is more likely to return to your site later.
If the 96% mentioned above were interested enough in visiting your website, it means they might be interested in buying in the future. It is therefore a good idea to retarget them with your offers until they convert. However, you need to consider where each visitor is on their shopping journey. According to DMT Study, only 4% of your visitors are ready to convert. The remaining 96% of your traffic just isn’t ready to become a customer. If your marketing goal is to get people to buy your products, you will likely have very little success. Sure, you can convert about 1% of your traffic, but your message is wrong for the rest of your audience who are still in the awareness or consideration stage. This explains why most visitors do not convert the first time they visit your site. Indeed, they are probably not ready to buy, no matter how many remarketing ads you offer them. To put in place an appropriate strategy, you must stop thinking of retargeting as a follow-up to your original advertising message. Focus more on where your customers stopped on the buying journey and provide assistance to take them to the next level.