According to industry experts, the average landing page conversion rate is 2.53 percent. Even with this standard conversion rate, some top companies reach a rate of 5.31 percent and sometimes even higher.
In order for you, as a small business or eCommerce store owner, to achieve similar results, retargeting is essential. This marketing method encourages people to visit a site more than once, as well as increasing the odds of conversion.
Retargeting essentially means reaching out to former site visitors, and it also extends to top fans of your social media channels. All contact occurs through ads or emails and it’s a crucial way of making customers feel valued, while simultaneously keeping them up to date about your brand and piquing their interest in your products or services.
ReadyCloud indicates that at least 46% of marketing professionals believe retargeting is one of the most overlooked online marketing methods. Not only does it help their ad campaigns succeed but it also helps them study the behavior of consumers for future purposes. Unfortunately, top marketers say retargeting is a rarely used technique, which explains the low conversion rates in many industries.
There are two main retargeting methods. The first involves the use of a pixel-based tracking and is highly efficient because of an on-site code that helps track user behavior. The second technique uses a database—such as a CRM or email list—created through contact information left on-site by visitors.
When retargeting is done correctly, customers are much more likely to interact with an ad at a high percentage and/or make a purchase. Some of the benefits of retargeting include:
- positioning your business as an authority in your niche
- increasing your brand’s awareness
- boosting decision-making users in limbo about choosing you or your competitor
Keep in mind that procrastination is the enemy of retargeting. If you wait too long to reestablish contact with consumers, your competition might beat you to the punch and slip their products in front of your site visitors and customers.
Check out the infographic below to learn more about retargeting and why you need to start doing it now:
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