Retargeting Website Visitors for More Online Purchases
Your sales strategy may revolve around new lead generation. Marketing strategies often try to bring new people into the fold. But did you know that retargeting existing customers is one of the best marketing strategies to increase sales?
Most small businesses believe that they must focus exclusively on attracting new customers. After all, with no new customers, your business will fail.
That’s not necessarily true. In fact, retargeting can generate more online purchases than strategies focused on finding new leads.
Do you want an example? Here’s how we used retargeting website visitors to the benefit of one of our clients.
Case Study – The SuperCharged Documentary
The SuperCharged Movie helps you to unlock the secrets of biohacking. It’s all about helping your body reach its fullest potential, which we knew was an interesting subject that people want to hear about.
It was this pre-existing interest that served as the basis for our retargeting campaign. Using Facebook Ads, we created a campaign offering a free screening of the movie to those falling within the target audience.
The “Detailed Targeting” allowed us to highlight the sort of audience that we wanted to appeal to. Naturally, this contained a lot of people who may have heard about the movie already but were on the fence about watching it.
We knew that these people wouldn’t be able to resist a free viewing. Once they’d decided to watch the film, we launched our retargeting campaign. Using a combination of Facebook ads and email marketing, we offered viewers a SuperCharged Package. For a small fee, this package introduced more ways for the viewer to increase their energy levels.
The campaign achieved an average cost per lead of $1.09, as you can see below:
Over 90 days, the retargeting campaign created 3,247 leads and achieved a return on investment (ROI) in excess of 100%.
All of this came from targeting an already-interested audience with the right product.
This is the power of retargeting website visitors. Now, let’s look at the concept in more detail and come up with some tips to help you achieve similar results.
What is Retargeting?
Retargeting website visitors involves chasing “old” leads. These are usually people who’ve visited your website, but have bounced away for whatever reason. Perhaps they didn’t find the specific product they were looking for, or they didn’t have the funds needed to buy it at that time.
Retargeting helps you to get that bounced audience back.
So, how does it work?
It’s all about getting back in touch with people who’ve shown a prior interest in your brand or product. With websites, it typically involves using a cookie to track where your visitors go after visiting your website.
You then use this information as part of a retargeting campaign. It allows you to target specific ads to the bounced customer, which may entice them back into the fold.
The key here is that you’re only serving your ads to people who have familiarity with your website. This increases the likelihood that the recipient will convert into a customer. As a result, retargeting website visitors often leads to a higher ROI than other marketing campaigns.
It works best when built into a strong digital marketing strategy. You use tools like content marketing and search engine optimisation (SEO) to attract people to your website. The retargeting campaign kicks in when those people leave without converting.
This means that retargeting helps you to get more out of the audience that your wider digital marketing strategy attracts.
Why Is It Important?
As mentioned, a lot of people who visit your website bounce away. This means they don’t convert into a customer or interact with the site beyond the page they visited.
The problem is that these “bouncers” represent the majority of your website traffic. On average, they’re about half of the people who visit your site. In some cases, the bounce rate may be as high as 90%.
That’s a huge number of leads that may end up going nowhere. Retargeting is your way of chasing these “bouncers” and reminding them that they have an interest in your brand.
As a result, it’s important for five key reasons:
- It reminds the visitor of the reason why they took an interest in your website in the first place.
- It keeps your brand fresh in the minds of the online audience.
- Retargeting focuses your advertising spend on an audience of people who’ve already demonstrated interest in you.
- It fits well into a larger digital marketing strategy, meaning your strategy doesn’t end after generating a lead.
- Retargeting creates a more personalised relationship between you and your potential customer.
Simply put, it’s all about getting more out of your advertising spend. But, as with any marketing campaign, you have to get it right for it to be effective. Here are eight tips for creating a retargeting campaign that works.
Tip #1 – Segment Your Audience
Never assume that all of the people who come to your website do so for the same reason. Each is at a different stage of sales readiness. Going for the hard sell with somebody who’s just discovered your website could turn that person off completely.
Instead, segment your website visitors using the analytics data that your website provides. This allows you to create ads that target visitors based on how they previously interacted with your website.
For example, you may create a more direct sales ad for those who’ve checked your pricing pages. Alternatively, you may make them aware of a discount or offer that they missed when they visited your website.
However, you’d use a different advert for somebody who’d visited an informational page. Your ad may push them towards other information that expands on their previous interest. Or, it may push them lightly towards a product related to the topic they read about.
Create several ad categories and split your audience between them. This ensures you choose the most effective ad to appeal to each visitor.
Tip #2 – Create a Suitable Budget
Your retargeting campaign will likely generate a higher ROI than your other marketing campaigns. But that doesn’t mean that you shouldn’t keep an eye on your budget.
You still have to pay for ads, which means you’re usually either paying a cost-per-click or per impression.
Set a budget based on the following factors:
- How long you intend to run the campaign
- The number of people you want to retarget
- How much you’re currently spending on other marketing strategies
This is particularly important when you’re first starting to retarget. You’ll have to experiment to find the right campaign for your business. Throwing all of your eggs into the retargeting basket straight away may not produce results if your campaign isn’t on the mark.
Readjust your budgets across all campaigns. Ensure that the money you spend on retargeting has a genuine purpose and will generate an ROI.
Tip #3 – Use Frequency Caps
Anybody who’s found themselves hassled by a sales rep in a store knows how annoying it can be.
The same goes for your website visitors. If you keep pushing your business onto them, they’ll lose interest entirely.
That’s where frequency caps come in. These handy tools allow you to limit the amount of retargeting ads that you send to your visitors. They’re particularly handy for limiting the number of times a specific ad appears for an individual visitor.
This serves two purposes. Firstly, you’re ensuring you don’t spam the visitor with ads that could turn them away from your business. Secondly, it ensures you don’t overspend on an ad that clearly isn’t working for that visitor.
Tip #4 – Use Good Images
Most of your ads will have a visual element. The quality of your images reflects the professionalism of your brand. If an image looks blurry or doesn’t fit the ad, you’ll turn away more customers than you’ll attract.
Create a pool of high-resolution images of different sizes. Most ad platforms allow you to choose pictures of varying sizes for different types of ads. Ensure the images you select fit the ad frameworks that you’re using.
Moreover, avoid inconsistency. If the images you use don’t reflect the ad’s copy, you’ll end up with an unprofessional ad. Make the image relevant to the ad’s purpose and you’ll have a better chance of attracting visitors back to your website.
Tip #5 – Test Different Durations
Depending on the platform you use, you may be able to create retargeting campaigns of varying lengths. The campaign may be as short as three days, or as long as three months.
Experiment with these different durations. Setting a retargeting campaign to run for 90 days may mean less work for you. But it also runs the risk of overplaying your ads. Visitors may see them so much that they tune them out. A shorter campaign allows you to vary your offering and ensures you don’t overspend on ineffective ads.
On the flip side, shorter campaigns may not suit long-term offers. For example, you may offer a discount to first-time purchasers that runs for months or years at a time. A short campaign doesn’t serve your needs for a permanent offer.
Try different durations and measure the results. You’ll eventually find which durations work best for different types of campaign.
Tip #6 – Create Compelling Ad Copy
WE’RE OFFERING 20% OFF FIRST-TIME PURCHASES!!!!!! BUY NOW!!!!!!
What you see there is a perfect example of bad ad copy. It gets your message across. But the use of capital letters creates a harsh ad that turns users off. The same goes for all of those exclamation marks. The copy seems juvenile and looks spammy.
So, how do you create compelling ad copy? Here are five simple steps:
- Keep it short enough to convey the message without waffling. This is particularly important because many ad platforms truncate long messages.
- Align the copy’s message with that of your overall brand.
- Avoid writing in caps, using too much punctuation, and using curse words. These techniques turn visitors off and may lead to the ad getting rejected.
- Tailor the copy to the audience segment that you’re targeting.
- Build a CTA into the copy. This may be anything from encouraging the visitor to buy through to pointing them towards useful information.
Tip #7 – Rotate Your Ads
When you see something too many times, it melts into the background. You stop paying attention to the message because you know it’s the same as it always is.
Keep that in mind when creating a retargeting campaign. The same ad delivered over and over turns your visitors off. They stop paying attention, which decreases your ROI.
Instead, create several ads that rotate on a regular basis. They may all convey a similar message. But having multiple ads means that you catch the visitor’s attention every time.
Tip #8 – Analyse Everything
If you’re not building analysis into your retargeting campaigns, you’ll have no idea whether they work.
Take the time to pore through your results at the end of every campaign. Check how many impressions and clicks it got. Most importantly, figure out if it generated a good ROI.
Every campaign offers you the chance to learn from your mistakes. This means that you create better campaigns next time. If you’re always learning from what you’ve done before, you protect your ad campaigns from stagnation.
The Final Word
Retargeting website visitors allows you to get more out of your marketing campaigns. It brings old leads back into the fold and leads to a higher overall ROI.
Growth Marketing Systems can help you to create strong retargeting campaigns. We recommend that you do the following to get started:
- Check our blog regularly for more tips and tricks.
- Get in touch with one of our digital marketing experts.
- Take part in our free social media growth strategy session.
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