How to increase conversion with retargeting: 7 techniques
According to the research of Yagla, the online service for improving conversion, on average, just 4-5 of 100 website visitors fulfil the desired action. Looks like marketers spend lots of time and money to attract traffic and in the result, 95% of users pass by. However, a part of ‘runaways’ can be returned using retargeting.
Retargeting is a marketing mechanism developed to attract attention of users already interested in the product. Depending on the categories chosen by the SEO specialist, retargeting settings rely on:
- Goals. Did the visitor look at the image of a specific product, follow the relevant link, and view the specific page? He might got interested in the product/service and might fulfil the desired action next time;
- Time, spent on the website. In case a user spends less than 30 seconds on the landing page, most probably something scared him away or did not provoke interest. Is there any point in spending your advertising budget on a person not interested in your resource?
Retargeting has advantages and disadvantages. On the one side, this marketing mechanism helps to address the advertisement message to the target audience and is cheaper and more efficient than television or outdoor advertising.
On the other side, retargeting can be rather aggressive. For instance, the system does not factor in offline purchases. After making a purchase by phone, the customer keeps seeing the ad, which he does not need anymore.
Who and why needs retargeting?
The first and main task of retargeting is the sale of goods or services. However, the advertising mechanism can be used for other goals as well, for example:
- sale of related products. If a customer buys a phone, he will probably need a case and a memory card;
- regular reminder of the brand. A customer may like the service and goods of the website, but may lose or forget the name of the website. They should always be in sight;
- reselling. Retargeting is relevant for inexpensive consumables, for example, paper cups. If you know the approximate lifetime of paper cups, you can launch the advertising campaign for customers that have already purchased them at a specific time.
Two most popular directions for retargeting campaigns are e-commerce and education (webinars, courses, conferences). They have a large flow of traffic and diversified audience.
Seven ways to improve conversion with retargeting
Retargeting is an efficient advertising mechanism if you know how to use it. Below you will find 7 recommendations that will help to make your retargeting campaign more efficient.
1. Audience segmentation
Although your website may offer just one service or product, users visit it with different aims and mood. To make most use of the ad, it is important to classify potential buyers in segments. They can be:
- segments by behavioral factors;
- segments by level of readiness to make a purchase;
- segments by level of interest in specific goods or services.
In addition, segmentation will help to define the main messages and style of advertising, which you will address to the audience.
2. Control of ads frequency
Obtrusiveness distracts website visitors from what they really want. Not to annoy users, it is important to set limits on the number of times an ad is shown to every user. The optimal figure is 17-20 times per month.
3. Use of Burn Pixel
Burn Pixel is a line of code that appears on the page after the desired action is fulfilled. Users tagged with Burn Pixel can be automatically excluded from the audience segment that will be repeatedly shown the ad: users will not get annoyed and the advertising budget will not be wasted.
4. Split testing
Split testing is a method of marketing research that allows evaluating the efficiency of the advertising campaign. During testing, website visitors are consecutively offered several (most often two) variants of a page. Versions differ by one or several insignificant elements. Then statistics is collected.
In such a way, one can define which changes provoke the biggest interest of potential customers.
5. Diversity in advertisements
Similar advertisements are annoying. Besides, the arrival of micro targeting showed that advertisements differently influence every other group of people. Several variants of advertisements should be elaborated for this purpose: preferably a separate ad for every audience segment.
6. Use of stop words or negative words
Negative words are query keywords that do not allow advertisements to appear in the search engine results. A list of such words can be drawn using contextual advertising services, for example, Google Adwords, or Yandex.Direct. Negative words allow saving advertising budget on ads that were clicked in vain, increase the Click-through rate, and prevent the emergence of competition between ads of the same company.
For example, Victoria’s Secret women’s underwear brand used negative words to eliminate the probability of displaying ads to men that have already bought underwear as a present for the Valentine’s Day in other online stores.
7. Use of additional sources of traffic
Thanks to additional sources of traffic, one can reach the target audience more accurately. It is important to use the additional source of traffic in your advertising campaign, for example, social networks. Do not forget about people that liked your page on Facebook or Instagram.