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Website Retargeting 101
May 07, 2024

Website Retargeting 101

Every interaction with a potential customer matters. But how do you engage with them after they leave your website? Incorporating website retargeting in your digital marketing strategy is an effective tool for re-engaging site visitors.

Capture and convert website visitors by serving them retargeted digital ads based on their browsing behavior. Let’s explore what website retargeting is and how it can significantly enhance your conversion rates and ROI.

What is Website Retargeting?

Website retargeting is a digital marketing technique that allows you to re-engage with users who have previously visited your website but left without taking the desired action. This action may include purchasing, booking an appointment, or filling out a form. It works by placing a small piece of code, called a pixel or a tag, on your website, which then tracks the visitor's journey.

Once visitors leave your site, retargeted ads will be served to them while they continue browsing. These ads can be related to the products or services they viewed and offer an incentive to take the next steps. This constant exposure helps keep your brand at the forefront of their mind and is an effective method of converting site visitors into customers. The goal is to re-engage them, get them back on the website, and complete an action.

Why is Website Retargeting Essential?

Maximizing Conversion Opportunities:

Most website visitors don't convert on their first visit. On average, website conversion rates range from 1.84% to 3.71%. Why aren’t web users converting on their first visit? They may leave your site to compare options and conduct research. Or they may not be ready to decide on the product or service. Website retargeting ensures that your brand remains visible to these potential customers, providing additional touchpoints that increase the likelihood of conversion.

Cost-Effective Advertising:

Website retargeting is cost-effective because you're only retargeting users who have already expressed interest in your brand or products. Retargeting these consumers will increase conversion rates, resulting in a better return on investment for your advertising spend.

Building Brand Awareness:

Research reveals that the average consumer needs to view an ad at least 7-8 times before your message sinks in and they take action. Even if users don't convert immediately, website retargeting helps reinforce your brand and messaging over time. By repeatedly exposing them to your ads, you establish brand familiarity and trust. This increases the likelihood of choosing your brand when they're ready to purchase or schedule a service. 

Website Retargeting Best Practices

Create Compelling Ad Content. Craft engaging and relevant ad content that speaks directly to your target audience's interests and pain points. Use captivating visuals, compelling copy, and clear calls to action to encourage clicks and conversions. Providing incentives and offers with an expiration date will push the web user back to your website and take advantage of the deal.

Optimize Ad Frequency and Timing. Find the right balance between staying top of mind and avoiding ad fatigue. This is achieved by carefully managing the frequency and timing of your retargeted ads. Test different daily ad frequencies and schedules to determine the optimal timing for maximum impact.

Monitor and Analyze Performance. Regularly monitor the performance of your website retargeting campaigns. Analyze key metrics such as click-through rates, conversions, and cost per action. This data can be used to refine your targeting and messaging for continuous improvement.

Pair with Direct Mail. Retargeting is not just for digital ads. Direct mail can also be leveraged to re-engage the in-market buyer. Similar to retargeted digital ads, after a visitor leaves your site, they will receive a mail piece related to their web activity. Retargeting through multiple touchpoints further helps to stay top of mind and capture conversions. 

It’s Time to Implement Website Retargeting in Your Digital Strategy

Are you ready to maximize your conversion opportunities? Website retargeting helps you win back site visitors and raise conversion rates by staying top of mind and delivering tailored targeted ads. Darwill will help you add website retargeting to your digital strategy and unlock its true power for your brand.