Statistically, most of your website users are not prepared to purchase your product just yet. However, according to columnist Jacob Baadsgaard, if you implement the right plan of retargeting your customers, you can guide them to that point where not only are they ready to buy but they’re going to purchase your product.
Retargeting is an essential component of modern internet marketing. According to an AdRoll report, last year more than 80 percent of marketers displayed retargeted ads. For anyone familiar with online marketing, this statistic is to be expected.
A common but very frustrating experience for business owners is to review the data and find that people are visiting their website, poking around a little...and then leaving without purchasing any product or filling out a form.
Naturally, the point of retargeting is to display your ad once more in front of a user who has previously shown interest in your company. The goal of your retargeted ad is to actually convert the customer this time so that they complete the desired action.
However, the challenge you need to prepare for is the possibility of frustrating your potential customer with an ill timed, aggressive retargeting ad.
So what’s the solution? How do you encourage a former, inactive landing page visitor to return and make a transaction? The right question to ask here is how to provide your potential buyers with what they’re looking for, when they’re looking for it and in what way can you best display and send this message to your potential clients through your retargeted campaign? Read on for tips you can use to answer these questions and create a successful retargeting strategy.
Retargeting: Are your ad campaigns not converting?
You may already be aware that 92 percent of your website’s first-time visitors aren’t ready to buy. According to some, this number can go as high as 98%.
If you’re like most business owners, this phenomenon is both confusing and frustrating.
You’ve allocated plenty of time and funds towards generating interest in your brand and company and you’ve succeeded in getting web users to click on your ads, but rather than making a purchase (and the logical assumption is that they wish to or else they wouldn’t have clicked on your ad), they up and leave!
You might be thinking that it was a sort of fluke and if you could just show this potential customer some more ads, then they will purchase an item. There’s just one problem with that, though; your ad and landing page didn’t convert them the first time, so why would they work the next time? Here’s a reality check; your hard-earned website traffic is mostly comprised of people who clicked the ad accidentally, were just curious for one reason or another, or found somehow found their way to your site with intentions other than purchasing right that second.
Even on e-commerce sites such as Amazon, 58.6 percent of site visitors report that they abandon their cart because they aren’t ready to buy. The bottom line for you to take away here is that if you use the same exact message to retarget these consumers, this is not going to do anything to help prepare them to purchase from you. Don’t be discouraged, though, all hope is not lost and there actually are ways you can outsmart this issue when it comes to retargeting. Remember that the users who clicked your ad were interested in buying and likely still are- just not quite yet. That’s when you can tailor your retargeting approach and make this the guide that helps them across that bridge so that they are ready and once they get there, you’re the company they want to choose.