One of the mysteries of website marketing is website retargeting. Likely not too many new website owners will understand what it is, or how it works. It’s a highly effective marketing tool, used by many websites to gain a higher conversion rate for their online businesses.
A major issue for most websites is the conversion rate. Can you interest your customers enough to have them take action on your website? If you own an online store, a higher conversion rate can be extremely important. The higher the rate, the more sales you’ll have.
Depending on your type of business, a conversion may not necessarily be related to ordering one of your products. A business may wish to encourage potential customers to email a question to them. Or, as a business, you may have an email sign up form, offering to send them a newsletter once a week. As you keep track of statistics, it’s important to compare the number of visitors to your actual conversion rate. If 2% of your website visitors clicked on your contact form to receive your newsletter, than that’s a 2% conversion rate.
Depending on the type of website you have, conversion rates may be more important for some. For example, if you have an online store, and you depend solely on the income from that store, you need to not only bring buyers to your site, but also encourage them to make purchases, through attractive photographs and descriptions on your site.
This is where retargeting comes in handy. Let’s say that last week you had 200 visitors to your online web shop. Of those, only 50 made a purchase. The other 150 browsed your goods, but then left your site after a few minutes. You’re not really certain why they had a look around and left. Perhaps they didn’t like what they saw, or didn’t find what they were looking for. Maybe, like most of us, they just didn’t have the time to spend looking around.
Most business owners would think that’s it, those customers are permanently gone. Of those 150 perhaps a few may return and make purchases when it’s more convenient to them.
With the use of retargeting, you can reach those customers who didn’t convert immediately.
The technology is actually quite simple. Much like most of the web, cookies are utilized by your site. A little Javascript code is anonymously used that follows your audience around the web.
You may have noticed this before, when you’ve visited one website, then you leave. Later you see their ads all over the place. What a popular business, you think to yourself! But there is obviously a little trick that websites do to achieve this.
A cookie is placed on your company website. When a customer visits, a cookie is placed onto their computer. Cookies are used by virtually most larger websites today, especially any with shopping cart applications.
When your customer is browsing the web later, this cookie will let each of their visited websites know that the website should show a particular ad. This results in your ads being shown only to the customers who have previously visited your website.
You can see how clever this technology is. If this is something that you feel would be beneficial to your own website business, please contact Direct West Media Group Inc. now. Their marketing specialists have the expertise and knowledge to help your business grow.
