How to convert website visitors into customers
We’ve been having great successes with retargeting campaigns with the approach proving to be a very effective way to bring users back to a website, thereby giving us an additional opportunity to convert them to an actual customer.
Retargeting, if you’re unsure, works by placing a cookie in a user’s browser indicating that the user has visited a specific page on your site. No personally identifiable data is recorded, but through this cookie, we are now able to target this specific individual with advertising messages as they browse other sites online. Should a site they’re visiting be carrying ads, we then have a potential opportunity to reach them again with your message, tailored to the specific pages we know them to have previously visited on your site.
It’s a great yet simple technology, but one that’s extremely effective – the ads will reach only those people who have shown an interest in your site/brand already. And through some clever but pretty straightforward techniques, we can further refine the targeting, based not only on the pages they visited, but when they visited them.
For example, say you’re an insurance company and you know (through cookies) that an individual has visited your annual home contents insurance product pages, but you also know they didn’t complete their purchase with you online. Through retargeting, you could:
(i) advertise to them for a month after their initial visit to your site, with the aim being to bring them back to your site and convert them to a customer on a subsequent visit
(ii) use the same cookie(s) to cross-sell other relevant or related products you may have, e.g. buildings insurance
(iii) then, a year after their initial visit to your site, when they may be considering a new annual policy, you could leverage the same retargeting cookies to reach them with very timely, very targeted messages about your home contents insurance product offers.
The technology behind this is pretty simple, but from a marketing perspective, it’s hugely powerful; most importantly, it delivers results. I’m actually surprised it’s not used a lot more.