Remarketing and Retargeting Advertising.
E-commerce is an incredibly valuable industry. If you sell anything on your site, you know how important it is to get people there. With that in mind, it’s even more important to convert those people into customers.
This is easier said than done. Most first-time website visitors are not ready to make a purchase. In fact, the average website conversion rate is less than three percent.
This gives you the challenge of engaging the remaining ninety-seven percent of visitors to your site. Remarketing and retargeting advertising are both ways to do this: but you cannot succeed at them without understanding their purpose.
They may sound interchangeable. But remarketing and retargeting are two drastically different approaches that work together towards the same goal. Read on to learn more about these marketing tricks.
We mentioned that the average conversion rate for most websites is low. This can lead some business owners to take this information out of context and make a disastrous decision; like reducing their devotion to effective product promotion.
But while it’s understandable that these low rates can be disheartening, they only signal a new opportunity.
This is an opportunity that can never be found without a dedication to SEO, PPC, and social media advertising. Because you need that first time click to bring customers back.
Simply put, the low conversion rate of most websites only applies to first-time visitors. The more often somebody visits a site, the more likely they are to hit the “buy” button.
Getting second-time visitors is the challenge you have. Remarketing and retargeting are both necessary practices to get you there.
Browser cookies have become the e-commerce website’s best friend. This is because a retargeted advertisement can be an incredibly successful way to bring customers back to your site.
Simply put, a customer is extremely likely to leave your site to look at another. When that happens, cookies in their browser follow them to the next site and plant ads to bring them back.
While there has been some backlash against digital marketing practices, retargeting is still well-received by customers. While the vast majority of customers know that you’re doing this, they also aren’t bothered.
Almost 90% of your customers will feel either positively or neutral about it.
Because of this, it’s a great way to stay in the mind of customers without alienating them in the process. But it isn’t the only approach you should take.
The Value of Remarketing
Remarketing can be extremely similar. In both cases, you bring back former visitors through ads. But the difference is what you base it on.
Remarketing advertisements work by connecting to the e-mail address or online accounts of customers. Things like Facebook and Google accounts make it easier to follow a customer from place to place.
There are a lot of great services for remarketing. And when combined with a solid retargeting strategy, you can significantly improve your store’s conversion performance.
Your customers are easily distracted. So make sure they remember to focus.