Having problems with low conversion rates on your website? Remarketing might be the solution you’ve been looking for!

What does it do?

Remarketing is, to put it simply, the process of advertising specifically to people who have already visited your website but who left before a successful conversion.

Cookies and a marketing network target your ads at them as they browse the web. This keeps your company top-of-mind for their next purchase or may even tempt them back to complete a transaction they abandoned.

Unsurprisingly this can drastically increase conversion rate and your ROI as you’re focussing ads on people who have already shown an interest in you.

It even works for those of you selling services rather than products. As we’re sure you’re aware, most people will shop around for services (especially the premium stuff) so they’re unlikely to buy on their first visit anyway. They’ll be off to check on the competition and then mull over who they prefer. Remarketing allows you to keep your company at the front of the their thoughts while they’re on the web, helping ensure you stay ahead of your competition.

Want to get involved? Companies like Google Adwords, as well as AdRoll, Retargetter & even Facebook offer the tools you need to get in on the remarketing game. (We might even be working on a comparison of those tools as we speak!)

Remarketing Tips

So you’re acquainted with remarketing, you have the tech to get involved. What’s best practice for success?

Most remarketing tools will give you the opportunity to place a narrow focus on which visitors you target and which sites display your ads. Combined with the reams of data available with online marketing this allows some ace micromanaging of your campaign:

• Focus your ads on abandoned baskets. They were closest to completion after all and showed interest in specific products (maybe they were just interrupted and forgot?).
• Toggle your setting so you can avoid wasting money on low performance websites. Obviously there is no point spending money on ads there if they don’t convert anyone.
• Dropping converting customers from your campaigns altogether – they’ve already converted, don’t waste more money on a finished sale!
• Last and by no means least: Testing. Some or all of the above might not actually suit your niche business model. As with all online marketing you can test it in real time. Try fiddling with your call to action, landing page, who you target, when where and how you target them. Let your test-based imagination run wild!