For most business owners, landing pages function more like sieves than nets. For those of you who invest a lot of time and money attracting visitors to your website, this news might seem disheartening. According to a HubSpot article, over half of new visitors to your site will spend less than 15 seconds reading or watching your content before you lose their attention. What’s worse is that it doesn’t matter how enticing your content is when judged by the number of shares or likes on social media or the actual number of people who flocked to your landing page.
Of course, it’s notoriously difficult to keep the attention of a first-time visitor to a website. Wouldn’t it be great if there was way to get a second chance with all of these potential customers? Actually, there is. Retargeting advertisements offer online businesses an effective way to bring back those lost visitors for a second look. According to a recent article on Search Engine Journal, almost half of marketing professionals believe that retargeting advertisements is the most underused digital marketing tool.
What is Retargeting?
Retargeting advertisements use Internet “cookies” to track pages that people visit while they browse online. After viewing a page that uses this strategy, an Internet user may see ads for that website on Facebook, Google, or any number of popular website. If you spend any time online, you have probably noticed that ads for certain websites seem to appear frequently after you visit a website for the first time. At first, you might even think this is a coincidence, but you can bet that it isn’t. This is very likely to be an example of retargeting at work.
To make retargeting work for your site, an advertising platform will give you a short piece of code to place on your web pages. This code will not be visible to your visitors at all. However, after those visitors leave, they will be targeted with your ads when they visit other sites that run your platform’s ads. Google and Facebook are two examples of major advertising platforms that offer retargeting. Other large platforms include AdRoll, Perfect Audience, Change, and Retargeter.
Why Does Retargeting Work?
Retargeting works by attracting visitors back to your site for a second look. It also reinforces your brand in your potential customer’s mind. Done right, this tool has the potential to earn you a great return on your advertising investment. You might use social media, content marketing, or advertising to draw people in the first time, and you can use retargeting to bring them back to buy.
The first time that a visitor arrives at your site, he or she might be curious about your offers or simply attracted by an engaging piece of content. Sadly, you don’t enjoy great odds that you can hold that visitor’s attention very long on the initial visit. You have an even slimmer chance of converting that visitor into a customer on the first try.
Shopify, a large eCommerce platform, published an article called “ Why Retailers are Losing 67.45% of Sales and What to Do About It.” In this article, the author published AdRoll metrics to make the point that only about two percent of visitors convert into buyers on a first visit. However, the more times that potential customers revisit a site or even get reminded of a website’s brand, the more likely they are to convert into sales later.
To verify the claims of the effectiveness of this strategy, Shopify published some statistics:
- Using retargeting ads, Get Satisfaction increased their advertising ROI by 248 percent within three months.
- PeopleTree used retargeting advertisements to lure back 30 percent of first-time visitors who did not covert into customers right away.
SpringBoard’s customers are seeing huge improvements in the effectiveness of their marketing and lowered ad spends. If you’d like to learn how, contact us here.