How To Increase Your Conversion Rate Through Remarketing

Remarketing is all about targeting people who have already shown an interest in your product or service and who you know are likely to convert. Remarketing can lead to a vast improvement in your conversion rate compared to running traditional display campaigns. So, how can clever remarketing help you improve your conversion rate even more? It all starts with understanding the online behaviours of your website visitors.

Remarketing involves the collection of valuable website data so that you can effectively target your ads to tailored audiences. By placing a pixel on your website, you can capture important information like how your visitors interact with your website, how long they spend on certain pages and the point at which they exit your sales funnel.

This knowledge is your holy grail for website conversion. It will allow you to tailor and execute your ads to specific audiences according to the way they have interacted with your brand, product or service. It also provides you with the knowledge needed to detect leaks in your sales funnel so that you can improve your ads, optimise your landing page and tweak your remarketing strategy where necessary.

So, how can you use this information to drive more conversions on your website?

Try sequential retargeting

Sequential retargeting involves the targeting of your ads according to how and when your website visitors have interacted with you and where they sit in your sales funnel. If a visitor has taken action on your landing page, for example, started filling out an online form, but left your page before completing it, you may want to show them a different ad to what you would show a visitor who viewed your landing page but left immediately. By creating custom combination lists, you can differentiate between these visitors and target your ads accordingly. The same goes for customers who have already converted. You’re not going to want to show these customers the same sorts of ads that you did before they converted, but instead, you may want to display ads to improve their loyalty.

Look for leaks in your sales funnel

First thing’s first, if you haven’t already done so, set up a conversion funnel for your website. Once you have set this up, you can find out where, when and why your visitors are leaving your website before converting. If you’re finding that a large portion of your website visitors are leaving your website at one specific stage of your conversion funnel, it’s time to take a close look at this section of your website and make adjustments. For example, if you run an e-commerce site and many of your visitors are leaving your website at the payment stage, there may be some barriers to conversion that you will want to break down. Is your checkout form long and complicated? Are there further unforeseen costs, like shipping? Break down these barriers by streamlining the conversion process so that it is simple, clear and concise.

Don’t forget your existing customers

Who is more likely to convert than a person who has shown interest in your brand? Well, the answer might be someone who has already converted. 41 percent of all online revenue comes from repeat shoppers. So think of it this way, your existing customers hold a promising pool of revenue for your business and shouldn’t be forgotten. Once a customer has converted, move them into a new category of ad targeting. Consider upselling, cross-selling, offering incentives and loyalty programs through your ads. Show your next set of ads at successful purchasing times and make sure to refresh your creative regularly to avoid ad fatigue.
If you would like some advice for your next remarketing campaign, talk to an expert at Flight Digital today.