Have you ever wondered why websites can predict your actions and show ads at just the right time? It's all in the power of cookies.
Cookies allow for Onsite Retargeting, a tactic digital marketers use everyday to engage with potential customers.
Retargeting is important because 98% of visitors will leave a website without subscribing or purchasing. That means only 2% will convert. Also, 70% of website visitors will place products in the cart and then leave without purchasing.
Onsite retargeting is a way to reach out to potential customers while they are on your website with a second offer or piece of content to increase their chances of converting.
What is OnSite Retargeting?
Onsite retargeting is a targeted and personalised marketing strategy that focuses on website visitor behaviour.
Cookies allow for retargeting software to track your movements and present ads to you. Using tracking algorithms, retargeting detects when visitor’s behaviour on your site indicates that they need more content.
Onsite retargeting can also be triggered by monitoring the user’s other behaviours. For example, when then visitor reaches the bottom of the page but takes no further action, this indicates that they have finished with your content and are ready for more. Or, if a user sits still on your page for 30 seconds, this may indicate that they have a question, and so a chat bot popping up would be useful.
Examples of retargeting tactics include chat bots, sidebar popups, popup overlays, messages and more. Exit-intent technology is one of the most powerful options for retargeting. It tracks the website visitor’s position on the page and predicts when they are likely to leave, presenting them with a popup message to entice them to stay.
Through using onsite retargeting, businesses have more chances of engaging with the customer and so, increase their chances of converting.
Types of Onsite Retargeting Tactics:
- Exit Intent: Grab the attention of visitors at the exact moment they try to leave site
- Timed Display: Time your message to display after a certain amount of time spent browsing on page
- Scroll-Based: Display after user has scrolled down a certain percentage of the page
- On-Click Triggering: Trigger offer when user clicks on a button/ box/ link
- Monitoring Inactivity: Show message after user has stopped all activity, including scrolling and clicking
Onsite retargeting messages can come in various formats: classic popups, multi-step popups, side-messages and nano bars.
Why is retargeting useful?
Retargeting users who have already engaged once with your content is far easier than reaching out to cold prospects. Other benefits include:
- Reduced cost per impression
- Better conversion rates
- Improved ROI
- Precise targeting
- Cost effective branding
How does retargeting increase conversions?
Onsite retargeting can convert up to 15% of your visitors into valuable leads or even customers.
Plus, up to 25% of visitors exposed to onsite retargeting will react to the messaging positively, even if they don’t convert.
Retargeting increases your chances of success by reaching out to prospects with a second message. Tailoring this specific message to their activity on your site will increase the chance of conversion.
Retargeting plays an important role in the sales funnel. It isn’t practical to communicate the same message to visitors who are in the early stages of the funnel and to those in later stages. For example, a pop-up message offering free shipping would be more relevant to visitors who are almost ready to buy.
Through retargeting, you can convince visitors to take action and convert. For example, purchase immediately, sign up for your newsletter or email list, register for an account, book a consultation or download a lead magnet.
Onsite messages are highly effective at capturing visitors for three reasons:
- Segmentation: Specific to the prospect’s needs/ interests/ pain points
- Targeting: Specifically targeted to the prospect through their activity on the site
- Timing: Reaches the right person with the right message at the right time
So, how do you use onsite retargeting?
Onsite retargeting can be used to grow your list, reduce abandonment, increase offer value, promote offers, collect feedback, improve the user experience, and boost social engagement. But how?
Here’s some simple ways to encourage visitors to make their decision:
- Urgency (Fear Of Missing Out): Communicate to users that your offer will expire soon. For example, you could include a countdown timer to encourage them to complete their purchase.
- Scarcity: Show the user that your offer is limited or scarce. For example, a sidebar popup could include ‘limited stock’.
- Incentive to complete checkout/ subscription: Provide an incentive to convince the user to complete their purchase. For example, a free shipping deal that expires soon.
How do you create effective onsite retargeting ads?
- Write engaging copy
- Include simple and clear call to actions
- Use A/B testing to test variants of your ads and see which perform best
- Create ads in various formats: popups, nano-bars, sidebars
- Beware of ad fatigue: don’t use the same ad too many times or prospects will become bored and filter it out
- Optimise your approach: take time to audit, analyse and optimise your ads for the most effective outcomes
Now you’ve got all the basics of onsite retargeting covered, it’s time to start experimenting. Start applying these techniques to your business’ website today and see your conversions soar.