Just because a website is getting enough traffic doesn’t mean that it is making huge money. Most people visit a website, browse through products, but leave without making a purchase, and that does impact the conversion rate. For example, if 100 visitors are landing on your website and only 5 are making a purchase, you are losing out on 95% of website traffic, and these numbers can be huge.
At its core, digital display retargeting is all about bringing those 95 visitors back to the website, so as to initiate an engagement. Also called digital retargeting, this kind of approach involves following site visitors and offering paid ads on right places on other websites, so that they return to your website.
The need for digital retargeting
With digital retargeting, companies can reach out to site visitors, who were probably interested in products but never made a purchase. To be more precise, digital retargeting allows companies to target people who are already familiar with the brand value. This is more like reminding site visitors that they may have missed a great product or probably “forgot” to buy something they liked. Of course, it has to be done rightly, because things can go wrong in no time. As a brand, you don’t want customers and potential buyers to run away from the brand, and while the focus is on conversations, it is important to not hamper the browsing experience of a user.
When to consider the option?
Creating the perfect digital retargeting strategy is important. You want to be sure that it becomes a part of your digital marketing plan. Also, digital retargeting only works when you have enough site traffic, so if you are using this as a means to improve conversions, your brand’s SEO, PPC and other marketing tools, such as social media marketing, as to be on point. It is also important to review how and to what extent retargeting can help, and if the site is generating enough traffic to pursue the process.
There are companies that specialize in digital retargeting, and you can expect to help for a strategy that’s customized and designed to match your brand needs, considering traffic and other aspects. It is also important to review the work of the company and understand what they can offer in terms of other marketing needs. If the same company can handle all your digital marketing needs, it’s an added advantage.