Categories
Uncategorized

The Power Of A Website Heatmap

Website Heatmaps – A Visual way to Track What Your Visitors Do Most

What is a website heatmap and why should I care? It’s a common question asked by website owners. If you’ve ever wondered why your website visitors don’t convert into customers, a website heatmap will tell you why. So what do they do? Website heatmaps are designed to help in tracking the mouse movements and eye movements of a viewer in the website. And why do we have to track it so diligently? Because knowing what is viewed most in the website will give an idea about what the customers expect in each website. The factors less viewed can be eliminated and the ones which are looked upon with interest can be increased considerably to retain unique visitors and keep growing their numbers substantially.

What are Website Heatmaps?

Website heatmaps uses unique thermal mapping to track the movements of the eye on a particular website and the movement of the mouse. Many of us have often seen the contents on the website being displayed mostly on the left side with huge blank spaces on the right side. This is a feature deducted by heatmaps. Heatmaps testing pointed out only content on the right side of the website get 90% attention. Hence, the blank space on the right side is used mostly for advertisements. These heatmaps help the website owners detect the activity of the user during the time they spent on their website. Website improvement activities are planned based on this data. Numerous important data like people mostly read website in an F shaped pattern, people follow the direction where the model in the image looks and using visually stunning images to capture attention than content developed by analyzing heatmaps. Heatmaps can be used in controlled labs to test the eye movements of the focus group or embedded in website coding to track the mouse movement of the user.

How Is It Beneficial To Website Owners?

Website owners learned a great deal about what captures the audience only through website heatmaps. For example, several people relied on banner advertisements. But, their enormous growth made the customers reject anything that looked similar to a banner in a certain time. The concept of banner advertisement started losing value then. Similarly heatmaps revealed summaries of content get more views than the actual article. This led to an enormous revolution in content writing with superb, keyword oriented summaries flocking the pages. Heatmaps also rightly pointed out customers buy what they see, not what they read about. Such useful data make website heatmaps a very useful tool for website owners building new profit oriented sites.

How Can They Increase Customer Experience?

Website viewers get better attractive websites. The content is streamlined to provide only useful information for them and all unwanted ads and extra gimmicks are completely removed. Eyes tracking heatmaps usually tested upon a controlled group serve as a great chance for website viewers to communicate what they like and what they dislike directly with the website designers. Overall heatmaps helps them in gaining a better web viewing experience. This brings down the time of enormous searches and presents information to them within minutes in a very short format. Most common users are unaware of heatmaps. But, those who know about it do not underestimate its role in making internet what it is today.

Categories
Uncategorized

Conversion Rate Optimization (CRO) In 5 Minutes


What is CRO?

Static websites which require users to just view information about a company are rare these days. Every website requires the viewer to take some sort of action like buying a product, downloading an app, registering with them and sharing content in social media or signing up for a course. But, not all customers who visit the website do such actions. Most simply read the website for a few minutes before they decide to engage in an activity or quit the page. CRO or Conversion Rate optimization is the technique of the making all the visitors to the website do the action, the website owner wants them to do.

CRO is not as easy as it is explained. It has evolved into a scientific analysis method with clearly pre-defined error proof strategies. It is not simply copying what successful websites do. But, it is a statistical method which increases the probability of making most customers perform an intended actions on a website. Several techniques to aid it like attractive call to action buttons, easy landing pages and effective exit intent pop-up’s which provides amazing discount for customers who are leaving the website are available. CRO analysis depends highly on data gathered from the website and feedback from the customers. Here are a few key terms associated with CRO analysis.

The number of customers who leave the website after viewing a single page. If the bounce rate for a single page is very high, it means the page is a dead end and needs to be removed or modified.

Exit Rate:

This term denotes number of customers exiting in a particular page. Customers might browse through a number of pages and exit at one particular time. Analyzing which target groups loses interest at what time and which link will help to redirect them effectively.

Average Time on Site:

A customer spends average 2 minutes on a page. Less average time on site means the page is not attractive enough to make them stay longer.

Average Page Views:

This term denotes how many people visit the page in a day. These statistics are used to constantly update the pages with low traffic.

The exact path where the customer should go. For example, an ecommerce site expects its conversion funnel to be search results page, product page and checkout page. Wrong navigations leading to related products and cart abandonment should be intervened immediately with exit intent pop-ups or extra discounts to divert them back to the conversion funnel.

Testing two or more versions of a single webpage, email marketing image or landing pages to find out which one creates more sale and sticking to its layout.

Multivariate Testing:

Mixing various components like buttons, pictures, backgrounds and banner ads in various combinations and testing with various target group customers to find out which appeals to them best.

Call to Action:

 All the activities mentioned above are intended to drive the customer to do this single task. Click on the call to action button which says buy me or join me. It is the process of converting a view into a sale and all CRO activities and analytics are targeted towards call to action.

Categories
Uncategorized

Effective Call To Action Examples


call to action

call to action (CTA) is the process of kindling the customers to take a specific action which will generate an action from the visitor converting into a sale, lead or some other metric of value. It might be any action starting from making customers buying products to making them sign up for a paid service. It is simply impossible for a website to survive based on number of regular visitors and the ad income generated by them. It is important to convert each customer into a potential revenue generating client to gain competitive advantage over others.

It was traditionally believed call to action is applicable only to the ecommerce stores. Since, these sites depended upon the revenue generated by the customer purchasing the product rather than ad revenue they gave ample importance to building a buying customer base rather than people who just browse through different objects for a long time. The call to action scenario quickly spread to other websites too. The near disappearance of static websites and the enormous boom in blogs which makes the corporate companies view websites as their main revenue generating channel rather than an information providing page is the main reason for this. Here are a few impressive call to action pages and a few non working, outdated techniques.

A Non-Effective Model

Such landing pages which do not provide any particular information, but simply urge the users to do an action do not work anymore. They were famous before a decade as this advertisement technique was used to create a mystery. But, such pointless clicks are no longer encourages. Call to action should be very specific. It isn’t just enough if a customer is urged to click on a link. Specific description regarding what is expected from the customer like

  • Subscribe now
  • Buy now
  • Shop Today
  • Learn More
  • Join Today
  • Purchase Now

Besides, an effective call to action (CTA) button is required to be placed in every page. Navigations button like back and home have nearly gone out of fashion. The only buttons appearing distinctly to the customers are the call to action buttons. 

  • CTA with the borders that are distinct
  • CTA that seems to pop from the rest of the content
  • CTA with a clear and concise action

Effective Call To Action

Effective Call to action button triggers the customers visually and content wise. They show the physical picture of the object, explain its benefits in a catchy but short way and prompt the customer to buy it immediately. They create a sense of urgency to increase the demand for the product. For example, the website may show a timer proclaiming the sale is available only for the next 24 hours. The clock ticking constantly showing the time available to purchase the product decrease by every minute makes the customer believe they will never be able to set their hands on the product again at such a low price.

Categories
Uncategorized

Reduce ECommerce Cart Abandonment With Exit Intent

shopping cart abandonment

How to Increase 90% profits with Exit Intent Pop-ups?

Survey indicates nearly 92% of shoppers use online coupons to buy products. Customers get greater satisfaction when they are given an offer which prevents cart abandonment rate considerably. Exit intent pop ups are a great way to prevent a customer from leaving the website without purchasing the product or signing up for the service. Frequent internet users are well aware about pop ups which occur right when they are about to leave the website. These messages will have some messages like, “Wait. Don’t leave the page. We will give you a special coupon if you purchase the product now.”

Ecommerce and Exit Intent Pop-up’s

Such messages play a great role when it comes to preventing cart abandonment. People usually browse an ecommerce page or a website because they are interested in the service. At some point they decide to quit either because it is either too costly or they feel it is not as worthy as the hype. The exit intent technology aims in changing the mentality of the customers by offering them special discounts. For example, a person exiting an ecommerce site might get a special 30% discount if they register with them. This will prompt the customer to buy another cheap product using the discount even if they don’t buy the actual product they are browsing. Cart abandonment is converted into sales here.

Some websites use the exit intent technology to collect the customers’ email ids and use effective email marketing strategies to make them their regular customers. Even if a customer does not buy a product or sign up for a service, they visit the website regularly clicking on the attractive email ads. This prompts them to buy once in a while and the company gets a regular valuable customer. They use the number of such quality customers to increase their ad revenue.

Major Players in the Industry

There are several exit intent popup providing companies in the market like GetRooster.com. OptiMonster is one of their major competitors. Picreel is another famous WordPress Plugin which is a favorite for Shopify users. These companies offer various types of exit intent pop-ups based on the target customers. GetRooster.com is by far the most affordable and effective exit intent technology provider. OptiMonster is catching up fast with them. The price packages of GetRooster starts from $49 for 5000 page views and continues to higher packages. OptiMonster offers packages varying from $69 and ranging up to $399.

Pros and Cons of Exit Intent Technology

The major advantage of using exit intent pop-ups is marketing and better customer service. Websites do benefit from it, but the customers might feel they are being forced to buy the products some time. These companies try various techniques like making the close button of the pop-up appear later to making the call to action button very catchy. For example, QuickSprout a SEO blog’s exit intent call to action button reads “Yes I want to increase my website traffic”, “I don’t care about my traffic”. Such persuasive sentences get interpreted as aggressive marketing. Customers feel the product is being pushed upon them which hinder the genuine image of the website.

Categories
Uncategorized

Top Ecommerce Platforms Comparison

Ecommerce markets have grown enormously. Several platforms are present for customer choice. Each one is loaded with a plethora of features and competes with others very fiercely. The customers should select the ecommerce platforms based on the SEO facilities they provide. The top 3 Ecommerce platforms are Shopify, BigCommerce and BigCartel. When it comes to Ecommerce platforms, their reputation is the first parameter that makes a customer choose them. Then comes ease of use and attractive layouts. Most of these Ecommerce platforms are provided by top hosting companies to their customers for free or a minimal cost. They provide numerous easy tools to create websites in a few easy clicks.

Shopify

Shopify is the king of Ecommerce platforms. They have a very strong marketing team which takes it to the right target customers at a very affordable cost. The major advantage of Shopify is its ability to sustain customers and grow continuously. However, off late they are losing customers considerably to BigCommerce, Weebly eCommerce and Big Cartel at a consistent basis. The lack of new features and aggressive marketing from the above mentioned companies are the reason for this backup. Shopify acts as a very effective Ecommerce platform as it provides all thinkable facilities to the customers.

BigCommerce

BigCommerce, the greatest competitor to Shopify does not have any technical jargons. Each field is self explanatory. They explain clearly what each field is mean for. The users are guided step by step in each step. On the other hand changing the selected layout of the company is quite confusing and hard. The layout changing process is simply outdated. The drag and drop editor is good, but cannot be termed as the best in the market. There is no necessity to know HTML or CSS coding to use BigCommerce. But, you can customize the layouts if you have better knowledge in them. They have a dashboard as advanced and easy to use as Shopify. It is their greatest plus point and most customer love the ease of use of the dashboard with minimal features.

Big Cartel

Big Cartel loses customers to Shopify as well as gain them. It is not considered as a major competitor for Shopify and BigCommerce, but a potential threat. Their major advantage is the user-friendly startup area. The Get Started page is quite simple. No extra frills. It is similar to Google home page with the simplest layout. The greatest weakness is their lack of drag and drop editor. The designing tools are weak. But, it is a great platform for people with good coding knowledge. Big Cartel is best suitable for people with lots of customization needs. They make extensive use of this Ecommerce platform.>

There are many more impressive Ecommerce platforms like 3D cart, Magneto, Weebly eCommerce and Amazon Webstore. Each of them is a great competition to Shopify. But, the high reputation of Shopify and its enormous popularity among novice website builders serve as great word of mouth advertisement for it making Shopify the greatest Ecommerce platform as of now.

Categories
Uncategorized

Using Optimizely For A/B Testing Your Website


optimizely ab testing

A/B testing, multivariate testing and building effective landing pages have all become the latest hype of the internet marketing. Several ecommerce stores want to implement these technologies in their site owing to their impressive conversion rate. But, there aren’t enough experts to provide such services. Even huge ecommerce stores struggle to get hold of experts to conduct effective A/B testing. Optimizely is a boon for such companies. Started by former Google project leaders Dan Siroker and Pete Koomen, Optimizely is already serving more than 7,000 enterprises within a few years of their launch. Dan Siroker got to experiment with multivariate testing while working in Obama’s presidential campaign. He found out mixing and matching various objects in a poster or an email marketing ad can cause wonderful effects. He soon partnered with Pete Koomen and started offering the same services to the website.

You can signup for Optimizely for free under their free campaign and get started. It segments fractions of codes related to website designing like background color, picture, text presentation and the audio and create multiple versions of them. Each multivariate version is tested with various target groups and the most effective one is presented to the website owner. Optimizely requires basic coding knowledge to be installed. Website owners with little knowledge in coding can do it. But, most offer to hire a consultant capable of doing it effectively. Different versions of the same website with completely unique layouts are created and rolled out. The one which earns the maximum number of sales is recommended for further usage. Constant innovation when it comes to design and presentation makes the viewers feel like they are visiting a new website every day.

Optimizely is created with the sole of aim of increasing the sales on a website. So, it does not hinder the speed of the website in any way. It can be integrated with other analytical services like Google Analytics to give seamless reports in a very short time. They are easily able to handle websites with millions of views per page owing to their dedicated servers. They are hosted using Akamal, a renowned content delivery network. Clear reports regarding monthly visitors, unique valuable visitors and what they like including clear website heatmaps are presented to the enterprises at a very affordable cost. They work close with several other reputed website analytics team like Adobe Omniture SiteCatalyst and keep the Optimizely codes relatively short.

Optimizely is not the only company affording such services. But, they have certainly set the standard for A/B testing and multivariate testing. The usage of landing pages became popular only after they made the A/B testing concept quite famous. Their innovativeness and sheet planning in gathering all useful data regarding improving customer call to action had led to a new field called conversion rate optimization which will rule the internet marketing world in the next decade like SEO or Search Engine Optimization do in the present.

Categories
Uncategorized

5 Ways To Be Competitive In ECommerce


With the turn of the century, the trend towards online shopping has risen sharply, and the E-commerce market is steadily growing. But where growth means more business, it also means tougher competition. To survive and grow in this competitive market, businesses need to adopt clear business models and optimize their market strategies.

Visitors to the site should be able to tell how your website differs from that of other brands immediately.Do you offer better prices? Do you have a higher quality of products? Is there free shipping?

The moment a customer clicks on your website, he/she should get an impact that how good your services are as compared to your competitors. Here are some tips to ensure you stay strong in a quickly saturating market :

Quick Page Loading Times

The most important aspect of a website is ease of use. You might want to embed videos of products or their reviews on your webpage. Or you may want to upload multiple high resolution images of the product and include a live chat feature in it.

All that is good. But it might adversely affect the loading time of your website by increasing loading times of the web pages and prove to be tiring for your customers.

Optimize Your Homepage

What is the face of your website? ..It’s the homepage! So ensure that you have a visually appealing homepage, which shows all necessary information concisely. This page gets the highest amount of traffic on a website. Creating an effective homepage can be a huge challenge. You may have hundreds or thousands of products you want to display. It is tempting to put all of them on the main page. But never do this! It will overwhelm your customers and scare them away right into the main pages of your competition!

The homepage often has the highest traffic on an e-commerce site. This single page is responsible for building trust, driving sales, and creating loyal customers.

Creating an impressive homepage can be a difficult task. If you have hundreds or thousands of merchandises in oodles of categories, it can be difficult to put together a homepage that effectively showcases your brand without being too overpowering. The first impulse is often to just throw everything that you have on the homepage, leading to a complex mess that scares customers away.

Remember that an engaging homepage provides customers information about your shipping methods, return policy, and customer services. It does not list each and every category of the products you are selling.

Instead, list widely the categories you might cater to with authentic images. Never use stock photos!

High Quality Images

Research says that websites, which use authentic, good quality images, get 94% more views than those, which do not. This fact holds primary importance when it comes to e-commerce websites.

The products, which you are selling, must be displayed with a zoom feature for each. All the views must be visible, and if the product comes in different colors, put up pictures of all of them! Customers like to see what they are buying, and placing stock images of the products just might not give them the confidence to proceed with the transaction.

Know Your Problems

Be responsive to your clients’ changing wants and needs. Carry out customer surveys with offers of free coupons or small discounts for the customer. This will help you stay abreast of the competition and know the market trends directly through the customers’ minds. Then spend a significant amount of time analyzing that data. If you feel there is something wrong with your website, find out what it is, how it can be corrected and what changes are to be made. Then make them.

For example, you might have different websites for the mobile or desktop and that may be turning your customers away. Using one codebase is a simple solution to this conundrum, which is being adopted by more and more businesses every day!

Add Security Seals

The number one concern customers have in online transactions is giving up their bank account information and credit card details. If these are stolen, they will suffer grave consequences. Adding security badges to your website can help allay these concerns.

When the firms Conversion IQ and Actual Insights conducted studies about which security badges helped convert most customers and helped them gain confidence in a business, they came up with the results that McAfee Secure and Norton Secured VeriSign were the clear winners. So be sure to include them in your website!

Categories
Uncategorized

The Best Times To Post On Facebook

best time to post on facebook

Facebook as a social media platform has evolved beyond recognition of the days of college students sharing funny photos of their weekends. Today, social media websites not only put you in touch with loved ones, but they also help provide a number of specific services. LinkedIn provides a strong network for professionals of all fields and makes it convenient for employers to find qualified resources from anywhere in the world. Twitter and Facebook offer a number of services for keeping you updated about global issues, alerts about that job you wanted and discount on your favorite brand.

Currently for small and medium businesses, Facebook is the main medium of promotion and advertisement towards their customers and potential customers. It provides many customizable features for small businesses and easier access to a broader user base than Twitter or LinkedIn. This is why it is most important to post your updates at times when majority of the users are online.

facebook usage

The array of devices used by users has evolved over the years, with mobile usage growing into the most predominant device for connecting with their friends. Many people prefer to use Facebook at work. According to Hubspot, the best times for sharing posts on Facebook is between 12PM to 3PM. On Saturdays and Sundays, 12 noon is the best time to share Facebook posts while on Weekdays 12 noon to 3PM is the time when people use Facebook most. This shows people use Facebook more at offices than at home!

facebook best time to post

However, Mondays and Tuesdays aren’t very good days for Facebook marketing since the trend clearly shows that many people don’t use Facebook at all during those days. Only a slight increase in usage can be seen on Wednesdays. However, as the weekend emerges, the activity rate increases. Thursday and Friday show dramatically high rates with an increase of up to 18%.

So When Is Right For Me?

The worst times to post on Facebook is before 8 AM on weekends and after 8 PM on weekends.

Facebook is the perfect medium for brands to interact with their fans. It is the ideal advertisement podium because it offers marketing facilities like paid ads, has a large user base, and has free access through internet.org in many countries. The number of Facebook users rose from 1 billion in 2012 to a whopping 1.44 billion in 2015! This means that a 1.44 billion people regularly access their Facebook pages. They regularly look at updates of their loved ones, the neighborhoods they live in, and the things they love and take interest in!

With such vast numbers accessing the internet daily, it would be foolish not to use this platform for marketing or running an online business page. Keep in mind the times people use this platform most. Facebook is a hodgepodge of personal connections and businesses trying to promote themselves. If you look at the algorithm Facebook uses, it can be seen that the maximum amount of engagement a post gets is in the first five hours after being updated. 75% engagement on a post was seen to be in the first 5 hours after being posted. Even though it may not be very much time, it is still considerably more time than a tweet gets!

 Today there are an approximate of 30 million businesses who run their business pages to promote their sales and communicate with fans. Yet, it would be interesting to note that they hardly get any traffic at times. According to a survey carried out in Singapore, 95% of small businesses fail on Facebook. That raises the question that what is the optimum time to post on Facebook? Even though there is difference of opinion between various sources about that, a general consensus is that from 1 PM to 3PM on Thursdays and Fridays there is maximum traffic on Facebook and hence it is the best time to promote your business! Posting on the given times on these days will mean that your Facebook updates will reach your target audience in less than 2.5 hours!

Marketing can be the difference between a failed business and a successful one. So make sure you manage to reach your target audience by posting your updates at times when your customers are in search of them. If they are getting product updates from you at times when they are asleep or early in the morning when they go to work, many of those are bound to be forgotten or ignored and your business will get severely affected.

Categories
Uncategorized

Top 15 Ways To Generate B2B Leads

B2B Lead Generation, Top 15 Ways

Availability of information in the current generation has created new and innovative marketing techniques, where marketers can utilize numerous ways to reach potential buyers especially online. One of the most innovative and dynamic marketing techniques nowadays would be the B2B lead generation, where marketers try to generate interest in certain products or services while trying to generate sales. Here are the top 15 ways that you can use for B2B lead generation.

  1. Marketing Automation

Marketing automation basically helps businesses to operate and conduct marketing more efficiently in order to generate leads, close more deals as well as handling your marketing campaigns. It is mostly used to automate tasks that are simple but repetitive such as sending emails, updating social media, and building a database. However, if done correctly, marketing automation can definitely gather more leads for your business.

  1. Social Media

Undoubtedly, social media still plays a major part in gathering leads to your website or business platform. The key trick of maximizing your social media leads is consider about your target audience and how to engage with them to generate their interests. Bear in mind that people routinely monitor their social media accounts and hence, prevent posting too much information or spamming them too often.

  1. Microsite Content Marketing

Microsites are commonly used as landing pages or hubs to accommodate search engine advertising, since it can create a very specific website, which will fulfill the need of a specific search query without having to compromise Google’s Quality Score criteria. Microsite still refers to its parent organization or business, but it is useful to provide a much more detailed and in-depth information quickly without requiring your visitors to scramble through the whole website.

  1. Exit Detection

Another method to gather and retain leads would be to utilize an “exit detection” call to action. Exit detection can be in the form of a coupon code, or a discount newsletter or simply a free one-hour trial, in which your visitors are required to submit their emails or to subscribe to your news. This way, you will still have a way to approach your visitors.

  1. Direct Email Marketing

Direct email marketing is an efficient way to generate leads. It is simple and straightforward but still an important part of gaining more leads to your site or social media. Many people still enjoy the heartfelt and personal messages manually written by business owners. So, direct email marketing will generate more leads if done correctly.

  1. eNewsletters

Similar to direct email marketing, a popular way of gaining some leads to your website and social media is through establishing periodical eNewsletters that your visitors can subscribe directly through your channels. In order to get more and more people to signup, place your newsletter subscription form not only in your website but also in all of your social media accounts.

  1. Information Forms

Information forms can really boost the lead gains on your website or social media, although it must be done as effective and as attractive as possible. Having forms that are too long will actually prevent people from buying or closing the deal, hence you may want to really consider the types of information that are necessary and difficult to obtain.

  1. Infographics

Infographics can turn a boring 10 lines paragraph containing your product information into something that is eye-glaze worthy that can catch your visitor’s attention. Infographics are also fun and easy to share both in websites and social media, which at the end of the day have a higher possibility of being viral compared to a simple chunk of plain texts.

  1. Interactive Landing Pages

landing page that can impress your visitors in just a few second can generate significantly higher number of leads rather than just using a standard web page. It captures your visitors’ attention to their specific points of interest, and voila, they will be converted into leads very soon.

  1. Communication and Live Chat

Gaining more and more leads will not be beneficial unless you can turn them into deals and purchases. In order to do so, prepare to communicate and chat with your potential customers. Provide a communication channel or a live chat function, which will accommodate your guests’ active feedback in a timely manner.

  1. Webinars and Webcasts

Webinars and webcasts can be used to request for your visitors’ contact details, where they will be able to see the content once they have subscribed or created an account in your website. It provides exclusivity and helps generate more leads, if timed and placed properly.

  1. Organic Search Marketing

It is one of the most important strategies in gaining B2B leads. Although being at the top of Google search result would be impossible especially nowadays, Search Engine Optimization will definitely increase your business revenue by a significant amount.

  1. Sponsorships and Endorsements

Sponsorships and endorsements can generate leads to your website or social media, especially when it comes to products that are visually attractive or pleasing. Instagram sponsorships and endorsements have been popular for a while, where people with a large amount of followers are deemed as “influencers” in which they will post pictures with certain products endorsed by the company.

  1. Associations

An easy way to gather leads to your business would be through another business! Associate with other businesses that can supplement your products or services, create content together and provide a complete package rather than individual product marketing. This way, you will not only gain interest of your potential buyers, but you will also be able to create possibilities for potential buyers who did not plan to buy your products or services in the first place.

  1. Strategy Integration

An integrated marketing campaign can help you in figuring out the best way to gain leads for your business, where at the same time you can combine new fresh moves and multiple channels in order to produce an exceptional lead generation. Therefore, integrate the aforementioned different strategies together and pack them into a beautiful combination.

Categories
Uncategorized

Creating A Precise Retargeting Campaign

What is retargeting?

Retargeting, simple put, is a marketing strategy where an ad is used to bring back customers to your website after they have left. For example, if you get 5% customers on your website that purchase products while 95% just leave, then a good retargeting campaign can bring them back again! Here is how it works. AdRoll explains it with the following infographic.

How many types of retargeting are there?

There are two types of retargeting:

  1. Pixel-based retargeting
  2. List-based retargeting

How Pixel-Based Retargeting Works

Pixel-based retargeting works by placement of a JavaScript tag on the footer of a website. This code notes down all the people who visit that website and generates a list. Then it places anonymous cookies in their browsers, which allow retargeting vendors to target the potential customers when they visit other websites by displaying the ads of that website.

The upside of this method is that it is efficient. As soon as the customer leaves the site, the cookie is attached to their browser and retargeting comes into effect!

The downside of this technique is that it is dependent on the volume of people visiting your website. If the traffic to the site is less, it will not be very effective. Implementing JavaScript on some sites can also be time taking or complex.

How List-Based Retargeting Works

List-based retargeting works on one premise that you have lists of e-mail addresses of your target audience. Then these lists can be used to target those people via social media websites like Facebook and Twitter. The vendor uploads the lists to these websites and then these ads are visible only to the people whose e-mail addresses are given.

The upside of this method is that you have more control over your target audience. But the downside is people often use different e-mail addresses for different purposes. So the e-mail address you use might not be the same as the one being used to run the social media account.

Best Practices in a Retargeting Campaign

  1. Use Caps

If someone visits your profile once or twice, it does not mean that, he/she wants your ads all over his/her browser. If your ad pops up every time they are trying to browse the internet, this will give a negative association to your brand in their minds. They might never visit your website again, and ignore your ads in the future. So use a Cap to determine the maximum frequency of ads the customers see in a month. Place them strategically as well. About 20 ads per month are recommended.

  1. Use Burn Pixels!

A converted customer might not want to keep seeing your ads in their browser on repeat. Use burn pixels to untag those people who have already made purchases from your site so they won’t be bombarded with your ads anymore since it may annoy them. You can still retarget those people but do not ask them to perform the same action repeatedly.

  1. Identify Target Audience

Some people visit your website and leave from the home page while others open specific product categories. Yet others look for different colors of a specific item. So different people have different browsing depth for your website, and you should target them accordingly to make your campaign effective. To do this, different retargeting pixels should be placed on various different pages of the site. Customers on the home page can see ads about different products available on the site whereas customers who view specific products can view ads related to those products.

  1. Use Demographics & Geographical Data

Using specific ads for specific people by analyzing demographics and geographic data can have a number of benefits. It can make the campaign economical because you will not have to show the ads to everyone. When irrelevant people get filtered out, campaign performance increases a lot.

  1. Maintain Ad Quality

Some businesses get concerned when their retargeting campaigns do not get many clicks. However, clicks do not control the whole play. Sometimes ads have a billboard effect. When customers see a well-designed, attention-capturing billboard, the product it advertises stays in their minds and the ad campaign becomes successful. Online ads work the same way. A good, well-placed, and well-designed ad stays in the customer’s mind for up to 24 hours, and it has a high conversion rate even when the customer doesn’t click it!