12
Dec
2012

When it Comes to Site Retargeting, Less is More

12/12/2012
Traditional brick and mortar marketers learn very early in their careers the importance of the “soft sell.” Customers generally tend to recoil at a hard, aggressive push, and the same is true for online advertising and marketing. Marketers, for example, know to not bombard prospects with two or three e-mails a week. And it is important that your site retargeting efforts follow this online marketing rule of thumb as well. In other words, there’s such a thing as “too much” site retargeting; the temptation is strong to structure your campaigns so that consumers will be targeted with ads after leaving any page of your site without doing what you want across every step of the user’s online session. But doing so will only frustrate users. And, that’s the last thing you want.site retargeting So take a more selective and strategic approach towards placing site retargeting  pixels on your site. Focus on the pages most applicable to user conversion, like shopping carts or product pages. If you are a car dealer, for example place them on certain model pages and allow the creative shown for each model to feature that model or a special deal or discount. Re-engaging customers who have navigated away from your site gives you an opportunity to continue the conversation with these prospects through site retargeting. Additionally – consider using site retargeting for users who have converted already for the opportunity to up-sell and cross sell. Cross selling is an easy way to increase the average order value, if done wrong, however it can cause users to abandon their purchases and/or never return. Cross-selling Pages on a Website Home Page The goal of this page is to present the best products/services for the user to buy – offer the best possible experience by showing products/services relevant to past behavior/purchases the specific user has made. Product Detail Page The product detail page provides a more in depth view of the product/service and more information. The goal of this page is to convince the viewer of the product’s benfits and convince them to convert or buy. A secondary goal of this page is to bring other products into view for the user to show them what they could buy instead – in the event the current product isn’t in fact the best fit. The two goals must be in harmony, because if the cross-sell product is too prominent the user may continually click on cross-sell products and never convert, but if the current product isn’t a great fit the goals is to provide an easy to see and understand way to continue the search without abandoning altogether. Shopping Cart Page This page features the products/services the user has selected to buy and places them in one area called the shopping cart. It offers the opportunity to maximize share of wallet and or increase the end sale price by offering complimentary products, add-ons, accessories etc to tack on without starting all over. The rule of thumb here is to be careful not to show competing products – this causes a user to question their purchase after you’ve already done the hard work of getting them to decide to buy. Site retargeting is an effective way to make the most of the pages contained in your website, maximize the audience you already have and continue to reengage with them in a meaningful way.