What Is Behavioral Retargeting and How Can You Use It?
The Internet started a revolution in marketing. One of the most important results of that revolution has been the ability to target specific niches — and even individuals — to help your business grow.
The best part is that you don’t just get one chance to convert new customers. You can have as many chances as you’d like!
That’s possibly exclusively because of behavioral retargeting.
Retargeting looks at people who came to your site, didn’t convert, but show a strong interest in your services or products. That means you can continually reach out to potential customers, even after they’ve left your site, to encourage them to return and make a purchase. This is especially useful anytime someone abandons a shopping cart on your site.
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On this page, we’ll discuss what behavioral retargeting is and how you can use it to get customers back on your site and buying.
How does behavioral retargeting work?
Whenever someone uses a website, they create a “cookie,” or a small piece of identifying data that lets the site identify them. The site uses this cookie to track data about pages they visit, products they buy, and even the passwords they use.
Originally, cookies were intended to make it easier for users to revisit websites. But today, they’re mostly used to give a business valuable information about how they can target their niche (and individuals within their niche) more effectively.
So if someone looks at certain products on an ecommerce site but doesn’t buy, that site can track that user and send them an email later, provided the business has the user’s email address.
That lets the business send them more information about the products they might want to buy, which encourages that user to convert.
In a nutshell, all of behavioral retargeting has the same objective — get someone back to your site so they can become a paying customer.
But how do you get someone back to your site in the first place?
What are the most effective behavioral retargeting strategies?
The best behavioral retargeting strategies are all effective techniques at returning someone to your site and encouraging them to buy. They may also contact your previous customers and encourage them to buy again, based on their buying habits before.
Either way, retargeting gives you the chance to earn more revenue without a huge time or financial investment.
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Display ads are advertisements that you can use to target previous visitors as they visit other sites online.
You can purchase display ads through Google, and when you do, your ad will show up on any applicable website that your previous visitor is using.
This form of retargeting lets you create a general, eye-catching message that’ll encourage people to click back to your site and convert. While you won’t be able to use too much information — after all, the visitor only stayed on your site for a little while — it’s still an effective way to remind previous visitors that they have unfinished business on your site.
But if you do have someone’s personal information, you can use the next form of retargeting to achieve even greater success.
If someone’s given you their email address — whether they signed up for a newsletter, created an account with you, or some other way — you have a way to personally appeal to them to encourage conversions.
Tracking your registered users allows you to see almost everything about them, including what they do on your site, what they’ve previously purchased, and when they visit you most often.
With that in mind, you can create emails to send to them that include information about products similar to what they’ve bought. You can also send them follow-up messages if they shop on your site and abandon their cart before checking out.
That may sound a little overbearing, but it’s actually a great way to remind people that they left something unfinished. And if someone started shopping on your site, they probably want to finish and check out.
After all, why would they spend all that time shopping if they didn’t want to buy anything?
Regardless of whether you’re retargeting customers based on their purchasing history or abandoned carts, email is one of the best methods to use when you want to encourage specific people to buy what you know they’ll like.
Social media retargeting
Social media retargeting includes taking out ads on popular social networks that your potential customers can see. In this case, your leads will see your brand, ad, or page on Facebook, Twitter, and other social networks.
This lets you reach potential customers where they spend most of their time online — social networks.
That means you have a big opportunity to attract, engage, or remind potential customers with what you offer.
Plus, since it’s on social media, there’s the chance that your reminder could make them share something about you too!
WebFX knows retargeting
At WebFX, we’ve built our careers on knowing how to best target and retarget potential customers. Our talented team of Internet marketers regularly keep up with the latest trends and strategies so they can deliver exceptional results for our clients. And if you want to grow your company, we’ll do the same for you!
Contact us today to create a behavioral retargeting plan for your business!
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