According to Outbrain, approximately 2% of people that visit your website for the first time will convert. As much as this number appears surprisingly low, the reality is you need to convince people over a few visits before they will choose your brand over others. Therefore, to boost the conversion rate, it’s advisable to target people who have already visited your site. And this is where retargeting and remarketing come in.
While these two practices appear similar, they have some key differences that you need to be aware of.
What Is Retargeting?
In simple terms, retargeting refers to the practice of placing or displaying ads that target people who have already interacted with your website in various ways. Once a user lands on your site and takes a certain pre-planned action, a cookie is immediately sets in their browser.
You can then use this information to target them with various ads, even after they’ve left your website. Using third parties such as the Google Display Network, you can easily target such visitors, thus increasing your chances of a conversion.
Retargeting is applicable in two main ways – off-site and on-site interactions. In off-site interactions, you will be targeting people who have not interacted with your website previously.
However, they will share some characteristics with your previous customers. You can easily obtain their traits and characteristics by assessing their search results or trends.
In other instances, you might opt for users who have interacted or searched the web in a similar fashion to your previous clients. Also, you can target them based on their interactions with social media platforms such as Facebook.
As for on-site interactions, you will be targeting users who have already visited your website several times. You could also target those who have shown interest but are yet to complete a purchase.
When correctly executed, retargeting can boost the conversion rate significantly and retain your current customer base.
What Is Remarketing?
Remarketing revolves around email campaigns. It provides an opportunity for businesses to re-engage potential customers through their inboxes. During remarketing you will be using similar strategies to those applied during shopping cart abandonment.
You can also use remarketing to send an email to a customer who has shown interest in products similar to what you are offering. Since the potential customer has already expressed interest in your products, remarketing acts as a reminder.
And with proper packaging of information, you can use remarketing to convince the customer to purchase your products. In short, remarketing focuses on email campaigns and it’s designed to boost conversions for visitors who have already shown interest for your products.
Bottom Line On Retargeting And Remarketing
When comparing remarketing and retargeting, the differences and the overlap are clear. Both strategies have a shared goal of boosting the conversion rate on your website. This is especially the case for users who have already interacted with your products and services.
On the other hand, retargeting focuses on ads while remarketing mainly focuses on emails. Therefore, it’s advisable to use both strategies in your marketing campaigns.