User:Richard545525/sandbox
Introduction
[edit]Onsite retargeting is a subset of Behavioral targeting that is limited to the publishers' website whereby a cooky issued by the website tracks the actions taken by visitors on the website. Onsite retargeting is principally used by businesses to better understand and target their visitors, hence the name "onsite retargeting". This version of retargeting is a core component of Conversion Rate Optimization and should not be confused with off-site advertising techniques that track visitors across the internet such as those provided by Facebook Retargeting and Google Remarketing.
The goal of conversion rate optimization and Onsite Retargeting is to convert as many visitors to the publishers' website as possible through the use of highly targeted, personalized messages, content and offers. These messages are typically delivered in the form of nanobar's (top of the screen), sidebar placement and via popups. Gamification of these messages is increasingly being used to increase engagement, for example, the use of a "lucky wheel" with discounts as prizes to incentivize interaction.
Every piece of content provided is designed to meet the needs of a particular subset of visitors tailored to their visit purpose, and to that end, content is optimized for each group. All content is AB tested and optimized for search engine marketing (SEM) and for optimal conversion. Typically these groups are referred to as segments and the corresponding tailored messages that are delivered (triggered by actions onsite see below) to them are via a website popup overlay (also A/B tested) to that segment.
The end goal of Onsite Retargeting is to enhance user experience and engagement through personalization, providing a unique journey at each point along the sales funnel, ultimately to increase conversion. Engagement, trust and visitor comfort increase over time, eventually funneling visitors towards making a sale (or repeat sale). Onsite retargeting is principally used by business for lead generation and/or for eCommerce (webshop's, web stores) purposes for marketing either products or services.
Benefits
[edit]The typical (average) conversion rate for eCommerce websites is between 2-3%[1], and so anything above this figure might be considered good. That being said, the conversion rate varies from industry to industry, product to product and even depending on the weather and time of year among the many other influencing factors to consider. The best practice to determine adoption outcome would be to find a relevant case study of implementation in the relevant industry as an indicator, such as the following examples.[2]
Implementation
[edit]Typically the task of implementing onsite retargeting falls to the team creating the content and those doing the advertising. Knowledge of analytics platforms is also an important skill set for building a sales funnel for the content team to manage. There is both self-hosted software, best suited for those with dedicated servers and those not overly concerned about website speed and SaaS Onsite Retargeting platforms which are typically less resource heavy (using external server resources), better suited for the vast majority of websites, those hosted on VPS and shared server resources. The SaaS option, typically requires the addition of a line of code for website visitor tracking purposes, however for large ecommerce platforms such as Shopify, and Content Management systems (CMS) like WordPress, add-ons are available that simplify and automate the addition of this code snippet.
Types of Onsite Retargeting
[edit]Onsite retargeting messages can be triggered in different ways.
- Exit intent - the intention of leaving triggered by the mouse movement towards the tab close button (x).
- Timed display on a specific page (entering a webpages triggers a time-delayed popup message)
- On scroll - the visitor is reading a specific content and therefore scrolling down the page.
- On Click triggering - highly precise determination of interest.
Targeting options vary between vendors, examples include[3].
- Connected campaigns - more than one popup message, the first of which is typically a yes or no answer to gauge interest in the second popup message.
- User source - origin of the visitor, geographically and traffic sources
Emphasis should be placed on the reliability of targeting options such as:-
Concerns
[edit]February 15th 2018, Google activated its Ad Blocking technology in Google Chrome as part of a ongoing campaign to improve ads. Onsite Retargeting by website owners is by and large unaffected by this Google Chrome change although several use cases are still under review.[4] In connection with the above, as far back as 2016, Google announced that it would penalize website which contain annoying or "intrusive" content, ranking them lower in their mobile search results. This google search algorithm update was put in place in January 2017.[5]
GDPR EU regulations do effect onsite retargeting in-so-much as popups are used to collect data and therefore should provide the ability to opt-in to the terms and conditions of the intended use.[5]
References
[edit]- ^ "Ecommerce Conversion Rates". SmartInsights.com. Retrieved Jan 30, 2018.
- ^ "The Story of How I Turned 434,256.72 into 1,422,500.15 in 30 Days Using Facebook, Instagram, Pinterest, Google and Shopify". DigitalMarketer.com. Retrieved May 5, 2015.
- ^ "5 Ways Exit Intent Technology Can Improve Conversion Rates of Ecommerce Sites". Ecommerce-Platforms.com. Retrieved June 2, 2015.
- ^ "7 Tips to Boost Your PPC Campaigns Using Onsite Retargeting". SEMRush.com. Retrieved June 3, 2015.
- ^ a b "Google Will Punish Websites That Use Intrusive Mobile Popups". OptiMonk.com. Retrieved August 30, 2016. Cite error: The named reference "OptiMonk" was defined multiple times with different content (see the help page).