4 Ways to Know if Your Website is Ready for Retargeting

1. You have a strong, cohesive creative element throughout your website.

Your website should be professional looking and simple to navigate. Implement logical layouts that flow and don’t appear choppy. You can do this by sticking to a basic color scheme that matches the style of your brand and organizing topics under subheads to avoid unattractive clutter. Don’t dump every fact about your product or services onto your website as if it were an encyclopedia entry – let your product do the talking with strong images and a summary of its benefits. Overcompensating for poor photography with lengthy descriptions is overwhelming when the majority of buyers are driven by instant gratification. Truth of the matter is, most people won’t read long descriptions, they’ll skim through them. Some products, like electronics, may require you to provide more detailed info. If that’s the case, break information up into subheads and tabs for quick referencing. In general, a good rule of thumb is to do the work for your buyers by sticking to the juiciest details.

When I’m on the wine isle of Tom Thumb, I usually spend about five minutes eyeballing the bottles. After finding the ones that fit my budget, my next move is a bit shallow, but I bet many of you can relate. I only pay attention to the wines with cool labels. Similarly, market saturation leads buyers to judge brands by their websites. Your website is your first line of defense against competitors, so its time to bring out the big guns. This is your chance to portray your product’s dominance, so arm yourself with stunning photos and compelling copy. Run A/B tests to determine what stimulates your audience. This step is critical in the development of a website’s layout.

2. Your landing pages are relevant and interesting.

I like to think of the relationship between an ad and a landing page as analogous to that of a concert ticket and a live performance. The last thing that you want to do is to disappoint your audience, so you better make sure that your performance doesn’t put them to sleep. People expect that the advertisement that they’re being shown is a direct representation of the link that it attaches to. Your ads should be visually pleasing and exciting without conveying misleading information. Sneakily sending people to your page by promoting products that you don’t sell is a foolproof way to send viewers running. Publishing bland, uninspiring ads is likely to have your brand overlooked. Take pride in the presentation of your brand! Your first impression is going to stick, so make sure that it’s memorable in a good way.

In case you’re not already familiar with landing pages, I’ll share a personal example. As a Lilly Pulitzer fan, I find myself being chased by her adorable ads quite often. Here’s a quick screenshot I snapped of an ad that appeared on one of my favorite blogs. Once I clicked on the ad, I was sent to an ordering page for the dress that was pictured in the original, retargeted ad. This simple ad is visually appealing and brings the buyer straight to an order form. That, my friends, is how you earn conversions.

3. You have a powerful call to action.

So you caught their attention. Congratulations! But now what? Your mission now is to make them worry about NOT buying your product. One effective strategy might include developing a sense of urgency by making statements about limited quantities or soon-to-end sales. Some people may only need a small push, and being prompted to “buy now” could seal the deal. Still, others may require additional convincing, so get in tune with your product or service’s unique selling point and sell the heck out of it! Turn viewers into conversions by leading them to the next step. It may sound trivial to ask your audience to commit, but this step shows that your brand is confident that it can fulfill your target audience’s needs. You don’t want your brand to operate like a shy girl waiting to be asked to dance, because you should know that you’re the star at this party. Let your brand be in the spotlight – it’s not arrogant, we promise.

4. You understand your target audience and what interests them.

You need to know the information that makes your audience unique. Being aware of general demographics and psychographics that describe your customers makes your ad dollars more powerful. This scenario equates to a salesman who avoids seeking small talk with people uninterested in his product – a challenge faced by advertisers who don’t properly segment – and focusing energy on the folks who have already demonstrated a desire to buy. Although it is considered courteous to greet everyone warmly in real life, doing so with your retargeting campaign is wasteful. If you’re unsure of how to profile a typical customer, it may be worth it to invest in additional market research.

Once you’ve carefully chosen your audience, you’ll be challenged with starting the conversation. You’ll have a much greater impact on the people you want to hear your message when you can speak their language. Verbiage and visuals drive virtual traffic, and these powerful, seemingly harmless tools can be lethal to your campaign’s success. Let’s refer back to the previous point: the importance of having a powerful call to action. Coupled with the proper copy and image, an advertisement’s call to action should resonate with the targeted individuals you want to respond to it. There isn’t a single, clear-cut way to tell consumers to buy. Some audiences may respond better to a more direct approach while others may prefer a more light-hearted, fun option. To put it simply, if you know your audience, they’re more likely to desire knowing you.

Think you’re ready to begin retargeting? Contact an accounts representative to see how the Meteora platform can help your business!

photo credit: Éole via photopin cc

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