I’d like to introduce the concept of “internal retargeting” – that is, presenting your visitors with targeted messages on your own website based on key pages they visit and abandon.
Retargeting, also known as remarketing, is a form of online advertising that aims to keep your brand in front of visitors after they’ve left your website. The goal is also to entice those visitors to click through to return to the site so you get another shot at converting them. Google and companies like AdRoll offer these services, as does LinkedIn for B2B retargeting through its acquisition of Bizo in 2014.
Companies are spending lots of money remarketing to past visitors with ads on others’ websites – trying to chase them down and get them to come back. Internal retargeting, on the other hand, is about presenting relevant “house ads” or messages intended to convert visitors while they’re still on your site…before they leave.
Although internal retargeting is a new concept, the premise is not. Companies understand the importance of making the most of their web traffic and optimizing conversion rates, but they’re not often thinking about advertising on their own website and treating it like the prime real estate that it is.
A first step to take with internal retargeting is to identify your highest value and most important pages from a lead conversion perspective. And then think about what you want to say or offer to those visitors who veer off your desired conversion path (as they often do). Put yourself in their shoes. What else might they want or need to progress? What alternative information or offers might they respond favorably to?
Let’s explore an example with our own site. One of Evergage’s most important pages for high value lead conversions is our “Get a Demo” page. Relative to other pages, the traffic to this page is modest, and the conversion rate – the percentage of unique visitors completing the form on that page – is less than 10%. But visitors to the page are very important. Visiting generally indicates a buyer who has done sufficient research on our solution to take the next step and seek out additional details as part of an evaluation process. So if they don’t complete the form requesting a demo, should we just say “oh well” and give up? Heck no! The visitor came this far, so let’s use internal retargeting!
As with all pages on the site, the Evergage platform is tracking each visitor who reaches the demo request page, and we know who doesn’t complete the form. In those (frequent) cases, we’re now presenting an internal retargeting message that appears on the next page they visit on our site after leaving the demo page.
Our assumption is that the visitor isn’t ready to sign up yet for a live demo session, but they may still be receptive to a short, pre-recorded video demo instead! The type of messages can, of course, be even more personalized and vary based on other data collected about the visitor in the current session or past sessions.
After testing a few ideas, here’s what the winning internal retargeting message looks like:
Other examples of internal retargeting campaigns for companies could include offering to send a recorded webinar replay to people who abandon a live webinar registration page; promoting relevant product reviews to people who elect not to complete a purchase; or presenting a targeted “exit” survey or poll to people who decline to download an eBook or sign up for a free offer.
Marketers must continue to seek new ways to keep visitors engaged and support the different paths they choose to take on the website. Internal retargeting is a new approach to doing exactly that, and I expect it will quickly become an important part of the modern marketer’s favorite and most effective tactics.