Research has concluded that almost 96% of the first-time visitors of a website are not ready to make a purchase, while only an average 2% of them actually turn into customers. The majority of visitors land on a certain page, and if they are interested in its content, they start clicking and viewing a couple of products, some of them even adding items to their shopping cart, then something happens and they exit the website. Many online shops see this as a failure, but the opportunity of converting visitors into customers is far from being lost. The optimal solution for this issue is a retargeting software.

Retargeting is an online marketing strategy that helps you increase brand awareness among the visitors who left your site without converting. By placing a pixel on your website, a retargeting software can track and monitor your prospects' browsing behavior. Based on the data collected, the software sends personalized messages to your visitors, that follow them on other websites and persuades them to return to yours to complete a purchase.

A user can leave your website for all sorts of reasons that are not necessarily related to your website per se. Therefore, following up with them at a more proper moment can significantly increase the likeliness of converting them.

When visitors leave your website without buying anything, using a retargeting software is an effective way to keep in touch with them, and draw their attention back to your products. There’s a fine line between successful retargeting and internet stalking. The key to using a retargeting software with maximum efficiency is to reach the right audience at the right time with the right message.

The first step to a successful retargeting strategy to increase your conversion rate is to segment the audience. After all, a retargeting software uses personalization to reach your prospects in order to better meet their interests and needs, which can greatly vary from one individual to another. Here are some specific audiences that you can engage with the help of a retargeting software:

Cart abandoners: this segment of potential customers is probably the most likely to bring new conversions. They are certainly interested in your products since they added them to cart. However, due to one reason or another, they left your site without completing the order. A retargeting software is what you need in order to convert this segment of prospects.

First-time visitors: These people were interested enough in something you offer to visit your site. With the help of a retargeting software, you can find out how they reached your website, and you may be able to convince them to return.

Repeat customers: These people are already familiar with your brand. If they haven’t purchased in a while, they might just need a reminder.

Recent visitors: These may be recent visitors shopping around for the best deal or on a time crunch. Grab their attention before it’s too late.