The Conversion Code, 2nd Edition

Chapter 15Get the Most out of Your Marketing and Convert More Leads Using Retargeting

If you follow up with your leads using retargeting and email marketing, they are 2× more likely to convert.¹ If you have ever been on Amazon looking at a product only to see it in an ad in your social media feeds shortly after that, you have experienced retargeting.

Retargeting has become a popular option with professional marketers because even the best websites and landing pages in the world will not convert every visitor into a lead. For example, Unbounce found that the average conversion rate of a landing page is 1.9% in the real estate industry. Across all the industries they researched, the highest average conversion rate was 4.7%.

Many of the tips you already learned will get you a high conversion rate, but it will almost never be higher than the rate of visitors who do not convert. Most of the landing pages you use will capture less than 90% of the people who visit them.

Every visitor who does not become a lead (as well as those who do) can begin to immediately see your ads on social media, websites they visit, and in mobile apps. In several upcoming chapters, I will share a plethora of proven tactics that will get free and paid traffic to your site. Staying in front of these visitors (and leads) who do not convert or close quickly is a must.

With retargeting, you are building ads before you need them, knowing they will trigger over and over each day as people visit your website and ...