Retargeting

In e-commerce there is something called retargeting, and it seems to work quite well. Retargeting is a form of advertising that targets customers who already visited your page, but never converted. Online 98% of the people who visit your site are not ready to buy anything, they surf a bit, check reviews, but don’t buy right away. For these customers retargeting was invented, it places a cookie in your browser and therefore it is able to track your movements on the website. Yes, this is why every site asks you to accept the cookies now. But because they are able to see what you do on the site and if you buy something or not. So if you don’t buy anything, the cookie will later let the company know that you are just casually browsing and that you can advertise to them again. Hopefully they will buy now.
                If a retargeted customer comes to your site again, the conversion rate increases from 2% to 4%, it doubles! Still 96% is not ready to buy, but that is not the point. However, how much do you hate these retargeting ads? A group in class gave this as a strategy for an online company and I asked the question, do you really click those ads? Because I, for one, would never click on those. Almost everyone in class said that they had bought something this way. I was shocked. But, it is clear that retargeting works, well at least in America. I’m just keeping my best friend, AdBlock plus. What would I do without him?