What is the goal of your website? Conversion. And by conversion we don’t just mean selling a product or service online. A conversion can also be downloading a document, subscribing to a newsletter or filling out a form. You set the objectives.
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Imagine that a user is browsing your website. He is interested in some contents in particular and passes very quickly by others because he is not interested in them. How can you know all this? Exactly, through information managers that tell you what content is being consulted by that visitor, which ones he/she spends more time on, and even where he/she clicks or over which elements he/she passes the mouse over.
This way, before that visitor leaves your website, you will know what he is interested in and, therefore, you will be able to offer him relevant content at the same time, before losing him forever. This is what we call internalretargeting.
Less traffic and more conversion
Many companies seek, above all, to increase their traffic month after month. And sometimes, they’ve simply already got the traffic of their ideal audience. And now what they have to do is to get this target that is already interested in their website or blog to convert. How? Offering more specialized content and, above all, finding the right time to do it.
Let’s take a practical example. A user is viewing a page where you offer a step-by-step guide on vintage furniture restoration. Through monitoring we know that this user has been interested in this product, because he/she has read about it, clicked on ‘more information’, etc. But, eventually he leaves this page and continues to browse other pages. Why?
At this point we must tell our CRM to activate a workflow for all these users who, having been interested in our downloadable content, have not taken the final step to conversion.
What the CRM can trigger at that moment is, for example, a pop-up message with more information about the content. For example, a video summary with a step-by-step guide. That the user has a first contact with what he will find in the content that we want him to download, that he sees that it is a quality content and that he wants to know more.
If we get him to go back to the previous page and download, our internalretargeting will have been successful.
Other benefits of monitoring beyond conversion
Conversion is not the only advantage we can take advantage of monitoring. If we know how a user behaves when browsing our website, we will know our strengths and weaknesses. Why doesn’t this page convert? This other page seems to be very successful, so why not include a call-to-action (CTA) that redirects the user to a Landing-Page?
The more you know about your visitors, the easier it will be to convert them into leads and eventually into customers.
Difference between retargeting and internal retargeting
The retargeting is the technique that consists of trying to impact and convert a user who has previously been interested in a product or content of our website. The key difference between retargeting and internal retargeting is that
internal retargeting
is that the former usually takes place outside our website.
For example, a user enters our website where we sell handmade shoes. He adds some shoes to the shopping cart but, finally, he leaves our website without finalizing the payment. Then, we will have programmed that person to see, for example, an advertisement of our shoes on Facebook and, in addition, with a 10% discount.
The difference, then, is that in retargeting we lose the visitor to our website and we have to get them to come back and complete the purchase. On the other hand, internal retargeting re-engages the user while they are still on our website, thus increasing our possibilities.
