Retargeting for Increased Conversion Rates

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Retargeting is an increasingly popular marketing strategy that is being used by companies to boost their conversion rates. By leveraging consumer data and behavioural analytics, retargeting can be an effective way to engage customers and persuade them to complete a purchase. This article will provide an overview of retargeting, its benefits and best practices to help businesses increase their conversion rates.

What is Retargeting?

Retargeting is an online advertising strategy that involves targeting ads to a previously identified group of customers, who have already visited a website or interacted with a brand online. Through this type of targeted marketing, brands are able to tailor their messaging to customers who are most likely to engage with them, which in turn can help to increase conversion rates.

How Does Retargeting Work?

Retargeting works by placing a small piece of code on the website, usually referred to as a ‘pixel’. When a user visits the website, this pixel is triggered and their browser is ‘tagged’ with an anonymous identifier. This identifier is then used to serve ads to the user on other websites they visit, ensuring they are shown relevant ads based on their previous behaviour.

Benefits of Retargeting

Retargeting is an effective way to reach potential customers and increase conversions. It is also a cost-effective strategy as the ads are served only to people who have already expressed an interest in the brand or product. This helps to ensure that the ads are seen by the right people, at the right time, which increases the likelihood of them taking the desired action.

Tips for Maximising Conversion Rates with Retargeting

To get the most out of retargeting, it is important to have an effective strategy in place. Here are some tips for maximising conversion rates with retargeting:

1. Focus on Relevance

The ads that are served should be relevant to the user’s interests and needs. This means that the ads should be tailored to the user’s previous behaviour, rather than just generic ads.

2. Test Different Ad Formats

Try using different ad formats to see which ones perform best. This could include display ads, videos, or even email campaigns.

3. Optimise Ads Regularly

Make sure to regularly optimise the ads to ensure they are performing as well as possible. This could involve testing different messages, images, or calls-to-action.

4. Use Dynamic Ads

Dynamic ads can be used to show the user the exact product or service that they viewed on the website. This can help to remind them of their previous interest, increasing the chances of them taking the desired action.

5. Analyse Results

It is important to regularly review and analyse the results of the retargeting campaigns. This can help to identify what is working, as well as any areas that need improvement.


Retargeting is an effective strategy for increasing conversion rates and can be used to target potential customers who have already expressed an interest in a brand or product. To get the most out of retargeting, it is important to have an effective strategy in place and to regularly optimise and analyse the results.

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