How To Create A Strategy For Re-engaging Your Traffic
In reviewing visitor patterns in franchise websites, we know, on average only 15% of the traffic is returning to the website after their first visit. We also know that over 75% of the leads come from traffic that has visited the website more than once. So, that means 75% of your leads are coming from only 15% of your traffic.
In this example above, this franchise recruitment website is getting more leads from 17% of their overall traffic. Furthermore, the goal conversion rate is 8 times higher from returning traffic. If this scenario doesn’t scream ‘Remarketing’ from your marketing rooftop, then nothing will!
In this article, we’re going to look at several reports to help you better understand your traffic and determine how best to re-engage previous visitor traffic.
Report #1 – Time Lag To Conversion In Days
Having insight into the length of the consideration cycle for each type of conversion is very, very helpful in planning your remarketing strategies. This report details how many days it takes visitors to return to your site. Nearly 40% of this site’s visitors require more than one visit to convert and 17% require more than two weeks! Remarketing specialists believe that having a user see 7 to 12 of your ads in the course of a 30-day period is a good baseline.
Report #2 – Time Lag To Conversion in Sessions or Visits
While franchise recruitment requires a longer cycle time, it also require multiple visits as indicated in the session report here. Only 40% of the site traffic converted during their first visit. Knowing it takes 60% of your visitors more than one visit is just another piece of the puzzle in creating your remarketing strategy.
Report #3 – Demographics and Interest Reports
The Demographics and Interest sections include Overview reports, along with new Age, Gender, and Interest Categories reports. They allow you to better understand who your visitors are.These are the same demographics & interest categories used to target ads on the Google Display Network. Use these insights about your visitors to refine your ad campaign strategies. Not all of your visitors may have demographics associated with them, so these reports may only represent a subset of your visitors and may not be representative of your overall site composition.
As you can see, Google Analytics has several new reports that, when used together, will provide great insight into creating a winning remarketing strategy. The key to a successful program is testing and testing from as large of an audience as possible. Even if you aren’t ready to start testing remarketing, I highly suggest you start building your audience. The larger this qualified group of past visitors, the better!
While I don’t want to scare you off, remarketing is a committment but your marketing team can be creative and try different things. The results make it worth the time, and one other thing to remember is you are simply reaching out to past visitors that are already somewhat familiar with your brand and are a prequalified audience. The key is testing and measuring and committing to several months to fine tune your campaigns.
If you’re interested in how to start building your audience or where to find these reports in your analytics account, drop us a line and we’re happy to help.