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Challenge: The client wanted to increase orders from the new registrants coming to the website. Statistically, visitors would come to the site and register but would often not place an order within thirty days. Customers who registered and did not place an order within thirty days were contacted by customer service in an effort to follow up and identify any issues. Increasing the conversion action for this type of visitor was a priority along with decreasing the costs involved in follow-up for non-purchasing new registrants.
Conversion rates on the website and goal flow analysis indicated that a large number of people, when they did register on the site, neglected to make a purchase online. There was a massive opportunity to get those people back and convert a higher percentage of new visitors and registrants.
Business Solution: In the past, display advertising had been attempted, but conversion rates were low. With remarketing, the audience could be much more targeted. To improve the rate of converting new registrants into paying customers, display ads were created along with an ad remarketing campaign.
Visitors that came to the website and entered at a point in the website registration process would have a tracking code or “cookie” attached to their visit. Based upon that cookie, visitors would browse the web and see ads that were created specifically for those visitors. The ads would re-target visitors who had reached a particular place in the conversion cycle and displayed an ad with an action to take on the website. The remarketing ads had the ability to re-target visitors by being part of a list that Beacon Technologies could control and define for a period of time.
Results: Orders from New Customers improved by almost 10% compared to the same period a year earlier. Orders from New Customers that came via pay-per-click increased by 78.70%. Not only did the remarketing increase online orders, but brand awareness was improved as the display ads were shown on many websites across the internet to those who didn’t convert outright. The brand was placed many times in front of the right people who were already qualified to become a customer.