Case Study: Conversion Rate Increases Through the Use of Google Audience Remarketing

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Increases New User Conversion Rates by Directly Targeting and Advertising Post Website Departure.

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



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.