Retargeting is one of the most powerful marketing techniques out there. After all, these users have already shown interest in your service and are much more likely to convert than users who don’t yet know your brand. A lot of thought goes into the strategy of these campaigns.
Do these visitors behave differently than “fresh” visitors? You can find out via the 3 steps below.
Explore the funnel breakdown by UTMs.
To dive into the behavior of your retargeted visitors, you need to have different UTMs for these campaigns. If you’ve just finished setting meaningful UTMs for your paid ads, wait a few days until you have more data.
When ready, go to the Funnels section in Oribi, choose one of your key funnels, and use the View Breakdowns option. Choose the UTM term in which you define retargeting, and add a few campaigns. Look at how the different funnels behave. Try to compare the drop between different steps of the funnel for visitors who come from retargeting campaigns vs. “standard” ones. You may find interesting behaviors you can address.
Identify which entry page works best for visitors who come from retargeting campaigns.
In the Funnels section of Oribi, filter your key funnel by UTM campaigns. To do so, click the filter icon at the top right of the funnel, then choose the correct options from the dropdown menu. Click Update. Once you’ve filtered your funnel, break it down by Entry Page. This will show you the breakdown of visitors to each entry page who came from the UTM campaign(s) you chose. Check the conversion rate of each funnel breakdown.
Learn which landing page converts best for these visitors, and direct more traffic to that page. You’ll generally find that the landing pages that work well for first-time visitors don’t work as well for visitors who come from retargeting. This difference could exist because retargeted visitors have already seen those pages or because they’re looking for more data. Now you can really measure which landing pages convert best for retargeting campaigns.
Follow individual retargeted visitors to learn their behavior.
Now is the time to step into your visitors’ shoes. Doing so will give you insights and spark some ideas. Here’s the process you’ll want to follow: Go to the Attribution section. Toggle the Channels <> UTM switch to UTM. Choose a UTM that represents your retargeting campaigns. Scroll down to Visitor Journeys By Channel, and pick a UTM you find interesting. Click See All, and explore the visits of users coming from retargeting campaigns. Click See Full Journey to explore their behaviors.
You might see that it’s their first visit to the site, even though they’re coming from retargeting campaigns and have clearly visited the site before. This discrepancy could be due to a few reasons: the Oribi script might not have been installed during the previous visit, there might be cross-device issues, or the iOS14 restrictions might be coming into play.
Now, look closely at what these visitors did on your website. What do visitors who’ve already visited your site look for? What do they explore before converting? Tracking their steps will help you identify which data to add to your landing pages and how to increase conversions.
Once you’ve identified which landing page converts best, consider tweaking it according to what you discovered retargeted visitors do on your site. This process will help you improve the flow of visitors to that landing page through your funnel.