Articles eCommerce

Optimizing Your Store: Retargeting [S02.E06]

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In case you’ve already tried all techniques we’ve been talking about here is your last chance to get those bouncing visitors back. Interested? Then keep your eyes open and go on reading.

This is the last episode of the "Optimizing Your Store" series, here are the themes we’ve already covered:

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In this article we are going to speak about Re-targeting, what it is and how to make use out of it. The operating principle is dead simple.


Retargeting works as follows. You place the tracking tag (a Javascript code snippet) just before the tag on every page of your web site. Once added, the tracking tag places an anonymous cookie in the browser of every person who visits your site.

Some may say that it’s cheating, especially those paranoiac users that are afraid to be tracked anyhow. But I’m going to say that this method was created in the favor of user, it works to please their interests and needs, it’s best for indecisive personalities that are not good at making choice.

To use the retargeting interface, include the following javascript on your site, specifying the appropriate keys and values:

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<script type="text/javascript" src="http://sa.jumptap.com/a/tr/u/v1/js"></script>
<script type="text/javascript">
data = new JTData({key1: value1, key2: value2, key3: value3, ..., keyN: valueN});
if (typeof JTApi === 'object' && typeof JTApi.traffic === 'function') {
   JTApi.traffic(data);
}
</script>

Parameters

Parameter

Required

Description

pID

yes

A string (supplied by Jumptap) which represents the ID assigned to the Jumptap advertiser invoking the API.

uID

recommended

A string which represents the unique user ID as determined by the invoker of the API. This might be a cookie key or some other unique identifier. It must NOT contain personally identifiable information.

rtkw

no

The keyword to tag the user with. This keyword represents the interaction the user is having with the advertiser property

Example 1: Retargeting users that have visited the homepage

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<script type="text/javascript" src="jumptap tracking script location"></script>
<script type="text/javascript">
data = new JTData({pID: '1e2a34a8', uID: '1234567890', rtkw: 'homepagevisit'});
if (typeof JTApi === 'object' && typeof JTApi.traffic === 'function') {
   JTApi.traffic(data);
}
</script>

Example 2: Retargeting users that have visited step 3 of a signup process

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<script type="text/javascript" src="jumptap tracking script location"></script>
<script type="text/javascript">
data = new JTData({pID: '1e2a34a8', uID: '1234567890', rtkw: 'stepthree'});
if (typeof JTApi === 'object' && typeof JTApi.traffic === 'function') {
   JTApi.traffic(data);
}
</script>

Synergistic effect

According to statistics, about 90% of bouncing visitors will never return to your website. Retargeting allows you to change this number in your favor, and get some customers from the places you've never expected them to come from.

Additionally, this tool allows to increase efficiency of other advertising channels such as context ads. After all visitors who found your website via context ads, but did not commit the targeted action, are still your potential customers, and in return retargeting allows to get them back.

Retargeting converts window-shoppers into buyers. Here is a list or agencies that will help you get back some of the bounced visitors (in case you are not really sure of yourself):

perfectaudience.com

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adroll.com

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fetchback.com

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optimalsocial.com

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tellapart.com

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mexad.com

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advertising.com

Check out these slideshows dedicated to retargeting, here you will definitely lots of useful information.

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Try the pants of your users, you need to know what they feel when interacting with your advertising. Regularly browse through your site using different browsers and different devices. Do the actions you are targeting your advertising at. Keep track of the frequency of display and logic of changes of advertising.

SPEAK UP! Now it's your time to spread the word. Tell us about your experience with retargeting. How effective was? Were there any unique techniques that you were using. Feel free to describe them.

  • Aykun Cetinkaya

    Nice article buddy. Really brief and clear