How to Retarget Website Visitors & Convert Them into Customers

Have you ever visited a website, left without making a purchase, and then started seeing ads for that same product on other websites or social media? That’s retargeting in action.

Many visitors leave a website without converting on their first visit. Retargeting helps businesses bring them back, remind them of what they were interested in, and encourage them to complete a purchase or sign-up.

Let’s explore how retargeting works and the best strategies to turn website visitors into loyal customers.

1. What is Retargeting & Why Does It Matter?

Retargeting (also called remarketing) is a digital marketing strategy that targets people who have already visited your website but haven’t taken action.

Why Retargeting Works:

People need multiple touchpoints – Most customers don’t convert on their first visit. Retargeting reminds them of your brand.
Increases conversion rates – Retargeted ads are 70% more likely to convert than regular display ads.
Keeps your brand top-of-mind – Even if customers aren’t ready to buy now, they will remember you later.

Instead of losing potential customers, retargeting gives them another reason to come back and complete their purchase.

2. How Retargeting Works

Retargeting works by using tracking pixels or cookies to follow users after they leave your website. This allows businesses to show relevant ads to visitors when they browse other sites or social media.

Main Types of Retargeting:

Pixel-Based Retargeting – A tracking pixel (tiny code) on your website tags visitors and shows them ads later.
List-Based Retargeting – Uses email lists to retarget users who have already interacted with your brand.

3. Best Platforms for Retargeting Ads

Retargeting works on multiple platforms to reach visitors wherever they go online.

Google Display Network

Shows retargeting ads on millions of websites, YouTube, and apps.
Targets users based on their previous interactions with your site.

Facebook & Instagram Retargeting

Uses Facebook Pixel to show ads to visitors on Facebook and Instagram.
Allows for dynamic product retargeting, showing users the exact product they viewed.

LinkedIn Retargeting

Best for B2B businesses targeting professionals and decision-makers.
Uses LinkedIn Insight Tag to track website visitors.

TikTok & YouTube Retargeting

Targets users who watched a video or visited your website.
Works well for engagement-driven and visual content.

4. Effective Retargeting Strategies to Convert Visitors

1. Cart Abandonment Retargeting

Problem: Many users add products to their cart but don’t complete the purchase.
Solution: Show retargeting ads that remind them to check out.

Offer a limited-time discount or free shipping.
Use dynamic product ads to show the exact items they left in the cart.
Add urgency with “Only a few left in stock” messaging.

2. Retargeting Based on Page Visits

Problem: Visitors browse your site but leave without taking action.
Solution: Show tailored ads based on the pages they visited.

If they read a blog post about SEO, retarget them with an ad for an SEO service.
If they viewed a product page, retarget them with a testimonial or review ad.

3. Time-Based Retargeting

Problem: Some users need more time before making a decision.
Solution: Retarget visitors based on how much time has passed since they last visited.

First 3 days: Show reminder ads.
After 7 days: Offer a small incentive or bonus.
After 30 days: Use social proof (reviews, testimonials) to reinforce credibility.

4. Email Retargeting for Warm Leads

Problem: Some users engage with emails but don’t convert.
Solution: Use list-based retargeting to show personalized ads.

Retarget people who opened an email but didn’t click with a special offer.
Show ads to past customers to encourage repeat purchases.

5. Upsell & Cross-Sell Retargeting

Problem: You want to increase the lifetime value of existing customers.
Solution: Show ads for related products or upgrades.

If someone buys a laptop, retarget them with ads for accessories (mouse, bag, software).
If they sign up for a basic plan, encourage them to upgrade to premium features.

5. Retargeting Best Practices for Higher Conversions

✔ Segment Your Audience – Create different retargeting ads for cart abandoners, blog readers, and past buyers.
✔ Use Dynamic Ads – Show users the exact products they viewed instead of generic ads.
✔ Limit Ad Frequency – Avoid overwhelming users by showing ads too often (2-3 times per day is ideal).
✔ Test Different Ad Formats – Try carousel ads, video ads, and static images to see what works best.
✔ Include a Strong Call-to-Action – Tell users exactly what to do next: “Get 10% Off Today,” “Shop Now,” “Claim Your Discount.”

6. Measuring Retargeting Success

To know if your retargeting campaign is working, track:

Click-Through Rate (CTR) – Are people clicking on your ads?
Conversion Rate – How many visitors return and complete an action?
Cost Per Acquisition (CPA) – How much are you spending to get a customer?
Return on Ad Spend (ROAS) – Is your ad budget bringing in profits?

Conclusion

Retargeting is a powerful way to reconnect with lost visitors and turn them into paying customers. By personalizing ads, using multiple platforms, and offering incentives, businesses can increase conversions and maximize ad performance.

Want to set up a high-converting retargeting campaign? Contact Tera Creations for expert digital marketing strategies.

How to Retarget Website Visitors & Convert Them into Customers