5 Fatal Retargeting Problems
There is no doubt that retargeting is one of the most effective ways of reaching your target audience. It’s simple and cost effective and certainly deserves its place in your marketing campaign strategy. Unfortunately, just like cakes, you can have too much of a good thing. Here are five retargeting practices which are guaranteed to annoy customers; ignore them at your peril!
1. Leading to the Wrong Place
The whole idea of retargeting is to tempt potential leads in a certain direction. You want them to arrive at a particular online destination where they will take part in a specific activity. For instance, if you spotted an ad for a pair of shoes you really loved, but the landing page was a general ladies’ clothing page with dozens of different options, what would you do?
This kind of mistake leads to frustration and it’s highly likely that you’ll alienate customers who might otherwise become regular shoppers on your site. Avoid potential points of friction like this by making sure that all your retargeted ads lead to precisely what they are advertising.
2. Too Much Motion
Animation can be a really good means of catching the eye but it can also be irritating and off-putting if used to excess. Recent research by Microsoft round that one of the ad qualities most likely to irritate viewers is too much or cheesy animation, so resist the temptation to go overboard.
Make your animation engaging rather than distracting and consider asking a focus group for their opinions before launching a campaign that features animated ads.
3. Not Capping Out
One really useful quality of retargeted ads is the availability of impression caps. This metric will give you a good grasp of the number of interactions it takes for a prospect to become a customer so that you can create a retargeting campaign that doesn’t overwhelm.
Overdoing impressions is one of the most annoying aspects of retargeted ads as far as potential customers are concerned and actually takes away impressions from prospects who might convert.
4. Not Updating Your Campaign
There’s no more certain way of increasing your bounce rate than having a campaign that’s either outdated or points to a sale that no longer exists. Make sure all your ads and promotions are current.
5. Eliminating Viewer Choice
Retargeting should be present but not overwhelming. Always give your customers the choice to opt out if they want to. This way they feel that they are in control and are more likely to come back to you again in the future.
So by all means use retargeting as a high-performance marketing option for your brand, but do be careful. Think of yourself as the user; if something feels irritating, it generally is. Keep the user experience foremost in your mind when crafting your retargeting campaigns and you’ll ensure that you’re getting the most out of your marketing strategy without alienating your valuable customers.
Top 5 A/B Testing Blunders to Avoid
A/B testing is a process that can help any company optimize their website for maximum profits. However, this technique must be approached with the proper care in order to avoid any mistakes or unreliable results. Poorly performed A/B testing can have negative effects on your company and even result in the loss of sales and clients. Let’s look at five of the biggest A/B testing blunders you need to avoid.
- Don’t perform a test on the wrong subject.
When designing your A/B test, the choice of the subject matter is vital. Too often, people can choose to test a subject without even determining whether or not the intended audience actually cares about it. For instance, you might decide to experiment with shipping options for a product you sell, without even conducting a survey in advance to find out what sort of shopping your customers desire.
- Don’t test too many things at once.
This is true of any experiment, if you change too many variables then your results are not reliable. For example, let’s imagine you decide to change the whole layout of your landing page, while also redesigning various buttons and elements on the page. These changes may result in an increase in sales, but since you changed so much, you can’t be sure which elements were successful and which were not.
- Don’t test things that will have no effect.
Changing your buy button from one shade of red to another isn’t going to increase your sales. Similarly, changing one or two basic words in the introductory text of your landing page won’t have any noticeable effect either. These sorts of changes can be made without using valuable time and resources on A/B testing. You should make use of A/B testing only for elements of your site that you believe will truly have a clear impact on your company.
- Don’t run your A and B tests at different times.
In order for the test to be fair and produce reliable results, both the A and B variations must be tested simultaneously since the opinions of your intended audience may change at different times.
- Don’t finish your test too quickly.
It is a true A/B testing blunder to decide to end a test prematurely, especially when one variant is clearly outperforming the other and has a much higher conversion rate. These sorts of results can be anomalies, and it’s important to run the test for a proper period of time so that you can gather a sufficient amount of data for your results to be reliable.
When performed properly, A/B testing can offer a huge boost to your company and optimize your digital marketing program for maximum gains. However, if you fall into the trap of committing some of the above blunders, this process can easily bring your conversion rates down. Follow our advice and ensure that you are testing reliably by avoiding these common mistakes.