Retargeting website visitors can be an effective way to bring people back to your website, but when you invest into this form of digital advertising, you can be paying multiple times for each person who clicks on your ad and re-visits your site. When you do the math, your cost-per-lead becomes significantly higher.
When you consider that on average 97% of your website visitors leave without converting, any difference you can make to improve upon that conversion rate will have a positive impact with your ROI. This process is referred to as conversion optimization.
Continual optimization of your website for conversion leads to early lead capture which ultimately brings you those same sales without the remarketing cost. In fact, retargeting can end up costing you, by conservative estimates, about three times more per lead than if you had captured early.
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