Page conversion rates have ALWAYS been a problem. The simple fact is most people don’t convert even on the most optimized pages.
What’s why traditional retargeting on ad networks has been so dang powerful. While retargeted leads come cheap, they still aren’t free. Worse, you’re back competing against your competition in the ol’ ad auction system.
For the last 6 years, I’ve been using a tactic called Inbox Retargeting to identify who lands on my key pages and directly reach out to them in their inbox.
No more ads. No more auctions. Just a targeted contact that showed they were interested, but didn’t quite take the leap yet.
Before I dive into the “What’s” and “How’s”, this tactic can only be used in the good ol’ US of A. If you aren’t in the states or don’t have clients in the states, you’re out of luck. Sorry!
How It Works
Inbox retargeting doesn’t take a lot of heavy lifting. I’ll share the strategy next but I wanted to start with some of the logistics.
DISCLAIMER: I am not a lawyer or coder, so keep that in mind if technical or legal questions pop up.
If you have a website, you have tracking scripts, e.g., GA4, the Facebook Pixel, Heatmap software, etc…
To get started with Inbox retargeting, you just need to be able to copy and paste two scripts on your site:
- A collection script: This fires and tries to identify the visitor
A suppression script: You’d fire this on your conversion confirmation pages, you don’t want people whole converted to land in your Inbox Retargeting campaigns.
The tech works off of a database of contacts in the United States that are eligible for emails, so it’s completely above board with your ESP. However, you’ll want to do a few things before you start treating them like a regular member of your email list.
We initially tested this on one of our paid media campaigns. We already had a really strong campaign that we wanted to squeeze more leads out of…and boy did we.
We were driving traffic from Meta (Facebook for the OGs) to this landing page:
This page converts at 58%. Yeah, that’s a humble brag…deal with it.
Even with a 58% conversion rate, we’re still missing out on 42% of the traffic we’ve already paid for. That’s kind of a bummer.
After we added the collection script to the page, they were able to capture a lot more leads. The conversion rate jumped from 58% to a very sweet 87% – that’s a 50% increase!
That was the impact on a single page, that’s when we knew it was time to go bigger.
The Strategy
Most of the tools out there, whether it’s Retention.com or Customers.ai, are going to…
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