Getting back the lost 80 percent: Re-engage anonymous past site visitors

Getting back the lost 80 percent: Re-engage anonymous past site visitors

Up to 80 percent of internet consumers will come to your website, browse and bounce.

If you’re getting even as few as 1,000 unique monthly visitors, that’s 800 possible consumers who leave your site without doing anything. That’s a whole lot of possible consumers you could be converting, either with a sale or at least contact information to keep in touch. Yet most companies cannot seem to capture the lost 80 percent – and what’s worse, don’t realise that there are ways to get that 80 percent back into the business.

Understanding bounce and drop off rates

Before we go in to how to help the ‘lost’ 80 percent find their way back to your site, it is worth explaining how they get lost in the first place.

Research shows that you have 10 seconds or less to capture someone’s attention before they leave your website.

Research shows that you have 10 seconds or less to capture someone’s attention before they leave your website. When a user comes to your website and clicks off the first page he visits, that contributes to your bounce rate. The higher the bounce rate, the more you may want to think about your marketing, communications and digital strategies. Does your website language align with external marketing material? Is your website easy to navigate and use? Would someone visiting your page be able to easily identify what you do and how your product or service would be helpful or necessary?

If you’re successful in striking the fancy of a user, there’s still another hurdle: drop off. Drop off rate counts the number of actions a user takes on your website before exiting the site. Generally digital marketers set up visitor flows, or a list of appropriate pages that might align with a visitor’s journey through the website, to track drop off rate. For instance, if a user accesses your website and searches for t-shirts, your site may suggest a few options. The user then can browse a few pages of t-shirts. If he then leaves, you can calculate the number of pages in the visitor flow (the number of total pages suggested by your search function) to calculate the drop off rate. The drop off rate is also interesting, as high drop off rates can tell you whether your products align well with what users expect when they search, as well as key information to the usability of your site, such as how many products or how much product information you can offer on one page.

Don’t just take our word on this – track your bounce and drop off rates using analytics services to see where you stand.

Losing website users before they purchase or sign up

As we stated at the start of this article, as much as 80 percent of your website traffic can be lost; visitors will either hit a landing page and leave, or click through for a bit before moving on to the next page.

Average bounce rates for most websites range in the 40-60% range.

Average bounce rates for most websites range in the 40–60% range. Drop off rates vary based on the visitor flows set up by marketers, but a telling statistic is cart abandonment rate, which averages at 67.91% – that means over half of your potential business is leaving without buying, or perhaps even giving you their contact information!

Finding the lost and bringing them back

If you’re as surprised as we were by these alarming stats, you’ll be doubly surprised to find out that there’s a solution. Thank goodness for performance email targeting, an innovative sales channel that re-engages that lost 80 percent and brings them back to purchase or at least leave a little calling card.

The Mojn Network utilises email marketing and takes it to the next level. There’s no denying that email marketing is a powerful medium; 44% of consumers reported making at least one purchase based on a promotional email last year, and for every $1 spent on email marketing, there’s a $44.25 ROI. But what if you don’t have the email addresses of those you want to reach, as in the case of the lost 80 percent?

But what if you don’t have the email addresses of those you want to reach, as in the case of the lost 80 percent?

That’s where the Mojn Network and Performance Email Targeting kick in. By identifying anonymous users that lurk on your site you’ll be able to send emails to those visitors to get them to come back to the site. Coupled with a relevant email, such as one that includes the items left in an unpurchased cart, or a call to action that aligns with past browsing history, you’ll be likely to increase your conversions. Solutions such as the Mojn Network are the front runners in performance email targeting, and combine the ability to find your anonymous users with powerful, targeted emails that bring back your visitors and turn them in to customers. In fact, Mojn’s products have higher conversion rates than any other marketing channel – 5x that of banner retargeting, 18x that of segmented emails and twice that of Adwords – and its no surprise, considering that relevant, targeted emails to a wider segment of your audience will of course mean more results for you.

If you’re looking to expand your selling power online, the easiest thing to do is to re-engage the people who’ve already looked around your website. That lost 80 percent is a massive audience full of potential – and now you have the tools to get to them.

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