Up to 80% of visitors to your site will leave within seconds. Are you wasting time and money retargeting this demographic — one that has shown no interest in your services or products? If so, you may be able to save a substantial amount of your retargeting budget by adding a simple script to your website’s code.
Retargeting is a massive part of any marketing endeavor, but it has its downsides—chief among which is those retargeting cookies are indiscriminate and thus are often applied to clientele who aren’t spending enough time on your home page to warrant the attention. This in turn leads to overspending on underwhelming conversion results.
One solution, proposed by Kevin Ho of Wishpond, involves adding a simple script that delays retargeting cookies for the first 45 seconds (or so) to your website’s overarching code. In doing so, your cookies will not be wasted on anyone who bounces from your site within moments of arriving at it.
Of course, your site may have nuanced clientele which requires you to adjust the parameters around the retargeting delay code. Given the relative simplicity of JavaScript and HTML coding, you should be able to change the amount of time for which cookies are restricted with ease.
Variations of the retargeting delay code itself can be found on sites such as GitHub and SlideShare. Once you’ve edited the code to accommodate your needs, you can paste it directly into your website’s home page file to prevent people who leave your site within your specified timeframe from receiving retargeting emails or ads.
Using this code has a couple of huge advantages. Since the code itself is open-source and easy to modify, you don’t need to outsource to a web developer or spend extra cash trying to implement your delayed retargeting cookies. On the flip side, you could easily (and cheaply) commission a custom version of the code should the open-source version not work with your site.
Either way, cultivating and installing a retargeting delay on your website is quick, painless, and about as cost-effective as a marketing strategy can be.
