and they’ve got some great visualization

tools that allow you to get a picture of not just who’s entering the landing page or entering your product page from a specific ad . but to find out which ads culminate in the most conversions at the end of the funnel . so all the way down to not only do they add it to cart .

 

 but they checked out . and they gave you money. So . there . you’re able to see both the big picture of . okay . what ads are the source Am I using Facebook and getting the most ultimate conversions Am I using Google and getting it . or am I using my own site and getting it But .

 

 also . what are the sticking points

Where’s the falling off Where’s the friction coming in And I’ll give you one other great example of this. I was just down in California for International CRO Day . and Sean Work . who runs the blog over at KISSmetrics . talked about this exactly. And .

 for him . it was much more of a service-industry

 focus. So he was talking a lot about not just gto visit your website and actually buy from you . but then finding out what the sources are . where they’re coming from . of the people that actually stick around .

 

 really trying to reduce churn . so that you’re

not fooled by those initial numbers into thinking just because it’s getting clicks . it’s actually bringing in revenue. Dan Levy: Right. People get distracted by the click . but it ultimately comes down to the conversion. Aaron Orendorff: Yeah . absolutely. Dan Levy: You know .

 

 it’s become almost a cliché to hear about how selling to your existing customers can be a lot more profitable than trying to reach new ones. You suggest that there is an opportunity here for display advertisers. How so Aaron Orendorff: Yeah. The two real key words here − and they’re often used interchangeably − are retargeting and remarketing.

 

 And . sometimes . this can refer to using emails

and retargeting. Google calls it remarketing. But . basically . what it boils down to is a culled ad . even if it’s generated by a search . has that dismal . percent click-through rate on something like Google Ad Display Network.

 

 With retargeting and remarketing . what you’re doing is you’re taking the actual data from where your visitors went on your website. So . if they visited your stiletto section on your shoe store . then you can actually retarget them on other display network sites with those specific products. So that’s sort of − I call it the micro yes customer .

 

 the person that hasn’t actually committed yet . but you’re still leaning on that principle . the weapon of persuasion that Robert Cialdini talks about . consistency and commitment . that people are much more likely . if they’ve taken a small step toward you . to take a larger step later on.

 

 And you’re just keeping that fresh in front of their minds. The other way to do this is Google will actually allow you to tag the customers that ultimately check out . so they buy something from you. And then you can offer not just upsells . but . “If you’re interested in this .