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A Way to Win Back Online Customers

Retargeting can lead to increased conversions and turn abandoned site visits into sales.

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This story appears in the April 2011 issue of Entrepreneur. Subscribe »

Online shoppers are fickle. Nearly anything can prompt them to abandon their --sticker shock from shipping and handling fees, second thoughts about spending the money, an inkling that they can find a product cheaper elsewhere or simply a desire to sleep on it.

Your Retargeting Team
If you use , you already have a way to retarget site visitors. To get started, visit adwords.google.com and search for "retargeting." If you're new to the world of and want to find a retargeting vendor, consider these firms:

AdRoll
Criteo
Dotomi
FetchBack
Specific Media
SteelHouse

Whatever the reason, you no longer need to sit back and let prospective buyers drift away or, worse, wander over to the competition's website. You may be able to track them down and close the sale through behavior retargeting, also referred to as behavioral remarketing or simply retargeting.

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