This is a clever example of retargeting from Neil Patel, the founder of Quick Sprout, Kissmetrics & CrazyEgg, that's run for a good 2+ years now through Retargeter....View More What I like about these display ads is that they humorously represent the underlying dialogue of most every retargeting campaign in a very straight-forward, yet relaxed and down-to-earth manner. He's approaching the previous visitor like an old friend that he's inviting back. The smiling photo reinforces the lightheartedness of it and furthers the friendly connection he's looking to build. To make the ad even less evasive, Neil mentions to visit Quick Sprout and be cool like "Neil Patel". Again, building on the humorous vibe. There's no fancy pitch or incentive. If there was, it would contradict the laid-back feel of the ad. The whole point is to get them back to the site. Once they come back, they'll be presented with plenty of opportunities to take action.
This approach does not work for everyone. It works for Neil because it is his personal blog and the style matches his personality.
If a company used this technique with a stock photo, I'm sure it would not have the same effect. The power lies in the person being highlighted in the ad. When possible, they should be directly tied to the brand and preferably noticed instantly by a previous visitor.
This ad wouldn't be the same without Neil's photo. A smiling photo, especially of a relatable person, can be a huge conversion booster.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of quicksprout.com below.