Driving visitors to your website is very important and there are a range of ways to do so. However, once visitors arrive at your website, you need to keep them coming back. The majority of website visitors won’t convert the first time they visit your website. Not only will they not buy but they’re unlikely to complete other conversions such as signing up for your newsletter or requesting more information. However, visitors that leave your website are not lost prospects. Many will return to learn more and eventually purchase from you. While some may simply come back on their own, most need to be reminded of your brand and incentivized to come back. This is what retargeting accomplishes.