Most who sell a product or service believe – or want to believe – that buyers follow a straight and direct path when making a purchase. The prospective buyer visits your website, finds what they are looking for, heads to checkout, inputs their credit card information, and then confirms their purchase. This is the simplest route that every business wants their customers to follow but it rarely happens that way. In fact, about 2% of site visitors actually convert to paying customers on their first visit. Why? It can be for any number of reasons why they do not buy into what you are selling. Maybe the website was not easy to navigate. Maybe the price was not right. Or just maybe, life just happens. Sometimes the person was called away from the computer at the moment they were about to click the “Buy it now!” button and forgot. While many would believe these customers are lost forever, that is not true. Retargeting can help you bring them back to complete their purchase.