Conversion – It’s What Happens After The Click That Matters

Web marketing doesn’t end once a visitor clicks through to your site.  That is just the beginning. What happens after the click will determine if your web marketing efforts are successful. So what exactly is post-click marketing and how can you leverage it in your search marketing program?

The chart below illustrates the different factors at work in conversion optimization.

Click Image To Enlarge

The simplest definition of post-click marketing is this: it’s how you engage with respondents after they click on your ads.

Of course, since the entire customer life cycle happens after the click, post-click marketing is usually narrowed to mean the experience a respondent has between click and conversion—particularly an experience tailored to a specific ad and/or a specific group of respondents, rather than general site optimization. (Lead nurturing and re-marketing campaigns are good too, but they’re further down the funnel—call them post-conversion marketing.)

Confused, check out the full article, Post-Click Marketing For Search Marketers, in the Analytic & Conversion Column on Search Engine Land.

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