It’s the sound of success … yet it reaches the ear at very low volume. Indeed, the CLICK has become a global touchstone of achievement. A sign that the targeted user has performed an action deemed desirable by certain interested parties known as brand marketers. Make no mistake about it. What this action lacks in decibels it more than makes up for with performance status. Yeah, the click has clout.
Thanks to recent developments, the click also has a double-image, rendering it a force working in dual dimensions. The first dimension is the ‘pre-click’. Selecting a paid-for ad is a common manifestation of the ‘pre’ variety. Essentially, this click is a hoped-for first step.
There is, however, a second step. There had to be. It’s known as the ‘post-click’. Hey, if there’s a ‘pre’ there must be a ‘post’, right? Logic demands it.
Basically, the post-click is a direct bridge to user fulfillment – a decision made upon reaching the landing page. Here, individuals will choose to buy, download, respond, etc. If a page smacks of irrelevancy, the skies grow cloudy. The virtually guaranteed result is no motivation, no conversion, no inter-departmental bonuses. You might say the post-click has a certain importance.
Acknowledging this overriding importance, brand marketers have stayed up late developing powerhouse post-click strategies. One of the most promising is what seems to be the ultimate post-click power source - the multi-landing page suite.
Basically, this defines a space occupied by a variety of landing pages, each customized to fit the profile of a specific user type or demographic segment. Click an ad, and you’ll land on the most suitable of personalized pages. Your page. At least, that’s the intent. Customization, it is assumed, will resonate forcefully, spurring conversions and overwhelming relief in certain marketing quarters.
The assumption is well-founded. Businesses offering a bare minimum of 6 snappy landing pages generate a more than 50% increase in leads per page. When the number of pages exceeds 50, the leads figure soars by 270%. Not too shabby.
Bonus tip: Maintain consistency between pre-clickable ad and post-clickable landing page. Think mirror image, with clearly shared design elements. Messaging and emphasis should, of course, match user profiles or demographic segment. Nevertheless, when it comes to image and appearance, similarity triumphs. Doing otherwise likely will create a very counterproductive disconnect.