Conversion rates rise when the
post-click experience “clicks”
Are you happy with your post-click conversion rates? If not, you might want to look at post-click continuity: Is there a connection between the pages your visitors see and whatever caused them to land there?
Whether you are driving traffic to your site from search or display, affiliate or email, that traffic produces better results if you give the prospect a sense of continuity after the click.
For example, one of our clients wanted to improve conversion rate on traffic generated through off-site ads. Here’s how we accomplished this for them. We created a set of campaigns to target these visitors with landing page messaging and creatives that mention the referring site and echo the messaging and promotions of the specific off-site ad (also reflecting the ad’s design, style, font, etc.). Here are the results we obtained using this strategy, measured against a control group:
- 267% lift in conversion rate
- 190% lift in new customer acquisition rate
- 352% lift in revenue
- 83% reduction in customer acquisition cost for display ads
When you do it right, this type of post-click continuity in your online marketing can produce very impressive numbers (one of our largest multi-channel retailers now uses this strategy on all of their email campaigns).
Of course, very few forms of marketing are guaranteed to work in all cases, so we advise testing of messaging and promotional campaigns using a control group or A/B tests. If the tests prove positive you can then drop the control group, go with the winning campaign, and maximize your lift.
To discuss this strategy, or any of the many ways in which real-time marketing can grow your business, feel free to contact us.