Why Pre-Click Strategies are Not Enough for Campaign Optimization

Last updated on by Stephanie Mialki in Conversion Optimization, Marketing Agency Tips

The buyer’s journey is more complex than ever and the most successful digital marketers understand they can’t rely on traditional pre-click strategies to show positive ROI. Things like PPC headlines and a compelling display ad image might get people to click-through your ad, but then what? Those only address one half of the conversion equation.

Pre-click strategies are no longer enough

For digital marketers, ROI isn’t driven by the advertisement itself. Revenue is typically produced when someone clicks through to the page following the ad to fulfill the conversion goal. Yet, marketers continue to spend much of their optimization efforts on the pre-click stage, using techniques like:

For example:

Now for some optimized pre-click strategy examples…

Pre-click optimization examples

This South Beach email ad has a compelling subject line that’s sure to boost open rates. It presents specific savings details (40% off), a sense of urgency (order today), and a distinct CTA (shop now):

The expanded ad is also ripe for conversion:

The downside to South Beach’s campaign is that it doesn’t lead to a landing page optimized for conversion generation.

The same is true for this Hewlett Packard Enterprise display ad campaign. The ad itself features optimized pre-click elements:

Although, again, instead of being brought to a dedicated landing page with only one clear conversion goal, prospects are directed to this web page with many distractions.

PPC search ads often include compelling headlines and sitelink extensions like this one from Taboola:

Pre-click strategies may help improve pre-click metrics, but they don’t close the deal and persuade people to convert. To avoid discrepancy between click-through rate and conversion rate, you can’t neglect the post-click stage.

Post-click marketing is just as important for campaign optimization

Post-click optimization ensures that the email or ad click results in a conversion by directing visitors to a message matched landing page that meets the needs of the prospect. Since the conversion happens on the landing page, there must be a seamless transition from ad to landing page with every campaign.

By optimizing both the pre- and post-click optimization stages, marketers have achieved over 6x the conversion rate. In fact, the average landing page conversion rate achieved by Instapage customers using a post-click optimization strategy is 22%, while the industry average is only 3%:

The post click conversion stage deserves more attention

The purpose of post-click optimization is to convert ad and email clicks into leads and sales. But while pre click strategies and software are abundant, tools for post-click optimization aren’t as prevalent. The other half of the conversion equation requires attention.

See why the post-click stage is the missing piece in your buyers’ journey.