CPC is too high. Focus after the click and change the game.
After deliverabilty and readability comes convertibility. Check.
CPM and CTR won't get you what you need. What's next will.
Turn your landing pages into road warriors. Start with the iPhone.
Focus after the click and watch your cost-per-lead fall like a brick.
Improve the pages between your marketing and cart for higher ROI.
It began as 'No More Landing Pages' and is now purely 'Post-Click Marketing'. No matter the battle cry, it's where Justin, Scott and Anna speak their minds on what happens after the paid click.
The LiveBall SaaS platform is the cornerstone of our post-click marketing solutions. This public blog keeps our clients in the know on feature releases and best practices.
What's new with LiveBall, post-click marketing and everything in between.
I had a conference call with a client on Monday and he had a eureka moment. He's a significant player in the travel industry and we were discussing online marketing strategies and tactics. He was bemoaning deciding between all the SEM options banging down his door and promising him higher CTR. Then, it was as if a light bulb went on in his head, and he said "I don't care about click-throughs, I need conversions." Eureka! He needs engaged respondents. More clicks doesn't mean better clicks. More clicks doesn't mean more customers. You have to take care of what comes after that first click in order to change the game and make your online marketing your best marketing. Eureka! Thanks Steve. —Justin Talerico
Posted @ Wednesday, April 11, 2007 10:55 AM
Eureka moments are great. I think everyone is focused on conversions. But what they struggle with is how to get there. Sometimes it seems like vendors are telling clients that if they can just get more clicks coming in, then that means more conversions. And it might. But the focus needs to be on optimizing the post-click experience so that you can increase the quality and quantity of conversions.
4/12/2007 9:07 AM | Anna
You don't shoot quail with a 22. You use a shotgun. Its easier to hit the bird with 12 gauge.....more bullets..er...clicks. NO?
4/25/2007 5:15 PM | Jim Burns
Sure thing. Go for the shotgun. But remember you're paying per pellet. So you need to sort out the stuff you meant to hit versus the Cheney effect. That's where post-click comes in. Think of it as the dog that brings back only the birds, not the campaign contributors.
4/25/2007 10:11 PM | Justin Talerico
"I don't care about click-throughs, I need conversions." Shouldn't you care about both? What good is post-click marketing if you don't have the clicks? And, if you have more clicks doesn't that mean more data to analyze; who went where during the post-click?'More clicks doesn't mean better clicks." But it could. The media used to spark the click is the same...what makes the difference is the post-click marketing end ( see we agree :) )My point: Its about getting the most clicks for your money AND converting a higher percentage of those clicks. I think his Eureka should have been: "Why aren't my click-throughs converting, maybe I need post-click marketing." I'll take the Cheney effect AND bring back only the birds. The squirrels, rabbits, other hunters, etc. will be filtered out by the post-click...dare I say....landing page.
4/26/2007 11:01 PM | Jim Burns
Dear Jim... Just don't say "landing page" :) How about "filtered out b the post-click landing experience..."More clicks is good. Good post click experiences makes those clicks even better.
4/27/2007 10:47 AM | Anna Talerico