1. Post-Click!
Marketing!

2. Ron
Verheijen
Ph.D.,
MSc
Founder
Damian
Bo8
MSc,
BA
Co-­‐founder
Alliance
Joris
Jadran
Judith
van
Eil
Braber
Herrewijn
Technical
Business
Sales
consultant
consultant
consultant

3. The
Online
Marke-ng
Universum
B2B
PPC
Lead
generaKon
PCM
SEA
AdWords
Homepage
Search
Engine
AdSense
TesKng
Landing
page
Website
Banners
SEO
E-­‐mail
E-­‐commerce
Affiliate
B2C
Design
AnalyKcs
Layout

4. Online
MarkeKng
Pre-­‐Click
MarkeKng
Post-­‐Click
MarkeKng
Click

5. Pre-­‐Click
Marke-ng
Search
engine
op-miza-on
Pay
per
Click
•
70%
-­‐
75%
of
clicks
•
25%
-­‐
30%
of
clicks
•
Clicks
are
free
•
Costs
per
click
•
Less
control
(search
engine
•
More
control
(adverKser
algorithm
decides
posiKon)
decides
posiKon
due
max.
cpc)
•
Search
engine
controls
the
link
•
AdverKser
controls
the
link
•
Structural
based
•
Campagne
based
•
Results
will
be
achieved
slowly
•
Results
will
be
achieved
fast
•Making
adjustments
can
have
•Making
adjustments
doesn’t
effect
on
the
posiKon
in
the
effect
the
posiKon
of
your
ad
search
engine
that
much

7. Pay
Per
Click
(PPC)
–
Digital
Adver-sing
Search
Engine
AdverKsing
Banner
Email

9. Digital
adverKsing
-­‐
Ad
chain
€ Ad
Webpages
Webpages
Conversion
Post-­‐
Conversion
€
Displays
(#)
Pages
visited
lead
or
online
Conversion
purchase
(customer)
Click
through
Time
on
page
rate
(CTR)
Cost
per
lead
Success
rate
Conversion
rate
Cost
per
Click
Exit
rate
Cost
per
Cost
per
sale
Cost
per
Mille
Abandon
rate
acquisiKon
Cost
per
sale
(e-­‐commerce)

10. Ad
chain
–
Where
to
opKmize?
Ad
Webpages
Conversion
Click
through
Conversion
rate
This
means
there
is
sKll
rate
(CTR)
97%
to
convert
Currently
industry
avarage
3%
-­‐
4%
Due
to
external
You
have
full
controle
compeKKon
between
2
and
10%

11. Where
to
opKmize?
Example
Views
100.000
100.000
100.000
100.000
CTR
2%
3%
5%
10%
Visitors
2.000
3.000
5.000
10.000
Conversion
2%
2%
2%
2%
Leads
40
60
100
200
Views
100.000
100.000
100.000
100.000
CTR
2%
3%
5%
10%
Visitors
2.000
3.000
5.000
10.000
Conversion
4%
8%
12%
16%
Leads
80
240
600
1600

15. Post-Click Marketing!
Post-­‐click
markeKng
[1]
is
a
term
that
refers
to
Internet
markeKng
iniKaKves
directed
at
respondents
who
have
just
clicked
on
a
search
engine
link,
paid
keyword,
banner
ad,
or
a
"call-­‐to-­‐acKon"
link
in
an
email.
These
iniKaKves
include
landing
pages,
microsites,
and
conversion
paths.
The
focus
of
post-­‐click
markeKng
is
usually
on
increasing
the
conversion
rate
of
respondents
(where
a
"conversion"
may
mean
subscribing,
becoming
a
qualified
lead,
or
making
a
purchase).

16. 2010
is
the
Year
of
Conversion
Rate
Op-miza-on
“If
I
were
doing
another
startup
today,
it
would
focus
on
sonware
for
conversion
rate
opKmizaKon.
I
think
this
is
sKll
the
most
under-­‐uKlized
and
highest
ROI
acKviKes
in
the
markeKng
department,
but
more
awareness
is
on
its
way.
CRO
isn't
just
about
tesKng;
it's
about
building
a
process
for
improving
conversion
over
Kme.
Online
businesses
can
generate
so
much
revenue
from
this,
yet
few
invest.
I
think
2010
is
the
year,
simply
because
it's
an
inflecKon
point
for
companies
to
assess
their
spend
and
where
they
derive
value.”
Rand
Fishkin
SEOmoz's
CEO,
and
co-­‐founder.

17. Is
2010
the
Year
of
Conversion
Rate
Op-miza-on?
Bryan
Eisenberg
asks
the
quesKon
to
ClickZ
readers,
and
we’re
answering
with
a
resounding
“YES!”
Bryan
Eisenberg
is
coauthor
of
the
Wall
Street
Journal,
Amazon,
BusinessWeek,
and
New
York
Times
bestselling
Books
Call
to
AcKon,"
"WaiKng
For
Your
Cat
to
Bark?,"
and
Always
Be
TesKng.”

18. “2010
is
the
year
of
Conversion
Rate
Op-miza-on”
In
a
follow
up
to
Rand’s
post,
conversion
opKmizaKon
expert
Raquel
Hirsch
of
WiderFunnel
describes
how
she’s
witnessing
the
industry’s
growing
investment
in
conversion
opKmizaKon.
“We
are
seeing
not
only
greater
investment
in
conversion
opKmizaKon
but
a
greater
realizaKon
on
the
part
of
marketers
that
this
is
a
business-­‐model
changer
for
their
companies,
here
to
stay”.
“I
think
2010
is
the
year,
simply
because
it’s
an
inflec-on
point
for
companies
to
assess
their
spend
and
where
they
derive
value.”
Raquel
Hirsch
co-­‐founder
WiderFunnel
MarkeKng
Inc.

19. Current
situaKon
SKll
ads
are
linking
to
the
homepage
or
to
a
page
deep
in
the
website

22. So
what
to
do?

24. The
current
situaKon
regarding
to
landing
pages
(1.0)

26. “Everyone
seems
to
repeat
the
same
factoids
and
best
prac-ces.”
Marke&ngSherpa
Landing
Page
Handbook,
2nd
Edi&on

27. Headline
Form
Body
copy
BuZon
Image

30. 3.84%
average
conversion
rate
MarkeKngSherpa
Landing
Page
Handbook,
2nd
EdiKon

36. Landing
pages
2.0

39. Post-Click Marketing!
Successful post-click marketing campaigns are!
characterized by the following eight techniques:!
1. Conversion paths!
2. Message matching!
3. Segmenting!
4. Qualification!
5. Conversion!
6. Testing!
7. Analysis!
8. Optimization!

40. 1.
Conversion
Paths
• Landing
page
• Segmented
path
pages
• Offer
page
• Thank
you
page
2.
Message
mapping
• Match
the
post-­‐click
message
with
the
promise
made
that
solicited
the
iniKal
click
3.
SegmenKng
visitors

42. 8.12%
conversion
9.23%
conversion
11.4%
conversion

48. 16.1%
conversion
rate

49. 5
Reasons
2
clicks
are
beZer
than
1.

50. 1.
Easy
engagement.
Clicking
an
ad
=
5
seconds.
First
choice
on
a
landing
page
=
also
5
seconds.
Contextual
navigaKon.

51. 2.
Self-­‐iden-fica-on.
We
respond
to
self-­‐
idenKficaKon
cues.
More
accurate
than
a
form
field.
ExpectaKons.

52. 3.
More
focused
content.
Contextually
relevant
content
sells
be8er.
Subtle
shins
in
language
can
have
big
impact.
Eliminate
clu8er.

53. 4.
Signaling.
Investment
reflects
commitment.
“If
you
target
me,
you
must
think
I’d
be
a
good
fit…”

54. 5.
Market
research.
Which
ads
a8ract
which
segments?
Which
segments
convert
best?
How
do
prospects
think
of
themselves?

55. More
specific
pages
So
self-­‐
needed
segmenta-on
acer
the
click.

56. 3.
SegmentaKon
and
4.
QualificaKon
• Segment respondents into strategically important groups;!
• Engage the respondent with relevant, compelling content;!
• Track respondent qualification and segmentation back to
traffic sources;!

57. segment

59. segment
simple

60. 40%
lic

61. 73.1%
segmenta-on
rate

62. Don’t
think
of
a
landing
page.
Think
of
a
post-­‐click
marke-ng
experience.

63. How
is
landing
page
op-miza-on
like
a
Ferris
wheel?

65. Your
landing
page
Respondents
h8p://company.com/campaign/landing

66. Versions
of
your
landing
page
Respondents
h8p://company.com/campaign/landing

67. Versions
of
your
landing
page
Respondents
h8p://company.com/campaign/landing

69. Green
people
Blue
people
Orange
people
love
green
think
blue
is
make
decisions
on
experiences
most
important
orange
data

70. 3
different
landing
page
desKnaKons
Segmented
respondents
h8p://company.com/campaign/landing-­‐orange
h8p://company.com/campaign/landing-­‐blue
h8p://company.com/campaign/landing-­‐green

72. 5.
Conversion
• Ge|ng
value
out
of
the
click
• From
a
anonymous
click
to
ge|ng
to
know
your
visitors

77. 65.4%
segmentaKon
rate
16.2%
conversion
rate

78. Which
segments
convert
best?
Segment Conversion Rate
SMB 14.7%
Enterprise 23.5%
(hypotheKcal:
not
actual
data)

79. 6.
TesKng
• A/B
tesKng
or
MulKvariate
tesKng
of
a
single
landing
page
Versus
• A/B
tesKng
of
conversion
paths

80. 8.12%
conversion
9.23%
conversion
11.4%
conversion

81. A/B
Tes-ng
Mul-variate
Tes-ng
•
Requires
less
traffic
•
Requires
more
traffic
•
Tests
fewer
variaKons
•
Can
test
more
combinaKons
•
Apples-­‐and-­‐oranges
tests
•
VariaKons
of
fixed
elements
•
Dependent
elements
okay
•
Need
independent
elements
•
Easy
to
visualize
tests
•
Harder
to
visualize
tests
•
No
risk
of
bad
combinaKons
•
Risks
of
bad
combinaKons
•
Can
test
mulK-­‐page
paths
•
Usually
limited
to
a
page
•
Onen
easier
to
set
up
•
Onen
harder
to
set
up

83. 7.
Analysing
for
conversion
• Analysing
the
results:
Learn
strategically
criKcal
informaKon
from
respondents
who
abandon;
convert
a
higher
percentage
of
respondents.

84. Post-­‐Click
MarkeKng:
Analyse

85. 8.
OpKmizaKon
• OpKmizing
for
higher
conversion:
Aner
analysing
the
current
results
you
can
opKmize
for
higher
conversion.

97. Pre-­‐Click
Marke-ng

98. Post-­‐Click
Marke-ng

99. Post-­‐Click
MarkeKng
campaign
can
run
together
with
the
current
website.
A
Pre-­‐Click
and
Post-­‐Click
campaign
will
cost
between
€2.500,-­‐
-­‐
€15.000,-­‐
for
a
campaign
of
6
months.
Let’s
talk
about
Post-­‐Click
MarkeKng
for
your
agency
Damian
Bo8
De
Online
Fabriek
Email:
damian@deonlinefabriek.nl
Twi8er:
damianbo8
Linkedin:
h8p://nl.linkedin.com/in/damianbo8