This is an article ‘Making post-click experiences work for your marketing strategies’ by Marc Primo
As we navigate the digital marketing landscape, every interaction carries weight, particularly clicks that stem from your marketing efforts. Yet, the importance of the journey that commences after this initial click cannot be overstated. This journey, known as the post-click experience, is a vital, albeit frequently undervalued, element of efficacious marketing strategies.
In this rapidly evolving field, we're continually in search of insightful data to guide our strategies.
As per the data published by LocalIQ/Wordstream's paid search benchmarks in early 2023 reflecting the 2022 landscape, several key engagement and cost metrics were reported. The average click-through rate (CTR), which is the percentage of viewers who click on your ad out of the total who see it, stood at a healthy 6.30%. Meanwhile, the average cost for each of these clicks—the cost-per-click (CPC)—was reported to be $2.96.
While it's important to remember that these benchmarks are primarily drawn from smaller, local businesses, they still provide us with some critical metrics to consider.
Understanding post-click experiences
When we talk about post-click experiences, we're referring to the user's journey after they've engaged with a link, an advertisement, or a call-to-action (CTA) embedded in your campaign. This user journey can involve various touch points such as landing pages, sign-up forms, download pages, or even product catalogs. The key to a successful post-click experience lies in its optimization, which plays a crucial role in retaining user interest, enhancing satisfaction, and crucially, driving conversions.
To understand the significance of post-click experiences, let's consider the average conversion rate—a metric indicating the percentage of visitors who perform the desired action, such as making a purchase or filling out a form. The recent paid search benchmarks also indicate the average conversion rate stood at 7.26%.
Now, you might wonder, "is that a good rate?"
It's vital to understand that conversion rates can vary based on multiple factors, including industry, product type, and the quality of the post-click experience. Therefore, even an improvement of a fraction of a percent can lead to a significant increase in conversions, given the scale of digital marketing.
Measuring at what cost your strategies should perform
Let's also consider the cost aspect. The average cost-per-lead (CPL)—the average expense incurred to acquire a lead—was noted to be $40.74. A lead, in this context, can be anyone who shows interest in your product or service, such as a user who fills out a form on your landing page.
Now, imagine if by optimizing the post-click experience, you can increase the conversion rate, effectively reducing the CPL. This is the power of an optimized post-click experience. It can make your marketing strategies more effective and cost-efficient, and ultimately, boost your return on investment.
These statistics paint a clearer picture of the current digital marketing landscape, highlighting the importance of the journey that begins after the initial click. By understanding and leveraging post-click experiences, you can significantly enhance the effectiveness of your marketing strategies. In the following sections, we will delve deeper into how you can achieve this.
The Role of Post-Click Experiences in the Customer Journey
Post-click experiences are a critical juncture in a customer's journey with your brand. A well-crafted post-click experience can help affirm a customer's decision to make a purchase, subscribe to your newsletter, or engage further with your brand. Conversely, a subpar experience can result in high bounce rates, negative customer reviews, and potentially, a decline in your return on investment.
Today, emerging technologies can play a significant role in shaping these post-click experiences. However, it's crucial to approach these technologies with a discerning eye. From virtual reality and blockchain to artificial intelligence (AI), several technologies have created waves of excitement, only for many brands to falter in their attempts to capitalize on the buzz.
This doesn't mean that you should dismiss these technologies outright. Instead, the key lies in understanding how to apply them appropriately for your brand's specific needs.
The Influence of Emerging Technologies
Consider the example of AI, a field that has seen tremendous growth and hype. While AI, particularly in the form of chatbots, can add considerable value to customer service by answering routine queries about account balances, FAQs, and transactions, it isn't a cure-all solution. AI has not yet evolved to the point where it can fully replace the human touch in every aspect of communication.
Before you incorporate AI or any other new technology into your strategy, ask yourself, "How will this improve the customer journey?" If it doesn't contribute positively to the user experience, it may not be the right choice. However, if you believe it can enhance the customer journey, it's worth exploring—but not before thorough testing.
AI, like any other emerging technology, should not be added to your strategy purely because it's the latest trend. The true value lies in its potential to enhance your customers' digital experiences. Remember, the focus should always be on delivering a positive impact for your customers, whether that's through AI, improved post-click experiences, or any other element of your marketing strategy.
The Power Beyond the Click
Navigating the digital marketing landscape requires a nuanced understanding of every interaction, with special emphasis on what happens after an initial click. The post-click experience, often an overlooked component, is pivotal in maintaining user interest, boosting satisfaction, and driving conversions. Key metrics such as the average click-through rate (CTR), cost-per-click (CPC), and cost-per-lead (CPL) provide us a glimpse into the performance of campaigns and the importance of optimizing post-click experiences.
In this ever-changing digital landscape, emerging technologies, like AI, can significantly shape post-click experiences. However, the decision to incorporate them must not be driven by trends alone, but rather by their potential to enhance customer journeys. A strategic and discerning approach is essential to ensure that these technologies deliver a positive impact.
As we continue to explore and innovate in digital marketing, let's place an equal emphasis on the journey that unfolds beyond the initial click. By optimizing post-click experiences, we can create more engaging interactions for our customers, drive higher conversions, and ultimately, amplify our return on investment.
Remember, the true power lies beyond the click. It's time to harness it.