Testing to optimize conversion rates is an essential part of post-click marketing. When online marketers look to grow their businesses, much focus frequently goes into the area to driving new traffic to a website.  Getting more "eyeballs" to a domain will likely grow sales and increase brand awareness, and this is what marketers usually concentrate [...]

Understanding your customer and their interests is the foundation of any successful post-click marketing plan.  If you don't understand your customers, you can't form a connection with them. I've long argued Buyer Personas are THE basic building block of B2B marketing today. But Jim Burns of Avitage told me that companies he talks to claim [...]

Best Practices can be enormously helpful in pointing you and your landing pages in the right direction.  While most best practices will hold true, in post-click marketing it's important to test everything There are a countless number of articles and blog posts that preach the golden rules to conversion optimization. I’m here to tell you [...]

Many marketers focus on pre-click efforts: driving more traffic to increase conversions. Post-click marketing, at its core, is all about turning the traffic you already have into conversions. Surprise Finding:  Your website is a leaky bucket. The more traffic (water) you put in the top, the more it spills out. On average only 2-3% of [...]

Great post-click marketing demands a clear and simple path toward conversion. Add in confusing choices, clicks or actions, and you reduce your post-click effectiveness. We do like to make things complicated. We see something simple and feel like its missing something. This needs an upgrade, a new model is due, certainly some bells and whistles [...]

Post-click marketing requires making a connection with web visitors. The connection has to be based on how you can solve an immediate need. Whether it's through a purchase, a download, or a phone call, understanding how potential buyers want to make this connection is important for post-click marketers. As I browse B2B websites, I’m struck [...]

In Part 1 on using promotions for remarketing, we looked at how promotions can have a dramatic impact on the revenue that can be recovered with triggered shopping cart abandonment emails. In this post we look at the potential pitfalls of using promotions in shopping cart recovery campaigns and the different strategies you can use [...]

Post-click marketing focuses on creating a seamless experience from ad click through conversion. Here Charles Nicholls of SeeWhy shares his tips for winning the conversion even if a visitor abandons your shopping cart. Analyzing abandoned shopping cart data from one of our customers last week made me sit up and take notice: optimizations to their [...]

Image by daniel_iversen via Flickr Post-click marketing must happen in real-time. This means post-click marketers must be at the forefront in understanding shifts in buying trends, and capitalize on these shifts as quickly as possible. Here Tony Zambito describes the new social buyer persona. Read on! As we continue to experience the evolution of the [...]

It's never enough to just run a website test. You have to set goals, set expectations, and understand the results of your test so you can optimize based on key learnings. All of this is fundamental to effective post-click marketing. Here Jonghee Jo from JPMorgan Chase details how to define success and failure when running [...]