Advertising platforms have made it incredibly easy to create personalized and targeted ads for every audience. They maximize clicks, but they stop short of earning conversions. Post-click optimization is the answer to making advertising more efficient says, Saranya Babu, Vice President of Marketing, Instapage

96 percent of ad clicks do not convert. Read that again. 96 percent!

Advertising technology has made significant advancements in the last few years, so why are conversion rates so alarmingly low? More than 96% of consumers that chose to click on your ad arrived at your landing page and bounced because you failed to deliver on the promise that your ad made.

I’ll illustrate this with an example. Let’s say someone searched for “vacation home rentals” and saw an ad with an image of a beautiful beach house. If that person clicked on the ad, he or she should be directed to a page featuring the house and more details about the rental listing. Instead, imagine if this person was directed to the homepage of a real estate brokerage with hundreds of listings and is expected to search for the property all over again. This visitor is most likely to bounce.

This is what we call a broken advertising experience, and the fix is “post-click optimization.”

What is Post-Click Optimization?

In the simplest of terms, post-click optimization is everything that happens after the ad click and before the conversion.

Advertisers are currently more focused on earning the click than on converting the click that they just earned. They send their traffic to a busy homepage or a generic “catch all” experience. They don’t personalize the experience based on visitor data. Very few A/B test, and even fewer use heatmaps to understand how their paid traffic behaves. We’re currently operating under a disconnected set of initiatives with no focused effort to convert paid clicks.

But post-click optimization is a set of cohesive initiatives to convert clicks into leads.I see three pillars that make post-click optimization the disruption that advertising needs:

  1. Scalable creation
  2. Personalization
  3. Optimization


Scalable Creation

The creation process is a massive bottleneck for power advertisers who need to generate hundreds of landing pages to match their ads. It’s time-consuming, complicated, and an inefficient use of resources. This is the biggest opportunity for improvement in the advertising funnel.

Post-click optimization allows advertisers to create post-click landing pages as quickly and easily as they create the ads themselves. They can create, manage, and update hundreds of pages in minutes — something that developers and the builders within your marketing automation solutions cannot do. If advertisers can create post-click pages that are extensions of their targeted ads, they can maximize conversions.


PPC marketers have access to rich audience data like demographics, firmographics, technology stack, interests, past engagements with a brand, and more. Utilizing this data at the ad buying level is standard practice, but most marketers erode this personalization by directing traffic to a generic and irrelevant post-click experience.

Post-click optimization enables marketers to continue this level of personalization through the point of conversion so that there’s a coherent experience. Automatically update content on these pages based on that data you’re using to personalize the pre-click.


The bottom line is this: spending more time on the post-click means spending less money on conversions.

Optimization removes the guesswork and offers a data-driven way to arrive at the best post-click experience. By leveraging technology like heatmaps and click tracking, advertisers can understand how visitors interact with page elements and inform what to test. Think about this as a rolling process. Match the page to the ad, evaluate how customers are interacting with the elements of the page, and implement A/B tests to heighten that engagement.

Post-Click is a Stage in The Advertising Funnel

Post-click optimization can seem overwhelming, but it’s simple if you look at it as a stage in the funnel. A practical way to implement it in your advertising strategy is to start with what I call a “minimum viable page.” This is your baseline, catch-all experience. Build that, and then start breaking out your audiences and refining from there.

The most important thing is that you don’t ignore this stage in your advertising funnel. Post-click optimization is what will ultimately increase your conversion rates and enable you to get more from your current advertising spend. Think of it this way: you’ve already done the work and spent the money to get your prospects to click on an ad. Your prospect is ready to see what you’ve got to offer. The click is yours to lose or convert.



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