You might have heard the term “post-click marketing” floating around the Internet marketing world recently. Basically, post-click marketing refers to any marketing initiative that takes places between the time someone clicks on an ad and the actual conversion. This is called the “conversion funnel”. There are many possibilities. Here someone clicks, goes to a first landing page, then a second landing page and finally the main website and purchases:
Here is a typical conversion funnel in post-click marketing.
An awesome strategy in post-click marketing is called pre-conversion segmentation. Basically, you have customers segment themselves into groups they identify with before purchasing. Companies like Dell do this really well:
Dell laptop pre-conversion segmentation strategy
Here I typed in “dell laptop” and got the PPC ad you see at the top. After I clicked, instead of going right away to a list of products I went to a landing page where I was asked to choose between the “home” or “business” stores. After choosing a group, I went to a landing page appropriate for that group. You can see that the “home” landing page has a very different look and feel than the “business” landing page.
So why do this? Well, by simply having people choose a group conversion rates are up to 300% higher than having them go straight to a product list. It makes sense when you think about human nature. People generally like to self-identify with a group. Also, this strategy offers easy engagement, more focus, signaling (“I’m in the right place”) and opportunities for market research. This is a great strategy for hospitality Internet marketing too; it really works in any industry.
