<span style="font-weight: 400;">Before we begin, let's come to terms with some hard facts:</span>

<span style="font-weight: 400;">“Around 96% of Ad clicks do not convert.”</span>

<span style="font-weight: 400;">Shocking, isn’t it?</span>

<span style="font-weight: 400;">Why are the clicks not turning into leads? Why should I burn a hole in my pocket for just a bunch of useless clicks that generate no value for my business? Where did I go wrong? </span>

<span style="font-weight: 400;">Such questions might be plaguing your mind once you find out that your Ads ain’t working as well as they should.   </span>

<span style="font-weight: 400;">A killer Ad copy, an eye-catching creative and spot-on targeting alone is not enough to get the conversions flowing in. </span>

<span style="font-weight: 400;">The truth is, the period between an Ad click and the actual conversion is critical to determining the success of the campaign. </span>

<span style="font-weight: 400;">It is also the period during which post-click optimization (PCO) can work its magic. </span>

<span style="font-weight: 400;">Before getting to the ‘how’ of PCO, let us get clear on what it is and why it is important for digital advertisers. </span>

<span style="font-weight: 400;">So, you think that you own the advertising game. You put in every last bit of advertising expertise you have into creating the perfect ad and targeted it to be displayed to the right kind of audience. And obviously, you got the click-through rates you were aiming for and you give yourself a pat on the back for providing your audience with the ultimate pre-click experience. </span>

<span style="font-weight: 400;">But does the customer journey end with an ad click? </span>

<span style="font-weight: 400;">Unfortunately, the answer is no. The pre-click experience merely sets the stage for the post-click experience where you can really draw in your customers to actually convert. </span>

<span style="font-weight: 400;">Post-click optimization is all about the user experience following an Ad click. </span>

<span style="font-weight: 400;">It consists of a dedicated landing page with a message identical to that shown on the Ad copy, a crisp CTA button and a very grateful Thank You page.</span>

<span style="font-weight: 400;">Now, let’s take a detailed look at the elements that constitute post-click optimization:</span>

<span style="color: #00ccff;"><b>The Landing Page</b></span>

<span style="font-weight: 400;"><a href="https://vividreal.com/blog/how-conversion-orientated-are-your-landing-pages/">Landing pages</a> have now become an integral part of ad campaigns. Earlier the most common practise was to direct the Ad click to the advertiser's websites. There are people who still take this approach, but from our experience, we would say that a dedicated landing page has more power when it comes to turning clicks into conversions. </span>

<span style="font-weight: 400;">In addition to optimization, personalization also plays a major role in determining how conversion oriented the landing page is. Personalization makes the landing page more relevant to the visitor thereby making him/her more likely to convert. </span><span style="font-weight: 400;">This insane conversion trick outshines even the best audience targeting you can come up with. </span>

<span style="font-weight: 400;">Amazon does this particularly well with the help of personalised ads based on your search or purchase history that directs you to personalized landing pages with great offers on products you might be actually interested in. </span>

<span style="font-weight: 400;">Landing pages can be personalized based on visitors name, device &amp; browser, Ads they clicked on and also based on the nature of prior engagements with your business.  </span>

<span style="color: #00ccff;"><b>CTA Button</b></span>

<span style="font-weight: 400;">A call to action button that stands out from everything else on the page is an important element of an optimized landing page. It should clearly state what the user is supposed to do so that he/she can spring into doing the desired action and move on to the next step towards conversion.</span>

<span style="font-weight: 400;">One golden rule of post-click optimization to be kept in mind is that one landing page should serve only one purpose and therefore should have only one CTA button. </span>

<span style="font-weight: 400;">Multiple CTAs and links on your landing page will act as a diversion, making the visitor stray away from fulfilling the conversion goal. </span>

<span style="font-weight: 400;">Since we are talking about distractions or in other words lack of attention, now would be a good time to define a parameter called ‘attention ratio’.</span>

<span style="font-weight: 400;">Attention ratio is defined as “the ratio of links on a landing page to the number of campaign conversion goals.”</span>

<span style="font-weight: 400;">Since an optimized landing page should feature only one call to action button, it is said to have an attention ratio of 1:1. </span>

<span style="font-weight: 400;">You can use multiple CTAs at various points on your landing page where people are most likely to click. But these CTAs should have the same conversion goal so that the attention ratio is locked on at 1:1.</span>

<span style="font-weight: 400;">This ratio is another reason why we don’t recommend using your website as your landing page. Your website will obviously have many links on it that will distract the user and he might click away and get farther and farther away from conversion. </span>

<span style="color: #00ccff;"><b>Thank You Page</b></span>

<span style="font-weight: 400;">We all dish out a lot of ‘Thank You’s thoughtlessly in our day to day interactions. It is also the logical thing to do when someone does something in your favour.</span>

<span style="font-weight: 400;">But what do you think is the psychology behind those two words when it comes to post-click optimization?</span>

<span style="font-weight: 400;">A cheerful Thank You page can make the user feel good about the action he performed on your landing page and combat buyer’s remorse (or subscriber’s remorse) if any.</span>

<span style="font-weight: 400;">Acknowledging the customer’s efforts by saying Thank You following conversion provides you with an opportunity to build a stronger, long-lasting relationship with your customer.</span>

<span style="font-weight: 400;">So, on a concluding note, let's reiterate back to a few points we discussed earlier: Ad campaigns do not end with creating Ads. You definitely need a landing page (it’s worth the investment). Thank You pages are important. And lastly, post-click optimization really matters!</span>

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