A marketer’s technology stack, or selection of digital tools, can be a great boon to their advertising strategy. Sophisticated marketing platforms such as Shopify and HubSpot help optimize each step of the journey to improve customer experience and increase ad spend efficiency.
While marketers spend a lot to get more clicks, they tend to neglect the post-click stage of the journey due to a lack of resources or know-how. Now, they can revamp their landing page strategy by leveraging Post-Click Automation (PCA).
First, it’s crucial to have a clear understanding of what PCA is.
What is Post-Click Automation?
PCA is a new category of marketing technology that helps marketers boost advertising conversions. Digital advertisers can drive sales and lead generation by applying automated processes and artificial intelligence to scale the creation, optimization, and experimentation of post-click landing page experiences.
By focusing your attention and resources on landing pages—where visitors turn into customers—you target the area of opportunity that gives you the best shot at improving your return on ad spend (ROAS).
Where does PCA fit in the marketing funnel?
As the name suggests, PCA helps with the post-click stage of the advertising funnel. But to understand PCA’s impact and how it fits into the full marketing stack, it’s helpful to review the funnel in its entirety.
The pre-click stage is where it all begins: Customers encounter ads and click on them to learn more information. Marketers devote a large portion of time and resources to optimizing this step. They perfect display ads and video, leveraging the design expertise of agencies or internal teams. They hire expensive specialists and dedicate large budgets to ad bidding to secure that all-important click.
Next comes the post-click stage. Here, visitors arrive on landing pages after clicking on ads. The goal is to engage and convince customers to take the next step. Though some brands, such as top finserv companies, are creating personalized, conversion-centric pages, most marketers underestimate the importance of crafting higher-quality pages and speeding up landing page production.
The purchase stage is the next and final step for e-commerce brands. Marketers often optimize using e-commerce platforms, like Shopify or Wix, to provide a smooth, frictionless experience for customers completing a purchase.
Lead qualification comes next in demand generation funnels. Marketing automation systems, such as HubSpot and ManyChat, help facilitate relationships with potential customers, automating repetitive tasks such as the scheduling and delivery of marketing emails and social media posts.
Finally, the sales stage involves using customer relationship management systems, or CRMs, such as Salesforce. These systems store information about potential and current customers, allowing marketers to track progress and manage lifecycle relationships.
While it’s essential to improve every step in the advertising funnel, marketers tend to overlook the post-click stage. It’s not surprising, given the amount of time, energy, resources, and expertise that a perfected post-click strategy demands. But PCA goes beyond making your process more efficient, enabling you to focus on developing a robust conversion rate optimization strategy. It brings you closer to achieving true 1:1 personalization, maximizing your digital advertising success.
Receive a free conversion analysis
Curious how PCA could fit into your marketing stack? Let Postclick perform a free conversion analysis on your landing pages, including a live page review, an audit of your ad campaigns, page performance, and speed insights, and a competitive benchmarking report. Request your free conversion analysis here.