If anyone calls 2009 the year of engagement, I would rather like to call it, the year of the post-click. Landing pages are moving from a static register now type experience to one of segmentation, A/B and multi-variate testing, and higher conversion rates for all PPC and display ad traffic. I would be interested to see if anyone has moved dollars to better segment and convert their potential customers. Feel free to share your success stories!
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Carmen — Great to see you pointing real estate marketing toward post-click strategies. I happen to think it’s where the smart money is headed and ‘m totally with you that 2009 is “The Year of the Post-Click.” I would encourage all of your readers to check out the various solutions available from post-click vendors.
All the clients we’re working with, as a post-click solution provider, seem very happy that they “moved dollars to better segment and convert their potential customers” as you put it. I’ve written up numerous examples on our blog to help inspire people to implement similar strategies across different industries, regardless of whether they choose our solution. Why? Because post-click just makes the web work better.
Here’s a real estate scenario that comes to mind. I’d bet dollars to Monday morning donuts that any site which adds location-specific messaging to its pages will see an improvement in conversions. We know “all real estate is local,” but not all real estate buyers are local. Some people come from out of town. Post-click means a Realtor in Chicago, for example, could have a message on the home page, or any other page, saying “We’re your best choice for a smooth move from Dallas” whenever someone surfs to the site from Dallas.
That kind of messaging really makes a difference in terms of grabbing and holding the otherwise short attention span of web surfers. And that same piece of web site real estate can greet everyone according to their location, or say something quite different if they are local to Chicago, and welcome people back if they are not first time visitors. In this economy it’s not enough to get good traffic, you need to grab it and keep it, and that’s what post-click is all about.
Glad you appreciate the post and yes this is the movement, so hopefully other real estate marketers are paying attention to the new wave of segmentation and conversion.