Top Story

e4m_logo.png

Home >> International >> Article

International: Post-click Marketing: How to finish a web sale<br>Ion Interactive develops system to turn online visitors into customers

13-December-2006
Font Size   16
International: Post-click Marketing: How to finish a web sale<br>Ion Interactive develops system to turn online visitors into customers

You just moved into a new home and need insurance, so you go to Google and search for "homeowner's insurance." It brings up all sorts of links -- some sponsored, some not. You click on one of the sponsored links for Esurance.com, and it opens up a page to give you auto-insurance quotes. Wait, that's not what you're after.

Another example, this one from a DM News e-mail where IBM was running an ad for a new printer: It boasts about its "Infoprint color technology" and has a spot to click for more information -- only once you click, it takes you to a blurb about the printer from a recent IBM newsletter. No call to action, no next step. Not exactly the kind of payoff that's going to spur a sale.

From clicker to customer

It's as tricky a handoff as any in marketing: turning a clicker into a customer. One of reasons it doesn't happen more often? The incongruity of ads and e-mail offers and the sites they link to.

The folks at Boston-based Ion Interactive call it "message mismatch." And they say it's just the first part of the problem in getting online visitors to become full-fledged customers. One of the bigger mistakes marketers make is not doing enough post-click marketing, said Justin Talerico, CEO-creative director.

"Advertisers and agencies are creating interest for that first big step"-getting a customer to click on an ad. "But after that, something dramatic happens, because few go beyond that first click," he said. Marketers often can't isolate why because they don't know much about the people who don't convert, only about those who do.

'Forks in the road'

Post-click marketing, Mr. Talerico explained, means "before conversion, we design forks in the road, and based on behaviors -- which forks people take -- we build a profile and assess their relative value." That in turn helps reap higher conversion rates but, more importantly, gives marketers better information about their most valuable types of customers.

Take the example of Elite Island Resorts, which was buying keywords on Google but wanted to know what kind of offer it should make to people who clicked through in order to get the largest return on the ad spend. Thinking a $99-a-night offer would be a big draw, Ion set up two landing pages: one that emphasized length of stay and one that emphasized the $99 price point. Incidentally, the page that emphasized length of stay far out-converted the price-sensitive one -- with each conversion worth about $1,500.

But that kind of information doesn't come free. Post-click means a greater investment in what comes after search -- and that makes it a better fit for big-ticket or highly complicated items such as cars, insurance plans, pharmaceuticals and travel.

Doubling the return

A rule of thumb is to spend 20% of your online-media budget on post-click, Mr. Talerico said. "You'll get double the return on the media dollars you're spending, and that's not a losing prop unless you have a small number of respondents for a small-ticket item."

Jupiter analyst David Card said some web publishers will employ a somewhat similar trick, which he casually calls "herding the sheep." The idea is that publishers know which parts of their sites make them the most money per impression, and they can use little tricks to guide more people to those areas.

Source: Adage

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.