Optimising your campaign, AFTER the click

Why is post-click optimisation worth looking at? It is all about communication between the publisher site, the user profile, the ad and the landing page where the ad sends the user. By optimising the landing page, advertisers can boost conversions, says Shalom Berkovitz.

Optimisation is a key component for all successful online advertising campaigns. However, currently best practices are generally focused on pre-click optimisation to find the best ways to engage the consumer. Considering that the landing page is the last step towards persuading a user to become a client or customer, how much emphasis does it have in comparison with other campaign elements?

Unfortunately, not enough. Currently only 2 per cent of global online advertising budgets are invested in landing page optimisation, despite the fact that it is one of the most important persuasion points.

However, this is starting to change. Advertisers are increasingly looking at how the best landing page can also be dynamically served to better reflect the interests of the user. Welcome to the world of post click optimisation.

How does optimisation work after the click? The system integrates pre-click information such as IP address, location, time of day, publisher, section of site, keywords (in PPC campaigns), traffic source and creative. The combination of all this information is then used to serve the optimal landing page for that profile. Each visitor is presented with a landing page that is statistically proven to yield the highest conversion probability within his personal user profile group. User profiles are perpetually adjusted to reflect new data generated with every customer conversion cycle.

The theory is elegant, but how well does it work in practice? A system deployed today and that serves landing page URLs for eight million clicks daily, has been seen to increase conversion rates by an average of 30 per cent. Here are some examples:

eToro, the world's largest investment network with over two million users in over 140 countries, was looking for a way to improve the level of conversions for one of is offers. It decided to focus on landing page optimization to improve results.

The program began by running simultaneously the four best performing landing pages. Trends and preferences of each user segment were automatically identified. A self learning platform constantly adjusted user profiles based on new data generated by each customer conversion.

After three months of finetuning and constant improvements, an increase of over 40 per cent in conversion rates turned a losing campaign into a profitable one. However, this was just the beginning. The team kept analysing the traffic and data and generating new content and landing pages. Eight months after the campaign was started, an increase of about 80 per cent in conversions was achieved.

Another company that saw immediate results was a toolbar company. After implementing landing page optimisation their downloads increased by 24 per cent. Previously serving the same landing page with each creative, they saw an immediate improvement by serving the landing page most likely to convert.

As a result of numerous operational and technological barriers, the industry's adoption of post click optimization has been limited. However now that post-click systems can efficiently organize hundreds of data variables and can interpret these data categories to provide continuous optimization, there are more opportunities to improve ad performance where it matters most, at the final click.

Shalom Berkovitz, is the CEO of DSNR Media Group (DMG)