The average landing page bounce rate is 70-80%. The main reason for this alarmingly high rate is the absence of a category called “post-click optimization.” Creating an optimized ad is important, but the ad click is not the only thing that’s important, nor is it where the conversion occurs. In this session, you will learn: - Why post-click optimization is a need and how it leads to personalization - Common mistakes in today's post-click programs - Advice for providing relevant post-click experiences for ad programs

1. How Post-Click Optimization
Can 6X Your Conversions
Tyson Quick
Founder and CEO at Instapage

2. About Me
Tyson Quick is a digital marketing and advertising wiz and the
Founder and CEO of Instapage, the leader in post-click optimization.
Laser-focused on perfecting the landing page creation and
optimization process, Tyson founded Instapage in 2012 after seeing
how performance and growth marketers were losing money in
woefully underperforming advertising campaigns.
His vision since then has been to create a suite of post-click
optimization products that maximize returns through advertising
personalization.

3. Agenda
• The Conversion Problem
• What is Post-Click Optimization?
• Post-Click Best Practices

4. 96% Of Ad Clicks Do Not Convert
3.65%
Average Conversion Rate

5. Video Overview

6. About Instapage
Instapage is the leading post-click optimization platform that maximizes conversions for advertisers and marketers by
enabling them to create, personalize, and optimize post-click experiences at scale.
The Instapage Advertising Conversion Cloud is a suite of post-click optimization products that include a powerful
Builder, Collaboration, A/B Testing, Heatmaps, Demand Generation System, and an Integrations Ecosystem
Our Mission
Scale Post-Click Optimization
Our Vision
Every Potential Customer Gets a Personalized Post-Click Experience
Driving conversions for over 15,000 customers, including

7. What is Post-Click Optimization?
• A set of initiatives to convert ad clicks.
• Everything that happens between the click and the conversion.
Pre-Click Ad Technology
Post-Click Optimization
Marketing Automation
Customer Relationship Management (CRM)

8. Advertising Technology Has Advanced
Micro-Targeting and Segmentation, Based on intent, interest, behavior, firmographics, demographics,
technographics, and more.

9. Advertising Technology Has Advanced
Scalable Creation, Personalization, & Optimization
You can quickly create and optimize hundreds of targeted and personalized ads.

10. Pre-Click Best Practices
1. Segment Your Audiences
• The campaign hierarchy structure enables
scalable personalization.
2. Create Personalized Ads for Each Audience
3. Optimize by Testing Multiple Variations
4. Refine Your Segmentation and Optimization
• Turn off under-performing audiences.
• Further segment to identify the best
performing segments.
• Refine your tests as you go.

11. Let’s Look at The Data
44% of clicks for B2B companies are directed to a homepage, not a landing page.
62% of organizations spend < 10% of ad spend on optimization. 44% spend < 5%
85% of marketers have 5 landing pages or less.
But those that have between 6 - 49 pages see 63% increase in the number of leads per page and those with 50+
pages see 270% increase in leads per page.

12. Post-Click Technology Has Lagged
Post-Click simply could not match the velocity and volume offered by pre-click technology.
It is a painful process.

13. But Not Anymore
• With solutions like Instapage you can create, personalize
and optimize post-click experiences as quickly as you
create ads.
• In this new paradigm, you should optimize conversions and
not just clicks.

14. It’s easier to convert a click that you already
have than to acquire a new click.

15. Post-Click Optimization Best Practices

16. Create Matching Experiences
Promoted Banner Ad Landing Page

17. Personalize for Segmented Audiences

18. Understand How Visitors Engage

19. Experiment

20. Analyze

21. Start Small.
Refine Progressively.
• Start with a minimum viable page.
• Incrementally refine the process.
• Don’t try to do it all at once.

22. Post-Click is a Stage in
The Advertising Funnel
• Do not ignore this important stage in your
advertising funnel.
• Focus on post-click to get more from your
current ad spend.
Post-Click Optimization

23. How to Create High-Converting
Post-Click Experiences
• Download the “Anatomy of a High Converting
Landing Page Infographic” by Texting.

24. Questions
My Email Address:
Tyson@Instapage.com
My Blog on Advertising Personalization:
https://medium.com/@tysonquick

25. Thank You
Read My Blog on Advertising Personalization: https://medium.com/@tysonquick