What Next?

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As marketers we spend a great deal of time working on the invitation… the direct mail piece asking you to call, the radio spot that encourages you to visit the website or the email that drives you to a landing page. Yet little is done to solidify that next step… what happens when your recipient does what you want? What is their experience?

Does the caller connect with a specialist or just a CSR? Does the radio listener find the right area on your site? Does the email recipient convert or just abandon the landing page after the click through? As marketers we have to spend equal (or more) time developing that next step, making sure that there are no roadblocks to impede the consumer from finalizing the transaction.

One effective strategy is the optimization of landing pages – making sure your landing page recognizes, coaxes and converts those who have clicked through (email or website.) Employing targeted banners on the landing page/ homepage is an effective way to make this a possibility because the ads can be unique to each segment/ visitor and these offers can to be served up across channel.

So think it through and make sure your recipients are being pointed in the right direction…