Understanding Post Click Behavior
There are a lot of things that go through your customers minds before they can contribute to your conversion rate. There are emotions that you need to address, and questions that you need to answer. There is no one perfect way to understand post click behaviors – but there is a general approach. When you are talking about post click behavior, you are looking at variety of elements – different paths, different stages, and different scenarios. Yes, you can be successful in feeding the clicks into your website, but these do not translate to sure conversions.
In a recent webinar hosted by KISSmetrics, Matt Umbro of Hanapin Marketing shared insights on PPC analytics tactics that can make or break performance. In this webinar, Convert learned about a customer’s post click behaviors, how you can measure it through analytics, and how to use the data to define your customers.
If you have analytics installed, you will see these things quicker: bounce rate, new versus returning visitors and the top conversion paths. All these items define the customer’s post click behaviors.
Define Post Click Behavior Through Analytics
According to Matt Umbro, you have a special goal in PPC and that is to make the customer take that action to convert quickly. But how are you going to do that? What do you need to do to create that “I want this product” behavior right away? This is the time where analytics tactics should come in. If you have analytics installed, you will see these things quicker: bounce rate, new versus returning visitors and the top conversion paths. All these items define the customer’s post click behaviors. Therefore, these are the items that you need to look into to understand your market and define your customers.
Yes, the keywords are present in the ads; the headline is aligned but what about the content? One of the reasons for high bounce rate is the people felt that they were fooled by going into that website.
In an article published by Gregory Ciotti, he mentioned the following: “Acquiring new customers means understanding what makes your customers tick.” This is the one true rule that most business owners fail to take into consideration. There are post click behaviors but before you even dwell to that, you need to make the customers go to your website and here are the different ways on how you should do it:
- The keywords should be present in your ads – the customer should see the blue widgets. If you are researching, you would definitely click into something that shows the exact keyword you typed. This creates the impression that your site contains what the customer is after.
- Aligned headline – the headline is a short summary of what is in your website. Headlines and advertisement should be telling the same thing all the time.
- Relevance – yes, the keywords are present in the ads; the headline is aligned but what about the content? One of the reasons for high bounce rate is the people felt that they were fooled by going into that website. They click and they see nothing in your content is relevant to their web search. It is important to work on your content in the same manner as you are ensuring the presence of blue widgets and impressive and aligned headlines.
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The keywords, the headline, and the content are also contributing factors to post click behaviors. It is just saying that you will only reap what you planted, so make sure that you are planting the right seed in the first place. Getting the right content in your website is just a start, but it provides a good foundation for all the other elements that are there.