Pre-click vs post-click experience

When planning an advertising campaign, a lot of time is spent on what is known as the pre-click experience; devising an ad and creating a headline and copy that resonates with your audience.  However, when it comes to converting prospects to customers, a marketer’s most valuable asset is a targeted landing page.  This sounds like the most obvious thing, but I found this article by Marketo a useful checklist of elements to feature on a landing page ultimately helping to optimise the post-click experience and boost the odds of converting visitors.  Worth a read if you are in the midst of creating landing pages for an upcoming campaign.

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