Twitter Facebook LinkedIn Flipboard 0 In my previous post, Shifting Focus from Traffic to Conversions, I say, “I’m Jay and I’m a traffic guy.” I do not want anyone to think that being a traffic guy is really a bad thing, because honestly, I still think about traffic generation a majority of the time. Only now, I think about what the user will experience post-click. Which leads us to the second part (in a three part series) of my journey from being a “traffic guy” to being a online marketeer — landing pages. The Dark Ages There was a time in my online career when the term landing page actually meant homepage. Let’s refer to this period in my life as “The Dark Ages.” If I was buying ads for some affiliate niche, I would send those clicks directly to the homepage of the site. Of course, the homepage had everything that you might need to call it a legitimate landing page. It had a call-to-action. It had information. And more calls-to-action. There were banner advertisements, links to other parts of the site, and maybe even a link trade or two. If I couldn’t get the visitor to click a button, I was going to try to get them to click on a pay-per-click ad. If that didn’t work, maybe they could click one of my link trades. All this clutter did was end up confusing the visitor. With no clear direction, they would just hit the back button or close the window. Homepages are not landing pages. Repeat with me here: homepages are not landing pages. The Landing Page Era Now, I saw the terrible mistakes of my past and vowed never to go down that road again. I started to build landing pages for a single purpose: to have the end user complete the intended goal. Landing pages definitely provided a more targeted alternative, but often they didn’t make a great first impression and failed to win the conversion. The Landing Page Era was short-lived. The Post-click Revelation I knew that the click-through was a critical ‘moment of truth’ — when people were clicking through my ads, banners and links, they had pretty specific expectations. My major revelation? The standard landing page is an ineffective relic — just like my old “traffic guy” mentality. The time had come to forget the old cookie-cutter headline, form, call-to-action pages and start thinking about post-click marketing. So, what is a post-click marketing you may ask? According to Scott’s Post-click Marketing Heuristic, post-click marketing: Starts with context Delivers great content Follows through on conversion And is driven by metrics & testing Twitter Tweet Facebook Share Email This article originally appeared on ion interactive blog and has been republished with permission.Find out how to syndicate your content with B2C Author: Connor Brooke Connor is a Scottish financial expert, specialising in wealth management and equity investing. Based in Glasgow, Connor writes full-time for a wide selection of financial websites, whilst also providing startup consulting to small businesses. Holding a Bachelor’s degree in Finance, and a Master’s degree in Investment Fund Management, Connor has … View full profile ›More by this author:ACH Crypto Price Prediction 2022 – Is it a Buy?Lucky Block Partners with Dillian Whyte ahead of Heavyweight Showdown with Tyson FuryNFT Pixel Art – The Best NFT Collections for 2022