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All online marketing is designed to get users to engage that’s the point and the great thing about it, engagement is clicking—clicking your ads, your links, your content, your experiences. You want clicks lots and lots of clicks. When users are clicking, things are happening, moving and shakin. But not all clicks are equal. There are those clicks you can control, and those you can’t really control.
Clicks you can’t control are like a busy highway interchange. You optimize the hell out of your content; throw it out there with some hope that if you did your job, you’ll get the traffic. Where users end up and what they do when they arrive is entirely up to them, your ability to control what they click on is very limited. These clicks like a busy highway spaghetti junction interchange are a good thing and sometimes a bit scary:
You want your content out there for users to discover and explore. You want to be well placed so you get clicks (traffic). But there is a limit to how far you can take this. There comes a point when the internet takes over (actually, the users take over) and here we go...you’re just along for the ride.
Some examples of clicks you have very limited to no control over:
Ok so this is where you take broad strokes about all your store is doing to appeal to as many people as possible. Don’t write a novel short 3 to 4 sentence paragraphs. Some suggestions for the above:
And then there are the clicks you do have control over, such as:
Your control here is explicit. You create a message (an ad or content), you place it (your buy or email), and you are entirely in control of where people land where they click. A great landing experience is marketer-controlled and user directed environment. Sort of like a cross roads:
You can, and should, send these clicks to landing pages, microsites and conversion paths that have limited, well-defined choices to get users to move from point A to point B (where B is usually your desired action for the campaign).
Most likely you are paying for these clicks. So seize the opportunity to be in control and craft conversion-focused experiences and optimize every user action within them. “Let no click be wasted” is your mantra.
Have a broad focus for the clicks you don’t control and a singular strategy and focus for the clicks you can control. Leave nothing to chance test... test... test and keep testing to keep winning. Convert your traffic that is the ultimate goal for every click no matter the level of control.
Hope this helps