Designing Post-Click Sequences

Websites are like Software

What happens post-click? Once visitors get to your landing page, it's as if they are trying out a new program for the first time. They want to know, "What does it do? How does it work? How do I get what I want?". If the first page they see does not look like the thing they are looking for, or does not make sense, they will "bounce" back to Google in the first 8 seconds.

However, if they proceed, your "program" needs to be easy to use and work the way it's supposed to. What choices do you provide? Too many, or none? Make sure your visitor finds what they clicked on your PPC Ad for!

If they click on a call to action such as "contact us", a contact form needs to be simple and safe, and when submitted lead to a "thank you" page with follow up information and offers. The example below is a simple sequence:

Landing Page Sequence: 2-Path Example

Note: While there are two choices on the landing page, one is a "call to action" and the other is a "call to an alternative presentation". It is rarely a good idea to have two calls to action on one page, since that page is presumably designed to support one particular action.

  1. Presentation Page
    • Qualification (is this what I want?)
    • Call to Desired Action (contact)
    • Call to Alternate Presentation (videos)
  2. Desired Action Page (contact page)
  3. Thank-You Page
  4. Alternate Presentation (videos page)
    • Presentation (various YouTube Videos)
    • Call to Action (download PDF)
  5. Alternate Action: PDF Download Page
  6. Alternate Thank-You Page (not pictured)

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