When it comes to converting prospects to customers, a marketer’s most valuable asset is a targeted landing page. Research has shown that businesses with 40 or more landing pages generate 12 times more leads than those with 1 to 5.

But just building more landing pages doesn’t guarantee more conversions. They have to be built right.

The trouble is, most marketers still spend most of their time perfecting the pre-click experience than they do the post-click experience. Demographic reports, surveys, ebooks and tip sheets—there’s nothing a marketer won’t sift through to create a great ad.

But too many marketers forget that the ad is only the first impression—known as the “pre-click experience.” What happens next is what makes a prospect into a lead, a lead into a customer, a customer into a repeat customer. What happens next is called the “post-click experience.” Most marketers already know what impacts the pre-click experience.

But, to many, terms like “message match” and “contrasting CTA buttons,” don’t mean much. Today we’re going to make sense of them, so that first impression turns into more than just a click. Read more from blog.marketo.com…

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