Blog / Landing Page Optimisation: Transform Ad Clicks into Real Conversions

Paid media is the darling of digital marketers everywhere, and it’s easy to understand why. The math is simple: pay money, get results.

If only it were actually that simple. Did you know that only 3% of ad clicks convert, potentially wasting up to 97% of paid media budgets? In today’s world of shrinking budgets, marketers need to prioritise efforts that yield real, impactful results—results appreciated by the C-suite, such as reduced cost-per-acquisition, increased revenue, and meaningful conversions that directly influence the business’s bottom line.

For a deeper understanding of how to measure and optimise your revenue-generating activities, check out our guide on Revenue Operations KPIs.

Why Is There a Disconnect Between Paid Media and Conversions?

Don’t get me wrong—we love paid media, and we do it well, generating results that win global awards. But our success doesn’t come from focusing solely on clicks and impressions. It stems from a deeper commitment: investing in the post-click experience by applying landing page optimisation best practices.

What Is Post-Click Landing Page Optimisation?

The reason so much advertising budget is wasted is that most businesses overlook what happens after securing that coveted click. Even the most perfectly targeted paid media campaigns fall flat without continuity from the ad to the landing page. Ensuring that the journey from ad to page is relevant and cohesive is essential for maintaining user trust and engagement.

“Start by making the post-click experience relevant to your buyers,” says John Wilkes, Co-Founder of Somebody Digital. “You have an endless amount of information about your customer base, from the UTM tag they came in on to the colour or price point they are interested in. Leverage this data to personalise and optimise the landing page they arrive at.”

Creating a seamless connection between the ad and the landing page prevents cognitive dissonance. It enables prospects to move through your site with confidence, knowing that they’re seeing exactly what they expected when they clicked.

“This simple action gives customers the confidence cues they need to trust you, and hopefully, make a purchase now and in the future,” adds John. 

Adopt a Mindset of Continuous Experimentation for Landing Page Optimisation

“Optimising the post-click experience boils down to one principle: experiment, experiment, and experiment some more,” says John.

Experimentation is key to attributing genuine ROI to an optimised landing page. By combining insight data and behaviour analytics tools, marketers can uncover friction points and systematically test different elements to remove barriers to conversion.

John points out that impactful changes don’t always come from sweeping redesigns. “It’s often the small tweaks—such as a slight copy adjustment—that reassure a prospect that your business is the right choice,” he says. 

Personalisation and Experimentation: The Core of Post-Click Value

“Every ad represents a conversion opportunity,” John notes. “But this opportunity is wasted if you’re not measuring and optimising the landing page for the post-click experience.”

To maximise the value of paid media, brands must go beyond the click. Prioritising the post-click journey by leveraging data, personalising content, and embracing a culture of testing ensures that every dollar spent on advertising drives tangible results.