CLIP: The Post-Click Problem
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What exactly is the post‑click problem and why does it matter?
What is the post-click problem? Yeah, that's a great question. Um, i the way I I kind of describe it to people is um a scenario that probably most of us and not all of us have experienced. So imagine yourself you're you're driving home perhaps from work or you know, from school, wherever the case may be, and you decide, you know what, I I need to spring by the grocery store. I I've got to pick up uh milk. You know, we're like we're fresh out, uh, you know, I gotta pick up some milk for the kids. You know, I they're gonna complain if they don't have any for for their cereal the next morning. So you swim by the grocery store, um, you run inside, you know, at four.
Fortunately, it's one you've been to before. So you you kind of navigate the aisles, you go to the milk.
How does the grocery‑store analogy illustrate online post‑click friction?
Okay, great, found the one I want. You go down to the checkout.
There's uh five checkout lines open and they're all like 20 people long. And you just say to yourself, man, I I don't want I can't do this. So you say, Well, I'll go to I'll go to self-checkout. Well, those are broken. All right. So you can't go to self-checkout. And it's just like, you know what? I like I do not have time for this.
Why do marketers focus on ads but neglect the post‑click experience?
I can't I can't stand there. So you run back to the corner, you throw the milk back in the free in the in the cooler, and you say, you know what, I'll just, I'll just, I'll figure this out at some other point. And the reason.
That story to describe the post-click experience is because effectively that's what happens to people online. Um, you've gotten people to come to your store, you've gotten people to come to your website, perhaps they've even gotten to the point where they found the product they want, but at some point they hit some barrier that says, This isn't worth my time and effort to get past this barrier. I'm going to bail on this process. And at that point, you're hoping they come back. But the data suggests otherwise that oftentimes people don't come back. And of course, the higher consideration that your sale is, the more and more so that those barriers and those points of friction and uh the lack of communication causes them that frustration and causes them to bail in the process.
So that post-quick experience is exactly that.
What impact does post‑click friction have on conversion and customer loyalty?
It's what happens, it's the problem that's experienced after the ad, where perhaps you think, okay, I've gotten them great. My job's done. Instead of saying, hey, uh, people need help here. They need help to find what they need to look for. They need help to be able to check out. They need help to be able to make the decision that you want them to make on the website. Perhaps it takes some number of visits to the website, maybe some email communications in the process. And the post-click experience problem is the fact that organizations don't spend near as much time and effort and energy on that part. Part of the experience has they tend to spend on the advertising component and getting in front of people and trying to drive consumers to their web properties.
And that's a mismatch because if you think about it, you're spending a few seconds interacting with an ad, a few seconds interacting with a search result, but then you're on several minutes, maybe over the course of time, maybe several hours, maybe multiple touches interacting.
How can brands reallocate resources to improve the post‑click journey?
With the the website and trying to search and trying to shop and trying to compare and trying to figure out what you're trying to buy depending on the nature of the purchase. So logic would dictate where you should spend the lion's share of your time, energy, and resources. Well, it should be where the people are spending the lion's share of their time, the energy, and resources. That's the folks with experience. The problem is that's not what's happening. The metas of the world, the Googles of the world, they're very good at saying, No, no, no, no, no. We're gonna help you solve your problem. Spend more money here with us on our platform. And if you drive more people, that's your that's what's gonna be solving your problem.
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Chapters
5 chapters
1
What exactly is the post‑click problem and why does it matter?
0:00–0:37
2
How does the grocery‑store analogy illustrate online post‑click friction?
0:37–0:57
3
Why do marketers focus on ads but neglect the post‑click experience?
0:57–1:52
4
What impact does post‑click friction have on conversion and customer loyalty?
1:52–2:48
5
How can brands reallocate resources to improve the post‑click journey?
2:48–3:21
Speakers
1 identifiedMore from The Action Catalyst
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