WATCO First and Foremost

I’m not a fan of the acronym. But, please, please, please think of this acronym before you attempt to convert anyone clicking on anything, anywhere:

WATCO

What Are They Clicking On?

You should be able to answer WATCO with (at least) the following information:

• Medium (paid search, email, display ad, etc.)
• Message (including keywords, headlines, descriptions, visual style)
• Call to Action (most important: the thing that was promised to earn the click)

Post click extends the pre-click message. Without WATCO you have nothing to extend.

You can’t land what you don’t understand.