How to better leverage traffic from external campaigns and avoid losing conversions

Bringing a visitor to your website isn’t cheap these days. Whether it’s social media campaigns, newsletters, or paid ads, every click costs money. Yet it often happens that a visit to the website ends without further interaction – and a potential conversion is lost.

But the solution is simpler than it might seem.

Why simply arriving on the website isn’t enough

External campaigns (Facebook, email marketing, PPC…) commonly use UTM parameters, which allow you to identify the source of the visit – that is, where the user came from and what they responded to.

This is crucial information. The problem arises, however, when we don’t act on it.

The user clicks on an ad, arrives on the website… and is met with generic content that doesn’t align with their original interest. The result is:

Loss of attention

Lower relevance

Often, leaving without converting

No need to create new landing pages

A common solution is to create special landing pages for each campaign. However, this is time-consuming and requires significant management and maintenance.

There is a more effective approach:

work with the context of the visit directly on the existing website.

With Mailocator, you can easily display additional content that responds to where the user came from – without having to create new pages.

How it works in practice

Imagine you’re targeting an ad on social media to a group of people interested in white wines. Every click costs money – often tens of dollars. But if, upon arriving at the website, the user doesn’t see content that directly ties into what caught their interest in the ad, it’s very likely that that expensive visit will end without a conversion.

This is exactly where a follow-up campaign in Mailocator makes sense. A user clicks on an ad promoting white wines, and upon arriving at the website, instead of a generic message, they see content that matches their expectations:

a sidebar with links to white wines

recommendations for specific products

a voucher for purchases in this category

a newsletter sign-up if the visitor isn’t already subscribed

an incentive for a first purchase if they haven’t bought from you yet

The same principle can be applied to multiple segments at once. Visitors from the white wine campaign can see different content than visitors from the red wine campaign, even though they arrive at the same website. Each group thus receives relevant follow-up communication that helps turn an expensive click into a conversion.

What do you get out of it?

More relevant content

Longer attention span

Better user experience

Above all, higher conversion rates

Instead of a one-size-fits-all website, you’ll create an environment that responds to the context of the visit – and turns that often-expensive click into a conversion, whether it’s a purchase or a registration.

You already have data on the source of the visit – you just need to start using it.

How to do it in Mailocator

Implementation is very simple.
Just:

Provide Mailocator with the name of the external campaign (e.g., from the UTM parameter).

In the campaign settings, create a filter that says:

Show this campaign only to visitors from a specific source.

For example:

The “White Wines” campaign will be displayed only to users who came from the corresponding advertising campaign,

another campaign will be displayed to a different audience.