What is post-click optimization?

Post-click optimization (PCO) is a strategy to improve customer experience and engagement after clicking on a digital ad. The objective with post-click optimization is to personalize experiences by serving relevant information at the right time and at every touchpoint in the customer journey – from the landing page through to completion of checkout. AI-driven experience optimization is ideally suited to post-click optimization as it learns from real website visitors in real-time to identify the next best experiences to serve to convert visitors into customers and improve ROAS.