Post-Click Conversion Strategy Playbook

Closes the post-click gap, the space between a follower seeing a post and taking a commercial action, which in East Africa is wider than in markets with high website penetration; every extra step between post and action reduces conversion.

Use When

• Posts get clicks but few sales; the journey from social post to paid order needs reviewing.
• Fix the link-in-bio on Instagram or TikTok so every click lands somewhere useful.
• An ad or post opens a WhatsApp chat instead of a website and buyers drop off after the tap; fix the reply scripts and follow-up.
• Make WhatsApp the sales channel: click-to-chat links, pre-filled opening messages and a three-message qualification sequence.
• Deliver a lead magnet through social and track it with UTM parameters and conversion events.
• Work out why online-shop carts or WhatsApp enquiries do not become paid orders (Mobile Money, delivery, trust), win back abandoned enquiries and rank conversion tests.

Do Not Use When

• ad-to-site-journey-handoff for the landing-page brief and tracking handover to website-skills.
• social-commerce-strategy for setting up catalogue, DM selling and Mobile Money checkout from scratch.
• measurement-tracking-plan for the full event map, consent mode and server-side tagging.
• Stop before changing a live shop, checkout or ad destination without the client's approval; deliver the audit and the ranked fixes.

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