See How Birchbox Uses Ad Segmentation & Post-Click Experiences to Increase Subscriptions (5 Examples)

Last updated on by Ted Vrountas in Landing Page Examples, Marketing Personalization

Subscribe and get a box of beauty and grooming products, tailored to your needs, once a month. That’s the promise of Birchbox, a company out of New York serving the health and style conscious.

But there are lots of subscription box companies. And they, like Birchbox, know that how you present your product online is just as important as the product itself. To separate itself from the competition, Birchbox advertises with the help of unique post-click experiences for their customers. Let’s take at five links from a paid Birchbox ad, and their corresponding experiences, to see how.

Birchbox post-click experiences

Navigate to Google and punch in the keyword term “Birchbox,” and you’ll likely find this ad at the top of the search engine results page:

The headline

In this ad, there’s one headline, some copy, and four sitelink extensions with short copy beneath them. In the first part of the ad, there are some important indicators for consumers, which they’ll look for in the post-click stage:

The copy

Below the main headline, copy elaborates:

How does the post-click experience match the ad?

The post-click experience

Clicking the main ad headline takes you to this page:

What you see is the entire page. It’s minimalistic, which is good because you want to take up as little of your visitors’ time as possible. However, it’s difficult to do minimalistic well, because you have to give visitors enough information to decide on the offer. A balance between information and page length must be reached.

While message match isn’t perfect between the ad and this post-click page, Birchbox does a great job of using elements from the ad to keep messaging consistent. “The Best of Beauty Picked for You” is a headline that conveys customization in a beauty box. The code “DOUBLEFUN,” which also appears in the ad, can be seen below the header of the page. The text “Skin, hair, and style,” reflects the content of the ad, letting visitors know where the product can be used. It’s clear visitors are in the right place, but is the rest of the page clear about the product?

The “15% off Birchbox Gifts” sitelink extension

Clicking the “15% off Birchbox Gifts” sitelink extension directs you here:

This page is at least two, three times the length of the first page. As we covered earlier, that’s not necessarily bad. The first page could be suffering from too little information, and this page looks more comprehensive.

As far as message match is concerned, the headline identifies the page as the place for people looking to gift a Birchbox. It would be even better if the 15% discount offered in the ad were more visible, in a banner graphic across the featured image, maybe, or the headline. Still, those who click through are delivered what they’re promised: 15% off gift boxes for different subscription lengths.

Below that, the process of buying the gift and sending it is presented in three easy steps, and images lower on the page show visitors the kind of products recipients may get if they purchase. At the bottom of the page, an FAQ section answers common prospect questions:

The “Get Birchbox For $1” sitelink extension

Click this sitelink extension and you’ll find yourself on this page:

With a headline like “Get Birchbox For $1,” the story of this page should be affordability. Is it, though?

“Free Amika Hair Tool” sitelink extension

The third paid link in the ad takes you to this post-click experience:

Unlike the page before, this one does a great job of letting the visitor know they’re in the right place:

Imagine a user lands on this page to see “Free amika Straightening Brush when you join,” then scrolls and clicks the CTA for a monthly subscription. They would have completely missed the terms of the deal below the CTA button, which clarifies that the brush only comes with an annual subscription. If your deals have special terms like this, they must be included before the CTA. In this case, the problem could be remedied by focusing the messaging to only one offer, which is standard best practice for post-click pages. With only an annual offer to claim on the page, no one would ever be frustrated by ordering Birchbox and finding out they don’t get the free brush they were offered.

“How it works” sitelink extension

Clicking the final paid link in this advertisement will land you on this post-click page:

This page seems to be aimed at someone who might be considering Birchbox, but wants to know more about it before they click through to a sales page. “How it works” is a very non-threatening headline, as opposed to anything with sales jargon in it, like “15% Off Birchbox Gifts” or “Get Birchbox for $1.” As a shopper, it’s less intimidating to click through to a page when you’re expecting it to be educational instead of a sales pitch. When they click through, here’s what they find:

Below that, sections of the page detail the steps of signing up, combined with high-quality photos and sales copy craftily disguised as educational copy. The page does a great job of fulfilling its purpose of explaining the product, while also selling it:

The Birchbox homepage vs Birchbox post-click experiences

Homepages should not be used as post-click pages. With the Birchbox homepage, let’s take a look at why that is:

Here, you have an above-the-fold image of Birchbox.com. You’ll notice…

Get more from your budget with personalized post-click pages

Like Birchbox uses specific post-click experiences for each of their paid links, so should any advertiser who wants to maximize revenue. If you’re going to personalize an ad, you have to personalize the page it directs traffic to. Otherwise, you’re leaving revenue on the table.

Today, it’s all possible with Instapage, the only PCA platform that allows you to create personalized post-click experiences at scale. Find out how by scheduling a demo.

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