See How Equinox Uses Paid Search Ads & LinkedIn Retargeting with Unique Post-Click Experiences to Generate Signups (3 Examples)

Last updated on by Stephanie Mialki in Landing Page Examples, Marketing Personalization

As the health and fitness industry becomes more saturated, companies within it must amplify their marketing and advertising efforts to stand apart from the majority. Most importantly, they need to recognize that every ad represents a conversion opportunity — but a disconnected ad and post-click experience could cost them that conversion.

Equinox is one company that understands: when there’s no message relevance between the pre- and post-click experiences, prospects get confused and frustrated, and don’t convert.

Let’s take a look at three examples showing how the brand connects their segmented ads to relevant, unique post-click experiences to drive conversions.

How Equinox uses segmented ads with unique post-click experiences

Example 1: Branded search

Someone in the middle of the funnel, already considering Equinox as an option, might do a basic search for Equinox. Since the company bids on their own name, the user is likely to see this PPC ad:

We can tell immediately that the ad is relevant to the search query because “Equinox” is repeated throughout the entire ad:

Both the main headline and “January Exclusive Offer” extension take prospects to this post-click landing page:

While the page isn’t completely in line with the main ad headline, it does continue the relevance to the “January Exclusive Offer” extension:

The offer details — the opportunity to earn the initiation payment back after eight visits — are explained in both the ad extension description and the post-click landing page, directly underneath “Exclusive January Offer.”

The new membership privileges are even highlighted in list form to attract more attention and for easier readability.

Example 2: “Join Equinox Online” extension

If searchers have enough information about Equinox, they can sign up for a membership immediately through the “Join Equinox Online” sitelink extension:

From here, visitors are taken through a 4-step process where they can select their location and membership, and then complete their billing information to purchase:

Notice how all the steps in the signup process work together to tell one cohesive story:

It’s evident immediately upon landing on the initial page that it’s the beginning of the signup process — hence the headline and subheadline in all caps: “Commit to high-performance living” and “Start your membership experience today” respectively:

Once they choose one of these regions, they’re taken to Step 1 of 4 of the process which continues this “Who” part of the story. With address and hour details listed, prospects can decide if the club is a good fit:

If yes, they can click the “Membership Options” button to proceed to Step 2 of 4, where the narrative continues.

The reasons for choosing specific packages are conveyed in the membership options since each option contains different benefits, savings, etc.:

Notice how Equinox uses the decoy effect in their post-click experience to subconsciously convince people to choose the All Access Fitness option by highlighting it in the middle.

Example 3: LinkedIn retargeting ad

After continuously engaging with the company’s post-click pages, homepage, social media, etc., this Equinox retargeting ad appeared in the main LinkedIn feed and connects to the same post-click page from Example 1:

Compare these experiences to the Equinox homepage

Homepages are not the same as post-click landing pages and shouldn’t be used as such. Take a look at this above-the-fold image of the Equinox homepage to see why:

The Equinox homepage continues to provide an overview of everything the brand offers, even below the fold:

Rather than delivering a unique, personalized post-click experience to segmented audiences with a 1:1 conversion ratio — the homepage is a comprehensive browsing experience generalized to anyone who might be interested in Equinox.

Get more from your ad budget with personalized post-click experiences

Now that you’ve seen how Equinox uses dedicated post-click experiences for their paid ads, hopefully you feel inspired to do the same. After personalizing an ad, continue the story with a personalized page. Otherwise, you could be wasting ad clicks and struggling to convert ad clicks.

See how to scale your brand’s post-click experiences by requesting an Instapage Enterprise Demo today.

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