3 Unique Post-Click Experiences Show How Homebase Tells a Different Story to Prospects (Examples)

Last updated on by Stephanie Mialki in Marketing Personalization

You likely know the stat well — nearly 96% of ad clicks don’t convert. A big reason this failure rate remains high is that advertisers don’t connect their ads to relevant post-click experiences that continue the message and story from the ad. By continuing the same story in the pre- and post-click stages, you get what matters most: more conversions from those ad clicks.

Homebase — best known for their employee scheduling and time tracking software — is one company that understands this connection. They recognize the need for segmented ads and personalized, unique post-click experiences to convert prospects into customers.

How Homebase uses segmented ads & relevant post-click experiences

Example 1: Online employee timesheets

Someone at the top of the funnel looking for digital options for “employee timesheets” might see this Google PPC ad:

The ad is closely related to the search query, as the headline includes both ‘employee’ and ‘timesheet’, the description repeats ‘timesheet’, and the first ad extension contains the exact search phrase.

The headline, description copy, and ad extensions also do a great job of letting prospects know that the app is free and that it can benefit them by helping to save time.

Clicking the ad headline takes users to the next stage of the customer journey — the post-click landing page — which continues the relevancy:

Immediately after landing here, it’s clear that it’s connected to the ad and tells the brand’s story as it relates to employee timesheets:

The subheadline further describes the offer by briefly telling people how the app works (“turn any browser, tablet, or phone into a sophisticated time clock”, “track breaks, tips, and more”) and how it can benefit them (“stay compliant without any extra work”, “get real-time insights into your labor costs”).

A product image also helps deliver the message by showing visitors a preview of what the timesheet app looks like on their tablet.

Example 2: Employee scheduling

Once someone conducts a search, clicks the search ad, and visits the post-click page, Homebase begins retargeting prospects on different websites with banner ads like these two:

Both retargeting ads continue the story from the beginning of the journey, reminding people how Homebase can benefit them, and that other people can testify to that.

Clicking either ad (or the ‘Save Time and Money’ ad extension from the first example) directs prospects to this post-click landing page where they can learn more of Homebase’s features:

Similar to the previous post-click page, this one tells a detailed story to a specific buyer persona rather than explaining everything Homebase offers all at once:

The subheadline here is similar to the previous one — again, telling prospects that they can use any device to manage employees’ schedules, save time, and get more insights into labor costs.

Another product image reinforces the message even more by demonstrating what the scheduling software looks like.

Example 3: Welcome back retargeting

Additional retargeting banner ads, like the one below, may appear after all of the previous engagement with the brand:

This ad still highlights the scheduling component like the previous example, but now points out that prospects could save $3,900.

Clicking this ad takes prospects to a “Welcome back” page because they’ve already engaged with the company multiple times:

The story continues onto this page:

Now, how what story does the homepage tell?

Compared to the Homebase homepage…

When people search for the company name instead, their experience is much different.

They’re still shown a paid ad:

However, rather than targeting a segmented audience and taking them through a personalized 1:1 post-click experience, clicking this ad takes users to the Homebase website:

Since this page is generalized to anyone who might be interested in Homebase for various reasons, all visitors see the same page. Like many website homepages, it is designed for a browsing experience, and not focused on a single product offering because it includes:

This isn’t the case with the PPC ad and post-click pages above because they are specifically targeted for a specific keyword query and previous engagement with Homebase.

Provide unique experiences for each ad like Homebase

Digital advertisers are responsible for segmenting their audiences to deliver the most relevant, personalized ads at all times. Beyond that, they must also provide matching, unique post-click experiences to those audiences to avoid any gaps in the customer journey.

Use inspiration from Homebase and get an Instapage Personalization Demo to segment your ads and provide dedicated post-click pages for each target audience.

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