How Keap Uses Retargeting Post-Click Landing Pages to Generate New Signups & Demos

Last updated on by Fahad Muhammad in Landing Page Examples, Marketing Personalization

Every ad represents a conversion opportunity. Unfortunately, most opportunities are wasted since only 4% of ads result in conversions. When there’s no message relevance between the pre- and post-click experiences, prospects get confused and don’t click the CTA button.

To ensure an ad click generates conversions, you can’t afford to have a disjointed experience. This is especially true for retargeting campaigns, as they represent a last-ditch effort to call back prospects who have wandered away from your website without converting.

Let’s take Keap retargeting ads and post-click experiences as an example.

Keap’s Google search result

When someone searches Google for Keap they see the following organic link:

The search result provides an overview of Keap, how it helps customers grow their business, improve customer service, and increase sales. The extension links point out to different pages on the website for specific information.

The primary link at the top takes prospects to Keap’s homepage (more on that later). After the prospect exits the homepage, the company begins showing retargeting ads to catch their attention again and nudge them back to their platform.

Here is the retargeting sequence Keap uses after someone visits their website.

Keap’s retargeting display ads

The first banner ad is straightforward and reminds prospects what the platform specializes in. The “Learn More” CTA button plays on the user’s curiosity and urges them to click through the ad:

Another retargeting ad includes the same copy, but also uses a mobile phone to showcase the platform is capable of functioning on mobile:

Both ads take prospects to this post-click page:

Clicking “See Demo,” prospects will see the following pop-up form:

Submitting your email address gives prospects the opportunity to become familiar with the CRM platform. Meanwhile, when a user clicks the “free trial” button they are directed to this dedicated signup page:

The page showcases a signup form that prospects need to complete to start their free trial and begin turning leads into satisfied clients.

Keap’s retargeting ads and post-click experiences are optimized to allow prospects to rediscover what the platform offers and its full benefits. Each CTA button leads prospects down a different path depending on whether they’re ready to start using the software or still need to understand it better.

Now let’s see what would happen if Keap connected their retargeting ads with their homepage instead of a standalone post-click landing page.

Compared to Keap’s homepage experience

The homepage provides a general overview of the CRM software’s capabilities:

This is why the platform has created personalized post-click experiences to go along with their retargeting ads.

Successfully retarget prospects with post-click experiences

Retargeting allows you to engage prospects who have navigated away from your platform without taking action. Sending prospects from a retargeting ad to a busy homepage meant for browsing won’t likely produce conversions.

Always connect retargeting ads with dedicated post-click experiences that succinctly reiterate your offer and persuade prospects to become customers. To learn more about creating 1:1 ad-to-page post-click experiences, request an Instapage Personalization Demo today.

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