Lighter Capital Shows How to Segment Ads with Relevant Post-Click Experiences to Maximize Conversions (4 Examples)

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

Far too many advertisers fail to provide relevant post-click experiences in their ad campaigns. They take the time to segment their ads to a target audience but don’t continue the same story narrative from ad to post-ad-click page.

This is paramount to earning conversions because a disjointed pre-click and post-click experience confuse prospects. The expectations set with the ad are not met on the post-click page — and without this message relevancy, they don’t convert.

In fact, more than 95% of Google ad clicks don’t convert, largely due to poor post-click experiences.

To inspire action, you must create both segmented ads and personalized, relevant post-click experiences that share the same narrative.

Let’s see how Lighter Capital shows consistency from ad to post-click page.

How Lighter Capital uses segmented ads & relevant post-click experiences

Example 1: Business startup funding

When an online user conducts a Google search for “tech startup funding,” they see this Lighter Capital ad with two sitelink extensions:

You can tell the ad is segmented based on a specific audience with how closely it’s related to the search query:

Clicking the primary ad headline takes users to this page which continues the narrative:

The subheadline reiterates the offer, “funding helps tech entrepreneurs get to the next level” — and highlights the UVP, “without giving up equity, board seats, or personal guarantees.”

Example 2: Revenue-based financing

In the Google ad above, if users clicked the revenue-based financing extension, they’d be taken to this post-click page instead:

In addition, the product image is shown to reinforce the message further by demonstrating what the guide cover and inside pages look like.

Example 3: Startup financing solution options

Lastly from the Google ad above, clicking the “Compare Financing Options” extension takes prospects to this page:

The subheadline goes into more detail, informing prospects that they can reach new milestones with Lighter Capital with up to $3MM in total capital funding.

This ‘why’ section continues toward the bottom of the page with the “Discover why Lighter Capital is the most trusted…” section, listing the four main benefits of using Lighter Capital.

Example 4: LinkedIn retargeting ad

After visiting all previous pages and Lighter Capital’s homepage, browsing on LinkedIn showed this retargeting ad:

The ad tells a story similar to those above, but instead goes to this post-click landing page:

The Lighter Capital homepage tells a different story

Lighter Capital’s homepage combines several of the offers discussed above into one general page:

It includes The Rise of Revenue-Based Financing ebook offer from example 2, the video testimonial from example 4, and clicking any of the “Apply” CTA buttons leads back to example 1.

This page is generalized to anyone who might be interested in Lighter Capital, so all visitors see the same page. Like many homepages, it’s designed for a browsing experience instead of a single product offering.

We see this through:

This isn’t the case with the examples above because both the ad and post-click page are specifically targeted for a specific keyword query and previous engagement with Lighter Capital.

Provide unique experiences and turn ad clicks into conversions

As a digital advertiser, you’re responsible for segmenting your audiences to deliver the most relevant, personalized ads and matching audiences with unique post-click experiences.

To convert more than the average (4.4% of ad clicks), don’t ignore the post-click experience. Use inspiration from Lighter Capital to continue the story narrative from ad to page and avoid any gaps in the customer journey. Request an Instapage Personalization Demo today to start creating unique post-click experiences and establish 1:1 page relevancy.

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