See How Peloton Uses Segmented Ads & Post-Click Experiences for Their Savings Calculator

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

Creating segmented ads and connecting them to personalized post-click experiences greatly improves your chances to increase advertising conversions.

A matched pre-click and post-click experience reassures prospects and makes them more likely to convert because they see a relevant, personalized page.

We’ve recently showcased how Citibank, Oracle, and Dropbox create segmented ads and post-click experiences. Today’s post will showcase how Peloton does the same.

Advertising with a Google Now card

Peloton’s Google Now card ad, which appears in the Google Assistant section on mobile devices teases viewers how much they can save on home cycling equipment with a calculator:

The woman cycling on a Peloton bike in the ad makes the image relevant to the offer while showcasing how the service works. The ad copy is minimal because it conveys the message of ‘saving’ while working out. The main offer highlighted is that the user can “see” how much they’ll get to save if they decide to choose Peloton.

When clicked, the ad takes users to this post-click page:

After the user fills out the last form field, they are directed to this page:

Based on the information the user submitted, this page explains how much they’ll save once they buy the Peloton bike upfront. It identifies the dollar amount they’ll save with Peloton in the first two years and outlines the options for financing the bike over time.

The page has two CTA buttons — users could either “Shop Now,” or “Get Started.” The Shop Now button takes users to a page where they can choose the package they want to buy. The Get Started button takes users to the service’s financing page to ascertain which financing option is best for them.

The entire post-click experience stays relevant and personalized to the ad that brought the user to the page, all of which improves their chances of converting.

Facebook banner ad

Peloton runs this Facebook ad in the margin for the “savings offer:”

The ad features the same image as the Google Now card, but the copy is a bit more detailed than the Google ad. It lets the user know Peloton offers immersive cardio from the comfort of their home, and they should click the ad to see how much they’ll save with the service.

Once clicked, the Facebook banner sends users to the same post-click page as before. Since the offer is the same, the same post-click experience stays relevant to what the user expects to see after they click the ad.

Now let’s analyze the experience users would get if they went to Peloton’s homepage instead of a personalized post-click page.

Peloton’s homepage in comparison

Like many homepages, Peloton’s highlights multiple offers. Navigation menus for bikes, treadmills, downloading the app, which hotels offer Peloton bikes, etc. all prove the page is meant for a browsing experience, so prospects can find the offer that suits them the best:

Give people what they expect with personalized post-click experiences

People who click an ad are already eager to get what you offer; so show them a relevant and personalized post-click experience to convert them. They will appreciate the message match consistency and you will have the best chance at increasing advertising conversions.

Get started creating unique post-click experiences and see how Instapage enables you to create 1:1 ad-to-page personalization with a Personalization demo today.

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