How Swell Uses Landing Pages & Retargeting to Increase Signups

Last updated on by Stephanie Mialki in Landing Page Examples

It is becoming increasingly clear that personalization is key in the financial industry because when faced with the potential of dealing with somebody else’s finances, it’s critical to deliver the right message to the right people at the right time. That’s why financial post-click landing pages are integral to deliver hyper-individualized customer experiences.

Financial services and impact investing platform, Swell, uses investment post-click landing pages to grow its customer base and fund. The company also uses remarketing across various platforms (such as Google, Facebook, Instagram, etc.) to display ads to relevant prospects, and to direct them to dedicated post-click landing pages.

Before we detail the ads and post-click landing pages, let’s begin with a quick definition.

What is a post-click landing page?

A post-click landing page is a standalone web page that uses persuasive elements — such as compelling headlines, engaging media, valuable social proof, attention-grabbing CTA buttons, etc. — to convince visitors to take action on a specific offer. That action could be to sign up for an account, download a guide, register for a webinar, schedule a demo, and more.

Since Swell’s ultimate goal is to get more signups, all of their advertising campaigns take prospects to a signup post-click landing page where they encourage visitors to start investing with them.

How Swell uses post-click landing pages in its advertising campaigns

(For shorter pages, we’ve displayed the entire page. For longer pages, we’ve only shown above the fold, so you’ll need to click through to the page to see some of the points we discuss. Also, some pages may be undergoing A/B testing with an alternate version than is displayed below.)

1. Increase account sign ups

Clicking “Get Started” in Swell’s website navigation shows this sign up lightbox of sorts:

What the page does well:

What could be changed and A/B tested:

2. Facebook retargeting for new signups

A Google search for “invest in clean energy” shows this Swell search ad ranked third:

Clicking the ad takes you to this Swell sign up page where they outline the four steps required to create an account:

Later, while scrolling Facebook, this Swell retargeting ad showed up in my feed, likely because of the previous Google search and website browsing:

Clicking this Facebook ad takes you to this investment post-click landing page:

What the page does well:

What could be changed and A/B tested:

3. Instagram retargeting for new signups

Next, while scrolling Instagram this retargeting ad appeared:

Once clicked, the same investing post-click landing page is shown as above. This time on mobile:

Since we already critiqued the post-click landing page earlier, let’s review what the Instagram ad does well and what could be A/B tested.

What the ad does well:

What could be changed and A/B tested:

4. Banner retargeting for new signups

During a separate browsing session on desktop, this banner ad on the NYTimes homepage displayed:

This ad takes users to the same signup post-click landing page as the previous two examples, so let’s analyze the ad once again.

What the ad does well:

What could be changed and A/B tested:

Create an investing post-click landing page like Swell

Delivering a personalized experience with financial post-click landing pages is key to success in the financial industry. Although Swell has one primary goal, and directs all of their paid traffic to a single signup post-click landing page, be sure to create a unique post-click landing page for every offer you promote.

Always connect all your ads to personalized post-click landing pages to lower your cost per customer acquisition. Start creating your dedicated post-click pages by signing up for an Instapage Enterprise demo today.

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