Winc Shows How They Segment Paid Ads with Unique Post-Click Experiences (4 Examples)

Last updated on by Ted Vrountas in Landing Page Examples, Marketing Personalization

Winc is a wine club that doesn’t just deliver wine to your doorstep. It also helps you “discover the wine of your dreams.”

But the company is not alone in its mission. A quick search for “wine club” reveals many competitors. To set itself apart, Winc uses digital ads with post-click experiences for different customer segments. Today, we explore how.

How Winc uses post-click experiences

Below you’ll find ads from different networks that Winc uses to draw visitors to post-click landing pages. See what they did well and how you might bring new perspectives to your campaigns.

Facebook news feed ad for wine drinkers

Above is an ad Facebook users may see in their news feed. It shows the product, and most importantly, a variety of what might come inside the box once it reaches the customer. The banner in the upper left corner uses urgency to pressure the user into deciding before the offer expires, and block text highlights the benefit of claiming it: Get four bottles for less than 10 per bottle, and pay no shipping. Clicking it will take you to this landing page:

It starts well with no navigation menu. This keeps visitors focused on converting. How about the rest of the page? Let’s review.

Search ad for query “personalized wine”

Above is a Winc search ad that users may see when they search “personalized wine.” It uses social proof — a 4.7 rating from 523 reviewers — to convince users that their wine is popular and well-liked. The copy offers a free wine profile and recommendations customized to your taste. The headline offers a significant discount: 35% off your order. Clicking it will trigger this post-click experience:

Your first instinct may be to scroll up, as it appears you’ve been directed to the footer of a page. A closer look, however, reveals that this is a product category page for different types of wine. They’re also looking for signals they found in the ad to be reflected on the post-click landing page, like the “35% off” text in the banner above.

Facebook news feed ad for investors

The above is a Facebook ad that will appear in the news feed of prospects that Winc has determined may be likely to invest. It uses hues that contrast the Facebook color scheme to command attention. When it earns that attention, the copy uses social proof to compel the click: “you know us for cult favorites like…” and “Named one of Fast Company’s 50 most innovative companies…”

If you click, you’ll find yourself on this post-click landing page:

The first thing you’ll notice is the headline and the image closely match the ad. You see the Summer Water bottles in the background, and in the foreground, “Own Part of a Modern Winery” is very similar to the text on the Facebook ad. The message matches, relevance is maintained, and visitors know they’re in the right place.

Search ad for query “wine club”

Searching “wine club” in Google may reveal this search ad, which uses the keyword phrase, and touts the service as the internet’s number one wine club, along with offering 35% off your first order. Below the headline, a 4.7 rating based on 527 reviews uses social proof to convey popularity and quality and provides personalized recommendations based on a free wine profile.

Clicking the search ad will take you to this post-click experience:

How does this page continue the same narrative from the ad? Let’s find out.

Create personalized post-click experiences like Winc

Some of Winc’s searchers want personalized wine, some want a subscription box, others want to invest in the company. Post-click landing pages should cater to these various desires. That’s why, to maintain relevance throughout the campaign, every audience needs a dedicated post-click experience. Learn how to create post-click experiences for every audience with a free demo from Instapage.

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