How Swell Uses Landing Pages & Retargeting to Increase Signups

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 landing pages are integral to deliver hyper-individualized customer experiences.

Financial services and impact investing platform, Swell, uses investment 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 landing pages.

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

What is a landing page?

A 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 landing page where they encourage visitors to start investing with them.

How Swell uses 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:

investment landing page Swell signup

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:

investment landing page search ad

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

investment landing page Swell

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

investment landing page Facebook retargeting ad

Clicking this Facebook ad takes you to this investment landing page:

investment landing page Swell Facebook

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:

investment landing page Instagram ad

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

investment landing page Instagram mobile

Since we already critiqued the 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:

investment landing page Swell banner

This ad takes users to the same signup 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 landing page like Swell

Delivering a personalized experience with financial 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 landing page, be sure to create a unique landing page for every offer you promote.

No matter your goal, create an optimal visitor experience and generate maximum leads by building 100% customizable landing pages with Instapage. Our designer-friendly builder, team collaboration, and Instablocks™ will have you creating high-converting landing pages fast.

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What did each example do well and what could be A/B tested?

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