The DevTeam Alpha News Aggregation service has sourced the following article originally published on InstaPage:
Most digital advertisers focus the majority of their efforts on the pre-click stage and ignore what happens after the click. When this post-click stage doesn’t deliver the same message that the ad introduced, conversion rates suffer the consequences.
To generate the most conversions, you must segment and personalize the entire user experience by sending your ad traffic to relevant post-click experiences that continue the same story narrative from the ad.
Snowflake is one company that understands this connection. Let’s see how their post-click experiences are consistent and relevant to their pre-click experiences.
How Snowflake uses segmented ads and post-click experiences
Example 1: “Cloud data warehouse” Google search
Someone towards the top of the funnel searching for different cloud data warehouse options might see this Snowflake PPC ad:
They would be assured the ad is relevant to what they’re looking for because:
- The headline repeats the search query with the words rearranged.
- The display URL includes two path fields — “data warehouse” and “cloud” — each one relating to the search phrase.
- A detailed description contains pieces of the search phrase again — “Data Warehousing” and “Data.”
- Sitelink extensions provide even more options for prospects looking for a cloud data warehouse including a live demo.
Clicking either the main ad headline or the “Cloud DW for Dummies” extension takes people to this post-click landing page where the story narrative continues:
- What is the offer? — The headline begins the page narrative by immediately stating the offering: a Cloud Data Warehousing for Dummies ebook. The image of the ebook provides visitors with more of an idea of what they’re getting:
- Who is the offer for? — The first paragraph explains that the ebook is for anyone considering their first or next data warehouse.
- Why read the ebook? — The subheadline states why someone should read the ebook: to get the most out of their data. The bulleted list further down conveys the main points covered in the asset.
- How can visitors take action? — Visitors can download the ebook by submitting their information into the lead capture form and clicking the purple “Download Now” CTA button.
Example 2: “Live Demo” extension
Clicking the “Live Demo of Snowflake” extension in the ad above takes people to this click-though post-click page which tells a different story than the Dummies book:
- What is the offer? — The primary and secondary headlines (and the orange box in between) all mention seeing a live Snowflake demo.
- Who is the offer for? — The list of live demo locations indicates to visitors whether or not the offer is for them.
- Why watch the Snowflake demo? — The two bulleted lists at the bottom of the page detail some of the information they’ll learn, along with the main topics the live product demo includes:
- How to see the live demo? — Once prospects select their location, time, and date they want to attend, they can click the orange “Register Now” CTA button to click-through to the event registration page:
Example 3: “Gigaom Sector Roadmap” extension
In the same ad, the last sitelink extension takes people to this page which follows another story narrative:
- What is the offer for? — The headline lets visitors know this page is connected to the link they clicked since the copy is identical:
- Who supports the company? — Social proof is the main point of this page, telling visitors that Snowflake was rated the #1 cloud data warehouse by industry analyst firm Gigaom Research.
Why download the report? — The page does a great job enticing prospects to download the report because it lets them know Snowflake ranked significantly higher than all other cloud data warehouse vendors across six different product characteristics without giving away too much information. To learn more about how Snowflake excels in those areas, visitors must download the full report.
- How to get the report? — Visitors must complete the form and click “Submit.”
Example 4: Snowflake branded search
The company also advertises on its own name:
Clicking the main ad headline takes prospects here:
- What is this offer for? — The ad headline continues the ad narrative by reiterating the offer: “Try the Data Warehouse Built for the Cloud.” This is very similar to “See Snowflake DW in action,” as both imply that prospects will get to experience the platform for themselves.
- Why sign up for a free trial? — Benefits of using Snowflake comes next in the narrative, marked by iconography, bold copy, and short snippets of information right beneath the fold.
- Who else supports Snowflake? — This part of the story is told through a testimonial quoted by a ShareThrough employee, as well as multiple testimonials (from various companies) delivered through video:
- How to start the trial — Since this is another click-through page, visitors can evaluate the offer before seeing a lead capture form. When they’re ready, they can click the “Start Free” CTA button to complete the form on the following signup page:
Example 5: Retargeting banner ads
These banner ads appeared while searching Weather.com for Thanksgiving weather conditions:
Clicking any of the ads brings people back to the “Dummies” page from Example 1. This retargeting banner ad also appeared when looking for weather conditions:
Clicking this one takes prospects to a page with a new story narrative:
- What is the offer for? — The headline identifies the offer (The Gartner Magic Quadrant Report), but also provides a UVP (Snowflake was named a leader in the report) to persuade visitors to convert.
- Who supports the company? — This page is built on social proof and being trusted by others, since the offer is about Snowflake being a proclaimed “leader.”
- Why download the report? — The main reasons to download the report are next, listed clearly with arrows and minimal copy:
- How to view the report? — Similar to previous examples, visitors can complete the lead capture from and click the CTA button to redeem the offer.
Example 6: LinkedIn banner ad
Clicking the ad directs prospects to this post-click page:
- What the offer is for? — The headline provides an overview of the page — an inflection point for the data-driven enterprise. This continues the same narrative from the ad because the ad description says the same thing.
The subheadline explains further that the offer is for a new survey containing key findings from Harvard Business Review Analytics Services. The quote helps to deliver this message:
- Who can testify for Snowflake? — The story continues by assuring prospects they can trust in Snowflake because other brands have a partnership with the company:
- Why view the survey? — The page story makes it clear that visitors should download the survey because 75% of organizations rely on legacy data analytics methods, this survey is an inflection point for any data-driven enterprise.
- How to download the survey — The form and CTA button allows visitors to download their own copy of the survey.
Compare these experiences to the Snowflake homepage
Unlike the examples above, the Snowflake homepage fails to deliver a unique, personalized post-click experience to a segmented audience. That is okay because a brand’s homepage is not typically meant to generate conversions. Snowflake’s homepage includes:
- A full header navigation with multiple dropdown menus that allow visitors to leave the page without converting:
- A vague headline only states what Snowflake is, instead of what they do or offer. It doesn’t tell one cohesive story like the previous examples:
- External links and competing CTA buttons to other website pages throughout the page demonstrate a browsing experience:
- A full-sized footer shows additional navigation links to the company’s social media pages, blog, legal, etc. allowing visitors to bounce easily:
Optimize your campaigns with segmented ads and post-click experiences
Every seasoned advertiser knows they must segment their audiences to deliver the most relevant, personalized ads. However, many fail to realize it’s equally important to provide matching, unique post-click experiences to those segmented audiences.
Follow Snowflake’s lead and generate more conversions by segmenting and personalizing the entire user experience and telling the same story narrative from ad to post-click page. Request an Instapage Personalization Demo to see how Instapage can help you do just that at scale.
Learn more about InstaPage by visiting their website.