Q&A with Cosmin Serban: Designing Landing Page Experiences

Q&A with Cosmin Serban: Designing Landing Page Experiences

During this Postclick interview series, we’ve discussed why a managed service is necessary for brands to maximize advertising conversions and what brands can expect from Postclick. Then, how we get results and what resources are required to get started.

Today, we continue the series talking about everything design with Director of Design Services, Cosmin Serban.

What is your role at Postclick?

CS: I’m the Director of Design Services, and my team develops relevant landing page experiences for Postclick customers.

What is your design background?

CS: I’ve been a professional designer for 12 years, starting as a freelancer working with digital agencies, working on projects like branding and web design. Upon joining Postclick, my job was to help customers improve their landing pages’ look and conversion rate by providing written reviews.

During my time in the landing page industry, I’ve reviewed well over 1,000 pages identifying what’s missing while giving conversion tips to help customers reach their marketing goals. Tips like margin size on mobile devices, button size, and CTA button placement. Most brands we talk to don’t focus on those kinds of details, but we do:

landing page design margin size
landing page design button size
landing page design CTA button location

Next, I took ownership of our layouts and collaborated with our talented visual designers to redesign all existing layouts. Each one has been modified in line with modern design trends, but more importantly, conversion-focused

Once completed, I joined the team that helped clients design, manage, and optimize their landing pages, which eventually led to an increased success of their digital advertising campaigns. As this Implementation team grew, we helped companies like SoundCloud, Vimeo, Verizon, and eBay maximize ROAS. In particular, Verizon sees the following results:

Verizon customer statistics

In your experience, why do digital advertisers have such low CVR?

CS: Lots of variables influence the conversion rate of post-click experiences. The most common include not having personalized pages, missing ad-to-page message match, and inconsistent branding to those pages.

Setting the right expectations with the ad and delivering on that promise in the post-click stage is often overlooked. It goes beyond simple message match. Developing unique narratives that continue beyond the ad is more important:

message match example offer to page

The Postclick team understands the challenges and costs that come with having a dedicated in-house team that can effectively develop on-brand experiences at scale. That’s where we come in to help facilitate.

What is your process working with customers?

CS: The design team makes it a priority to understand the customer’s mission and brand voice. Once we have perfect alignment, developing relevant experiences starts. That means getting to know the people behind a brand is critical and keeping a good line of communication during the execution stage is something that leads to success.

How do you collaborate with the conversion team?

CS: Once the goal of each customer is defined, our teams get together and outline the strategy of how we can help them achieve their goals. All departments work together on each stage to ensure that the quality of what we deliver is met.

In the beginning, we work very closely with the copywriters and the Director of Conversion Strategy to make sure the experiences match the customer’s ad campaigns. Once development is complete, we begin working with Implementation specialists that link those experiences with the ads.

What else should brands know about Postclick?

CS: The value of our tech-enabled service is a result of multiple specialized departments utilizing proprietary technology we’ve developed over the last eight years. Focusing on ad-to-page relevancy and increasing Quality Scores, our team has seen these results with customers:

conversion intelligence statistics

Get in touch with our conversion team

Online users expect personalized experiences post-ad-click, and our team and tech have the capabilities to meet those expectations. Maximize your ROAS and see how your results can increase by partnering with Postclick. 

Complete this short form to get a complimentary conversion analysis.

Brandon Weaver
by Brandon Weaver

Brandon Weaver is the Head of Content at Postclick, the world's only tech-enabled service for delivering advertising conversions. He writes about digital advertising, post-click automation, and has a healthy obsession with the Golden State Warriors.

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