Turn investing goals into a guided plan

Betterment uses a focused lead form to turn investing goals into a guided plan. The page is included for its clear positioning, visual hierarchy, and direct conversion path.

Multi-step lead formGoogle AdsMeta

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betterment.com

What we’d improve

Conversion opportunities we would validate with controlled experiments, not cosmetic opinions.

Sharpen first-screen message match

For Betterment, turn “Turn investing goals into a guided plan” into a dedicated Google Ads hero variant. Carry the ad’s exact promise into the headline, supporting proof, and one primary CTA without introducing a broader second story above the fold.

Why we’d test it

A tighter promise-to-page transition will reduce the orientation work required after the click.

Measure: Hero CTA rate by campaign and ad group

Reduce first-step commitment

Begin with one easy, outcome-oriented field. State what the visitor receives and how their data is used before asking for contact information.

Why we’d test it

A lower-friction first commitment will increase starts without sacrificing downstream qualification.

Measure: Form start and completion rate

Upgrade decision-stage proof

Betterment should put fees, eligibility, protection, and a worked financial example beside the main value claim. Put the strongest evidence immediately after the hero and repeat the relevant proof beside the final CTA.

Why we’d test it

Specific, proximate evidence will answer the highest-risk objection before it becomes a reason to leave.

Measure: CTA conversion after proof exposure

Why it works

The primary action is visible early and matches the visitor’s immediate intent.
The page answers trust and risk objections close to the conversion point.
Supporting proof keeps the visitor moving toward one clear next step.

Built for clicks from

Bettermentturn investing goals into a guided planfintech solutions

If this page were dynamic

Pre-fill the first step with non-sensitive context already known from the campaign.
Change the proof and offer for the visitor’s industry or use case.
Shorten or expand the qualification path based on traffic source and intent.

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