Financial/Legal Landing Page

AARP Family Caregiving provides resources and information to family caregivers at every stage of their journey. In an effort to provide deeper engagement with new and previous site visitors, the marketing team implemented retargeting and targeted marketing efforts, utilizing broader behavioral signals to aid caregivers at their moment of need. AARP Family Caregiving was able to provide deeper engagements by retargeting caregivers who have consumed certain pieces of Financial & Legal content within their website and promote specific messages to drive them to a new campaign landing page aimed at providing new content in a new experience. An additional goal of the page was also to learn about secondary topic consumption and determine what type of content or topic areas are most often consumed after engaging with Financial & Legal content. Within the page itself, upfront emphasis of the page is on Financial & Legal topics, since the audience has engaged with it in the past. Topics include getting paid as a caregiver, managing money, power of attorney, and others. Additional links are included to determine what topic areas audiences are interested in beyond Financial & Legal. The sections and topics include: Home Care, Basics, Life Balance, and Health.A display ad messaging test was implemented to determine if a specific message or topic drove a higher rate of engagement with the page:General Messaging: AARP Family Caregiving has financial and legal information to help caregivers.Address specific pain points: AARP Family Caregiving has information to help caregivers with advance directives, managing money, and more.