CRO breakdown of Imperial Capital's investment trading service landing page. Expert analysis of media credibility, pricing table, and conversion strategy by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
Imperial Capital provides a copy trading investment service — a model where clients’ funds are managed by following the trades of verified expert traders. The concept requires both mechanism explanation (what copy trading is) and performance credibility (why Imperial Capital’s trader network produces reliable results).
The page needed to establish institutional legitimacy through media coverage, explain the product clearly enough to reduce confusion-driven drop-off, and convert interested investors into account opens through a tiered pricing structure.
The blue and white professional colour scheme communicates financial institution credibility — the category convention in banking and investment services. Blue signals stability, trust, and analytical competence. Deviating from this in financial services carries real conversion risk; visitors subconsciously associate non-blue financial brands with higher risk.
The ‘Invest For Lucrative Financial Fitness’ headline uses a health metaphor that avoids specific return claims while communicating aspiration. The ‘Fitness’ framing positions investing as an ongoing practice, not a passive deposit — appropriate for a copy trading service where the client chooses their trader allocation actively.
The CBS/CNN/NBC media logos above the fold establish institutional legitimacy before any product detail is presented. For financial services, mainstream media coverage is the highest-value trust signal available because these outlets apply editorial scrutiny that peer testimonials don’t undergo.
The copy trader selection section — showing named traders with performance metrics, asset classes, and follower counts — gives investors a transparent view of who they’d be copying and how those traders have historically performed. This transparency is both a product feature and a trust signal: a platform that shows its trader performance data has confidence in that data.
The tiered pricing table — with named tiers, managed amount ranges, fee structures, and service inclusions — gives investors a clear comparison framework. The mid-tier is designed to be the default selection: priced above the entry tier to signal meaningful engagement, and below the professional tier to avoid overwhelming first-time copy trading adopters.
The risk disclosure section — required by financial regulation but often treated as boilerplate — is a trust opportunity when handled honestly. A financial service that presents risk disclosure clearly and prominently signals to sophisticated investors that the company is operating in regulatory compliance. The presence of honest risk language paradoxically increases trust, because it demonstrates that Imperial Capital isn't hiding the downside reality behind aspirational marketing.
CBS, CNN, and NBC logos provide the most valuable third-party validation available in financial services. Editorial coverage from national media implies investigative scrutiny that advertising cannot replicate.
Showing named traders with historical performance metrics is product evidence, not just marketing. Investors who can evaluate the traders they’d be copying arrive at the conversion decision with product-level confidence.
Visible compliance references — regulatory registration, risk disclosures, capital requirements — signal that the company operates within legal financial services standards, which is the baseline trust requirement for any investment service.
"The pricing table is the conversion mechanism for a financial service with a tiered model. The anchor effect is real: showing a £10,000 managed tier makes the £2,500 tier feel affordable, even if £2,500 was the original target price. The psychological comparison created by the tier structure does conversion work that a single-price presentation never could."
Read more about how we approach financial services conversion in our guide to Landing Page Examples.
The 'Start Investing' CTA avoids the word 'open an account' — which sounds bureaucratic — or 'invest now' — which sounds impulsive. 'Start Investing' positions the action as a beginning of a managed process rather than an immediate financial commitment. For first-time copy trading adopters who are nervous about the initial commitment, 'Start' implies a guided onboarding rather than a one-click financial exposure. Verb choice in financial CTAs meaningfully affects conversion rates.
The page routes interested investors through the trust-building evidence stack — media logos, trader performance data, tiered pricing — before presenting the ‘Start Investing’ CTA. The tiered pricing table serves as the final decision-making tool: investors who’ve made it to the pricing section have passed through the trust-building sections and are evaluating entry point, not product legitimacy.
The secondary conversion action — a consultation or account review call — captures investors who need guidance on tier selection before committing. Financial services prospects who have a call before committing convert at higher rates and with better financial alignment.
"Financial services pages should always have a secondary conversion path for visitors who aren't ready to commit capital immediately. A free portfolio consultation or account review call captures motivated-but-hesitant investors who would otherwise leave. The call allows the investment team to understand the prospect's financial situation, recommend the appropriate tier, and convert at a higher value than a cold form submission would."
Unbounce’s form handling and A/B testing support iterating on the pricing table structure, the tier hierarchy, and the media logo placement. For a financial services page where small changes to trust signal positioning can meaningfully affect conversion rates, the ability to test systematically is operationally valuable.
Retail investors increasingly research and initiate accounts on mobile. The pricing table adapts to a vertical, single-column comparison on mobile without losing the tier differentiation. The trader performance section uses a swipeable card format on mobile, allowing investors to evaluate individual traders without the full comparative table view that would require horizontal scrolling.
Financial services pages must load quickly on all connection types because investor demographics span a wide age range with varying device capabilities and connection speeds. The media logo section uses optimised SVG files. The pricing table is pure HTML/CSS with no external dependencies. Both choices ensure critical trust and decision-making elements render immediately without loading delays.
Three improvements to increase account open rate:
Imperial Capital’s page demonstrates how to establish trust for a novel financial service through mainstream media logos, transparent trader performance data, and a tiered pricing structure that guides investors to their appropriate entry point.
Browse our full collection of landing page examples to see how we apply these principles across industries. For methodology, read our guide to Landing Page Call to Action Tips.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
Investment services that lead with specific return claims face regulatory constraints and scepticism from financially literate buyers. 'Financial Fitness' frames investment as a health metaphor — ongoing, developmental, and personally managed — rather than a passive returns promise. This reframe reduces regulatory risk while appealing to a buyer who wants to be active in their financial decisions. Aspiration-led financial copy attracts buyers who want participation, not just product.
National media logos in financial services perform a specific trust function: they signal that the company has been reviewed by journalists whose reputation depends on accuracy, not just featured in content. For a financial product where the primary fear is 'is this a scam?', mainstream media coverage is the most powerful third-party validation available. CBS, CNN, and NBC carry implicit editorial standards that smaller publications can't provide — which is why their logos convert in a way that niche financial media logos don't.
Tiered pricing tables in financial services accomplish three things simultaneously: they communicate service range (from entry-level to professional), they create an anchoring effect where the highest tier makes the middle tier feel reasonable, and they allow buyers to self-select their appropriate entry point without a sales conversation. For a copy trading service with different levels of managed exposure, the pricing table lets the product explain itself — who each tier is for, what the managed amount looks like, and what the service includes at each level.
Copy trading is a category that many retail investors haven't encountered. The page needs to explain what 'copy trading' means before making performance claims about it. Novel financial mechanisms face two objections: 'I don't understand how this works' and 'I don't know if I can trust the people behind it.' The trust architecture needs to address both: explanation sections handle the comprehension barrier, and media logos plus regulatory references handle the credibility barrier.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"Financial services pages have the highest trust deficit of any category. The visitor's default assumption — especially for something unfamiliar like copy trading — is 'this might be a scam.' The entire page has to work against that assumption from the first second. CBS, CNN, NBC at the top of the page is the fastest trust repair available. Those logos say: serious journalists evaluated this and didn't run a fraud investigation."