CRO breakdown of IVY Capital's B2C finance pricing page. Expert analysis of design decisions, trust architecture, 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.
IVY Capital operates in a space where trust is the primary conversion barrier. The product is a trading and investment platform — visitors arrive curious but cautious. They’ve seen enough finance brands make big promises that nothing on the page gets the benefit of the doubt by default.
The brief was to build a pricing page that converts paid traffic. That means visitors arriving with intent but also with scepticism. Every section had to earn the scroll.
We opened with a split hero layout — a female figure on the left commanding attention alongside a bold headline: “Make Your Money Work for You.” We chose this framing because it names the visitor’s aspiration, not the product’s features. The orange CTA button creates immediate contrast against the white and blue palette, pulling the eye directly to the action point without competing elements.
The three-tier pricing table is the centrepiece of the page. We deliberately marked one plan as “FREE” to anchor value perception across all tiers. When visitors see a free entry point, the paid tiers feel like an upgrade rather than a cost. This anchoring technique consistently outperforms price tables that start at the lowest paid option.
We embedded a video testimonial carousel mid-page because IVY Capital’s strongest asset is the community of real traders using the platform. Static screenshots of trading dashboards would communicate features; video testimonials communicate outcomes. Visitors watching someone explain how the platform changed their financial situation absorb that message on a level that bullet points cannot reach.
The media logo bar — Forbes, MarketWatch, and others — sits immediately below the hero. We placed it there rather than at the bottom because credibility signals work best at the moment of maximum scepticism, which is the first scroll. By the time visitors reach the FAQ section, the media validation has already done its job.
with a persistent CTA ensures the conversion action is accessible at every scroll position. On long-form pricing pages, visitors who’ve been persuaded mid-page shouldn’t have to scroll back up to act.
The "FREE" plan in the pricing table doesn't just convert — it validates the paid tiers. When visitors can see what they get for free, the value of the premium plans becomes concrete rather than abstract. Price objections drop when the baseline is already generous.
Three distinct trust layers are visible throughout this page. The first is review aggregators — Google and Trustpilot star ratings shown directly below the hero CTA. These are third-party validators; IVY Capital doesn’t control what those platforms say, which makes them more credible than any testimonial the brand could write itself.
The second layer is the “Meet the Brains Behind the Bot” section — photographs and names of the team members. For a finance platform, putting faces to the product addresses a deep fear: “who am I trusting with my money?” Humans buy from humans, and this section closes the anonymity gap that most finance brands leave open.
The third layer is trading methodology transparency — a section explaining the platform’s trading approach, with specific metrics. Visitors who’ve been researching finance platforms have seen vague claims. Specific methodology details with named approaches create the impression of a company with nothing to hide.
"In finance, anonymity kills conversions. The more you reveal about who you are, how your product works, and who's already using it, the lower the perceived risk. Transparency is the trust signal most finance brands are too cautious to deploy."
Read more about trust signal strategy in our guide to Ways To Increase Landing Page Social Proof.
The team photo section works because it answers a question visitors never type but always ask: "Who is actually behind this?" Faces and names reduce the perceived distance between visitor and brand — and in finance, reducing perceived distance reduces perceived risk.
The page runs a multi-CTA pattern matched to visitor readiness. The hero targets ready buyers with a direct “Get a Quote” button. The pricing table section targets comparison shoppers who need to see tiers before deciding. The footer CTA captures late-stage visitors who’ve read everything and just need the final nudge. Each CTA placement corresponds to a different level of intent.
"A pricing page is a self-service sales process. Some visitors will scroll straight to the plan table and buy. Others will read every word and still need the CTA in the footer. Designing for both journeys — not just the first one — is what makes a pricing page genuinely work at scale."
We built this in Unbounce for the A/B testing infrastructure. The pricing table and hero headline were the two highest-priority test candidates — both directly impact the first conversion decision. Unbounce let us run those tests without developer dependency.
Finance visitors on mobile make the same decisions as desktop visitors, but with a smaller screen and less patience. We stacked the pricing cards vertically, ensured the “FREE” label remained prominent at mobile breakpoints, and kept the video testimonials autoplay-disabled so they don’t drain mobile data without permission.
We lazy-loaded the video testimonial section so it doesn't impact initial page load. Visitors who scroll to that section trigger the load — everyone else gets a fast first paint. This is standard practice on our builds: no element should make the page slower for visitors who never see it.
Looking at this page with fresh eyes, three improvements would be worth testing:
This IVY Capital pricing page demonstrates how trust architecture drives finance conversions more than design aesthetics. The layering of third-party reviews, team transparency, methodology detail, and video testimonials addresses the specific scepticism finance visitors carry — and the tiered pricing table with a free entry point removes the biggest initial barrier to commitment.
Browse our full landing page examples collection to see how we apply these principles across different industries. For CTA strategy, read our guide to Landing Page Call to Action Tips.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Eye-tracking shows people scan pages in an F-shape. Placing key content along this path increases engagement.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
Above the fold, a finance landing page needs three things working together: a headline that names the specific visitor's goal (not a generic tagline), a visible CTA with action-specific copy, and at least one credibility anchor — a review rating, a media logo, or a client count. IVY Capital gets this right with their hero layout, placing the CTA and trust bar in the first viewport.
A homepage has to serve multiple audiences — existing clients, prospects, partners, press. A dedicated pricing page strips away all that noise and focuses entirely on one decision. The visitor already knows what the product is; the page just needs to remove the final objections to committing. Removing the main nav alone typically lifts conversion rate by 5–15%.
We use layered trust — not a single 'trust section' at the bottom. A review star rating near the hero handles the first objection (is this legit?). Named testimonials with faces in the mid-section handle the second (has someone like me done this?). A money-back guarantee or risk reversal near the CTA handles the third (what if it doesn't work?). Each layer addresses a different stage of commitment anxiety.
Typically 2–3 weeks from signed brief to live page. That covers audience research, wireframing, visual design, copywriting, build, and cross-device QA. We then monitor the first 30 days of performance data and flag early optimisation opportunities — the launch is a starting point, not the finish line.
We design high-converting landing pages for B2B and B2C brands. Let's talk about yours.
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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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"Finance visitors are the most sceptical audience we design for. They've been burned before, or they know someone who has. The job of the first viewport isn't to sell — it's to prove you're worth three more seconds of their time. Once you've earned that, you can start selling."