More completed sign-up forms from the same traffic and spend
with every cohort tested beating the control by at least 10%.
COMPANY OVERVIEW
Noom, at a glance.
Noom is a digital health and weight-management company that helps people change how they eat, move, and think about their health. Instead of handing out a diet, it uses psychology-based programs and coaching to build habits that last, all delivered through an app.
FOUNDED
2008
INDUSTRY
Digital Health & Weight Management
EMPLOYEES
1,000+
GEOGRAPHY
Global, headquartered in New York
use case
Ad to landing page personalization for Google and Meta Ads
SCALE OF OPERATIONS
$1B
Revenue (2023)
1.5M
Subscribers (2023)
$650M+
Raised from investors
18
Years in digital health
Paid campaigns on Google Search and Meta, covering high-intent search keywords and sale-led social ads, split across three landing pages. Alongside them, Noom's homepage was personalized for organic and branded search visitors, so every entry point into the funnel got a page shaped by how the visitor arrived.
In a Nutshell
Three landing pages were doing the job of hundreds
Noom ran a wide mix of paid ads across Google and Meta, from search terms like “weight loss app,” “healthy eating plan,” and “Noom reviews” to sale ads promoting 50% off, New Year deals, and limited-time offers. But every visitor, no matter which ad they clicked, landed on one of just three generic pages with the same “A healthier, happier you” message. Fibr AI gave every ad its own matched experience, launching 450+ personalized pages in just four days. The result: form fill starts up 14% and form completions up 25%, from the same paid traffic.
THE CHALLENGE
Noom wasn't starting from a generic page. Its paid traffic already ran to three landing pages, each with its own messaging and intent, and the growth team ran experiments at a pace few marketing teams match. The goal was simple: grow revenue by getting more of the people who clicked an ad to start, and finish, the sign-up form.
The limit was the number three. High-intent Google searches and sale-led Meta ads brought in visitors with very different reasons for clicking, and three pages had to absorb all of them. The team knew what the fix looked like. They couldn't find a tool in the market that could build, review, and run personalization at the scale their campaigns needed.
The cost of mismatch
Form fill starts, the first step into Noom's sign-up, were the number holding the funnel back. The campaigns were bringing in the right people, but three pages could only answer three versions of their question, so too many paid visitors left before typing a single answer. For a subscription business, each of those visitors is a subscriber who never got the chance to convert, and at Noom's ad volume that loss repeated on every campaign, every day.
THE SOLUTION
Three pages to 450+ experiences, zero engineering.
Fibr worked in three steps: reading where the campaigns and pages drifted apart, building personalization around the signals each channel already carried, and adding the page elements a static landing page didn't have.
STEP 1
The Analysis: three pages, far more than three intents
Fibr started with Noom's Google Ads performance data, mapping every keyword group and ad set to the page it landed on. The three pages were well built, but each one was converting audiences it was never written for. A visitor who searched with a specific goal in mind and a visitor who clicked a sale ad could reach the same URL and read the same pitch. One message per page meant most visitors were reading copy meant for someone else.
STEP 2
The Signals: search intent, sale creative, and returning behaviour
Each channel brought a different signal, so each got its own logic. Google Search traffic was matched on keyword intent and campaign performance data. Meta traffic was matched to the sale creative that brought the visitor in, so the offer they clicked on was the offer they saw. Organic and branded visitors to the homepage were personalized on their visit history and engagement.
STEP 3
The Setup: 450+ experiences, four days from brief to live
Personalization went past copy. Fibr added pop-ups and sticky banners, giving every page a way to keep the right offer and the next step in view as visitors scrolled. Noom's marketing team reviewed and approved every variant themselves, with no engineering involvement at any stage. Brief, build, review, and go-live took four days. Sign-off was decisions, not corrections.
ONE URL, INFINITE EXPERIENCES
A visitor clicking a high-intent Google search ad saw a first fold written around what they searched for. A visitor arriving from a Meta sale ad found that same sale waiting for them, held in a sticky banner as they scrolled. A returning visitor coming in through organic or branded search saw a homepage that reflected their earlier visits instead of a first-time pitch. Three very different people, one URL, and each saw a page that answered their reason for coming.
The results
The pilot ran a controlled experiment comparing personalized landing pages against the original generic page. Personalized variants won across every metric measured.
FORM FILL STARTS
↑14%
More ad visitors took the first step into sign-up, from the same traffic.
FORM FILL COMPLETION
↑25%
Completions grew faster than starts, so matched visitors were more likely to see it through.
EXPERIENCES LIVE
450+
Matched experiences across Google, Meta, and the homepage, up from three pages.
SPEED TO GO-LIVE
4 days
From brief to live, marketing team review included.
Cohort standouts
No cohort was left behind. Every cohort in the test recorded at least a 10% uplift over the control, so the gains came from across the program rather than one strong segment. On the homepage, personalizing for organic and branded visitors also lifted click rate and form start rate, with no effect on search rankings or organic click-through.
KEY INSIGHTS
INSIGHT 01
Segmentation is not personalization.
Noom already had a page per intent, more than most teams. But one page per segment still puts every visitor in a broad bucket. Going from three pages to 450+ experiences lifted form fill starts 14% on the same traffic.
INSIGHT 02
Better starts mean better finishes.
Starts rose 14%, but completions rose 25%. Visitors who saw a page that matched their reason for clicking did not just start the form more often. They finished it more often too, right through to the very last field.
INSIGHT 03
Speed comes from tooling, not talent.
Noom’s team already had the skills and habit of testing fast. What held them back was building and approving variants at scale. Once that was solved, 450+ experiences went live in four days, reviewed by marketing alone.
