Want to know how to make better landing pages? Here’s a weird trick that really works! To learn how to keep your offer and message consistent, keep reading…
Message Match: One Weird Trick for Better Landing Pages
Why Your Landing Pages Are like a Burrito Shop Selling Italian Food
Let’s say you’re hungry and want burritos.
You leave your office and take a stroll down the street to find a place to eat a burrito.
You find one, but as soon as you step inside, you get a surprise: the odor of alfredo sauce and pizza dough.
Turns out the restaurant, advertised as a burrito shop from the outside, is an Italian restaurant inside.
Bummer. Doesn’t make sense, doesn’t it? Disappointed, you leave to go find something else.
In case you’re wondering, yes, this is a post about landing pages.
When your landing page promises one thing and the person who clicks on it gets another, there’s a chance you’ve just lost a potential customer.
The story above might not make too much sense and you might be confused as to why I wrote it, but the truth is, it’s very similar to a huge, widespread problem I see all the time when it comes to online marketing and landing pages.
In this blog post, you will learn what this big landing page problem is, why it’s ruining your PPC campaigns, and how you can fix it to increase ROI.
ROI means return on investment. It’s used to compare the time and investment you make directly to the outcome of said investment. The goal of this is to make sure that your marketing efforts aren’t wasted, but that they produce a profitable outcome.
The problem with the majority of landing pages
In my story, the restaurant advertised itself as one thing, while inside, it was something completely different.
Now let’s look at your online marketing. You run Facebook ads, Google AdWords ads and maybe other types of pay-per-click ads too.
Your ads will most likely have a headline, to capture attention, text that will dive more into the details of your offer, and then maybe a small image.
Now, what happens when someone clicks your ad? They get redirected to a landing page (if it goes to your home page, know that you’re throwing away money – I’ll explain that later in this post).
And here’s the question you have to ask yourself: Is your landing page consistent with your ad?
Your ad has an offer, a certain message that it conveys, so will someone who clicks on your ad find the same content once they land on your landing page? In 90% of the cases I see, nope.
Keeping your message consistent helps build trust with potential clients. You are showing that you can deliver what’s been promised.
This problem is called the message match problem. It happens when your ad does not exactly match with the end offer on the landing page.
Message match relates to the textual, content and offer parts of the ad. If the text of an e-commerce ad promotes a sales event, but when clicked, you land on a landing page that promotes a new product… Where’s the sale?
It’s a total mismatch in terms of the message being conveyed. Chances are most people who clicked on the ad did because of the advertised sale, but when they arrived at the destination and saw nothing mentioning the sale, they left.
The “scent match” problem is very similar, but instead of the messaging being wrong, it’s the visual aspect that’s off.
Imagine you see a beautifully designed, clean, modern-looking banner ad, you click on it, and you get redirected to a messy web page with completely different colors that remind you of the 90’s.
Hm… chances are you’ll leave.
Continue reading here — Message Match: One Weird Trick for Better Landing Pages | Wordstream
Do you currently use landing pages in your business? What tips do you have based on your experience online, that you’d like to share? Leave a comment below to start sharing now!