Hi Dian,
It's time to start the countdown in the Landing Page Optimization Course by Peep Laja from ConversionXL. Only three parts remain. | |
Want to deal a serious blow to your landing page conversions? Just confuse the consumer by designing a landing page look that's different from the online advertisement they just viewed and with different messages and keywords.
In other words, there needs to be a "scent". The ad they see or the email they read needs to smell like the landing page they land on. One of the best ways to improve landing page conversions is to create and maintain the scent: make pre-click advertisements and post-click messages look and feel the same.
The concept of scent was first introduced by Bryan Eisenberg in Always Be Testing. | |
"When you abandon your scent trail, you strand visitors
and destroy the persuasive movement on your site." | |
| How to maintain a strong scent? It's easy if you keep these rules in mind: | |
- Ad copy (or email copy, or copy in any promotional channel) needs to match the landing page copy. The closer, the better. Verbatim would be best.
- While your landing page can fit much more content than a display ad, make the ad message the central piece of the landing page message.
- Ad design (or email design) needs to match landing page design.
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That's it!
If you follow those three steps, you're rocking. | |
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and then: Check all your PPC and banner ads, and make sure
your landing page matches the creatives and copy. | |
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This Message was sent by GetResponse,1011 Centre Road, Suite 322,
Wilmington, DE 19805, USA. | |
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