Quick Advertising Wins: Message Matching
Looking for a quick fix to improve your marketing campaigns? A simple experiment you can implement in your advertising strategy is message matching.
But what exactly is message matching, and how can it increase the effectiveness of your advertising?
Simply put, message matching involves aligning the messaging used in your adverts with the messaging used on your landing page or website. This means that if a user clicks on your advert, they should expect to see similar messaging (and branding) on the corresponding page they arrive at.
Why is this Important?
If someone engaged with your advert that highlights “Lightening quick jet packs” and the first thing they see on the following page is “comfortable jet packs”, there’s going to be a misalignment with their intent. They were searching for a feature or benefit that wasn’t clearly addressed, we’ve created friction in the prospect’s mind.
The visitor will now scroll down the page to attempt to find out more about that speed feature they showed interest in. Unfortunately though, rather than hunt around for what they’re looking for, often site visitors just click the back button and go to a competitor’s website that’s easier to navigate. We made them work for their desired information and internet users don’t like to put in unnecessary effort.
By aligning the advert promise and the top of landing page content, we typically see higher levels of page engagement, longer times spent on the page and more conversions.
Matching the advert and landing page message may seem obvious, but the majority of businesses online fail to create a good message match. Worse yet, they often send advertising traffic to a website (not a landing page), which makes the user hunt through different pages to find that desired information.
This is by far one of the most straightforward and effective hacks in the world of Conversion Rate Optimisation.
Give it a try and see if you experience a lift in your results.
Discover how you can increase the conversion rate of your page and get more leads for less.