Ensure message match
When centering your design around the conversion, an fundamental aspect is message match. Message match is the ability of your landing page to accurately reflect the messaging presented upstream in your ad.
How do people get to your landing page? The referring source sets expectations on what your landing page will tell. Don’t let people click through and be disappointed.
Match the copy of your landing page headline with the copy at the referring source.
If the copy on your referring source (ad or link) does not match your landing page message, you’re disrespecting the click.
Users are impatient. There is a large chance that they will leave your site within seconds of arrival, if you don’t reinforce their mission (why they clicked on the ad in the first place) with a clear and matching headline and purpose.
Define the needs with Jobs to be Done
Before doing anything else, you need to get an understanding the job people are hiring your product for. Find out what creates demand for your product and what people are searching for when looking for a product to hire for that job. Clayton Christensen refers to this as job-based marketing.
Guidelines for the message
Be consistent and methodical in making sure you have highlighted every aspect of what needs to be told. With a starting point in the Jobs-to-be-done framework, good questions to answer are:
Why care. What is the problem we are solving
Job to be Done. What is the job people are hiring us for?
What we do. Why would people hire us for this job?
How we do it. What features enable your product for this job?
Audience. Who’s searching to hire a product for this job?
Keywords. What are these people searching for?
Competition. Who has a competing product or solution (that solves the same job)?
Differentiation. What makes your product win?
Customers. Who is already using your product for this job?
Tell people what they can do with your product and explain how users are able to do it.
Illustrate how your product gets the job done
It is critical, that the first thing a visitor sees on your landing page gives them a clear idea that your product can do the job they need done. Illustrate this with a clear and bold headline and back it up visually as well, if possible with a video.
- How "Message Match" Can Lift Conversion Rates by 212.74% by Brad Smith
- How Poor Message Match Can Kill Your Conversion Rate by Oli Gardner