Chances are, most of your visitors come to your site via an ad. Make sure you match your visitors’ expectations by using the same message and branding on your landing page as you did in the ad.
There should be a nice “scent” between your ads and page. Think about your headline, the images, styling, and wordings.
A few weeks ago I was looking for a flight from Amsterdam. I clicked on an ad saying “Fly to Cusco From Amsterdam”. So far, so good! But when I landed on the airline site, the headline said “Cheap Flights From Brussel to Cusco”. Epic fail! I wanted to fly from Amsterdam – not Brussel. I closed the site within 3 seconds. A classic example of not matching visitors’ expectations.
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All tips are meant as inspiration and I recommend split-testing them; they might not work for your site' audience. Done&Tested is curated by Gijs Wierda, a freelance CRO specialist.