It’s important to match your ads to the sales content on your landing page. Better yet, match product reviews or a testimonial for the benefits message trifecta.
Message match is vital because it orients people when they come to your landing page. It lets them know they’re in the right place.
It also creates continuity with your sales message. If your ad says you’re selling handmade Oriental rugs at a 50% off special, then you want the headline of the landing page to restate this offer.
Ad:
Save 50% on the best selection of
handmade rugs from Istanbul.
Headline:
Save 50% and get the best prices of the year on exclusive, handmade oriental rugs imported from Istanbul.
Furthermore, the content of this page maintains continuity. On this page, you’d want a selection of rugs showing the discounted price.
Most landing pages stop there.
Message Match Your Reviews and Testimonials
You can gain a competitive advantage by specifically matching your review and testimonial content to your sales message.
Review:
The hand-stitched quality of our rug truly blew us away. The intricacy is truly a work of art. To get this quality of rug at this price is a once in a lifetime opportunity.
To get this type of review content you may need to contact a customer and request that they comment on specifics – particularly for product reviews. However, most ecommerce templates do allow you to edit review comments so that you can match them to your sales message.
Similarly, if you’re requesting a formal testimonial, ask your client to comment on specifics benefits that match your sales message.
Message match of reviews to your ad and headline copy creates congruence so that all of your content is strategically influencing conversions.
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