Know-How Exchange : SEO/SEM

Message matching is a great way to increase your conversions! Users tend to bounce when entering a page that doesn't match what the clicked. Here's a 7-point checklist to improve your results, which includes message matching:

1. Is there message match between the ad and landing page copy? When I look for message match I look for words and phrases that are used in the ad to be echoed on the landing page. Message match needs to be obvious, not hidden.

2. Is there motivation match? This is a little more subtle than message match, but equally important. Every ad holds the promise of a ‘carrot’. That’s what gets the user motivated to click. The landing page needs to stay focused on the carrot and the visitor motivation.

3. Is the page actionable? The landing page needs to literally show the visitor what you want them to do. What’s the action you want people to take on the page? Don’t be afraid to make it very visually obvious.

4. Is the page focused and simple? It’s easy to clutter up a web page. Much harder to pare it down and keep it focused. But clarity leads to focus and focus leads to conversion. Stay on point—both the content and the visuals need to be clear, simple and focused.

5. Is the call to action positive? Users don’t want to ‘submit’. Don’t make your call to action a command, make it something they want to do. Make it about the promise of your conversion. For example, use “Get started” instead of “Submit”. Or “Download tips to boost performance” instead of “Download”.

6. Is the copy scan-able? Copy-heavy pages are dense. Dense looks like work, and work doesn’t convert. Use bullets and keep them short. Use subheads and short copy blocks. Vary your sentence length. Make sure your copy looks easy to digest and understand.

7. Does the page make the user feel good? This is subjective, but important. Does it feel trustworthy? Is it visually appealing? Is it positive?