4.1: Message Match

A fundamental aspect of conversion centered design is message match, which is the ability of your landing page to accurately reflect the messaging presented upstream. The upstream source is howeveryour visitors got to your landing page. This is usually a dedicated campaign email or PPC ad that visitors clicked on.

Most web users are extremely impatient and will leave your site within seconds of arrival if you don’t reinforce their mission with a matching headline (quickly and clearly).

Here’s an example good and bad message match on a landing page for a PPC campaign:

Bad message match:

Ad: Get 50% off a Dell Inspiron 9000

Landing page message: Welcome to Dave’s Computer Store

Good message match:

Ad: Get 50% off a Dell Inspiron 9000

Landing page message: Get 50% off a Dell Inspiron 9000 at Dave’s Computer Store

Message Match

By ensuring a strong message match, you’re letting the visitor know that they made a “good click” and that they’re in the right place.