Using Continuity and Congruence in...

The folks at Marketing Experiments did a couple of landing page case studies that used Continuity and Congruence to improve conversion results significantly.

The Eisenberg brothers have one word for it: scent.

Continuity means, in this case, making the headline and copy of the landing page match the ad that drove the traffic to it. They also call this ad-to-page relevance. I love big words.

To increase continuity, they recommend "determining why people are using a key phrase" and "Writing ad copy that goes beyond key words to the intention of the searcher."

So, how did they know the why ...

Click here to read the entire blog post