The Relationship Between Advertising And Landing Page

The Relationship Between Advertising And Landing Page

Landing pages a/b testing

Advertising and landing pages are two different disciplines which need work together as one and on this webinarConvert Academy and Hafez Adel – the senior director of Retargeter.com,  will show us how. You cannot put all your efforts in the creative or advertising aspect of marketing and let your landing page suffer. The same applies the other way around.

When you are working on the creative aspect, your goal is to make the customer “want more”. You are creating a craving that will be satisfied once they click on the act button and they are redirected to your landing page. On the other hand, the goal of your landing page is to satisfy that craving. The advertising has your promise while the landing page is the fulfillment of that promise. 

The general rule for any advertising and landing page: do not bait and switch which happens when the creative promises one thing while the landing page offers a completely different thing. There has to be an alignment between the two – a sort of team effort. In this article, it mentions the importance of combining the two to get maximum conversion:

Creating congruity between your advertisement and your landing page is key to conversion. There should be no confusion that your ad link has sent a potential customer to the wrong place.

When Creating Your Landing Page…

Surely, there are things to avoid when you are creating your landing page but it’s better to focus on the things that you can do. You do not want to be deceptive and ineffective because that means that you are not moving to your goal of increasing your conversion rate. It all begins with honesty and the rest will follow.

[Tweet “The title on the landing page reinforces the title in the advertisement (creative). Your title needs to say exactly the same thing as your advertising”]

  • Be honest – If your promise on the advertising is a free e-book, fulfill that promise in your landing page. The common mistake made here is when the “act button” says “download now” but then the customer is redirected to a page requiring personal information and registration prior to downloading.
  • Work on the title –The title on the landing page reinforces the title in the advertisement (creative). Your title needs to say exactly the same thing as your advertising. This is so there’s no confusion if the customer is still on the same page or not.
  • Similar graphics – It has to be the same across the board. Make sure that the same approach is present in your creative and landing page – font, color and graphics. What you need to achieve is to create a mirror-like image, the landing page as the reflection of your creative.
  • Build your information on the landing page – The bullet points are provided in the creative but the complete details should be present in the landing page. The information on your landing page should contain all the specifics and these should answer all the questions that the customers might have.
Recommended Resource:  Convert Insights.com Site live

In Conclusion

There are guidelines that you need to follow to build a successful advertising and landing page. One cannot perform well without the other so you need to acknowledge the fact that a “relationship” exists between the two. Do not create your advertising or landing page as a stand-alone product because that will defeat the purpose of their existence. If you want to learn more about this or if you want to check out the entire webinar, click here.

Advertising & Landing Page

Originally published December 24, 2014 - Updated April 15, 2019
Dennis van der Heijden
Co-founder and CEO of Convert.com, Dennis is a passionate community builder and out of the box thinker. He spends his time innovating to make Convert Experiences better. Learn about his journey as an entrepreneur and leader on the SaaS Club podcast.
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