unbounce Products Solutions Pricing Learn Contact Search for: Log In / Landing page optimization I Your Landing Page, But I Couldn’t. Here’s Why. By Amy Middleton Hebdon on May 15th, 2019 in Landing page optimization I Wanted to Convert on Your Landing Page, But I Couldn't. Here's Why. Hey there, marketer. Let me introduce myself. I’m your target market. I’m actively looking for what you offer. I just Googled your solution, clicked your ad, and I’m on your landing page.
Right now, I’m somewhere between interested in Fax Lists and desperate for what you’re selling. I’m ready to say “yes” to a call to action, but… I’m not going to say yes to yours. Let’s be clear. The reason I’m not converting has nothing to do with the length of your headline or whether the model in the photo is looking at your product. Your CTA button could even be a non-contrast color that says “submit” and that alone wouldn’t stop me from clicking.
But while you’ve been following cosmetic “best practices” to tune up your landing page, you’ve been ignoring the most rate optimization: me. Let’s look at what went wrong, and how to turn it around. 1. Your ad promised me something you didn’t deliver You’ve likely heard about the importance of “message match” (also known as “ad scent” or “congruence”). Message match is really not that complicated. It simply means that the search keyword, ad, and landing page should all be about the same thing.
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