Rich-text Reply

The Impact of Symmetry in Online Marketing

conversionchief 09-04-14

The Impact of Symmetry in Online Marketing

You may have heard that keeping your ad consistent with your landing page is good. But is that a myth? And if it isn’t, how can you quantify the impact of this symmetry? In early 2013, Optimizely performed an experiment on our Pay Per Click landing page aimed at answering these questions. Our goal was more to answer an interesting question than to find a conversion lift, but we were pleasantly surprised to discover that making our landing page mirror our ads led to a tremendous lift in conversions, and we published the results in this blog post: 

http://blog.optimizely.com/2014/09/04/symmetry-in-online-marketing/

 

 

Do you try to keep your marketing messaging consistent? And if so, have ou noticed any difference?

--
Head of Online Marketing at Optimizely
AdamA 09-04-14
 

Re: The Impact of Symmetry in Online Marketing

This is a huge opportunity for anyone investing heavily in PPC but not optimizing down the funnel. If you're looking for more on symmetric messaging, we also have a how-to in our Knowledge Base: https://help.optimizely.com/hc/en-us/articles/201231534
Optimizely

Re: The Impact of Symmetry in Online Marketing

Great post, @ConversionChief!! We've seen this work and I've heard similar things from friends in our industry about this technique. Definitely try it if you're running paid media.

@Adama, great concise resource for anyone looking to get started. Thanks for posting!
Keith Lovgren

ShanaR 03-02-15
 

Re: The Impact of Symmetry in Online Marketing

This is an excellent example of how optimization on landing pages can drive efficiencies in a widely used online marketing channel. I wonder if these best practices could be adapted for other marketing channels? SEM is more straightforward, since each landing page is focused on a select keyword. Has anyone optimized email, social media, or another marketing channel in particular?

Shana Rusonis
Content Marketing Manager, Optimizely
shana@optimizely.com
Optimizely