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:
Do you try to keep your marketing messaging consistent? And if so, have ou noticed any difference?
Head of Online Marketing at Optimizely
@Adama, great concise resource for anyone looking to get started. Thanks for posting!
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?
Content Marketing Manager, Optimizely