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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Not Keeping Your Promises

Does your landing page deliver what I expected?

Your visitor did not just materialize out of thin air. They came from somewhere. This “somewhere” could have been another page on your site, a search engine result, an e-mail newsletter, a link in a blog post, or a banner ad. Regardless of the origin, some kind of expectation had undoubtedly been set. Does your landing page keep the promise that your upstream traffic sources make?

It is critical to match the visitor’s upstream expectation and intent on the landing page to maximize the conversion rate. The way to do this is to align your page with the messaging and promises made upstream, and create a clear information scent trail that makes visitors feel they are making ...

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