x
If there’s one thing that anyone has learned from their time in online advertising, it’s that conversion rate optimization is a tricky and sometimes unpredictable thing.
I’m sure you’ve heard the claims before: “increase conversions by 250% guaranteed!” or “5 tricks to instantly get you 100 quality leads a day!”
Well, after trying out a range of “sure-fire” conversion rate tactics, I’ve learned that there are no “secrets” to conversion rate success. Case studies are just reports on what worked for one site in a specific industry, and the results aren’t necessarily generalizable.
What seems to work best is a principle-based approach to conversion rate optimization. Look at enough case studies and you start to see themes emerge.
One of the most prevalent themes is message match. If there’s one sure-fire way to help out struggling landing pages, it’s making sure that your online marketing is consistent from click-to-close.
To demonstrate the importance of message match, we’ll discuss a bit of the theory behind message match and then look at a few different examples of good, bad and downright ugly message match.
Over the centuries, we have seen media evolve across a wide array of channels, from print to radio to television to the Internet. Each one of these channels, or media, has its own unique characteristics, much like the people who use them.
When it comes to understanding these various media, one of the best to learn from is Marshall McLuhan. Born in 1911 and passing in 1980, McLuhan had no opportunity to experience the Web the way we know it today, but that didn’t stop him from exerting a huge influence on it. It was McLuhan who first spoke about technology and communication having the ability to create a “global village.” As an early educator and pioneer of the study of communication and its evolution over time, McLuhan introduced a lot of observations about the impact of new forms of expression and media. Most notably, McLuhan’s expression “The medium is the message” has had a resounding impact not just on Web design but on mass media in general.
Blogger:
Diigo:
Disqus:
FourSquare:
GitHub:
Instagram:
Medium:
Pinterest:
Reddit:
Telegram:
Tumbler:
Twitch:
Twitter:
Vimeo:
Youtube:
