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Check the bounce rates on the landing pages you’d like to generate more business. If they’re too high and conversions are too low, you may have a message match problem.

To know for sure, look at the ads pointing to that page that receive the highest click-through rates. Does your page use similar language to what’s in the ad? Do the images in display ads re-appear on the landing page? If you miss the mark on this, your landing pages are destined to fail.

Reason: 9 times out of 10, messages in the ad don’t correspond directly to what’s on the page.

The ad images differ from primary landing page images. Ad headlines don’t correspond to landing page headlines and the page, generally speaking, is not what the user expected when they clicked the ad.

Editor’s note: I call this correspondence “online copy continuity”. Simply put, if your online ad headline says “Make Money as a Nanny”, the landing page the respondent arrives on should have the same headline.

Source: The Landing Page Optimization Guide You Wish You

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