What is Message Match?
ELI5 — The Simple Version
Imagine you see a giant billboard advertising a new pizza place with the headline 'Two-for-One Pepperoni Special!' and a picture of a cheesy, delicious pizza. Excited, you walk into the restaurant only to find a completely different menu without any mention of that special offer. That's frustrating, right? That's what happens when there's poor message match. Now, picture this: you see the same billboard, and when you walk into the restaurant, the menu greets you with the same 'Two-for-One Pepperoni Special!' headline and even the same picture. Everything matches perfectly, and you feel like you walked into exactly the right place. You're more likely to stay, order, and enjoy. Message match is like that restaurant menu matching the billboard. When a website or landing page matches the promise of an ad or email, it feels trustworthy and reliable. This consistency helps you feel confident in what you're getting, making it more likely you'll stick around and take action.
Technical Deep Dive
Definition
Message match is the consistency between the message in an ad or email and the corresponding landing page. It involves aligning the headline, imagery, and offer on the landing page with what was promised in the ad or email.
How It Works
- 1.Ad Creation: Design an ad with a specific headline, imagery, and offer.
- 2.Landing Page Design: Develop a landing page that mirrors the ad's message using the same headline, visuals, and offer.
- 3.Visitor Experience: Ensure that when a visitor clicks the ad, they encounter the same message on the landing page, increasing trust and reducing bounce rates.
Key Characteristics
- Consistency: The landing page mirrors the ad's message.
- Clarity: The offer and call-to-action are clear and aligned.
- Relevance: The content is relevant to the visitor's expectations set by the ad.
Comparison
| Concept | Description |
|---|---|
| Message Match | Consistency between ad/email and landing page message |
| Visual Consistency | Use of similar colors, fonts, and styles in ad and landing page |
| Value Proposition | Overall benefit or value communicated to the user |
Real-World Example
A well-documented case is Unbounce's study where they improved conversion rates by 212% by aligning the ad copy with landing page headlines and visuals, ensuring message match.
Best Practices
- Use A/B testing tools like Google Optimize or Optimizely to test different message match strategies.
- Keep headlines and offers identical between ads and landing pages.
- Use consistent imagery across all platforms.
Common Misconceptions
- Myth 1: Message match only involves the headline. In reality, it involves the entire visual and textual content.
- Myth 2: It doesn't impact conversion rates significantly. Studies show it can dramatically affect trust and conversions.