Landing Page Optimization: Congruence Test
In one of the last published articles on Landing Page optimization published on Unbounce.com, titled: 6 Things I Do To My Landing Pages When My Conversion Rates Suck, Oli Gardner presented the Campaign Congruence Test that he uses to align all the elements of a Landing Page with the main objective of the Marketing campaign.
The idea of this Test is to identify all the elements of a Landing Page and assign a score according to how aligned they are with the main objective of the campaign.
Steps for the Campaign Congruence Test
- Establish the objective of the campaign. It is important to note that there should be only one goal, such as downloading an eBook.
- Create a document listing each of the elements of the Landing Page Write the text of the element next to the name. If the element is an image or video, you must write what is seen when observing the element. In the case of video, the content of the video should not be written, but the first impression of what a user would see when opening the Landing Page
- Each element should be assigned a value based on how closely aligned it is with the campaign objective. 0: Not aligned with the objective of the campaign. 1: Poorly aligned with the target. 2: Fully aligned with the target.
- Post the score of the Landing Page. If our landing page has 12 elements, then the maximum score is 24
- Rewrite or remove any item with a score of 0 or 1.
- Repeat until the 100% of the Landing Page elements are fully aligned with the marketing objective.
Then the article offers a good example of how to perform the Congruence Test, based on the following image:
The main objective of this Landing Page is to download an investigation carried out by the company.
Let's see a list of its elements:
[table id = 1 /]
The Landing Page score is very bad (4/24), mainly because no element of it speaks about the main objective of the campaign, which consists of downloading an investigation.
The main problem is that the Landing Page talks a lot about the company and the product it is trying to sell, losing focus on the main objective to be achieved with it.
Performing a Congruence Test is very useful to identify elements with which we could experiment to seek to optimize the Conversion Rate of our campaigns.
