Pay off your promise

It’s crucial that our ads and our landing experiences match—not only are we talking about visual concept—but messages and promises. In order to get the user to click, the ad implies a promise. The landing experience needs to immediately, directly and simply pay off that promise. When we do this, we build trust with our respondent and when we build trust, we will automatically build desire. 

Let’s look at some examples. Currently I am in the market for wedding invitations, particularly letterpress invitations. So I did a search on just that!

What do I expect?

1. A 25% discount
2. Modern design
3. Eco-friendly papers, inks, etc 

What did I get? 

What’s good? 
Well, I wanted eco-friendly and I got eco-friendly. The messaging is right on—100% eco-conscious. 100% wind power. This is definitely a green company. Modern designs are visually represented and the tagline in the upper right-hand corner states “Exquisitely Modern Design & Letterpress.” 

Room for improvement?
Although this is a beautifully designed landing page that delivers the ad’s promise effectively, there is still one critical piece of messaging that is missing. The ad clearly promotes a 25% discount on my purchase. However, the landing page does not confirm this savings. I would have preferred to have a call-to-action around the 25%, rather than the email signup/$50 gift voucher contest. Since the brand looks trustworthy and the “green” factor has been confirmed, I will check out 9SpotMonk’s invitations—and if I purchase, will add the code during checkout.

What do I expect?
1. Custom/build-your-own wedding invitations
2. Florida (local) location, specifically Coral Gables/Miami 

What did I get?

Well, this landing page doesn’t exactly scream “wedding!!” Although OMG! has sections for modern and designer wedding products, I am dumped onto the home page with images of unidentifiable invitations and scrolls. Letterpress is no where to be found. Although the “custom” messaging is included in the content, it doesn’t really convey this unique value proposition effectively. 

The good news…and the bad
OMG! is located in Miami, so I am able to set up an in-personal consultation. Unfortunately I will not be contacting them for an appointment—they haven’t fulfilled their promise!