As promised, here is Number 4 of my all time, Top 5 Landing Page Optimization Recommendations:

#4 Landing Page Optimization Recommendation
Keep your creative and content consistent between points in the sales cycle.

One very prominent theory about online conversion is that creative needs to carry “scent” throughout the sales cycle. If you create a PPC campaign or home page with the word “cool blue widget”, keep that product description throughout each point of the sales cycle, including:

• PPC optimization
• Landing page optimization
• Sales path optimization
• Email copy optimization

Don’t tell people “Try our cool blue widget” on your AdGroup, then “Check out our groovy blue thingy” on your landing page, then send out an email that reads, “Test out our awesome blue gadget”. Searchers need the assurance of consistent language between touch points. Carry this “scent” throughout your creative and your potential customers will respond. Create content that you know works (always test!) and use that content consistently to describe your product or service and persuade your potential customer.

#4 Landing Page Optimization Recommendation
Keep your creative and content consistent between points in the sales cycle.

Try it and send me a comment about your progress!