Complete the Message from Your Ad Listing
I'll continue with the calla lily example. Does the content on these companies' landing pages match their ad listing copy? Let's double-check BizRate.com and Shopping.com, because they passed the first step with flying colors (refer to Figures 5.1, 5.2, and 5.4). Can shoppers compare prices and products pertaining to calla lilies on both of these companies' landing pages? Yes. Although Shopping.com gets an extra point for being more exactthey compare calla lily products, as specifically mentioned in their ad, whereas BizRate.com compares the prices of online florists, which they don't mention specifically in their ad listing.
When you lead your site visitors down the path of making a purchase, ensure your landing page follows through on the promise promoted in your ad listing. For example, if you own a flower shop that claims to deliver fresh flowers direct from the grower, then shoppers need to see this benefit featured on the landing page, so they know it exists. You begin to establish trust with your site visitors when you carry the message throughout your marketing campaign, from the ad to your landing page. Gaining consumer trust increases initial salesplus, it's a fundamental component in developing loyal customers, instead of one-time buyers.