What is Congruence
Since some of us may not be familiar with the term Congruence, we will most likely perform a Google search and/or reference a dictionary for the true definition. Merriam-Webster’s dictionary defines congruence as “the quality or state of agreeing, coinciding, or being congruent”.
Everybody knows that being in agreement or seeking coinciding opinions are sought after qualities, whether with your spouse or your prospective customers.
Why it is critical for your Landing Page?
Digital marketer, Oli Gardner is an expert in the subject of landing page marketing techniques. Oli is a co-founder of Unbounce, a leading resource to assist in landing page conversion success. He references this topic along with many other principles to get conversions in his article, 7 Principles of Conversion-Centered Design. Be sure to take time to study this article as there are several factors that influence the overall conversion rate of a landing page.
Today, we focus solely on why congruence is a crucial principle of conversion-centered design. The general concept of congruence is to align everything on your landing page with your campaign goal. Anything that is not congruent with your goal creates friction or resistance! You generate friction due to the simple fact that it pushes against that vital alignment. Friction becomes your worst enemy! It can disrupt the natural flow and overall harmony of your sole mission, conversion. Your goal is to produce a simple painless, single call to action. Drive traffic!
Oli states that “every element on your landing page should work together like a well-oiled machine producing one cohesive message.” Both, your copy and photos or illustrations need to match the campaign. This is not rocket science. Just think how simple it is to follow this design principle. Creating delight and simplicity to your viewers will reward you with better conversion rates.
All of us receive multiple emails daily and some of them are due to something we searched for and requested more information about the product or service. As creatures of habit we click on the link and go to the campaign’s landing page. It better be congruent to your initial intent and expectations. We know what happens when it’s not…
Now go out there and conquer the friction!!