congruence and conversion centered design

Congruence

Definition

The alignment of every landing page element with your single campaign goal. Congruence is a high-level conversion centered design principle. If a piece of copy or image on your page isn’t aligned with your campaign, it’s going to cause friction and hurt your conversion rate.

Oli Gardner discusses the importance of aligning everything on your page with your campaign goal.
“Every element on your landing page should work together like a well-oiled machine producing one cohesive message.”
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Resources

  1. How to Reduce Friction in Your Landing Page Copy Using the Fogg Model
  2. 20 Landing Pages Torn Apart by Rand Fishkin, Oli Gardner and Peep Laja
  3. Is Your Marketing Congruent?