Oli Gardner

Learn about Conversion-Centered Design offline

In this 56-page ebook, Oli Gardner shows you how to apply the Conversion-Centered Design principles to build high-converting marketing campaigns.

By downloading the CCD ebook, you'll receive actionable marketing content from Unbounce. You can unsubscribe at any time.
Conversion-Centered Design

Principle #4 - Congruence

Congruence, simply put, is aligning every element on your page with your singular campaign goal.

We’ve all been in a meeting with stakeholders from different departments who want a piece of the action. Or maybe your boss insists on adding something extra to everything you do.

Every time you listen to that evil devil on your shoulder and add content or links to your landing page that are not aligned with your campaign goal, you’re beginning a downward spiral into mediocrity. And you’re designing a marketing experience according to the voice of many as opposed to the voice of your customer.


The simplest way to grade your landing page on Congruence is to take all the content 
(every paragraph/headline/subhead/image description) and put it into a boring-ass Excel spreadsheet.

This exercise not only removes any emotions caused by the design, but it will also allow you to take an objective look at your content and determine whether it’s moving away from your campaign goal.

For example, check out the landing page and corresponding Excel document below:

Congruence image 1
Congruence image 2
congruence image 3

Here’s how the scoring works: If the content is aligned with (congruent with) your campaign goal, it gets a 2. If it’s sorta/kinda aligned, it gets a 1. If it doesn’t have anything to do with the campaign goal, it gets a 0.

In this example, I gave a score of 3/24, which is quite shameful... but also awesome because it immediately teaches you what you need to change to be more aligned with your initial campaign goal.

Congruence on your website

As I mentioned earlier, while these principles are most effective in the context of a marketing campaign with a corresponding landing page, they are still useful when optimizing your website. We saw this at Unbounce first-hand when we set out to optimize a page on our site that answers the question, “What is a landing page?”

Message/Design Match

The first organic search result for the question is an internal content page on Unbounce.com as shown on the right.

Looking in Google Analytics, we discovered that the most common next step was to visit the “landing page templates” page from the navigation, which is a powerful page in the journey to becoming a customer.

Knowing this, we refocused the page on our new goal: to get more people from this page to visit the templates page.

To optimize the page, we ran an experiment with two overarching changes (this is where the CCD principles of Attention and and Congruence came into play):

1. Attention: We removed all content links and sidebar navigation.There were distracting SEO-based links spread throughout the content, which distracted from our new campaign goal. They also lowered the page’s Attention Ratio, which originally sat at 27:1 (49:1 if we included the footer navigation).

2. Congruence: We added a call to action to the bottom of the page linking directly to our templates page. Because research told us that the common next step was to visit our templates page (and because we knew that every page needs a call to action), we added a big orange CTA button to encourage people to go directly to the templates page

It seems obvious right? All of the best ideas do. Simply removing these distractions increased visits to the templates page by 172.1%.

Message/Design Match

Maximize Conversions Using the Principles of Conversion-Centered Design

In this step-by-step framework, Oli Gardner will show you how to leverage the seven principles of Conversion-Centered Design to create delightful, 
high-converting marketing campaigns.