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.” Tweet This Resources The Anatomy of a Landing Page 20 Landing Pages Torn Apart by Rand Fishkin, Oli Gardner and Peep Laja The 5 Essential Elements of a Winning Landing Page