message match in landing pages
message match in landing pages
message match in landing pages

Landing Page

Mar 2, 2024

The Landing Page Puzzle: How Message Match Creates the Perfect Fit?

Pritam Roy

Pritam Roy

8 mins to read


Before you start reading this blog post, I want you to think like your customers. How do they feel when they see an advertisement that has a mismatched message? And why do they ignore it most of the time?

Sometimes I wonder how people from different parts of the world have similar experiences in their childhood. If you know what I mean by the cookie jar phenomenon, then you probably share this feeling with me.

I don’t understand why, but those cookies in the gift basket cookie jar are very tempting.

You spot the cookie jar on top of the fridge and you feel excited. You think, wow, I want a cookie. You reach for it and open it, only to find beautiful THREADS! It’s a sewing kit. Do you recall the feeling of disappointment? Well, hold on to it and feel it, because this is exactly how your customers feel when they click on your advertisement and land on a different page.

Let’s say you work in a marketing team for a healthcare chain. After the holidays, when everyone has indulged in sweets, you decide to run a campaign with free health checkups!

There are two types of landing pages where your customers can land-

  1. Message Match- 

Landing Page: Dedicated page specifically for the ad.

Form: Pop-up registration form with relevant details (name, contact number, preferred time).

Point to Note:

  • Quick and easy registration (pop-up minimizes distractions).

  • Clear call to action with all necessary information displayed.

  • Confirmation message upon successful registration.

  1. Message Mismatch- 

Landing Page: Homepage of your website.

Form: Requires user navigation to find the registration option.

Point to Note:

  • Slower loading time compared to the dedicated pop-up.

  • Potential for distractions on the homepage.

  • Requires additional effort for users to find the registration.

Put yourself in your customer’s shoes and decide, which landing page will you prefer and which one you won’t. The answer is simple, the 1st one!

If you feel I’m being too unreasonable look at the stats-

  • If a website loads too slowly, a large percentage of users will leave. Research indicates that if a website takes longer than three seconds to load, about 40% of visitors will go elsewhere.

  • 73% of businesses that have had great success with landing pages say they have met or surpassed their lead generation targets.

Message matching is crucial in advertising! Let's delve deeper into it…

Message Match

As marketers, we understand the importance of crafting compelling ads that capture attention and entice clicks. But the journey doesn't end there.

What happens after that click?

Here's where the landing page comes in, playing a crucial role in converting that initial interest into a desired action.

However, creating an effective landing page can feel like solving a complex puzzle. You have various elements to consider: design, user experience, and most importantly, message alignment.

This is where the concept of message match becomes the missing piece, transforming your landing page from a confusing maze to a seamless user experience.

What is a Message Match?

Message match is an essential marketing concept that ensures consistency between your advertisements and the landing page your audience arrives at after clicking.

Think of it like this: your ad is the promise you make to your customers – it highlights a product, service, or offer. Your landing page is where you need to deliver on that promise.

Good message match means:

  • Visual Alignment: The design and imagery of your landing page mirror the look and feel of the ad.

  • Consistent Messaging: The same keywords, benefits, and tone of voice found in your ad are carried through to your landing page.

  • Focused Goal: The landing page offers the exact product, service, or information that was advertised.

By creating a seamless experience, message match builds trust with potential customers, reduces confusion, and increases the chances of them completing the desired action, whether that's making a purchase, signing up, or downloading something.

The Disconnect of Message Mismatch

Crafting captivating ads that grab attention and generate clicks is crucial. However, the battle is half-won at that point. The real challenge lies in converting that initial spark into a desired action, and message mismatch can be a silent killer in this journey.

Imagine crafting a compelling ad promising a revolutionary new banking app. Intrigued, potential customers click, eager to learn more. But instead of landing on a dedicated page showcasing the app's features and benefits, they find themselves on the bank's generic homepage. Confused and disoriented, their interest wanes, and the potential customer you painstakingly attracted vanishes into the digital abyss.

This is the disconnect of message mismatch. It breaks the trust you've built with your ad and throws users off course. They encounter a stark contrast between the promised experience and the delivered reality, leaving them frustrated and less likely to convert.

How Message Match Creates the Perfect Fit?

The landing page, where your audience arrives after clicking, plays a vital role in converting that initial spark into a desired action. Message mismatch, however, can create several problems and hinder this conversion process. Let’s examine these problems and how message match can address them.

1. Problem: Confusing Navigation and Lost Users

Scenario: You run an ad for a new mobile banking app emphasizing its easy-to-use interface and innovative features. However, your landing page is cluttered with irrelevant information and requires users to navigate through several menus to find the app download button.

Solution: Message match helps you create a focused landing page with clear navigation. Highlight the app's features mentioned in the ad and display a prominent "Download Now" button. Consider incorporating screenshots or short explainer videos showcasing the app's user-friendly interface, addressing the ad's focus on ease of use.

2. Problem: Disconnected Tone and Lost Trust

Scenario: You run an ad for an edtech platform using a playful and conversational tone, highlighting its engaging learning experience. However, the landing page uses technical jargon and long, dense paragraphs, creating a stark contrast with the ad's friendly tone.

Solution: Message match ensures consistency in tone and language across your ad and landing page. Maintain the playful and conversational style used in the ad throughout the landing page. Use clear and concise language, engaging visuals, and interactive elements like quizzes or games to keep your audience engaged. This consistency builds trust and reinforces the positive brand image conveyed in the ad.

3. Problem: Generic Landing Pages and Bouncing Users

Scenario: You run an ad for a health insurance company offering a limited-time discount on family plans. However, your landing page is generic and doesn't mention the discount or the specific benefits of the family plans advertised.

Solution: Message match allows you to create dedicated landing pages that mirror the ad's message. Clearly display the discount offer and highlight the specific benefits of the advertised family plans, like affordable coverage for children or flexible payment options. Use testimonials from satisfied customers or showcase the company's recognition in the industry to build trust and encourage users to learn more.

4. Problem: Frustrated Users on Mobile Devices

Scenario: You run an ad for a fintech app promising effortless investment opportunities. However, your landing page isn't optimized for mobile devices, leading to a frustrating user experience for users clicking from their phones.

Solution: Message match extends beyond text and visuals. It ensures responsive design, meaning your landing page automatically adjusts its layout and content for different screen sizes. This ensures optimal viewing experience on mobile devices, with easy-to-find CTAs and simplified information to avoid frustrating users and maximizing conversions.

5. Problem: Inconsistent Visuals and Disconnected Brand Experience

Scenario: You run an ad for an online clothing store showcasing their latest summer collection with vibrant images and a beach theme. However, your landing page features stock photos and a generic layout, creating a disconnect from the ad's visual appeal.

Solution: Message match encourages visual consistency across the ad and landing page. Use high-quality images and a consistent color palette that aligns with the ad's theme. This creates a cohesive brand experience and reinforces recognition, making the transition from ad to landing page seamless and engaging.

So, you can see how these problems that could really get in the way of your ads can be fixed easily with message matching.

What are Dynamic Landing Pages?

Dynamic landing pages, unlike their static counterparts, adapt their content based on various factors, including:

  • User demographics: Age, location, gender, etc.

  • Previous user interactions: Clicked ads, browsing history, etc.

  • Device: Desktop, mobile, tablet, etc.

How Does Dynamic Landing Pages Enhance Message Match?

By leveraging dynamic landing pages, you can take message match a step further, achieving hyper-personalization and significantly improving your conversion rates. Here's how:

1. Targeted Messaging:

Imagine running an ad for financial planning services targeting individuals with different income levels. A dynamic landing page could automatically adjust the messaging to highlight different services or benefits. For example, users with a higher income might see a focus on retirement planning and wealth management, while those with a lower income might see information on budgeting and debt management. This tailored approach speaks directly to the user's needs and increases the relevance of the advertised offer.

2. Personalized Calls to Action:

Dynamic landing pages can display personalized CTAs based on user information. For example, a user who has already downloaded an ebook on "Investing 101" might see a CTA that encourages them to schedule a consultation with a financial advisor. This targeted approach guides users towards the next natural step in their journey, increasing the likelihood of conversion.

3. Seamless Device Experience:

Dynamic landing pages can automatically adjust their layout and content to optimize viewing experience on different devices, like mobile and desktop. This ensures clear and consistent message delivery regardless of the user's device, removing any potential frustration from mismatched layouts.

4. Increased Relevance through User Interactions:

Imagine a user clicks an ad for fitness classes and then browses through specific yoga classes on the company website. A dynamic landing page can use this information to prioritize yoga class information on the landing page when the user arrives. This demonstrates an understanding of their interests and increases the landing page's relevance, fostering a positive user experience.


Message match is an essential marketing concept that ensures consistency between your advertisements and the landing page your audience arrives at after clicking. Good message match means visual alignment, consistent messaging, and clear value proposition. By using message match, you can increase your conversion rate, reduce your bounce rate, and enhance your customer experience. 

Are you looking for a way to create message matched landing pages that convert more leads and customers?

Do you want to ensure that your advertisements and landing pages are aligned and consistent? If yes, then you need Fibr.

At Fibr, we recognize how crucial your ads are, and we're here to assist you in finding the best solutions available.

Book a demo with us today to know more!

Pritam Roy

Pritam Roy

Pritam Roy, the Co-founder of Fibr, is a seasoned entrepreneur with a passion for product development and AI. A graduate of IIT Bombay, Pritam's expertise lies in leveraging technology to create innovative solutions. As a second-time founder, he brings invaluable experience to Fibr, driving the company towards its mission of redefining digital interactions through AI.