UI11: Landing Pages that Fail to Deliver on Promise

Joshua Porter

October 9th, 2006

There’s a saying that “Every kiss is a promise”. Every time you kiss someone, you’re setting some expectation for the future. You’re together…and you’re dating/going out/seeing each other (or whatever they’re calling it nowadays). It’s kind of like a girl wearing a boy’s varsity jacket: everyone knows that those two are an “item”, as my mother would say.

I’m listening to Bryan and Jeffrey Eisenberg right now (in their session: Creating Persuasion Architecture Online), and Bryan is telling us that, like a kiss, every banner ad is a promise. When you view a banner ad, it is setting expectations about what you should find at the other end…when you click it.

But most banner ads fail to deliver on their promise. Or, rather, most landing pages fail to deliver on the promise made by the banner ads. Most are disconnected with the ad that sent people there, often changing the subject, style, or mood of the ad. This change is detrimental to success. Conversion is all about consistency, consistency, consistency in message. The Eisenberg’s preach this message rather…consistently.

The Eisenbergs (who, as brothers, seem connected at the subconcious level…they finish each other’s sentences with amazing clarity) suggest that the failure of many banner ads isn’t caused solely by the difficulty of the medium, but also because they’re created by different teams or people who don’t create a compelling, seamless experience.

Many banner ads, it seems, aren’t very good lovers. Their promises, for the most part, mean very little.

5 Responses to “UI11: Landing Pages that Fail to Deliver on Promise”

  1. Jesper Rønn-Jensen (justaddwater.dk) Says:

    I’ve just adde my notes from Jeffreys sampler talk today:
    http://justaddwater.dk/2006/10/10/uiconf-jeffrey-eisenberg/

  2. Sarven Capadisli Says:

    (you may delete this comment)

    The URL to Jeffrey Eisenberg’s “Creating Persuasion Architecture Online” is missing.

  3. Mark Johnson Says:

    I agree completely with you. However, are there any numbers you can show to prove this point? I think one of the challenges in telling Online Marketing Managers this is that they say: “OK, but I have 250k keywords running. How much better will my campaigns get if I run 5 different pages for the 5 different types of keywords instead of run a single page for all 5.” Unless you can show them a big difference, they’ll prefer to play their numbers game.

  4. nuzzaci links for 2006-10-21 Says:

    [...] UIE Brain Sparks » Blog Archive » UI11: Landing Pages that Fail to Deliver on Promise “and Bryan is telling us that, like a kiss, every banner ad is a promise. When you view a banner ad, it is setting expectations about what you should find at the other end…when you click it.” [...]

  5. Steen Rasmussen Says:

    Actually we have done some research on the subject and everytime the results are pretty much the same.

    The higher the relevans between the ad and the landing page the better the outcome.

    Logically of cause it also make sense too… The ad is the beginning of your story… everytime you interrupt or stray from the story the visitors have decided to hear – the higher the chance are of them leaving.

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