Customer Experience

The importance of symmetry in marketing, and how you can achieve it with ease.

My boss at an ecommerce company I worked with was extremely hands-on. Despite being the cofounder of a business that had grown to thousands of transactions every single day, and having a lot on his plate at any given time, he would personally review and approve every single marketing campaign that was to go live. The first check he would perform? Look at the creative/graphics and then check out the landing page it would be linking to. If the product in the creative did not immediately show up on the landing page, he would ask for an explanation. Bottom line, either the product needed to be there - with prominence - on the landing page, or the creative team needed to find a new product to use.

The first time I saw it happen, it was a teachable moment. I never tire of thinking back of that moment. Consistency. Symmetry. Expectations. We do not often think of these when we are designing our marketing campaigns, but they are extremely important.

Over the years, I have cited this example often in my conversations with brands I have helped in their marketing. If you are running an ad campaign, never, absolutely never direct it to your homepage. Have a landing page that is aligned as closely as possible, and as directly as possible to the ad creative and copy.

Just think about it for a second. If an ad intrigued a visitor enough to click on it, would he not be expecting the page to be a continuation of the ad? From the language of the page to the tone of the messaging. From the overall design to the actual content, it needs to have a flow to it. A flow that originates from the ad that he clicked on. This is why most marketers would suggest you to have well crafted landing pages aligned with your ad. It has quite an impact on the overall conversion rate of your landing pages - in some cases, the impact has been found to be as high as 60%. And the impact goes beyond just the on-page conversion. If your landing page is aligned with your ad, you will witness a higher engagement, more conversions, and all of that signals back to the ad platform that your ad is of relevance to your target audience. The result? Better ad quality score, more visibility, and all of this often translates to a lower Customer Acquisition Cost.

Relevance, Symmetry and Consistency aren’t just for paid ads

This is crucial.

You would rarely find someone who disagrees with that whole paid ad cum landing page rationale. It all makes sense, and once deployed, you can see the result and the impact in your ad platform performance reports. So you are sold on the idea. But what most people ignore is the rest of their marketing stack.

The rationale of having symmetry, consistency and relevance/expectations isn’t just applicable to paid ads, but in every marketing activity you undertake. Whether you are inserting a link in your blogpost, or putting up a call to action on a page on your website, where the visitor lands when he clicks on those need to be inline with where he was when he made that click, and what expectations he is to have based on his click.

If I am talking about a particular feature of my product, a click should take the user to a destination that talks more about that particular feature, explains it in further detail, cites examples, shows product screengrabs/videos. Basically, focuses on that feature and that feature alone. It is never the best idea to direct a click on a discussion about that particular feature to your homepage, or your overall features list.

It is not always easy to do, but there are ways around your constraints

Building countless landing pages is never an easy task to perform. It is also not always possible, especially for a solo entrepreneur or an early stage startup with limited bandwidth and resources.

In such cases, you can try getting more creative.

Link to case studies. Link to a blog post that talks more about the aspect you have put the link on.

Or, you can just use anchor tags.

Let’s take our example. We are an early stage startup, so we have the bandwidth/resource constraint ourself, so everything we would want to do isn’t always possible for us. Now, on our features page, we have 6 small sections.

  1. Actionable Insights
  2. Detailed overview of your traffic sources and visitors
  3. No need for GDPR cookie banners
  4. Manage all websites from one intuitive dashboard
  5. Share dashboard access with team members and vendors
  6. Easy integrations for Slack, Email, Desktop notifications etc.

So, what we do is quite simple. We wrap each section in its own html element, say a

or a
, and we give an id to it.

Now, if I am talking about privacy somewhere, and I need to give the reader a link, all I need to do is use this link : Any click on this link will still take the user to the features page, but what will be in focus would be the relevant section. User can go up and down the page to check out the other sections, but I took out the legwork he would have needed to do to find out the relevant section. The section he expected to find when he landed on the page.

See for yourself:

  1. Actionable Insights
  2. Detailed overview of your traffic sources and visitors
  3. No need for GDPR cookie banners
  4. Manage all websites from one intuitive dashboard
  5. Share dashboard access with team members and vendors
  6. Easy integrations for Slack, Email, Desktop notifications etc.

Remember, a good user experience is all about putting yourself in your users’ shoes and getting in their heads. What are they thinking of? Why they did what they did? What were they expecting, what are they expecting next? What is their experience with different actions they are taking?

Maintaining at least some degree of consistency and symmetry in your marketing methodology and approach isn’t difficult to achieve, but it adds tremendous value to the overall user experience, customer perception and broader conversion rates. It is worth the time it takes.

That’s it for today, see you tomorrow.



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