Segway From Context into Content (Introductions)
If you have an ad, are you segmenting specific demographics, for example a male audience born between 1970 and 1995, then make sure that those males feel spoken to on the landing page.
Introduce Problem or Context
Mention the problem. For example, if car insurance prices are expensive and you are offering a cheaper option, then mention it on the landing page. Shuttle the visitor from the ad to the landing page and make sure the messaging is consistent across all assets.
Explain Why It’s Relevant to the Reader
Justify the “why” to help resonate with the reader. For example, are you paying $X per month on car insurance? Chose a number within the 90% percentile and most people that fall within this scope are going to feel like it’s relevant and want to continue reading.
Introduce Solutions
Present the solution in a clear and concise manner. For example, introduce car insurance A.
Introduce Sense of Urgency & FOMO
If you give users who are reading the article the sense that they are going to miss out if they don’t click the call-to-action, or miss out if they don’t make a purchase, then you are likely to generate more conversions on native ad platforms. Native users are cold audiences and they have no intent or desire to even look for a product or service. The goal is to sell them on an idea to worry about a problem, and further sell them on the idea of taking action about that specific problem or worry.
Testimonials & Social Proof
A sidebar below the call-to-action with clear and honest testimonials help boost conversions. Quote people telling amazing stories or experiences about the solution
Call to Action
Gamify the call to action or provide potential offers or discounts. For example, a leading advertiser uses 4 call-to-action which all lead to the same exact offer page. It’s possible to increase landing page CTR by 10-50% by offering the reader the illusion of choice.