Deliver what the ad promised
If an ad promises something to take away, like a playbook or templates, the page it links to should hand it over above the fold. Check every ad link before you test anything else.
- When to use it
- An ad promises a download, a guide or a tool, and links to a feature page, a pricing page or a sales call.
- The idea behind it
- A missing promise reads as a bait and switch. Often the right page already exists and only the link is wrong.
- How to set it up
- 1) List every ad that promises something to take away.
- 2) Open the page each one links to and look for that thing above the fold.
- 3) If another page of yours has it, change the ad link. No test needed.
- 4) If no page has it, build one and test it against the current destination.
- How long it takes
- About 400 conversions per version to see a 20% change. Check yours with the sample size calculator.
Where we found it
Kit · /features/commerce
Three ads promise "the free playbook". The page has none. /lp/commerce does.
Read the teardownKit · /request-demo
Ads promise automation templates. The page asks for a call about switching tools.
Read the teardownSet up this test with your agent
List our live ads that promise a download, guide or template. For each, check whether the landing page offers it above the fold. If another page of ours has it, tell me which ads to relink.
Skill
