Congruency between Ads and Landing pages
Are your landing pages congruent to the ads that you run? - A case study on 'Hims.'
Before we get into the various ideas you can use for a landing page, let’s focus on a few key elements that high-converting landing pages have in common, that you can pick up on while building your landing page.
Clear and compelling headline
Microcopy removing FUD (fear, uncertainty and doubt)
Infographics
Comparison charts
Satisfaction Guarantee
Relevant certificates
FAQ section
Call to value instead of a call to action
Now here’s what makes a huge difference. These fundamental elements are a textbook format for almost any landing page. So why should you care about bringing a creative or unusual element to your landing page design? Doing something different is always rewarding - a creative landing page leaves a long-lasting impact on your visitors and most importantly gets them to convert.
For this newsletter, we conducted a case study for ads and their landing pages by ‘Hims’. Hims is a 100% online telehealth platform that connects patients to licensed healthcare professionals in all 50 states in the United States. They offer support for conditions ranging from sexual health to skincare, and mental health to hair care.
The first thing you notice about Hims is how their ads mostly circle around creatives that range from minimalist statics to before and after creatives. The second is how they keep their consumer occupied with a sense of participation till they proceed to checkout.
Let’s look at a few of their ads and subsequent landing pages.
The first product we would like to focus on is the Hims. Haircare range.
Looking at the statics by Hims. you see how perfectly they deliver the USPs of their products with very minimalistic ads. And it doesn’t end there. Often, many products are overlooked by the target audience because they remain unsure whether they will address their specific concerns or whether the product is meant for them. Hims. deals with this creatively by directing their audience to a landing page that functions as a questionnaire or quiz of sorts and addresses concerns in the form of a multiple-choice question.
This format allows a brand to incorporate not just one but multiple products on their landing page, directing the audience to exactly what they need or are looking for. This also keeps the audience engaged and introduces them to other options or available products.
Advertising sexual wellness products is often a tricky job. However Hims. does a pretty good job at it with their sexual wellness range. They keep their ads minimal as usual, brief and to the point, and also manage to address most concerns and break myths with their statics and ad copy.
Hims. applies the same format to this range as well but let’s break down its landing page keeping in mind the key elements to focus on when creating a landing page.
Check out this landing page here
Honestly, we love taking inspiration from Hims.
