Reuse the winning ad creative as hero

When to use it

When the ad's imagery and the landing page hero look unrelated, with a different product shot, palette or style.

How to run it

Reuse the ad's winning creative as the page hero: same image, colors and key phrase. Run one variant per major ad concept.

Why it works

Match what the visitor came for

Visitors judge whether they're in the right place from the page's look before they read a word. Instapage's post-click research describes visual recognition as the first gate of message match.

Source: Instapage message-match research