Say one thing, and say it in every section

When to use it

When the headline promises one thing, the middle sections argue another and the CTA asks for a third.

How to run it

1. 1Make the headline, section headers, proof and button all restate one promise in the visitor's words, and cut anything making a second argument.
2. 2Read the page's headings alone. If they don't tell one story, that's the test.

Why it works

Make the offer instantly understood

Visitors facing three different arguments have to reconcile them before they act. Unbounce's attention-ratio principle says a campaign page should serve one goal, and the same logic applies to the promise.

Source: Unbounce attention ratio; MarketingExperiments clarity principle