18. Offer Redemption (cont.)
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Problem 2: No headline synchronization
Problem 1: Multi-column layout
Problem 3: Unclear call to action
Problem 4: Convoluted eye path
28. Key Takeaways
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Specific and focused ad claims
Qualitative language and quantitative claims
Action centric, value expressive offer
Offer energy carry over
Landing pages offer continuity and consistency
Headline visit purpose reflection
Eye path leading to distinctive call to action
Single column flow