<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

## Offer Construction

### The Offer Stack Formula

```text
CORE OFFER + BONUSES + URGENCY + SCARCITY + RISK REVERSAL + SOCIAL PROOF = IRRESISTIBLE OFFER
```

### Core Offer Types

| Type | Structure | Best for | Notes |
|------|-----------|----------|-------|
| **Discount** | X% off (higher-priced $100+) or $X off (under $100) | All products | Bigger % = bigger perceived savings; concrete $ = easier to grasp |
| **Free Trial** | "Try [product] free for [timeframe]" | SaaS, subscriptions, high-ticket | No credit card + cancel anytime + full access = highest conversion |
| **Free Bonus** | "Get [product] + [bonus] free" | Physical goods, courses | Show stacked value: bundle price vs. total individual value |
| **BOGO** | Buy 1 get 1 free / 50% off; buy 2 get 1 free | Consumables, inventory clearance, gifts | Encourages larger purchases; easy to understand |
| **Bundle** | Multiple products at combined price | Complementary products, AOV increase | Show individual prices → bundle price → savings amount |
| **Limited-Time** | Flash sale (24h), weekend only, ends tonight | Any offer needing urgency | Specific date/time most credible; countdown timer visual |
| **First-Time** | "First Order: 40% Off", welcome gift | Customer acquisition, email building | Reduces barrier to first purchase |
| **Money-Back** | 30/60/90-day or lifetime guarantee | High-consideration purchases | Ascending confidence: 30-day → lifetime → "love it or don't pay" |

### Bonus Stacking Strategy

```text
CORE PRODUCT: $X value
+ BONUS 1: Related product ($Y value)
+ BONUS 2: Complementary item ($Z value)
+ BONUS 3: Exclusive access ($A value)
+ BONUS 4: Fast action bonus ($B value) — "Order in next [timeframe]"
= TOTAL VALUE: $X+Y+Z+A+B → YOUR PRICE: $[lower] → SAVINGS: $[diff]
```

Example — Online Course:

```text
CORE: "SEO Mastery Course" ($997)
+ Keyword Research Templates ($97) + Private Community 6mo ($297)
+ Weekly Q&A Calls ($597) + Done-For-You Audit Template ($197)
+ FAST ACTION: 1-on-1 Strategy Session ($500 — enroll in 48h)
Total: $2,685 → Investment: $997 → Save: $1,688 + 30-day guarantee
```

Bonus selection rules: (1) high perceived value, low delivery cost — digital products, templates, community access; (2) complementary to core; (3) quick wins — immediate value; (4) logical progression — each bonus supports the next.

### Urgency & Scarcity

| Type | Examples | Credibility rule |
|------|----------|-----------------|
| **Time-based** | Countdown timer, "ends Friday", flash sale 24h, early bird | Be truthful; stick to deadline; don't fake urgency |
| **Quantity-based** | "Only X left", stock counter, "X sold in last 24h" | Must be accurate; update real-time; don't fabricate |
| **Exclusive access** | Invite-only, VIP, "first X customers get bonus" | Creates belonging + FOMO + status |
| **Seasonal/event** | Black Friday, holiday special, end-of-year clearance | Tied to real events; built-in shopping mindset |

### Risk Reversal (Guarantee Types)

| Type | Positioning | Example |
|------|-------------|---------|
| **Money-back** | "Not satisfied? Full refund within X days" | 30/60/90-day/lifetime tiers |
| **Satisfaction** | "Love it or your money back — no questions asked" | Emotional approach |
| **Results** | "[Specific result] or your money back" | "Lose 10 lbs in 30 days or refund" |
| **Performance** | "If it doesn't perform as promised, return it" | Product-specific function guarantee |
| **Upgrade** | "Start basic, upgrade anytime — payments credited" | Safety net for commitment-averse |
| **Double** | "Money-back + [additional guarantee]" | "Refund + donate purchase price to charity" |

### Offer Testing & Optimization

Test ONE variable at a time. Same creative/headline/audience. Measure: CR, AOV, profitability.

| Test variable | Variants |
|---------------|---------|
| **Offer type** | % discount vs free shipping + discount vs BOGO vs free gift |
| **Discount depth** | 20% vs 30% vs 40% vs 50% — find sweet spot (conversions vs margin) |
| **Urgency type** | None vs "ends in 48h" vs "only 50 left" vs "20 claimed today" |
| **Guarantee strength** | None vs 30-day vs 60-day vs 90-day + keep bonuses |
| **Bonus structure** | None vs 1 bonus ($100) vs 3 ($500) vs 5 + fast action ($1000+) |

Optimization loop: (1) Baseline — CR, AOV, CAC, LTV, margin; (2) Hypothesis — "If we add [X], [Y] improves by [Z]%"; (3) Test — one element to significance; (4) Analyze — CR, AOV, profit, scalability; (5) Iterate — winner becomes control. Example: "40% off" (3.2% CR, $75 AOV) → +free shipping (4.1% CR) → +free gift (4.6% CR) → +guarantee (no lift, revert).

### Offer Communication

**Ad creative:** headline = primary offer · primary text = details + urgency · image = visual offer · CTA = action-oriented ("Claim 40% Off"). Example: IMAGE: product with "40% OFF" badge · HEADLINE: "40% Off Your First Order + Free Shipping" · TEXT: "New customers save 40% today. Free 2-day shipping on $50+. Ends Sunday midnight. Code WELCOME40." · CTA: "Shop Now & Save"

**Landing page:** offer front and center in hero · countdown/stock counter if applicable · social proof ("X people claimed today") · FAQ for guarantee/terms · final CTA restating offer. **Checkout:** auto-apply discount · show savings clearly · restate guarantee · minimize friction (guest checkout, saved payment).

### Offer Psychology

| Principle | Mechanism | Example |
|-----------|-----------|---------|
| **Anchoring** | Show original price → sale price | "$299 ~~→~~ $179 — Save $120 (40%)" |
| **Framing** | Same discount, different frames — test which resonates | "Save $30" vs "Save 30%" vs "Pay $70 instead of $100" |
| **Loss aversion** | Frame as preventing loss, not gaining | "Don't miss 40% off — ends tonight" outperforms "Get 40% off today" |
| **Reciprocity** | Give first, ask second | "As a thank you for subscribing, here's 20% off" |
| **Social proof** | Others taking the offer reduces risk | "427 people claimed this deal in 24h", "10,000+ customers saved" |

---

## Landing Page Congruence

### The Scent Trail

Consistent thread from ad → landing page → checkout: (1) **Visual continuity** — same colors, product image, design language; (2) **Message match** — headline matches ad, offer identical, same tone; (3) **Expectation fulfillment** — no surprise pricing or conditions.

```text
STRONG SCENT:
Ad: "50% Off Premium Yoga Mats - Today Only" + purple mat image + "Shop Now"
Page: same headline [MATCH] + same image [MATCH] + price/discount/countdown above fold [MATCH]

BROKEN SCENT:
Ad: same as above
Page: "Welcome to YogaBrand - Shop All Mats" [MISMATCH] + no mention of 50% off [MISMATCH]
→ High bounce rate, low conversion
```

### Landing Page Types

**1. Product Page (E-commerce)** — single product, transactional/retargeting ads.

```text
ABOVE FOLD: hero image, product name, price + discount, CTA, 3-5 benefit bullets, social proof, urgency
BELOW FOLD: description, specs, reviews, images/video, FAQ, trust badges, related products
```

Zoomable images, video demo, variant selector, inventory indicator, photo reviews, mobile-optimized.

**2. Lead Capture Page** — B2B lead gen, high-consideration purchases, email list building.

```text
ABOVE FOLD: benefit-driven headline, value prop, lead form (minimal fields), CTA, trust indicators
FORM: first name + email required; phone/company only if necessary; max 3-5 fields
BELOW FOLD (optional): benefits, social proof, FAQ, privacy assurance
```

Minimal navigation, form above fold, one CTA, value prop before asking for info.

**3. Sales/Long-Form Landing Page** — high-ticket ($500+), courses/coaching/consulting.

```text
Section flow (CTA every 1-2 scrolls):
1. HOOK — headline + subheadline + hero + CTA #1
2. PROBLEM — identify pain, agitate, create urgency
3. SOLUTION — introduce product, unique mechanism
4. BENEFITS — transformation, specific outcomes
5. HOW IT WORKS — step-by-step + CTA #2
6. SOCIAL PROOF — 3-5 testimonials, case studies
7. ABOUT — founder story, credibility markers
8. OFFER — what's included, pricing, bonuses + CTA #3
9. GUARANTEE — risk reversal, money-back
10. FAQ — address objections
11. URGENCY — scarcity, deadline, fast-action bonus
12. FINAL CTA — restate offer + CTA #4
```

Video > text, real customer photos, specific results, address ALL objections in FAQ.

**4. Webinar Registration Page** — educational products, high-ticket, authority building.

```text
ABOVE FOLD: compelling headline (what they'll learn), date/time, registration form, speaker credibility
BELOW FOLD: 3-5 learning bullets, who should attend, speaker bio, testimonials, FAQ
```

Auto-detect timezone, multiple time slots, calendar add, confirmation email, reminder sequence, replay offer.

**5. Video Sales Letter (VSL) Page** — info products, high-ticket courses, complex value propositions.

```text
MINIMAL DISTRACTION: auto-play video center, no header/sidebar/footer until after video
CTA appears after video (or at key moments via overlay)
POST-VIDEO: large CTA, offer summary, guarantee, expandable FAQ, final CTA
```

Skippable (scrub bar), captions, timed CTA appearance, exit-intent popup.

### Message Match Checklist

Pre-launch audit: ad headline matches page headline · offer identical · visual style consistent · CTA language aligned · urgency/scarcity consistent · no surprise friction · navigation removed · mobile mirrors desktop · form fields match expectations · thank you page continues the journey.

### Common Congruence Mistakes

| Mistake | Example | Fix |
|---------|---------|-----|
| Generic landing page | Ad: "50% off running shoes" → Homepage | Dedicated page with discount |
| Different offer | Ad: "Free trial" → Page: "$1 start" | Honor the advertised offer |
| Visual mismatch | Ad: purple yoga mat → Page: generic lifestyle | Use exact same product image |
| Tone shift | Ad: casual → Page: corporate | Match tone throughout funnel |
| Hidden information | Ad: "Starting at $29" → Price buried below fold | Show price prominently above fold |
| Increased friction | Ad: "instant access" → Page: 10-field form | Minimal form, deliver on promise |
| Bait and switch | Ad: "free shipping" → Page: "free on $100+" | State threshold in ad or honor unconditionally |

### Mobile Optimization

- **Speed**: load under 3s, compress images, lazy load, minimize scripts, CDN
- **Layout**: single column, 16px+ text, 48px+ buttons, generous spacing
- **Forms**: 3 fields max, mobile-friendly input types, auto-fill, large submit button
- **Hierarchy**: most important first, CTA above fold, progressive disclosure
- **Click-to-call**: clickable phone numbers, prominent "Call Now", SMS options

```text
ABOVE FOLD: large headline, single hero image, 2-3 benefit bullets, full-width CTA
ONE SCROLL: social proof (rating + count), trust badges, secondary CTA
TWO SCROLLS: brief "how it works", final CTA
```

### Landing Page Testing

| Test variable | Variants | Measure |
|---------------|----------|---------|
| **Headline** | Benefit-focused vs question vs result-focused | Conversion rate |
| **Hero image** | Product-only vs lifestyle vs before/after vs video | Engagement + CR |
| **Form length** | 2 fields vs 4 vs 6 | Completion rate vs lead quality |
| **CTA button** | "Get Started" vs "Claim 50% Off" vs "Yes, I Want This" vs "Start Free Trial" | CTR + CR |
| **Social proof placement** | Below CTA vs above vs throughout vs next to headline | CR impact |
| **Page length** | Short (2 scrolls) vs medium (4) vs long (8+) | CR by traffic source |

### Tracking & Analytics

1. **Traffic source** — ad, campaign/ad set/ad ID, UTM parameters
2. **User behavior** — time on page, scroll depth, heat maps, form field completion
3. **Conversion events** — form submissions, button clicks, add to cart, purchases
4. **Drop-off points** — where visitors leave, form/checkout abandonment

**Tools:** Google Analytics (free), Hotjar (heat maps/recordings), Crazy Egg (scroll/click maps), Google Optimize (A/B testing), Unbounce (landing page builder + testing), LeadPages (conversion-focused pages).
