Congruence: What is it and why should you care?

With examples from Wells Fargo and another Fortune 500 card issuer

Author

Carlos Caro
November 22, 2024

TL;DR - Aligning your messaging from your ad, to your landing page, to your final conversion steps creates lift in your marketing funnel, reducing your CACs and increasing your customer acquisition volumes. It sounds elementary. Yet many organizations forget to do it.

In a recent Podcast, Alex Hormozi explains Congruence, and why it matters:

One of the easiest uplifts that we can create is following the click journey, which is following the path from prospect to customer. And as crazy as this sounds, you probably haven't done yours in six months or more. And the crazy thing is, is that you've changed like three or four things in that process during that time period, but you haven't looked at how different it is for the prospect.

And although you may have improved some things, you're still leaving money on the table. The big word for this is Congruence. […]

You can always increase how much money you make by making everything from the beginning to the end congruent. One of the issues with businesses is that you have handoffs between departments, handoffs between employees, handoffs between platforms and technology. And so there's many transition points for a prospect to become a customer and even a customer to become a repeat purchaser.

-Alex Hormozi

Let’s make this concrete for a bank marketer.

Wells Fargo’s Flow From NerdWallet

Let’s look at Wells Fargo’s Active Cash®️ Card.

Here’s how NerdWallet, one of Wells Fargo’s affiliate partners, promotes the product:

You’ll notice 3 key selling points: the $0 annual fee, a $200 introductory bonus, and a 2% Cashback rewards rate. All 3 are clear to the customer.

When the customer clicks on the green “APPLY NOW” button, the customer sees:

You’ll notice Wells Fargo has the 3 key selling points in bold or underlined. So there’s a good deal of Congruence here.

What could make it better?

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