Carry the ad promise into the first screen
Make the destination immediately confirm the same product, audience, promise, offer, and action as the ad that earned the click.
The first screen has one immediate job: prove that the click did not take the shopper somewhere else.
The decision: the destination should confirm the same product, audience, promise, offer, and next action as the ad before it expands the argument. Do not make the shopper translate campaign language into storefront language.
The rest of this lesson is available once the Atlas is unlocked.