When customers are on the path to buying something - consistency is how they get to the point of purchase.

Without this direction of colors and consistent communication - the customer looses site of where they are going - fast.

The path to purchasing something is riddled with confusion, doubt and insecurities that can be flared up instantly when the person picks up on the feeling of being lost.

Does the landing page feel the same as the ad? Does it look like a landing page I have spent money on before? If I have any doubt I will put off the decision.

Lack of consistency creates fear and consistency on the other hand - soothes the person - it lets them know that nothing is wrong and reassures them that they are on the right path.