Optimise your landing pages for Facebook conversions

You’ve spent a good amount of time and effort working on perfecting your Facebook ads and it’s all set to launch. Hold up, the ads have been running for a while now but there are just no sales! What if we say, the key is in having your landing page optimised?

Why are landing pages essential for Facebook ads?

• Captivating visuals? Checked.
• Compelling copy? Checked.
• Call To Action Button in place? Checked.
• Kickass product for sale? Checked.
• Is your landing page optimised? Erm, what’s the link here? (pun intended)

Often times, we’ve come across brands that have aced their Facebook ads set up yet fail to convert. The main issue often lies in an unoptimised landing page that resulted in a failed conversion follow through. In this article, we’ll walk you through the elements to consider to ensure your landing pages are Facebook optimised.

Landing pages are crucial in determining whether your efforts and ad spend pulls through to get back any Return On Investment (ROI). While a user on Facebook may have encountered your ad and is feeling a connection – if he clicks through only to find subpar content or an irrelevant page that does not pique his interests – there will not be a sale.

What we’ve just highlighted my friends, is what marketers out there call the ‘Shopper Journey’. Unless the user is a superfan, a person typically goes through a ‘journey’ from becoming aware, taking an interest and consider, have an intention to buy, evaluate, then finally make a purchase. If you fail to capture them at any stage of the journey, it is natural to say the user drops out and pays a visit elsewhere instead.

Create relevance on your landing page

When you have a visually stunning ad that managed to capture your target audiences’ attention, they click through. When they visit your designated page – consider the user experience. The most common mistake seen across ads is the rush of leading users directly into the decision-making or purchase stage when more often than not, Facebook users are not ready to fully commit just yet.

Below we see an example of a good ad from Skin Inc that highlights their hero product, the Serum Glow Filter.

Upon clicking in, it directs the user straight to the product page.

However, the difference is that it also shows other types of content eg. product range, in case the user decides she isn’t very much interested in getting a serum. Not only does Skin Inc provides other products to explore, but it also showcases reviews to build up brand trust and helps users evaluate their products before deciding to make a purchase.

So apart from sending your users to the right page for conversion, think about linking relevant content so the user gets the chance to explore other options and find out more about your brand or other products as well.

Does your ad and landing page look in sync?

With Facebook ads focused largely on visuals, there is only so much we can write about due to Facebook’s 20% text overlay limitations. However, it would definitely help if your landing page reinforces what you are selling on the ad by forming a visual continuity.

A visual continuity from the ad over to your landing page not only strengthens a brand’s voice and aesthetics, but it also provides the user a familiar experience of entering a site that sells what he has seen through the ad. Here we see Typeform’s ad that uses a simple review frame graphic to link the ad to its website.

Besides the matching graphic, Typeform also does a good job in having best practices set in place such as showing a walkthrough about their product, benefits and reviews when a user lands on the site.

Proper Facebook set up for an optimised landing page

Finally, here comes the most important part of the entire article. When you have designed and written great content for your landing page, it is equally important to have your data linked to your Facebook ads for it to work harder for you – all through a Facebook Pixel.

A Facebook Pixel not only helps you understand your users better, it creates data about them to help you make informed decisions to tailor your next batch of ads for retargeting. While I won’t dive into the benefits of Facebook Pixel, you can read about it to find more here. If you have yet to set it up, follow through the setup guide here.

Once your Facebook Pixel is linked, you now have a bridge that provides a seamless shopping experience from your Facebook ads to the landing page. To top it off, consider setting up a Facebook Catalog to ensure your ads are easy access points for users to make a purchase.

In summary, it all boils down to what objective you have set for the ad and start tailoring a landing page that serves your customer’s needs. Of course, if you need help with creating an optimised landing page or having a strategy for a winning social media ad, feel free to reach out to us over a cup of coffee! 😉