Having great Facebook landing pages works for numerous reasons, one of which is to be appealing enough for the success of every campaign you intend to run. It is a major factor in determining the distance your page visitors go and if they will convert.
Jump to a section:
- What are Facebook landing pages?
- Why are they important?
- How to create a high-converting Facebook landing page.
- Why you need Facebook landing pages.
- Tips for creating amazing Facebook landing pages.
What are Facebook Landing Pages?
A Facebook landing page is designed to convert visitors from a specific Facebook ad. In simple terms, a landing page is where a visitor is taken to after clicking on a Facebook ad.
The landing pages are usually built to be different from other pages because they’re to complement your Facebook ad. They continue the narrative from your ad; the hook, the design, the call to action that was introduced to the reader as they scrolled through their Facebook newsfeed.
Facebook landing pages before now, were created with third-party platforms just to prompt users to complete an action. There are many variations of the landing pages and they include competitions, special offers, limited-time downloads, and code redemption offers for digital goods etc.
Why are Facebook Landing Pages Important?
Realizing how often people run ads daily on facebook while they scroll through their stories should make you create really enticing features that will catch attention and entice them to engage with your business.
The hard work goes into driving clicks and creating copies that will convert and sell, trying various image formats and adding a video when you decide is best suitable, all which amounts to lots of time and money invested. But if after all these, you get few or zero clicks that convert into revenue for your business, everything will be a wasted effort.
This is the point that Facebook landing pages come into play and are very important, they determine whether you drive any returns from efforts invested and money spent on the ad. If your ad content is really nice and appealing but your landing page holds no interest, there will be no need to convert.
How Do I Create a High-Converting Facebook Landing Page?
1. Know your audience.
Facebook has amazing targeting capabilities, but you can’t take advantage of them if you don’t know anything about the said audience. Before you invest money into Facebook ads, be certain that you know your audience well. Take your time to study how potential customers search for the solution that your business provides, the keywords they use during their search, similar words that describe your product and service, and the features and benefits that interests them the most about your brand.
2. Keep it consistent.
One other thing to keep in mind when creating your landing page on facebook is the consistent message that you want to pass across. You want to ensure that the message shared in your ad and the one on your landing page are consistent. Lots of marketers think it is a bad thing to repeat copies, but reinforcing your message to prospects and reassuring them that they are in the right place after they click through is something you want to happen. The same consistency should be applied to the call to action as well. Don’t sell an ad with a call to action that says buy and tell a different story on your landing page.
Why Do I Need Landing Pages for My Facebook Ads?
Every Facebook user has a unique newsfeed and they are populated by the content and pages they like, the friends they are connected to and the groups they join. So, knowing that prospects’ have personalized newsfeed and ads are highly targeted is very important as your Facebook landing page needs to be tightly aligned with your ad if it’s going to be successful.
Here are some other reasons that having dedicated landing pages for each Facebook ad is good practice:
1. Potential customers need more information
Users on facebook are busy either scrolling, reading or browsing and they need the extra nurturing to move from just clicking an ad to making a purchase. These prospects are in a stage we regard as the brand awareness phase and in order to convert, they want to be certain and see specific information related to what got them clicking on the ad in the first place. This is why a focused facebook landing page built with concise information and consistent message is the best way to convert.
2. Mobile users are distracted users
Users don’t log into Facebook for in-depth reading and focused learning. They’re there to fill time, or for a quick check-in, and because 94% of Facebook ad revenue is from a mobile device, you should assume everyone who sees your ad only has five minutes or less to make a purchase.
That’s why you need to make it easy to go from Facebook ad to landing page call to action. Every navigation obstacle or confusing message creates a risk of losing your prospect’s attention and having them move on to something else.
3. Homepages are slow and overwhelming
For solution-aware prospects looking for specific information, homepages are great but they can be overwhelming for visitors from social media. There are lots of distractions: nav bars, calls to action, lists of products and features. A study found that 44% of clicks generated by B2B companies send readers to a homepage in place of a dedicated landing page, that speaks for businesses that aren’t optimizing for conversions.
Most websites are heavy with images, scripts, and other elements that make them slower than an optimized landing page and an average visitor won’t wait more than three seconds for a page to load. You’re probably losing more customers than you realize when you send your Facebook ad traffic to your homepage.
Tips for Creating Amazing Facebook Landing Pages
1. Optimize your Facebook landing pages for mobile
Almost half of Facebook’s monthly active users access Facebook from a mobile device. This trend is likely to continue, as it has for almost two years now.
With this kind of knowledge, failing to optimize your Facebook landing pages for mobile could quite literally doom your campaigns to failure and if you’re a small brand or new to Facebook advertising, the risk of overlooking mobile-friendly landing pages is much higher.
Mobile-friendly landing pages are really important when it comes to Facebook advertising. Not only are millions of people only accessing Facebook from a mobile device, but this is the kind of user experience that today’s Internet users have come to expect. If you create a page that requires users to fill out a web form and the page isn’t optimized for mobile, you can forget about converting them, and you’ll probably damage your brand while you’re at it.
2. Apply best practices to your Facebook landing pages
Facebook, unlike Google, does not offer advertisers much in the way of best practices to follow with their landing pages. While the similarities between search and social landing pages are many, the most crucial distinction between the two is that with Facebook, you’re searching for users and not the other way round.
What this means is that you can effectively think of Facebook ads as a component of your landing pages, or the first action in the longer ads process. Some campaigns may be able to offer users a simple, direct path to conversion directly from Facebook, but other campaigns require a longer, more indirect conversion path in which a Facebook ad is just the first step.
The complexity of your landing pages should depend greatly on the desired action you want your prospects to take, and the content should also depend on the nature of whatever you’re offering. A landing page for an expensive service or product, such as a school or training course, might include more detailed information about the school and its programs.
As with all marketing initiatives, Facebook advertising campaigns should be designed around the intent of the user. However, using landing page best practices, in general, will help you increase conversion rates and provide a better experience for users interacting with your brand on Facebook.
3. Consider user intent on your Facebook landing pages
One of the greatest strengths of Facebook ads’ is that they’re visual. Given that Facebook restricts advertisers to using just 20% of an ad’s virtual real estate for text, Facebook ads often look great, which makes them easier on the eye and significantly more clickable. They also blend in much more effectively with organic content in users’ news feeds, resulting in a better experience for the user.
However, this also means more work for advertisers. With text ads, you can send visitors to whatever page you like, as long as it’s relevant to the ad, but with Facebook ads, user experiences have to be considered once an ad is clicked on.
4. Clear unique selling proposition (USP).
Immediately visitors land on your page, they should be able to see and tell what makes your service or product the best fit for them. It is the way you structure your landing page that gives them this. It is important that you only include important details and don’t bury them amongst other less important details.
5. Strong, descriptive headlines.
The power that your headlines carry should never be undermined. You should have headlines that will make your reader yearn to know more about your product or service. Your choice of headline both on your Facebook ad and landing page should convey the same offer.
6. Consistent design elements.
The goal is to be consistent with the narrative you started on Facebook, and that includes visuals. If the images on your Facebook ad are neutral colours, then your Facebook landing page should also have neutral colours with similar images as well. You don’t want people guessing the content you are trying to pass across when they should be converting.
7. High-quality images or videos.
Just like we have discussed above, you should be consistent with your design elements, the same goes for every image or video you decide to use. There are lots of Facebook pages with low-res visuals that just scare prospects off your page. You want to ensure that images and videos used shows and speak highly of your service or product.
8. Ensure visual continuity between your ads and your Facebook landing pages
We have stated how one of the greatest strengths of Facebook ads lies in the richness of their visuals. This then provides opportunities and challenges for advertisers as the struggle to be consistent with your visuals becomes intense. The visuals you decide on have to be consistent for both your ads and landing pages and more importantly for mobile devices.
The ad and the landing pages are aligned in terms of aesthetics and overall design and it creates the perfect progression from ad to a landing page and gives your users exactly what they expect to get when they click on your ad. The landing page also has to follow a number of best practices that include reinforcing the benefits of the service, including compelling language with minimal copy, and featuring the coupon code to get the discount promised by the ad.
9. A singular, compelling call to action.
You can choose to scatter your call to action across your landing page, but you should only ask your prospects to take one specific action. The choice of copy for the call to action is also very important, it must be as specific and short as possible. You don’t want people misinterpreting what your call to action means and then running off without converting because you lost them with your copy. If you want them to “submit” after filling a form, then your copy should read just that.
Now that you know how important landing pages are, you should be able to make use of the tips listed above when next you create your landing page on Facebook. You can as well drop your comments or extra tips for other readers.