How To Optimize Your Landing Pages For Facebook Ad Traffic
This is a guest post from Seller’s Choice.
Where do you direct the incoming traffic from your marketing campaigns? Facebook ads attract visitors, communicate the offer, and intrigue a prospect to move to the next step of the sales funnel. From there, the visitor ends up on your landing page, where they learn more about your company, benefits, products, and services.
The traffic comes from the Facebook ad, but the conversion—and the sale— happens on the landing page. If your landing page isn’t strong, even the best advertisements won’t produce any revenue.
So how do you optimize landing pages to engage and convert the traffic coming from your Facebook ads?
1. Know your target audience.
A major struggle for businesses is that any visitor can end up on the landing page. You put your landing page up there, but it can easily get “thrown” around to irrelevant visitors. It’s easy to waste money by promoting your landing page in the wrong places, to the wrong people, at the wrong times.
But funneling traffic through a Facebook ad solves this problem. One of the greatest advantages to Facebook advertising is its targeted marketing strategy. You can direct your ads to specific viewers based on demographics, psychographics, interests, previous purchases, and even their website visits. This narrowed audience lets you know the exact type of people that are seeing your Facebook ads. If you know who’s looking at your ads, you know who will be coming to your landing pages as well.
For example, your skincare brand has a Facebook ad that’s targeting women ages 18 to 35 with a demonstrated interest in green or eco-friendly products. Facebook’s algorithm will only show your advertisement to that specified group of women. (This is especially true if you use Facebook’s Landing Page Views solution, where they target your audience based on the likelihood they’ll click through.)
That means you know the majority of people seeing that Facebook ad are young, conscientious women. This narrows down the target audience for your landing page in tandem, so you should know exactly how to craft your landing page based on this highly specific target audience. You’ll know the kind of images, language, and content to use in order to engage that kind of visitor.
For example, an eco-friendly woman might want to see brightly lit pictures of skincare bottles on a well-organized bathroom counter. She might want an in-depth description of the health and wellness of her products. She might respond to language that gives a sense of elegance and refinement.
But this changes if the audience changes. An 18-35 male audience might better respond to a picture of a man shaving his face. He might want quick, fast facts about the skincare products as opposed to a longer explanation, and language that denotes power and strength.
The goal is to narrow down your audience to a specific target and then get to know that visitor without making assumptions. You can then ensure you magnetize this audience to your landing pages through targeted Facebook ads.
2. Include a countdown timer.
When you get traffic to your landing page, you want to grab them as quickly as possible. Most people go on Facebook to browse—not to shop. So you need to instill the desire to shop right now while they’re looking at your landing page. If they click away, they’re unlikely to find their way back, especially since they discovered you through an advertisement. Make sure you hook them fast and keep their attention.
A countdown timer pushes urgency and exclusivity, especially for live events or webinars. This tells customers they have to act fast if they want this special deal. If you’re selling products or services, you could include that you have limited availability left at this price or in this round.
You want the customer to feel that this is the best deal they’ll ever get—and that it won’t last forever. This will encourage them to convert while on your landing page.
Make sure that you use branded language that targets your demographic and communicates urgency and exclusivity. For example, if your target audience values high-end luxury items, they likely wouldn’t be engaged by a steep discount. They might not respond well to, “40% off for 24 hours only,” because they might perceive that it’s cheapening or weakening the brand. Instead, they might respond to, “Only 200 items sold worldwide.” This level of exclusivity aligns with the idea of a luxury brand and would thus attract a designer customer.
3. Include testimonials.
One of the strongest methods of conversion is social proof. 88% of people trust online reviews as much as they trust personal recommendations, and 90% report that reading positive testimonials directly impacts their purchasing decision. Consumers want to see that you are a credible company with a valuable product.
They also want to see that your product will be of value to them directly. Since you know the target audience that Facebook is pulling in, you can include testimonials from similar sorts of audience members. This tells visitors that your product fits into their specific lifestyle and meets their unique needs.
Have a library of testimonials you can use on different landing pages to cater to your audience as appropriate.
4. Look at your conversion rate.
Take a look at how many people are seeing your Facebook ads versus how many people are visiting your landing page. What is your click-through rate from the ad to the landing page? Also, consider what your conversion rate is once they’re on the landing page.
Comparing these metrics can help you understand where you’re losing most prospects along the sales funnel. Do you get a lot of ad traffic, but then lose them almost instantly when they come to your site? Are you low on Facebook traffic but have a high conversion rate?
Consider what your metrics say about the success of your marketing so you can change and adapt accordingly. This can also help you understand your marketing budget and where you’re wasting or optimizing your money along the sales chain.
5. Do A/B testing.
Once you know the metrics, it’s time to make some changes to create the most effective campaigns.
What we love about Facebook advertising is that you can run multiple ads with different links at the same time. So, you could run two campaigns at once with the exact same Facebook ad and target audience, but linking out to two different landing pages. For example, one landing page might have a blue background and the other has a green background. Then, you can see which landing page shows the most conversions. Now, you know your customers prefer a green background to a blue background.
Or say your ads aren’t gaining the traction you’d like. You can test out two different Facebook ads at the same time while linking to the same landing page. This can help you determine which ads and targets are most likely to pull through to your landing page.
Experiment with your advertising and content. Watch the metrics and move towards those campaigns that are proving more successful.
6. Have different landing pages.
You’ll usually need several landing pages in your arsenal. There should be a landing page for each product, offering, discount, or event. You’ll want a new landing page for every promotion you run.
Don’t neglect your landing pages. These are the pages where you have the greatest opportunity to convert traffic into customers. Optimizing these landing pages means you need to make them highly specialized, narrowed, and targeted based on the specific promotion or product at hand.
You want specific Facebook ads with aligned landing pages. The more distinctive and definite the promotion, the more likely you’ll convert visitors into customers.
Use your Facebook ad as an “introduction” to your landing page. Facebook allows you to target a specific audience, so you can use that as an advantage to build your landing pages in accordance with that target.
Alignment is key. If your ads align with your landing pages, your traffic will convert to purchases.
If you’re looking to create an aligned marketing strategy, check out Seller’s Choice. They will help you create a consistent message and sales funnel from advertising to checkout and everything in between. They’ll help you generate high levels of traffic directed at your brand.