If you’re like most social marketers chances are you’ve tried or currently use Facebook ads at one time or another. Getting people to actually click your ads is one thing, but leading those people who actually click your ads to convert is an entirely different story. This Social Sprout article is broken into two critical parts. The first section discusses the important aspects of a effective landing page, the page visitors see after clicking the ad. The second section dives into A/B testing, that is testing one landing page over another over a period of time. After enough data is gathered and analyzed A/B testing should show which landing page is more effective for generating conversions with your perspective audience.
All those “Likes” your business has on Facebook? All that traffic you’re generating with News Feed ads? It’s worthless if you don’t have an end-goal in mind.
To turn Facebook traffic into sales, businesses are increasingly looking to powerful marketing tools called Facebook landing pages.
What is a Facebook Landing Page?
A Facebook landing page is a standalone web page, disconnected from your website’s main navigation. It’s created solely for the purpose of getting Facebook users to take action—to buy, signup or download.
Because it’s designed with persuasive elements like a compelling call-to-action, benefit-oriented copy and an attention-grabbing headline, a landing page is more efficient at convincing its visitors to take action than any other web page.
However, it takes more than sound design to convert your visitors. Your landing page also needs to be used the right way. Driving all your Facebook traffic to just one page won’t work.
In order for it to perform to its full potential, your landing page needs to be tailored to the campaign it’s part of. That means each promotion you run needs its own page.
Here’s how to create one for your next Facebook campaign, and how to optimize it using A/B testing.
The Essentials of an Effective Facebook Landing Page
Every Facebook landing page, regardless of what campaign it’s part of, should feature these elements:
1. No Outbound Links in the Navigation, Body or Footer
Without links in the navigation menu, footer or body of your page, your visitors won’t be able to escape easily before converting. They’ll remain focused on clicking your call-to-action instead of the link to your “About us” page.
“But what if they want to learn more about my business?”
If it’s designed correctly, your prospects shouldn’t need to leave your landing page to learn more about you. It should contain a virtual elevator pitch—just enough about you to communicate who you are and why your offer is worth claiming.
If they want to learn more about your company culture or why you got into business, they can return to your website after they’ve evaluated your offer.
That goes for any other page on your website too. Navigation links to your “Contact us,” “Careers” and “Locations” pages should be omitted. Your logo shouldn’t be linked to your homepage. Right now, the only thing your prospects should be focused on is clicking that call-to-action button.
Take a cue from this NetSuite landing page:
2. A Benefit-Oriented Headline
Teasing out the benefit of your offer isn’t always easy. That’s why professional copywriters get paid the big bucks to do it.
Still, you don’t need years of training to figure out why your visitors should claim your ebook, free trial offer or product. Remember this: your prospects should be able to answer the question “What’s in it for me?” as soon as they reach your landing page. So tell them immediately in the biggest, boldest letters on your page—the headline.
Make sure to be clear about the true benefit to them and be wary of fake ones.
For example, are you offering your visitors an ebook on how to learn expert copywriting techniques? Or are you offering them a resource from which they can learn the writing secrets that experts use to sell more products?
Most professionals don’t want to learn copywriting techniques, but they do want to learn how to write to sell more of their product. Sometimes it takes working a little harder to find your product or service’s true benefit, but it’s always worth the extra digging.
3. Strong Message Match
When Facebook users click your ad, they need to know immediately that they’re in the right place. That’s why the ad that’s driving traffic to your landing page should match with the message of your landing page. This is known as “message match” and it’s crucial to establishing trust with your visitor.
Everything from your page’s headline to its colors should match the referring advertisement. Take this Salesforce page ad and its corresponding landing page, for example.
Here’s the ad:
And here’s the landing page users see when they click through:
Notice how the headline of the ad matches the headline of the landing page exactly as well as its colors? Even the image is exactly the same.
These similarities assure your visitors that they’re in the correct place. Without them your prospects will feel confused at best and at worst, deceived.
4. Concise Copy That Highlights Benefits Over Features
Remember to consider the situation of your landing page visitors as you craft your content. These aren’t people reading for pleasure. They’re busy. They’re on your landing page to quickly evaluate your offer and be on their way.
Don’t drone on, get poetic or try to show off your big vocabulary. Write like you talk. Use bullet points to quickly highlight the benefits of your offer and separate text blocks into small digestible chunks for effortless reading. Make it easy for your visitors to skim your content because that’s what they’re most likely going to do.
Notice how the bullet points on this Digital Marketer landing page entice visitors to convert by stressing the highly specific benefits of downloading the company’s Facebook ad templates.
5. Engaging Visuals
Because they’re able to convey information quickly and efficiently, images and videos have a place on every type of landing page. They’re especially useful on longer ones that need to be packed with a ton of information, like sales pages and click-through landing pages.
Infographics and explainer videos can replace large portions of text that could potentially scare your visitors away. They can also help your prospects better understand your product or service quickly. It’s good to describe your offer, but in many cases it’s even better to showcase what it is and how it works.
Here’s a great example from bookkeeping service, Bench (click through to play around with the image):
While it’s not on a landing page, this interactive image is a great example of what you could include on yours to better explain your service and how it works.
6. Social Proof
If there’s a long waiting line outside of a restaurant, we assume it serves good food. If our friends tell us a particular movie was entertaining, we’re more likely to see it. This is called “social proof” and it can be a valuable persuasive tool on your landing page.
Testimonials from satisfied customers helps prove that people find your product or service valuable. With widgets and buttons that count your social media fans, you can show visitors that your business is worth following. By displaying logos of well-known companies you’ve worked with or big-name publications you’ve been featured in, you can boost your perceived authority.
Take a look at how Jeff Bullas uses social proof on his homepage:
And check out how agency, Amadeus Digital, uses it to persuade prospects to retain their agency:
The reason it’s so powerful is because buyers take cues from other buyers. In fact, 88% trust online reviews as much as recommendations. Boost the perception of your business by displaying on your landing page the many brands, industry authorities and satisfied customers who find your product or service valuable.
7. Attention-Grabbing Call-To-Action Button
Your call-to-action (CTA) is the most important element on your landing page. Without it your visitor literally cannot convert. When you create yours, don’t settle for using a gray button that reads “Submit.” Your CTA needs to get visitors’ attention and make them excited about converting. Instead, try to stress the benefits of claiming your offer with personalized copy.
For example, if your landing page’s goal is to sign people up for a webinar that teaches them the step-by-step system you used to generate an extra $5,000 in monthly revenue with Facebook, don’t use “Sign up” or “Register.” Try something like “Show Me The Social Media Secret To Higher Revenue” or “Teach Me The Revenue-Boosting Social System.” The difference is something your visitors will actually want to click.