If your business has a Facebook presence, getting readers and fans to convert into customers is more straightforward than it appears.
The key is to create a coordinated ad and landing page sales funnel, and listed below are the top 4 things you need to know to create highly converting pages.
You need to coordinate four main things between your Facebook ad or post and your landing page. These four components need to mirror each other in your campaign:
- Your Offer
The coordinated message between your ad and landing page helps clarify your offer and how it may benefit your potential customer.
We’ve heard the term used all the time, but what is a landing page?
Understand What Is A Landing Page
A landing page is a stand-alone webpage designated as the place that traffic “lands” after a person clicks an ad or other linked content online. A landing page is crafted to maximize action and is designed for a singular goal, that is, to convert visitors to customers.
For example, an online ad excites the reader to click a link that sends the reader to a specific webpage designed to motivate the reader to act – known as a call-to-action that helps a business collect information, make a sale, or provide some other type of offer.
Facebook used to offer landing pages on their platform, but the trend has been to create a landing page outside of Facebook’s platform. The reason is that when using some other business’ platform, they can control how your landing page is offered and also has access to any contact information you are trying to connect.
By utilizing your own landing page, you’re able to control the color and images of your page, have total control over the type of content you offer to grab your reader, and the contact information you collect is property to your business and not shared with a third-party such as Facebook.
What Is A Facebook Landing Page?
Very simply, a Facebook landing page is a web page solely dedicated to converting visitors to customers that come from a Facebook ad. To create a highly converting landing page from a Facebook ad, your page should have similar imagery, similar language as your ad, and give a specific reason as to why a customer should act.
One of the things Facebook does really well allows your message to reach a highly targeted audience. You can get down to the nitty-gritty of who your potential customer is, why they may want your product, and how they may benefit from utilizing it.
Also, since Facebook only allows 20% of your ad to be dedicated to text, the ads you see on Facebook are visually more appealing than other types of ads and are easier to digest than large amounts of text in the ad space. By being oriented on images rather than text makes their platform more universal and more pleasant to scroll through, especially on mobile platforms causally.
Consumers want more information before making any kind of significant activities such as subscribing to an email list or making a purchase. Your landing page should have some of the same language you used in your ad that motivated them to click your link in the first place.
Too often, the copy of an ad is highly engaging and converts really well, only for the reader to be sent to a landing page that isn’t as specific in the offer, how it benefits the reader, and why they need to act.
A highly converted Facebook landing page should consist of 4 primary aspects: a strong, attention-grabbing headline, an attractive offer, engaging imagery, and a great call-to-action.
1. Craft A Strong Headline
Your headline, paired with a strong call-to-action, is the most crucial aspect of the copy for both your ad and your landing page.
The reason for this is that a compelling headline grabs the reader’s attention while also explaining what benefit the reader may get from your content.
A great tip is that your landing page headline should be similar to the headline you used in your Facebook ad.
The reason for this is that your ad grabbed your reader’s attention and a similar headline reminds them why they clicked your link in the first place.
The integration of the two headlines keeps things organized in your visitor’s mind, and familiarity is an essential aspect of closing any sale.
2. Have An Attractive Offer
This is your Unique Selling Proposition or USP. At this stage of the landing page, you need to answer one question, what separates your offer from your competitors?
In other words, what separates your offer from some other business, and why should the visitor choose your offer? By defining this clearly in the minds of your visitor, you’ll improve your conversions dramatically.
Your USP needs to directly answer why your offer is the answer to your customer’s needs in straightforward, transparent ways.
An attractive offer should be easy to recognize, show the benefits to its consumer, and highlight why someone should purchase it with a sense of immediacy.
A good idea is to offer a discount that you only provided for a limited time, a buy-one-get-one-free offer, or some other motivating factor that increases a potential customer’s demand.
The best type of offer is one with a limited time in duration because it plays on the psychological concept known as “loss aversion.”
The concept behind “loss aversion” is that people are motivated more by the risk of loss than they are by acquiring apparent gains. It’s a working theory in economic circles that the tendency is to avoid a risk such as losing an asset, say $10 over potentially risking that money and making $10 more than the initial investment.
Back in the 1980s, Coca-Cola and Pepsi had a “cola wars” to define the larger market share. They used all sorts of celebrity endorsements, and there was a massive ad blitz. What never separated them was why a person should choose one cola over the other. It came down to a matter of taste.
The problem with the ‘cola-wars” was that the ad blitz never identified why someone should choose one soda over the other. Instead, it created a brand of who may choose what type of soda over the other.
Fast-forward to the mid-2000s and look at how Apple marketed its iPod. Their iconic ads focused on creating an image and lifestyle that separated iPod users from other mobile listening devices.
Instead of mentioning or comparing themselves with other portable music devices, Apple focused on the “freedom” that the iPod offered its users, making it the standalone device a person wanted. The one thing that set it apart from other devices was that it provided an expanded memory in a more compact size than some of the other music playing devices.
Apple’s iPod ads’ strength was that it defined the market, defined the attractiveness of using an iPod, and offered an expanded memory than many other devices.
3. Choose Great Imagery And Videos
Every ad should have a great ad that is attractive to the viewer but also reinforces your USP. It should highlight your product, your offer, and strengthen the benefits of choosing your product.
For example, you wouldn’t want to have a video or image of a dog eating a hotdog if you’re trying to sell laptops. You could try, but the image wouldn’t highlight your product, how it benefits a user, and why someone should make that purchase right away.
Better yet, a similar image that reinforces the offer is ideal.
Showing a relaxed, happy sleeper is an excellent example of a mattress business trying to sell their product. The continuity between your Facebook ad and the landing page image is the best practice for your Facebook ad and landing page.
It’s clear and unambiguous for the potential customer, and a good CTA will motivate the visitor to act, and your imagery selection should do the same.
4. Have A Direct Call-To-Action
Having a great headline that grabs your visitor’s attention is crucial, but it does nothing for you without having a very direct call-to-action.
A call-to-action is best remembered as the “buy now” or “click here” that was pervasive at the start of the Internet. That may have been a nice device at the advent of all things online, but today that type of call-to-action language is glossed over by users online.
A call-to-action, or CTA, is best defined as a phrase that motivates a visitor in clear, direct language to act and with a sense of urgency.
Examples of the language used in a call-to-action should be simple, direct, and easy to understand.
- Click Here – The problem with this CTA is that it’s too general and doesn’t give a specific action that a reader should take and the outcome they should expect.
- Learn More – A better option than “Click Here” but still a little vague for what a specific benefit may be.
- Subscribe – Simple, and if the copy is tight, subscribe is direct action for interested parties.
- Try For Free (or any amount listed) – A particular CTA that is clear what is the benefit of clicking and a specific cost, if any.
- Join Us – Much like subscribe, this CTA can be very compelling if the copy leading to the button is clear and specific.
- Contact Me For More Information – This CTA can be useful for a service or other type of offer. Still, if you need a CTA asking for the visitor to get more information, the implication is that your ad copy isn’t tight or direct enough to be clear and converting the reader.
Instead of a general CTA such as “click here,” an example of a great call-to-action is one by the ride-share app, Lyft. In this ad, the CTA is that immediately the reader can see the benefit of signing-up for the ride-share app – the “get up to $50 in free credit.”
The bold, simple text “Download, request, and ride,” paired with the $50 inducement, is easy to understand and grasp.
The re-emphasis of “use 50FB” at the top of the text and at the bottom paired with the “Install Now” button is a good CTA for new users to register quickly and get the first ride.
Facebook Landing Page Examples
Remember, a Facebook landing page is the destination that a reader is directed to once they click a link or button on the Facebook ad.
There are useful landing pages that address a great headline, a clear USP advantage, and a simple, clear call-to-action.
Then there are some terrible examples such as this one from Cruise.com.
Take a look at this Facebook ad from Cruise.com, a company specializing in cruise ship tours and deals.
The first problem is the image in general, which shows a race track on top of a ship.
What is it about the image that tells you precisely what the company is offering?
Now, look at the text of the post. It’s text-heavy, with multiple offers, and has more hashtags than necessary, dominating the image and makes it difficult to scan and read.
Also, where is the call-to-action? It’s difficult to understand what the visitor is clicking with multiple offers and why they would want to get more information.
The reality is that the post is too cluttered, unclear, and not highly converting.
Now let’s look at the landing page.
Much like the post, the landing page itself has too much going on, looks cluttered, and even though there is an offer ⅓ of the way down the page, it’s hidden by all the text clutter on the page.
The text at the top is too vague, it talks about burgers off the grill and the option of world-class chefs, but for the casual visitor, it doesn’t lead to any better understanding of why they should consider making a booking.
There is a search function for locations, dates, and other scheduling functions on the left column but nothing that informs the visitor why they should use the services offered by cruise.com.
The main problem with what we have from Cruise.com is that the offer is unclear, the messaging is confusing, and the call-to-action is buried in a sea of text.
Now let’s look at an example of a good post and Facebook landing page.
Dollar Shave Club is a business built on offering new razor blades and shaving gear for men at a reasonable price, shipped directly to a home.
In the Facebook post below, the image shows what Dollar Shave Club’s starter kit is and everything that’s included. You can see the products that arrive with this entry-level product, and the text is short and direct.
Their claim is a $5 starter kit offered with free shipping, some text about regular product shipping, and a simple “learn more” button.
The post is clean and straightforward for anyone that sees it. It’s unambiguous about what is included in the starter pack, the price paid for the product, and the added offer of “free shipping.”
The difference between Dollar Shave Club and Crusie.com is that the reader can scan the Dollar Shave Club ad quickly, the image is dominant, and the text is clear to highlight the benefits, i.e., $5 starter kit and free shipping.
When you click the “Learn More” button, you’re taken to a clean landing page for the product, as seen below.
Let’s break down why this landing page is a good example.
The image is simple and reinforces what the ad showed only the starter kit’s products. Also, having the image placed on a white background highlights the products to make them stand out.
The brevity of text on the landing page is another strength. It’s clear that for $5, you can purchase the Dollar Shave Club starter kit and one small button with the “Try for $5” call-to-action.
The similarities with the Facebook ad and landing page are integrated and light on text, making it easy to scan and understand.
Between the two examples of bad and good ads and landing pages, which service and product are easier to understand what is offered and why a visitor would become a customer?
The answer is in the simplicity of messaging, imaging, and call-to-action, as demonstrated by the Dollar Shave Club example.
The goal of creating highly converting Facebook landing pages begins with the type of copy on your Facebook ad or post.
Once you have tight language, an engaging headline, visually appealing images or videos, and a specific call-to-action that directs your visitor to your landing page, you need to have the landing page mirror your ad’s language and imagery.
By focusing your Facebook landing page on mirroring your ad, you’re eliminating any visitor confusion. As they move from your ad to the landing page, there’s a comfort in familiarity with your image and text, as illustrated in the Dollar Shave Club example.
The key to getting a visitor to move from passive reader to active converting sale is simple if you follow these four simple tips; craft an amazing headline, have an attractive offer, choose the right imagery for your content, and have a clear and direct call-to-action.
Creating a comfortable transition for your visitor from your paid ad or boosted post to your landing page is the first start toward higher conversions. Coupled with these four tactics will increase the likelihood of converting those visitors to customers.