When someone clicks on your Facebook ad, you have 6 seconds to grab your visitor’s attention and get them to stay long enough to convert, i.e., purchase your product/service, download your resource, register for your webinar, make an appointment, etc. This means the design and copy on the landing page you link to have to be spot on.
Over the years, I have tested many types of landing pages for the Facebook ads I’ve ran for my clients. And I’ve learned a lot about the types of landing pages that convert.
Here are some of the best tips I’ve discovered to easily and dramatically improve the conversions of your Facebook ads:
1. The benefits of long versus short copy landing pages
Depending on what your goals are for your Facebook ad campaign — and what your definition of a conversion is — you will use either a short or long copy landing page.
Short copy is often best for when your goals are immediate — for example, if you want to capture email addresses to build your mailing list, or you want to get signups for a webinar you’re having soon.
Landing pages with longer, more detailed copy are best used when you have a longer-term goal (like you’re selling something like an eCourse, a product or a service).
Let’s say your goal is to create awareness for a new product or to educate your audience about a problem and a solution your business provides. In these cases, long-copy landing pages and sales pages can help establish trust and credibility with those who click on your ad.
A word of warning: Keep your expectations realistic. When you’re playing the long game, conversions may come in more slowly than you expect. Look at “visitor time spent on page” as one of your success metrics.
If folks are landing on your long copy page and not bouncing, this is a good sign your landing page is doing its job well.
2. Use visual elements
There are a number of reasons it’s a good idea to use visual elements on your Facebook ad’s landing page.
First, human beings are visually oriented creatures…our brains consume images and their meanings more quickly than they do plain text. This makes sense as 50 percent of the brain is involved in visual processing and 65 percent of people are visual learners.
Second, visual elements allow you to design a landing page that flows nicely. You can use graphics and images to break up your landing page so that its content is more visually digestible.
What you don’t want is for ad clickers to be faced with intimidating, big blocks of text — this will lead to high bounce rates and low conversions.
Last, visuals have the power to deliver emotional cues and messages to your landing page visitors, without the use of additional copy.
For example, if you a have bold red button or arrow, this sends a strong signal to visitors that action should be taken quickly. Whereas, if your visuals are primarily blue, it’s subconscious language is more friendly and calming.
3. Use the KISS principle
“Keep It Simple Stupid!” You’ve probably heard that phrase before. Getting complicated is a common mistake many businesses make. They have a clear concise message for their Facebook ad; but then they complicate their message on their landing page.
They add unnecessary links, text, distractions (menu options and unrelated content), etc. The trouble is, all of these added landing page “features” hurt conversion rates. Any information, clickable link or button that does not support the goal of your landing page should be removed. You want to have just ONE action for your page visitors to take!
Too many things to click on will only distract your landing page’s visitors from accomplishing the task you have set forth for them.
4. Focus your landing page copy on benefits
You may have heard this saying before: Benefits sell, features don’t. I’ve found that this tip, makes the biggest difference in seeing more conversions from Facebook ads.
If a landing page’s headline was, “Use YourGo2Gals to Build Powerful Facebook Campaigns,” it would get poor performance compared to if we use this headline, “Engage Your Customers and Get More Leads.”
The second headline focuses on the benefits vs just stating a portion of what we do.
To make a greater impact with your landing page’s copy, and improve conversion rates, focus your copy on the solution your product and/or service provides — or the incentive you are offering.
If you keep your copy about your visitors wants and needs, you’ll always have more success!