Have you ever a created a landing page for your Facebook ads or promoted social media posts to capture leads, drive resource downloads, or get sign-ups for your service? If so, you’d probably like to improve the conversion rates of those landing pages?
The primary goal of any landing page is to collect valuable information that allows you to market to, and communicate with, potential leads. That said, after someone clicks on your Facebook ad (or promoted tweet), the copy and design of the landing page you direct them to are instrumental in the process of collecting leads. In this article, you’ll learn five key copy and design elements for a high-converting landing page.
1. Goal-Driven Copy Length
From your Facebook ad to your landing page, you have less than 10 seconds to grab their attention. So, the first element you’ll need to decide is the length of your copy on your landing page.
When a user is directed to your landing page from your Facebook ad or tweet, you have less than 10 seconds to grab your visitor’s attention and get them to convert. “Convert” could mean a purchase of your product/service, a download of your resource, or to register for your webinar, or to make an appointment, etc.
Shorter copy is typically best when you need to meet an immediate goal. For example, if you want to capture email addresses so you can email subscribers access to an exclusive, limited time only sale, or you want to get sign ups for a free webinar you’re having soon or downloads of an eBook you created, you’ll want to keep your copy short and sweet. The idea is that when people arrive at your landing page, they’ll know exactly what action you want them to take.
Landing pages with more detailed, scrollable copy are best reserved for times you have long-terms goals. Let’s say you want to create awareness for a new product or to educate your audience about a problem or a solution your brand provides. In these cases, long-copy landing pages can help your brand establish trust and credibility with those who click on your ad.
Landing Page for Facebook Ads
Short-copy landing pages are best used when the purpose of your Facebook ad is to promote resources, newsletters and online events.
Long Form Landing Page
Long-copy landing pages are best used when the purpose of your Facebook ad is to educate your audience and/or create awareness for a solution your brand provides. But, when it comes to longer landing pages, don’t expect to see too many hard conversions immediately. When you’re focusing on a long-term goal, your conversions often come in later. Instead, look at time on page as a success metric. If people are arriving at your Facebook ads’ landing page and not immediately leaving, this is a good sign your landing page is performing well.
2) Limited Form Fields on Landing Page
Keep your form fields to a minimum for a higher conversion rate. The amount of data you want to collect from your ads’ landing page visitors can affect your conversion rate. Ask for too much information and you could turn people away. Especially if your incentive, i.e., what you’re giving away in return, does not feel worthy of the information you’re asking your visitors to share.
You should also keep your landing page’s form fields to a minimum. Your conversion rate goes down as your number of entry fields required increases, according to an infographic published by QuickSprout. When a form has only three fields, its conversion rate is 25 percent. Double the number of form fields and the conversion rate drops to 15 percent.
3) Key Visuals
Visuals deliver emotional cues to your landing page visitors, without the additional copy. The use of visuals on your ads and promoted posts’ landing pages can help quickly communicate messages more effectively than text-only landing pages. Here are three reasons this may be:
- Our brains process 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.
- Visual elements allow you to design a landing page that flows nicely. People have a limited time to spend on your landing page, and they are all easily distracted. Just look at how many tabs are open on your smartphone or desktop right now. All of those pages competing for attention. To help get the point across quickly, use graphics and images to break up the page to make its content easily digestible. The last thing you want is for your visitors to be faced with unappealing, dense blocks of texts, which lead to high bounce rates and low conversions.
- 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 call to action button, this sends a strong signal to visitors that they should take action quickly. Whereas, if your key visuals are primarily blue, the subconscious message is friendlier, more soothing.
People respond positively to well-designed landing pages. Use images and graphics wisely to make sure your landing page is visually appealing. This should reduce your bounce rate, improve visitor retention and help increase conversions.
4) Responsive, i.e., “Mobile-ready,” Design
Consider Facebook’s mobile users (40%) when you design your Facebook ads’ landing page. Every quarter, Facebook’s mobile usage increases. What’s more, of Facebook’s 1.59 billion monthly active users (up 14 percent year-over-year), 1.44 billion are monthly mobile users. Simple mobile usage all around is higher, so it’s important that you design your landing pages with mobile in mind.
To create mobile-ready landing pages for your ads and promoted posts, you can learn HTML and CSS to create your own responsive web pages. Or, you can use a landing page builder tool like ShortStack.com. This will allow you to design landing pages, from templates or scratch, which are automatically optimized for all mobile devices. No fancy coding skills are required.
Remember, how your Facebook ads’ landing page looks and functions on desktop is equally as important as how it looks and functions on a mobile device. Be sure to test your landing page on multiple platforms.
5) A Single Call-to-Action
It’s easier to get a person to do one thing, versus asking them to do two or three things. If you include more than one call-to-action on your promoted posts’ or Facebook ads’ landing page, you risk confusing your visitors. To stay clear of this potential “danger zone”, eliminate all clickable items on your landing page that might distract visitors from accomplishing the primary task.
Don’t include multiple social icons, unnecessary links and tabs, drop-down menus, etc., because having too many “features” on a landing page will only confuse your visitors. The last thing you want to do is distract your visitors and give them reasons to bounce back to Facebook, without visiting the rest of your site or making a purchase.
You will have better luck getting a person to do one thing, versus asking them to do two or three things. Stick to one goal, or action item, per landing page you build.
Conclusion
This list is just the tip of the iceberg. There are many other things to consider when creating high-converting Facebook ads’ landing pages. These five tips should, however, get you started off on the right foot.
What do you do to help maximize the conversions of your promoted posts’ and Facebook ads’ landing pages? Do you focus more on perfecting your landing page’s copy or design?
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