How to Increase Your Facebook Ad’s Conversion Rate

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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Rev up Your SEO with These Daily Habits

Have you ever wondered why some sites rank higher in Google then others? Well, before we get into why SEO is important to your online business, it might be useful for you to understand how a search engine functions. Search engines have a couple main functions: crawling and building an index, and providing users with a ranked list of websites they’ve determined are the most relevant. But how do search engines determine relevance and popularity? There are hundreds of factors, but search engines usually determine a site’s popularity by the value of its information. The engines use algorithms, often composed of hundreds of variables, to sort through information, ranking quality over quantity.

So how do you make sure your content search engine is optimized? One key factor is staying in the know about any algorithms that Google has updated. Here are a few blogs you can follow to keep up with SEO:

SEMrush Blog is the world’s leading competitive research service for online marketing. For marketers, by marketers.

Moz Blog is more than an SEO consulting company. They are “the industry’s top wizards, doctors, and other experts offer their best advice, research, how-tos, and insights—all in the name of helping you level-up your SEO and online marketing skills.”

Search Engine Roundtable reports the most interesting threads taking place at the search engine marketing forums. Their mission is to provide a single source of the most interesting threads covered at the SEM forms for readers.

Search Engine Land is a leading daily publication that covers all aspects of the SEM industry. They also feature articles by experts across all digital marketing disciplines, which are filled with practical tips, tactics and strategies for running a successful marketing program.

Google Webmaster Central is the “official news on crawling and indexing sites for the Google index.” This is a great source of any upcoming updates from Google.

If you’re feeling a little “information overload”, don’t worry; SEO is a constantly changing environment so you need only learn a few things at a time.

Another factor is listening to your analytics and ranking tools. There’s no such thing as an all-inclusive marketing tool. Good SEO experts make it a habit to look at top sites and see what strategies they’re using. They experiment a little, but never stray from the numbers. They also look at the SEMrush report in order to see who’s winning and losing.

Great SEO artists are doers. Not only do they strategize and crunch numbers all day, they make projects happen. Here’s just a few ways you can implement a project quickly:

• Create a PowerPoint that showcases any analytics backing potential gains.

• Include a coercive case showing promise for ROI.

• Set a timeline with routine check-ups.

SEO professionals know that one of the primary ways search engines decide which pages should rank well is by looking at the links on those pages. This is why building links is just as important as having quality content. Search engines want to rewards sites with “hard links” (trustworthy, diverse, and relevant), which take effort to gain. A guest post in a high-ranking publication is an example of a hard link.

Another great habit you can make is to anticipate keyword searches to your site. This is why its important to know your audience. If you sell lamps, SEO nubes may assume customers are searching for products using that word. But, maybe they’re searching for other words, too?

Fortunately, Google AdWords Keyword Tool is here to help. You can enter a word and see how often people search for that word and those similar. It’s important to understand this because although 10 million people are searching for “lamp”, 15 million are looking up “magic fire torch”.

Last, but certainly not least, a good SEO professional will understand and implement quality content into a site. Your customers and especially Google want to read great, original content about a topic, rather than phrases used over and over again. That tactic simply doesn’t work for today’s highly intricate algorithms. Sure, you can plug in valuable keywords, but the content as a whole should be a compelling read for anyone. It’s important that content creation is valued and praised in any marketing team’s agenda. Otherwise, your site may be missing out on countless potential clients.

SEO experts never cease to improve the quality of the content on the website, the backlink profile, their technical knowledge, or communication skills. As the algorithms evolve, so should they, working hard to make sure your site is up to snuff.

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How to Increase Website Traffic Using Twitter

As you may already know, the microblogging platform Twitter is an excellent tool for brands to stay connected with their customers, employees, fans, and business partners.

“We’ve found that Twitter has been a great way for us to connect on a more personal level with our employees and customers. We use it to help build our brand, not drive direct sales. It’d be like asking how does providing a telephone number for customer service translate into new business when they are mostly non-sales-related calls. In the long term, Twitter helps drive repeat customers and word of mouth, but we’re not looking to it as a way of driving immediate sales.” Says Tony Hsieh, CEO of Zappos.com.

Twitter, when used correctly, can have a number of benefits—from the obvious: increase brand awareness, keep up with latest trends, promote blog content or photos, drive traffic to your website, to the not so obvious: boost your website SEO, gather real-time customer behavior, recruit potential employees. So, the benefits of using Twitter are abundantly clear, but where do you begin?

Buffer is a great way to drive traffic, increase fan engagement and save time on Twitter. It makes it easy to consistently schedule your Twitter content as well as other social media platforms. So, what is the best scheduling method?  Unfortunately, there isn’t just one sure-fire plan for every business. What works for one business might end in tragic results for another. Therefore, feel free to experiment a little and see what works best for you. If you need a little help getting comfortable, here is a method that your business might like to try:

1. Choose 10 blog posts
2. For each blog post, write 3 unique tweets
3. Schedule these tweets using Buffer (2x/day)

Why two tweets a day? Although it might not work for everyone, two is a great way to stay in the minds of your followers without crowding their feed. A recent Buffer study showed that most brands tweet, on average, 19.5 times a week (about 3 tweets a day), so,know your demographic (teens and twenty-somethings tend to check their phones more frequently).

Timing is everything. You don’t want to make the mistake of tweeting something at 2AM when most of your followers are sleeping (unless you’re Taco Bell—which is most likely an optimal time to tweet). Play around a bit with posting times and see what sort of impact this makes on your follower engagement. Use notifications or analytics to keep up with follower responses and make a point to quickly engage with interactions.

Again, since this is an experiment, you’ll have to start somewhere. The most popular times on average word wide is noon. Although this might sound like the best time to tweet, you might find that your post becomes easily lost in the shuffle. For that reason, it wouldn’t hurt to really hone in on your specific demographic. Here are a few demographics to start with:

From these “experiments”, you may find that your website has not only gained in traffic, but in Twitter followers as well—a real win-win. But remember, it’s not enough to simply schedule and post. For maximum growth, make sure you are mixing in real-time engagement with your followers, including photos and videos, recycling your best-performing tweets, and don’t forget to hashtag!

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