Want more conversions? That is the idea when we create landing pages to increase conversions after users click on our Facebook Ads. Even if you already have a solid landing page, there’s always room for improvement and for more conversions.
Fortunately, there are a few fast and easy-to-implement methods to improve your Facebook landing page conversions quickly and without a lot of fuss. To help you speed up the process and start seeing more conversions, we’ve got 9 fast ways to do just that.
1. Focus On Your Call to Action
Your call to action (CTA) is perhaps the most important part of your landing page, but it’s surprisingly often overlooked. There are several factors that you need to take into consideration when you’re choosing, formatting, and placing your CTA:
- Wording: Choosing what you want your call to action to actually say is important. Do you want it to be “sign up” or “learn more” or “buy now” or something else? Do you want sales or leads? You have to pick and focus your entire ad and landing page on that.
- No matter what you want your CTA to ultimately be, it needs to be clear and to the point. If you have a confusing, muddled, or non-clear CTA, users will never convert.
- Relevance: If your CTA doesn’t match your offer, your headline, or your Facebook Ad that sent users to your landing page, users won’t click. Everything needs to match up and be relevant to your offer.
- Placement: The placement of your CTA is extremely important when you’re looking to optimize conversions. A lot of landing pages will feature their CTAs in at least two places—once at the top of the landing page, and once at the bottom.
- No matter what, your landing page should always, always, always appear above the fold. This means that if you have to scroll down on your page, you should not have to do so to see your CTA.
- Coloring: If you’re using different colors on your landing page, use a complimentary but contrasting color to emphasize your CTA. This helps it stand out and brings emphasis.
- Clickable: It helps for your CTA to be on the clickable link users hit to take them to the next step. It sounds like a basic tip, but it’s true.
2. Make Sure Your Offer Has Value
The question always in the back of a user’s mind (even if they aren’t consciously thinking it) is what’s in it for me? If a user doesn’t immediately see an answer to that unspoken question, they click away and you lose them.
You offer needs to have value for users to take advantage of it, and you need to make that value clear to users immediately.
You can create value in an offer by finding an incentive in what you’re offering and advertising it. You can showcase features and benefits, testimonials, sales, discounts, and anything else that makes your offer stand out.
When choosing your offer, always make sure it matches what you advertised on your Facebook Ad. Otherwise it will confuse users, and Facebook may shut down your campaign.
3. Use Contrasting Colors
This is a frequently used trick that can be used to draw the user’s eye to where you want it to go. You want your color scheme to match and be cohesive, so using complimentary but contrasting colors can help draw attention to key points on your landing page, like your CTA, the highlights of your features and benefits, and anything else you think is important for users to see.
4. Keep the Page Simple
Images and bright colors and text are all good things, but we all know what they say about too much of a good thing. You need to keep your landing page and everything on it as simple as you can.
You want to organize the information as efficiently as possible. Bullet points and easy-to-follow charts are great ways to present important information in a way that doesn’t feel like too much work for the readers.
You want to stick to a simple color scheme. Contrasting colors, as we’ve mentioned, are good, but you don’t want to have every color of the rainbow on your landing page or it becomes overwhelming.
Images are always good as well, but you don’t want too many or it becomes overwhelming.
Similarly, text is crucial to a successful landing page, but you want to keep the langugage simple and concise, and you want to have the least amount of text that you can get away with while still having effective copy. If there’s too much text, it becomes too much work, and users will click away instead of clicking your CTA.
When it comes to all aspects of your Facebook landing page, simplicity is key.
5. Keep Your Message Consistent
Everything on your landing page needs to match up and be consistent. This means that every part of your offer needs to match every aspect of your landing page.
Your images, offers, headlines, CTAs, and text all need to match what was initially offered in the original Facebook Ad. Again, if anything doesn’t match up, you won’t see conversions, and Facebook might shut down your ad.
6. Demonstrate Your Credibility
When users come to your landing page, they may or may not be familiar with who you are and what you stand for. Nowadays, with scams being a dime a dozen, it’s hard for users to trust any site they visit.
Showing them that you’re credible and trustworthy can help demonstrate that they can trust you, as well as being a big selling point.
You can demonstrate your credibility in several ways. You can feature testimonials if applicable, you can showcase that you’re Norton (or otherwise) certified and trusted as a safe site, or showcase your expertise in other ways.
7. Show the User What to Focus On
There are a lot of ways you can show users what you want them to focus on when they’re viewing your Facebook landing page, and they’re all highly effective for increasing conversions when they’re used correctly.
Several types of visual clues include:
- Directional clues: You can use actual arrows or other directional indicators to actually point users to where you want them to look.
- Contracting colors: We already have mentioned this above, but it’s really effective, so we’ll mention it again here.
- Placement: Having only certain sections centered or placed to the side will create emphasis and can draw the eye.
- Formatting: Using large, italicized, bolded, underlined, or otherwise altered text can be a great way to help key text stand out.
These directional and visual cues should only be used sparingly and for the most important sections of content; if it’s overdone, everything gets muddled and the page looks like spam, but when it’s done well, it looks subtle but works very, very well.
8. Utilize Split Testing
Almost nothing is perfect the first time around. Split testing different landing pages for your campaigns over time will help you find what works best with your audience, and it’s an efficient way to get real results that you can rely on.
In addition to split testing, you can ask for feedback from other industry professionals and see what they think, or you can ask your friends if your landing page would make them want to purchase or sign up for an e-mail newsletter.
9. Follow All of Facebook’s Guidelines
Even if your landing page takes users off of Facebook, they still have to follow all the rules and guidelines for Facebook Ads.
A lot of users don’t realize that all the stringent rules that Facebook sets for their ads carry over to their landing pages, too. Landing pages are actually one of the most frequent reasons that Facebook Ads get rejected. You can read more about Facebook’s Ad review process here.
How do you increase conversions on your Facebook landing page? What practices and techniques have worked best for you?