Facebook advertising is like selling artisanal coffee.
First, you need to get people to come to your coffee shop. Next, you need to impress them with the smell of freshly roasted coffee beans to convince them to purchase something.
Similarly, in Facebook advertising, getting people to come to your landing page is only half the challenge.
As someone lands on your landing page, they still need to be convinced about your product’s amazing features, design, and benefits.
If your ad campaign has the average click-through rate of 8% (which is pretty high), but only 12% of those people convert on your landing page, the real conversion rate of your campaign is 0.96%.
Which leads us to the question: Is your landing page conversion rate too low?
No worries. We gotcha!
Up next, you’ll find ten Facebook Ads landing page elements along with the best practices.
For those who lack patience, here are all the crucial Facebook Ads landing page elements listed (click on each of them to jump to the paragraph):
- Irresistible UVP (Unique Value Offer)
- Must-click call-to-action buttons
- Excellent copywriting
- Highly relevant images
- Short and sweet opt-in forms
- Undisrupted flow
- Customer testimonials
- Convincing social proof
- Helpful live chat
- Perfect mobile experience
Why would anyone click on your ad?
It’s not because of the perfect design or nice wording. It’s because of the tangible benefit and value you’re offering.
People rarely care about your product’s features, even if you consider it your most important advantage over the competition. People who land on your website want to know what’s in it for them.
For example, take a look at Unbounce’s website. Their unique value proposition promises a compelling benefit (Get More Conversions), and also explains hot to achieve the results.
Always think what’s the most important benefit for your customer. Even better if you can combine multiple advantages and place your UVP right at the beginning of your landing page where it’s most visible.
Here’s another example by Holini. Although the UVP is a little too long to keep up with people’s short attention span, it delivers a great promise.
How to write a good landing page value proposition:
- Remember it’s all about the customer, not your product
- Think about the most important benefit your product brings to the client
- Use an action verb to describe the benefit (do, get, win, improve, etc.)
- Combine multiple benefits into one UVP
- Explain how the client will achieve the benefit with your product
Tip: Don’t make the mistake of promising one thing in your Facebook ad, but failing to keep the value proposition consistent on the landing page.
What if a prospect is super excited about purchasing your product, but there’s no call-to-action button in sight?
They’re likely to leave your landing page without converting.
It’s your job as a marketer to ensure that there are relevant call-to-actions throughout your landing page.
One of the key rules of CTA buttons is this: The more contrasting the call-to-action, the more it catches attention (and new leads). It’s been proven that more contrasting landing page CTAs result in higher conversion rates.
For example, MailChimp’s light blue CTA is in perfect contrast with the orange background, making it easily noticeable.
Another best practice is to include action words, e.g. Get, Do, Start, Claim, etc. in your calls-to-action.
The lead form at the bottom of Scoro’s landing page allows visitors to fill in their name and email before clicking on the CTA. Moreover, it might be a good idea to include a brief text that addresses possible concerns (It’s 100% free to get started).
How to create clickbait landing page CTAs:
- Ensure the CTA’s color is in contrast with its background
- Use action verbs (Get, Start, Sign Up, etc.)
- Place the CTAs across your landing page to be quickly accessible
There are so many ways to mess up your landing page copy. Too much text, too little text, irrelevant text… These are only a few of the landing page mistakes you could make.
When writing landing page copy, keep in mind this rule: Include only the pieces of information that contribute to the conversion and leave out all the unimportant stuff.
Your landing page copy should reflect the visitor’s intent. If someone lands on your site after clicking a Facebook ad that promised Chocolate-Caramel Latte, you better give them Chocolate-Caramel Latte, not an Americano.
After all, you don’t want to disappoint a potential customer.
According to Unbounce, you should follow these landing page copywriting best practices:
- Provide Return on Time Invested
- Don’t just sell the product. Sell the page
- Avoid plague words
- Insert enough breaks
If you’ve worked with landing pages before, you’ve probably heard of a thing called the hero shot, the most important image on your website.
However, you should pay just as much attention to other images across your landing page, be it product photos or images of happy customers. Each and every image should be of high quality and, like every word on your website, contribute to the final conversion.
Your landing page images could give a visual solution to your customer’s problem or explain how your product looks and feels.
For example, the haircare product brand Living Proof has used images of good-looking models to show how their products help to make your hair smooth and shiny.
Follow these image best practices to create winning Facebook Ads landing pages:
- Ensure the images align with your value offer
- Use only high-quality images
- Include a picture of your product
- Use images that are similar to your ad design
After your landing page visitors have been convinced that your product is the best in the market, it’s time to convert them into customers.
To turn a visitor into a client or prospect, you’re going to need an opt-in form.
You can either include the opt-in form right on your landing page or direct people to a new page like Autopilot:
Wondering how many questions should you ask in the opt-in form?
Well… It’s a tricky question. When asking too many questions, you’ll run into the danger of scaring away potential customers. However, if you only ask a person’s name and email address, you’re more likely to get many disqualified leads.
A good solution could be A/B testing multiple opt-in forms to see what works for your customers.
As a rule of thumb, you should only ask the information you actually need to qualify your leads and personalize the customer experience.
While this isn’t necessarily a landing page element, a clear flow of text and images is crucial to success.
What we mean by undisrupted flow is that when reading your landing page from the top to bottom of the page, each new paragraph should be logically linked to the previous one.
For example, if your landing page headline says “Best lattes in NYC” and continues to talk about espressos in the next paragraph, the reader might get confused and leave your site. However, if the second paragraph would continue explaining how your lattes truly are the best, you’d deliver a more fluent and memorable message.
For example, Hootsuite’s landing page opens with a headline “Manage all your social media marketing in one place”…
And it continues to explain the benefits of the product in the following paragraphs.
When creating Facebook ad landing pages, do your best to keep the message consistent throughout the page. The same rule applies to images as well – every picture should be relevant to the landing page copy surrounding it.
According to a survey, 90% of customers say that they are significantly influenced by online reviews when buying products or services, and 86% say their buying decisions are influenced by negative online reviews.
When people consider buying your product, they’re interested in finding proof that it’s good.
Including several customer testimonials on your landing page can go a long way in helping to increase trust, resulting in higher conversion rates.
For example, Basecamp recently redesigned their home page to include eye-catching testimonials from happy customers.
Tip: Highlighting testimonials from people working with well-known brands helps to increase your testimonial’s effect on the reader.
There’s no golden rule about where to place the testimonials – you could test both top-of-page and bottom-of-page placements to see what works.
In today’s world, many products are very similar to each other in terms of features. What differentiates successful products from others is the branding and customer experience.
The more social proof you add to your landing page, the more people will trust you.
Testimonials often work because of the halo effect – when a popular magazine praises your product, for a brief moment, people will associate you with the publication.
For example, VWO’s product page features a list of publisher logos to show they’ve been featured in many important business and tech magazines.
Moreover, VWO included on their website other impressive numbers:
- Average response time
- Number of visitors served
- Number of campaigns created
- Uptime of servers
- Number of customers
All these numbers serve as social proof, convincing the visitor that they’re making the right choice by signing up for a free trial.
There’s a new trend that’s helping brands close additional deals. It’s called the live chat.
Live chat is a pop-up mainly placed in the bottom right corner of a web page. It’s used to greet the website visitor and to provide an opportunity for posing quick questions to the seller.
You’ve probably noticed the live chat boxes when browsing on different sites, here’s an example by Intercom:
Intercom’s also the company providing the best live chat software in the market. You bet they know all the best practices!
Live chat boxes can be a powerful tool when used masterfully. Don’t use the generic “Hello” message. Instead, try to make your live chat box texts relevant to the page the person is currently browsing.
Moreover, use a timer to make the chat box pop up after the person’s spent some time on your landing page. This way, you won’t immediately drive their attention away from your value offer.
Mobile ads formed 80% of Facebook’s ad revenue in Q4 of 2016.
However, many brands are still struggling to grasp the importance of mobile landing page experience.
What works on desktop may not work on mobile, and vice versa. That’s why you should put extra effort into optimizing your landing pages for mobile, not just desktop.
For example, Slack’s mobile-specific landing page helps users to quickly recover a lost password and get a handy login link for future logins.
Mobile landing pages should include less text than desktop sites and get to the point quicker. It might be worth creating separate Facebook campaign landing pages for mobile and desktop ad placements.
When building Facebook Ads landing pages, keep in mind the best practices and make sure your offers align across your ads and website.
Here’s a quick overview of everything discussed in the article:
- Irresistible Unique Value Offer – make clear how your product benefits the customer
- Must-click call-to-action buttons – keep your CTA buttons contrasted and actionable
- Excellent copywriting – only include text and information that contributes to the conversion
- Highly relevant images – use high-quality photos of your product or the benefit of using your product
- Short and sweet opt-in forms – keep your opt-in forms minimal or create longer forms to qualify all the new leads
- Undisrupted flow – keep your messages consistent and easy to follow
- Customer testimonials – include testimonials from happy customers and other famous brands
- Convincing social proof – include the logos of magazines that have written about your product to increase credibility
- Helpful live chat – apply the live chat to communicate with website visitors and increase the conversion rate
- Perfect mobile experience – don’t forget to optimize your landing page for mobile visitors