A landing page you send Facebook users to is sometimes more important that the ad itself.
Your ad’s job is simple:
It needs to grab attention.
Communicate your offer.
Promise to deliver it.
And intrigue the user enough to click.
But the real conversion happens on a landing page.
And so, sending users to a wrong place could reduce conversions.
But if you match the ad with a relevant landing page….now that’s a recipe for success.
So in this post I’ll show you 5 scenarios when you MUST send traffic to a dedicated landing page.
What’s the Story with Landing Pages Anyway
It’s a common dilemma:
Invest the hard earned cash in setting up a dedicated landing page? Or send traffic directly to the website? After all, the user should be able to find what they’re looking for, right?
But to understand it, you need to first think about what happens when a person clicks on the ad.
That’s the maximum time users will spend deciding if they want to stay on the page. Or press the back button. Start a new Google search. And end up buying from your competitor.
And the first question they’re going to ask after landing on a page is:
Am I in the right place?
Think about it:
Someone has trusted your ad, clicked it…. now you reassure them that whatever you said in the ad was true. Otherwise, they’ll be gone in a snap.
It’s just how we work.
Dr. Ed Chi states that humans track information in a similar way as animals follow a scent.
Here’s an excerpt from an article on the subject:
“People… engage in what [Dr. Ed Chi] calls “hub-and-spoke” surfing: They begin at the center, and they follow a trail based on its information scent…. If the scent is sufficiently strong, the surfer will continue to go on that trail. But if the trail is weak, they go back to the hub. “People repeat this process until they’re satisfied,” Chi said.”
When you relate that to advertising, it means that to keep visitor on a page, you need to provide them with relevant cues confirming they’re on the right trail.
Now, let me put it in more practical terms:
Imagine you pay a dollar per click. 100 users who decide against staying on your site will cost you $100. Now, if your average sale equals only to $49.95 and you convert only 1 out of those 100 visitors … you’re in trouble.
The same applies to generating leads. Paying $100 per lead that might not even convert into a client might kill your business. Unless you rock conversions, of course.
OK Pawel, all sounds good. But really, do you always need a landing page?
No, of course not. There are many instances when you could send traffic to your home page instead. Product page. Or even a Facebook tab.
But in many instances, sending advertising traffic to dedicated landing pages is a surefire way to skyrocket conversions.
Just like in these 5 scenarios.
1. Promoting a Lead Magnet
It goes without saying, right?
You’re promoting something users have to sign up for. So how the heck could you even do it without a landing page then?
Well….turns out you could.
You could offer a preview only version and force users to sign up to see it.
Chartmogul, for instance directs everyone interested in downloading their lead magnet to a document hosted on Attach (a brilliant app for measuring sales engagement). No landing page. And a very basic signup form.
Or give visitors direct access to the content.
But then, what sort of a lead magnet would it be?
And yet, it happens. Perhaps offering an open access could actually increase conversions, I don’t know.
But if you want to snatch users and entice them to download your lead magnet, then you need a solid landing page.
LeadPages ad offering a free course, leads to a dedicated, long form based landing page.
Landing Page (top section only):
Here’s another example from DripApps.
Landing Page (the entire page):
I can only speculate if having such a basic landing page makes sense. I personally wouldn’t do it but perhaps it works for DripApps.
The point is, it would be harder for them to achieve the same efect if they used no landing page at all.
Someone sees your ad. Clicks it. And lands on your site. It could be anything, a product page, eBook landing page, whatever. The point is, they don’t convert.
Normally, you’d just shrug. Or curse them under your breath. And move on.
But you know about retargeting. You know that you can place a custom pixel on the page, add the person to your remarketing list and … target them with relevant ads on Facebook.
But here’s the catch, where will you send retargeted traffic to?
Most likely sending them back to the same page they originally bounced off will just make them go… duh!
Another option – launch a dedicated landing page targeting their original behavior on the site.
If they bounced off a landing page, remind them of their interest in your offer.
Abandoned a shopping cart? Send them to a landing page with a sale or a discount.
Southwest Airlines retargets users with this ad (leading to a sale page):
3. Promoting a Contest / Competition
I agree, you could run competitions directly on Facebook.
Or host them on your site.
Both offer plenty of benefits.
If you want a greater control over your competition. Apply your own rules. Use other channels to promote it, then making it platform independent is a much better option.
ShopMob launched a contest to win the Apple Watch by … writing its review.
The advertised it on Facebook:
And used a landing page to collect entries.
Note: since the contest’s over, the page is no longer live.
4. Offering a Coupon Code
There are two options to do it:
Offer the code in the ad.
That’s what KeySmart do, for instance. The goo.gl shorlink in the ad points to their home page.
Or only tease users with the offer but direct them to a dedicated landing page with more info.
Here’s an example from Snapfish. Link in the ad leads to a dedicated deals landing page.
Why direct users to a landing page?
For one, because it gives you a greater control over what they see. You can display whatever products you want. And with apps like Adtailor, even tailor the entire page to their individual demographic profile.
Or use the page to gather additional information about the user.
5. Running Seasonal Promotions
Coupling seasonal promotions ads (i.e. Black Friday, Cyber Monday, Valenties Day) with a dedicated landing page is a surefire way to generate more sales.
You’re in control over what products the users sees. And offers you communicate with them.
Hell, you can even bank on the event before it happens:
Could you achieve the same without a landing page? Perhaps. But you’d have to rely on the user to find the information you want them to see.
Coupling the ad with a landing page though means you’re in full control. And could take active part in guiding the user to conversion.
What do you think?
Are there any other uses of the Facebook Ad + Landing Page combo? How do you use them? Let us know in the comments.