By Phil Norris March 5, 2024
You’re spending tons of — perhaps even 1000’s — of {dollars} a month on Fb adverts.
That cash is shopping for you a ton of impressions and clicks, but it surely isn’t delivering in the one space that basically issues: conversions. What offers?
Almost definitely, the problem lies together with your Fb touchdown web page.
Possibly there’s a disconnect between your touchdown web page and what you’re promising in your adverts. Maybe your pitch isn’t persuasive sufficient. Possibly your touchdown web page simply doesn’t look credible or reliable.
Regardless of the case, it’s worthwhile to repair the issue quick if you wish to begin producing some critical bang to your advert bucks.
Learn on to discover ways to create a Fb touchdown web page that converts (together with loads of real-world examples to encourage you).
What’s a Fb touchdown web page?
A Fb touchdown web page is the primary web page somebody sees after clicking the call to action (CTA) in a Fb advert.
Fb touchdown pages are totally different from different pages in your web site as a result of they’re designed to enrich a selected advert and solely exist for a single objective: driving conversions.
They obtain this by replicating the theme and narrative of the Fb advert, similar to utilizing the same visible type, tone of voice, supply, and name to motion.
Why do you want Fb touchdown pages?
Fb touchdown pages strip out pointless “noise” like navigation menus and inner hyperlinks. As a result of their complete objective is conserving guests on the web page till they convert, not persuading them to discover different elements of your web site.
This makes them extremely efficient at convincing guests to:
- Purchase a services or products
- Fill out a lead seize kind
- Join an online course
- Register for a web-based occasion
- Ebook a product demo
To know why Fb touchdown pages work so properly, simply think about what would occur for those who despatched customers to a unique web page in your website, like your homepage.
Quite than instantly being introduced with the precise give you referenced within the advert, they’d see a bunch of irrelevant data — hyperlinks to random class pages; banners selling your newest weblog submit or e-book; a number of CTAs for various services.
They’d be fairly confused, proper?
In contrast, a devoted Fb touchdown web page is instantly recognizable as a result of it solely contains particular details about the advert they clicked via from, thereby creating a completely seamless person journey from click on to conversion.
This helps to clarify why the typical conversion price for a touchdown web page is 9.7%, in comparison with simply 2.9% for the typical web site as an entire. In different phrases: would-be prospects are over 3X extra prone to convert in the event that they land on a devoted Fb touchdown web page reasonably than another random web page in your web site.
So if you wish to enhance your conversion rate, you possibly can’t afford to dwell with out Fb touchdown pages.
The best way to create a Fb touchdown web page to maximise conversions
Constructing a devoted Fb touchdown web page is not any assure of success. You continue to have to get the fundamentals proper in case your touchdown web page goes to drive conversions.
Make sure you observe these finest practices when creating your touchdown web page…
Guarantee a seamless person journey between your advert and touchdown web page
You set plenty of time, effort, and cash into constructing Fb adverts that individuals wish to click on.
So the very last thing you need is for guests to reach in your touchdown web page then bounce instantly.
That’s precisely what is going to occur if the “vibe” of your touchdown web page doesn’t align with the advert they clicked via from.
In a perfect world, you need customers to really feel like they’re on a seamless journey, the place the touchdown web page clearly echoes the type, tone, and messaging of the advert they clicked.
For instance our level, let’s check out one advertiser that understood the project, and one other that will get all of it incorrect.
👍 Good
On-line bodily remedy course firm Physiotutors goes to nice lengths to spell out the advantages of its product in its Fb adverts, from the vary of languages they help to the power to be taught at your individual tempo:
Effectively carried out, Physiotutors — you satisfied me to click on.
After I arrive on the Fb touchdown web page, it’s instantly apparent that I’m in the best place. Identical brand, similar coloration scheme, similar USPs:
View Physiotutors full landing page
So there’s nothing right here to place me off wanting to seek out out extra.
👎 Not so good
We hate to call and disgrace, however subscription field firm BoxyCharm has created a person journey that feels extra jarring than seamless.
The advert ticks plenty of bins — a limited-edition supply to drive motion; a bunch of high-profile model names; a photograph of everybody’s favourite third-wave ska lead singer:
After I clicked the “Signal Up” CTA button, I anticipated to be taken to a signup page, possible containing some evaluation scores and different belief indicators, all designed to influence me to transform. Sounds apparent, proper?
As a substitute, you find yourself on the primary web page of a “magnificence quiz”:
View BoxyCharm’s full landing page
Hey, the place did Gwen Stefani go?
Just like the CTA promised, you’re anticipating to join one thing, not reply a bunch of questions on your make-up preferences. It truthfully appears like they’ve by chance redirected you to the incorrect web page.
If the quiz is a vital a part of the trail to buy, they need to have talked about it within the advert copy to keep away from this type of confusion.
Concentrate on one key message
In the event you attempt to talk too many alternative issues in a single place, you threat complicated your viewers — and (most) individuals don’t purchase once they’re confused. So concentrate on a single key message or promoting level and consult with it all through your ad copy and touchdown web page.
With 10k Course Creator, the important thing message is correct there within the identify: giving on-line course creators instruments and methods to construct a $10,000+ per thirty days income stream.
It’s a compelling pitch — each course creator needs to earn cash, proper? — so their adverts and touchdown web page copy by no means veer removed from it.
Look how usually they point out constructing a $10,000 per thirty days on-line course enterprise on this advert:
And, after all, it’s one of many first belongings you see when arriving on their touchdown web page too. Simply in case you wanted reminding why you clicked the advert.
View 10k Course Creator’s full landing page
It’s additionally value mentioning that this marketing campaign doesn’t ask guests for an excessive amount of.
You’re not being inspired to purchase a course straight off the bat — as an alternative, they only need you to join a free, 20-minute workshop, with the promise of studying three secrets and techniques to succeed in that attractive-sounding $10k-per-month goal.
Selling this type of low-friction supply is an efficient means to enhance the conversion charges of your adverts and touchdown pages.
When you join, you’re of their gross sales pipeline they usually can goal you with email sequences promoting their paid programs.
Make it straightforward to transform
One of the crucial widespread points we see with Fb touchdown pages (or any touchdown pages, for that matter) is that they don’t make it straightforward for guests to finish the specified motion.
Like, they bury the decision to motion on the very backside of the web page, or don’t make the CTA button stand out.
These types of fundamental errors value companies a ton of leads and gross sales — however happily, they’re straightforward to rectify.
Vegan meal package supply model Purple Carrot exhibits us the way it’s carried out.
For starters, their Fb advert is simple to know and carries a transparent message: for those who join this supply as we speak, you’ll save $100 in your first 4 meal bins.
The “Order Now” CTA button makes it crystal clear that they anticipate you to purchase one thing for those who click on via from the advert.
On the touchdown web page, Purple Carrot repeats the low cost message, making it instantly apparent that you simply’re in the best place. Better of all, the supply is surrounded by CTAs to get began:
View Purple Carrot’s full landing page
Want extra convincing?
Beneath the fold, Purple Carrot showcases its newest meal kits…
…and builds social proof by highlighting among the publications it’s appeared in:
Importantly, nonetheless deep within the web page you scroll, the inexperienced “Get $100 off” CTA button is at all times seen on the top-right of the display…
…so that you’re solely ever a click on away from changing.
Create campaign-specific touchdown pages
Constructing touchdown pages isn’t a one-and-done train.
You’ll nearly definitely have to construct extra while you launch a brand new advert marketing campaign — except you intend to advertise precisely the identical supply or goal the identical viewers ceaselessly.
Coworking area firm THRIVE Coworking demonstrates the significance of personalizing your adverts and touchdown pages to succeed in and appeal to totally different audiences.
Provided that they run bodily workspaces throughout six US states, it’d be nearly not possible to transform would-be prospects with a single Fb touchdown web page. As a substitute, they constructed devoted adverts and touchdown pages for every coworking area.
Right here’s one in every of THRIVE’s adverts for his or her location in Snellville, GA…
…which sends customers to a devoted Snellville touchdown web page that explains the perks of being a member and the sorts of workspaces accessible:
View Thrive Coworking’s full landing page
Positive, this type of personalization requires a bit of extra effort than simply counting on a single ad-and-landing-page combo, but it surely’s much more possible to generate leads.
Additionally, we like the best way that the orange “Ebook a tour” button seems in each the Fb advert and the touchdown web page.
As one of many few colourful parts above the fold on the touchdown web page, it naturally attracts the attention, encouraging guests to click on and convert.
Promote, promote, promote
Fb touchdown pages aren’t the place for the soft-touch method — they’re all about driving speedy motion.
If somebody’s not going to transform, it makes no distinction whether or not they spend 5 seconds or 5 hours in your touchdown web page; the top outcome is similar. So that you would possibly as properly use direct, action-oriented messaging to scare off the tire kickers and persuade those that are prepared to purchase.
On-line woodworking video coaching firm the WoodWorkers Guild of America (WWGA) undoubtedly is aware of its ABCs — “at all times be closing”, that’s.
On this Fb advert, it presents a huge low cost to drive signups — presumably assured that prospects will stick round and pay full worth when it’s time to resume their membership:
Then we get to the touchdown web page, which is a conversion-driving machine.
It stresses that it is a limited-time supply, so that you’d higher act quick for those who don’t wish to miss out:
View WoodWorkers Guild of America’s full landing page
And for those who’re nonetheless not satisfied at that ultra-low worth, they hit you with an exit intent popup providing the identical package deal for simply $0.65:
It’s onerous to think about many individuals not being persuaded at that worth level — even when WWGA’s content material sucks, you’ve solely spent the worth of a pack of gum.
Anybody who doesn’t convert was almost certainly by no means going to.
Optimize your Fb touchdown web page for cell
Four in five Facebook users solely go to the social community through a cell phone, whereas simply 1.5% solely use a laptop computer or desktop pc.
So for those who don’t have a mobile-optimized landing page, you’re alienating nearly the complete viewers of your Fb advert campaigns.
This development towards cell shopping makes it more durable than ever to seize and retain your viewers’s consideration. Information feeds are busy — and if customers don’t discover prompt gratification, they’ll simply swap to a unique app.
All of which suggests it’s very important your Fb touchdown pages play good on cell screens. As an illustration, you need to:
- A/B test CTA button copy, colours, and places to seek out the combo that stands out finest
- Make it straightforward for customers to leap to the highest or backside of the web page utilizing sticky headers and footers
- Prioritize single-column reasonably than multi-column web page layouts
Okay, let’s check out an advertiser that will get it proper.
Dropshipping platform Spocket makes use of Fb adverts to drive signups for its 14-day free trial by discussing key advantages like entry to US-based suppliers and quick transport speeds:
The advert copy and “Signal Up” CTA make it clear that the entire level of clicking via is to affix the platform.
Whenever you go to the touchdown web page on cell, you’re introduced with the identical key messaging across the vary and high quality of suppliers, plus a easy, mobile-friendly electronic mail seize kind:
View Spocket’s full landing page
Through the use of a single-column format, a single-field lead seize kind, and a large “Get began” CTA button, Spocket makes it tremendous easy for cell customers to transform.
Add the Meta pixel to your touchdown web page
Understanding how your viewers reached your Fb touchdown web page (and what they did once they bought there) is essential to optimizing your campaigns.
To try this, it’s worthwhile to set up a chunk of code in your touchdown web page generally known as the Meta pixel, which tracks the actions individuals carry out — like finishing a kind or shopping for a product — once they click on via to your web site from Fb or Instagram.
👉 Learn our step-by-step information on how to set up the Meta pixel on your Facebook landing page with AWeber.
Construct high-converting Fb touchdown pages and electronic mail sequences with AWeber
For a lot of manufacturers, Fb touchdown pages go hand-in-hand with electronic mail sequences.
You run adverts to focus on potential prospects, persuade them at hand over their electronic mail tackle in your touchdown web page, then nurture them till they’re prepared to purchase via a gentle stream of promoting emails.
Wouldn’t it’s nice for those who may construct high-converting touchdown pages and interesting electronic mail campaigns in a single platform?
Seems you possibly can!
With AWeber, you possibly can design beautiful landing pages utilizing our intuitive drag-and-drop builder.
Then welcome your new subscribers with pre-built autoresponders, use dynamic content material to craft extremely personalised emails, and run A/B break up exams to stage up marketing campaign efficiency.
Sign up for your free AWeber account today!
