By Phil Norris March 5, 2024
You’re spending a whole lot — possibly even 1000’s — of {dollars} a month on Fb adverts.
That cash is shopping for you a ton of impressions and clicks, however it isn’t delivering in the one space that basically issues: conversions. What offers?
Most probably, the problem lies along with your Fb touchdown web page.
Perhaps there’s a disconnect between your touchdown web page and what you’re promising in your adverts. Maybe your pitch isn’t persuasive sufficient. Perhaps your touchdown web page simply doesn’t look credible or reliable.
Regardless of the case, that you must repair the issue quick if you wish to begin producing some severe 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 name to motion (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 enhance a particular advert and solely exist for a single goal: driving conversions.
They obtain this by replicating the theme and narrative of the Fb advert, corresponding to utilizing an analogous visible fashion, tone of voice, provide, and name to motion.
Why do you want Fb touchdown pages?
Fb touchdown pages strip out pointless “noise” like navigation menus and inside hyperlinks. As a result of their entire goal is preserving 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 on-line course
- Register for an internet occasion
- Guide a product demo
To know why Fb touchdown pages work so effectively, simply think about what would occur in the event you despatched customers to a distinct web page in your web site, like your homepage.
Quite than instantly being offered with the particular give you referenced within the advert, they’d see a bunch of irrelevant info — hyperlinks to random class pages; banners selling your newest weblog put up or e-book; a number of CTAs for various services.
They’d be fairly confused, proper?
Against this, a devoted Fb touchdown web page is straight away recognizable as a result of it solely contains particular details about the advert they clicked by means of from, thereby creating a very seamless person journey from click on to conversion.
This helps to elucidate why the typical conversion fee for a touchdown web page is 9.7%, in comparison with simply 2.9% for the typical web site as a complete. In different phrases: would-be clients are over 3X extra prone to convert in the event that they land on a devoted Fb touchdown web page quite than another random web page in your web site.
So if you wish to increase your conversion fee, you’ll be able to’t afford to dwell with out Fb touchdown pages.
create a Fb touchdown web page to maximise conversions
Constructing a devoted Fb touchdown web page isn’t 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 comply with these greatest practices when creating your touchdown web page…
Guarantee a seamless person journey between your advert and touchdown web page
You set a whole lot of time, effort, and cash into constructing Fb adverts that folks 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’s going to occur if the “vibe” of your touchdown web page doesn’t align with the advert they clicked by means of from.
In a really perfect world, you need customers to really feel like they’re on a seamless journey, the place the touchdown web page clearly echoes the fashion, tone, and messaging of the advert they clicked.
As an example our level, let’s check out one advertiser that understood the task, and one other that will get all of it improper.
👍 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 assist to the power to study at your personal tempo:
Properly finished, 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 suitable place. Identical emblem, similar colour scheme, similar USPs:
View Physiotutors full touchdown web page
So there’s nothing right here to place me off wanting to search 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 a whole lot of packing containers — a limited-edition provide 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 web page, doubtless containing some assessment scores and different belief alerts, all designed to steer me to transform. Sounds apparent, proper?
As an alternative, you find yourself on the primary web page of a “magnificence quiz”:
View BoxyCharm’s full touchdown web 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 actually looks like they’ve by chance redirected you to the improper web page.
If the quiz is an important 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.
Give attention to one key message
When you attempt to talk too many alternative issues in a single place, you threat complicated your viewers — and (most) folks don’t purchase once they’re confused. So give attention to a single key message or promoting level and confer with it all through your advert copy and touchdown web page.
With 10k Course Creator, the important thing message is true there within the identify: giving on-line course creators instruments and methods to construct a $10,000+ monthly income stream.
It’s a compelling pitch — each course creator desires to generate income, 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 monthly on-line course enterprise on this advert:
And, in fact, 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 touchdown web page
It’s additionally price 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 simply 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 provide 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 e-mail sequences promoting their paid programs.
Make it simple to transform
One of the widespread points we see with Fb touchdown pages (or any touchdown pages, for that matter) is that they don’t make it simple 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 kinds of primary errors value companies a ton of leads and gross sales — however thankfully, they’re simple to rectify.
Vegan meal equipment supply model Purple Carrot exhibits us the way it’s finished.
For starters, their Fb advert is straightforward to grasp and carries a transparent message: in the event you join this provide right now, you’ll save $100 in your first 4 meal packing containers.
The “Order Now” CTA button makes it crystal clear that they anticipate you to purchase one thing in the event you click on by means of from the advert.
On the touchdown web page, Purple Carrot repeats the low cost message, making it instantly apparent that you just’re in the suitable place. Better of all, the provide is surrounded by CTAs to get began:
View Purple Carrot’s full touchdown web page
Want extra convincing?
Under the fold, Purple Carrot showcases its newest meal kits…
…and builds social proof by highlighting a number of 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 is never a one-and-done train.
You’ll virtually definitely have to construct extra if you launch a brand new advert marketing campaign — until you propose to advertise precisely the identical provide or goal the identical viewers without end.
Coworking house firm THRIVE Coworking demonstrates the significance of personalizing your adverts and touchdown pages to succeed in and appeal to totally different audiences.
On condition that they run bodily workspaces throughout six US states, it’d be virtually unimaginable to transform would-be clients with a single Fb touchdown web page. As an alternative, they constructed devoted adverts and touchdown pages for every coworking house.
Right here’s certainly one 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 varieties of workspaces out there:
View Thrive Coworking’s full touchdown web page
Certain, this type of personalization requires a little bit extra effort than simply counting on a single ad-and-landing-page combo, however it’s much more doubtless to generate leads.
Additionally, we like the way in which that the orange “Guide 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 instant 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 tip outcome is similar. So that you would possibly as effectively 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 gives a large low cost to drive signups — presumably assured that clients will stick round and pay full value 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 this can be a limited-time provide, so that you’d higher act quick in the event you don’t wish to miss out:
View WoodWorkers Guild of America’s full touchdown web page
And in the event you’re nonetheless not satisfied at that ultra-low value, they hit you with an exit intent popup providing the identical package deal for simply $0.65:
It’s arduous to think about many individuals not being persuaded at that value level — even when WWGA’s content material sucks, you’ve solely spent the value 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 cellular
4 in 5 Fb customers solely go to the social community through a cell phone, whereas simply 1.5% completely use a laptop computer or desktop laptop.
So in the event you don’t have a mobile-optimized touchdown web page, you’re alienating virtually the whole viewers of your Fb advert campaigns.
This pattern towards cellular shopping makes it tougher 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 change to a distinct app.
All of which implies it’s very important your Fb touchdown pages play good on cellular screens. For example, you must:
- A/B check CTA button copy, colours, and places to search out the combo that stands out greatest
- Make it simple for customers to leap to the highest or backside of the web page utilizing sticky headers and footers
- Prioritize single-column quite 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 by means of is to affix the platform.
While you go to the touchdown web page on cellular, you’re offered with the identical key messaging across the vary and high quality of suppliers, plus a easy, mobile-friendly e-mail seize kind:
View Spocket’s full touchdown web page
By utilizing a single-column format, a single-field lead seize kind, and a large “Get began” CTA button, Spocket makes it tremendous easy for cellular 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 received there) is essential to optimizing your campaigns.
To do this, that you must set up a chunk of code in your touchdown web page referred to as the Meta pixel, which tracks the actions folks carry out — like finishing a kind or shopping for a product — once they click on by means of to your web site from Fb or Instagram.
👉 Learn our step-by-step information on arrange the Meta pixel in your Fb touchdown web page with AWeber.
Construct high-converting Fb touchdown pages and e-mail sequences with AWeber
For a lot of manufacturers, Fb touchdown pages go hand-in-hand with e-mail sequences.
You run adverts to focus on potential clients, persuade them handy over their e-mail tackle in your touchdown web page, then nurture them till they’re prepared to purchase by means of a gradual stream of promoting emails.
Wouldn’t it’s nice in the event you might construct high-converting touchdown pages and fascinating e-mail campaigns in a single platform?
Seems you’ll be able to!
With AWeber, you’ll be able to design lovely touchdown pages utilizing our intuitive drag-and-drop builder.
Then welcome your new subscribers with pre-built autoresponders, use dynamic content material to craft extremely customized emails, and run A/B cut up checks to degree up marketing campaign efficiency.
Join your free AWeber account right now!
