Landing Pages and Conversions
Landing Pages
A landing page should have one clear goal with a message, visuals and call to action designed accordingly.
What does our landing page do well?
Creating a trustworthy identity. Using brand names and personal information.
Mobile first. Prioritizing mobile layout and accessibility.
What needs to be improved on our landing page?
UVP. Make the unique value proposition obvious. List benefits and include testimonials and videos to back it up.
Call to action. Should be included at the top and bottom of the page, or follow the user as they scroll down. Usually in the form of a button that leads to the desired action for that landing page, for example filling out a form.
What is our landing page missing?
A clear and concise header. Should be 10-20 and include a clear description of the product or offer. Can be followed by a sub header.
Great design. Using images and text to engage the user and pull them in. Design should be clean, minimalist and focused on leading the user to the desired action.
Match to PPC ads. Make sure the wording and design matches the ads leading people to the landing page. This reassures people they are in the right place and shows consistency.
Sources:
https://blog.prototypr.io/top-8-tips-for-designing-an-effective-landing-page-de1ba444f37a
https://www.crazyegg.com/blog/landing-page-essentials/
https://wordstream.com/effective-landing-pages/
https://neilpatel.com/blog/c-o-n-v-e-r-t-s/
Conversion
the average conversion rate for Facebook ads (or CVR) is between 9-10%.
What are our ads doing well?
Getting user attention. Our visuals and text are getting clicks, but need to be more aligned with our call to action and landing page.
What needs to be improved with our ads?
Targeting. By using Facebook’s audience defining capabilities and targeting people based on predefined buyer personas and interests you can increase clicks and lower the price per click.
Relevance to target audience. You should be creating different ads for different stages of the buyer journey. Are you introducing them to the brand or are they ready to make a purchase?
Consistency with the landing page. If someone clicks on an offer and is taken to a seemingly unrelated page they are unlikely to take action and may even be annoyed.
What are our ads missing?
Low friction conversion. Creating leads that do not require much effort from the user, for example subscribing to a mailing list, filling out a short form or downloading content. Building a contact list for drip marketing campaigns.
Social proof. People want to spend money on things they trust. Telling them other people use the brand or product can reassure them and push them towards taking action. For example: “Join 150 million Americans who own a life insurance policy”.
Offer an incentive. A sale, giveaway etc. Focus on benefits and not on features.
Create a sense of urgency. Limited time offer.
Sources:
https://neilpatel.com/blog/beginners-guide-to-running-facebook-ads-that-convert/
https://www.entrepreneur.com/article/312766
https://adespresso.com/blog/6-factors-that-drive-up-the-cost-of-your-facebook-ads-conversions/
Notes
Should you put your phone number on an ad?
Not clear that this will help as Facebook does not optimize for this CTA. Worth trying if you think you have a higher chance of closing a sale on a phone call.
https://www.socialmediatoday.com/news/how-to-set-up-click-to-call-ads-on-facebook/555680/
What courses should we buy on udemy to learn about advertising on Facebook?
Facebook ads. Bestseller. Concise.
https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/
General digital marketing - focus on local business
https://www.udemy.com/course/local-digital-marketing/
Facebook ads. Specific to life insurance.
https://www.udemy.com/course/easiest-facebook-ads-for-life-insurance-telesales/