Facebook Ad Landing Page Hacks for Killer Conversions

Video Transcript:

If you want to make sure that your website is ready for your Facebook traffic, I’m going to show you the perfect Facebook ad landing page and we’re starting right now.

Hey guys, Wes McDowell here for The Deep End, and we put out new videos like this each and every week, so make sure if you’re not subscribed yet, you’re going to want to click the subscribe button and the little bell icon so you never miss a video you need to succeed online, and if you haven’t yet, you’re definitely gonna want to check out my free mini course, “How to Guarantee Website ROI“. Just go right up here and click that link and you can get free access right now.

Okay, so Facebook ads — there are basically around 5 million Facebook advertisers on the platform right now, which means it’s getting more competitive all the time, which also means it gets more expensive. But today I’m going to show you how to stack the deck in your favor to streamline your Facebook ad landing pages, which will help you lower your ad spend and convert way more of this traffic into paying customers. Your landing page should really entice your visitors to want to take a specific action on your site, like sign up for your list, or buy, or schedule a consultation or appointment. Now, there are so many reasons why a Facebook campaign can fail and the landing page is one of the biggest ones. You know, most businesses I see (including clients of mine,) they spend so much time on the ads themselves, tweaking the targeting and the creative that they forget to optimize the landing page, which is actually where most of the magic happens.

I don’t know if you know this, but the average landing page only has a conversion rate of around two or three percent. Compare that with the top landing pages that get around 11 percent for sales, and all the way up to 75-80 percent for email opt ins when done right. So my aim here today is to teach you how to really up that performance and get as much out of your landing pages as possible. So I just want to say this:

First off the bat, your Facebook ad landing page is not your homepage. You should hardly ever send people right from Facebook to your homepage. It has to go to a very specific offer. Now, this landing page can either be part of your website via WordPress, or you could use a service like Lead Pages or Unbounce to build an external landing page.

The choice is up to you, but you came here today for tips. So let’s get right to them.

Facebook Ad Landing Page Tips

The first one is you have to keep the visuals and the messaging consistent from the Facebook ad to your landing page. You know, if your ad we’re to talk about a specific offer, then it goes right to your homepage. There’s a disconnect there and they’re not seeing the messaging that brought them there in the first place and people aren’t going to hunt around for it.

So what I recommend is really keep the headline of your Facebook ad very closely matched with the headline on your landing page. Same goes with visuals and colors. So if you were to use  image A on your Facebook ad, and then image B is drastically different than that’s on the landing page. There’s a huge disconnect and people are confused and they feel like this is probably not the page for me.

Think about it this way. The landing page needs to just feel like a very natural extension of the ad itself. And not everybody knows this, but Facebook actually knows through its algorithm what is on the landing page.

So if your headline is drastically different from the headline on the ad, Facebook knows about it and they can actually penalize you with a low quality score and that’s going to do two things: It’s going to lower your reach and it’s going to increase your overall cost per click.

My next tip is you want to have really strong value proposition. So in other words, you want to answer the question, what’s in it for me? Immediately when a customer gets to your landing page, and that should just be in the headline in one clear, concise customer focus statements. So you’re gonna want to say what you do, who you do it for, and what the benefit is to your customer.

And then I like to take this one step further and have a really short benefits section on the page now, but I like to do usually is identify three main benefits, , include some kind of a visual component with them just to make them easily understood. And then a really quick little blurb about each. Usually no more than one sentence. Does that number have to be three? Not necessarily. It might be different for you. I just tend to think three is a nice non overwhelming number and it tends to just look really nice on a page.

The next thing I’m going to bring up is social proof. So basically I want you to think about the last time you went to a restaurant and you walked inside and it was empty, you know, how did that make you feel about the experience you were about to have?

It probably took something away from it, right? You know, human beings, whether it’s good or bad, tend to judge something based on if they think it’s popular or not. So the best thing you can do with your website is to make it look like the equivalent of the full restaurant. So you want to have testimonials.

You want people to be able to tell their stories. So a perspective customer coming to your site for the first time can easily see, hey, they’ve helped other people just like me in the past and it worked out really well and that’s always going to be more powerful than you just bragging about your company on your own. So get those testimonials and especially video testimonials and whenever you can, they’re very powerful. And if you’re a B, two B company, you might want to use logos of the companies that you’ve helped in the past or if you’ve ever been featured in any kind of publications or on the news or anything, any blogs, anything like that, include those logos as well.

These are just small but powerful indicators that you’re trustworthy and experienced in your industry. And here’s a really cool pro tip. There is a plugin called UseProof that you can actually install on your website that lets you show new site visitors that past site visitors have taken the desired action that you wanted them to take already. And while it seems kind of silly that something like that would work, it’s on a subconscious level. It’s the same thing as that difference between the empty restaurant and the full restaurant. It just shows people that people have been there before. So it makes it much more likely for new people to take that desired action as well. Okay. Now the next tip is to overcome objections. So I want you to really think about all of the main reasons why anyone coming to your page might have a problem or might want to say no to your offer, right each one of those down.

And then next to it, write a rebuttal, basically an argument against that objection. And then you’re gonna want to work with these objection busters into the content of your site. And some can be worked in through the testimonials from what past customers had to say, um, you know, some can be worked in through that benefits section and anything that’s left over that you can’t really work in naturally. You can always include an FAQ section, which is a great way to kind of bust any additional objections. Now, my next tip is you have to take all these things and keep it as short as possible, which isn’t always very easy, but consider the fact that over 60 percent of the people coming from Facebook or browsing on mobile devices and that number only increases every year. , and people aren’t likely to scroll too far on mobile.

So you’re really gonna want to keep it short and concise as possible.

Now I’ve got a few tricks that you can steal. For me, a one trick I like to use just to keep the page short vertically is let’s say the testimonial section. I would keep them all horizontal in a row that you can swipe between so you don’t have to keep going down the page and let’s say for an FAQ section you can keep everything collapsed to where you’re only seeing the questions and then people have to tap on the question to read the answer. It just makes the page shorter again and then people only have to expand on the questions that they feel are relevant to them and make sure if your call to action is to have someone fill out a form, like to schedule a consultation or to give their email address in exchange for some kind of a downloadable content piece, you’re going to want to make that form as short as possible.

I know some people like to really have a bunch of information about their users that are prospective customers, but the truth is the more form fields you make someone fill out, especially on mobile, the much less likely they are to actually fill it out.

Okay, so those are my tips. Now I want to hear from you. I would love to know in the comment section below how you’re planning on using this on your own landing page for your Facebook ads, and as always, I am just a comment away, so if you have any questions about any of this, also leave that in the comments and I will answer them all. All right, and if you’re not subscribed to the channel yet, you’re definitely gonna want to click this circle icon right over here to subscribe and you’re also going to want to access my free mini course: How to Guarantee Website ROI and you can get that in this little box right up over here. All right guys, I’m Wes McDowell for The Deep End and I’ll see you next time.

Editorial credit: I AM NIKOM / Shutterstock.com

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(2) responses

Robert Kruse

August 15, 2018

Is there anything here that you would say is specific to Facebook ads, or is this more or less just general landing page advice? If it is, there’s surely nothing wrong with that, but I was just curious if there was maybe something special to consider when designing a page for Facebook ads specifically.

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    Wes McDowell

    August 15, 2018

    Hey Robert, these tips apply to pretty much any landing page, the main thing that makes it Facebook ad specific would be to keep the “ad scent” between the ad itself and the landing page… making sure the image and text are as closely aligned as possible. I mainly wrote this to apply to Facebook ads in the sense that businesses often spend money on the ads and then send people to a poorly optimized landing page, wasting lots of money in the process. Hope that helps!

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