If your Facebook Ads aren’t working, it can be tempting to blame Mark Zuckerburg and his rotten algorithm for screwing up your ad performance. And while there’s a lot you can do on Facebook to increase your conversions and drive down your acquisition costs…there’s a lot to be done OUTSIDE Facebook to boost your results.
You see, your front end ads are just one piece of the puzzle when it comes to generating leads and sales on Facebook. So if you truly want to grow your business through Facebook Ads, you also need to start looking at your…
- Funnel strategy
- Landing pages
- And email follow-up
Of these, your landing pages make up a vital part of your sales funnel, especially when driving page views from cold Facebook ad campaigns. Which is why optimising your landing pages is essential.
Not only will you increase your post-click conversion rate, but you could also see a massive reduction in front-end acquisition costs.
Read on to discover 6 ways to
optimise your landing pages
- Check mobile-friendliness – nowadays, over half of your site visitors will view your landing page from their mobile. And what looks good on desktop, might not necessarily look great on a tiny hand-held device. Which is why it’s such a shame that so many business owners forget to test their pages for mobile compatibility.
Truth is, poor mobile experience can trigger a sky-high bounce rate and instantly kill your cold traffic conversions.
So, if you notice a high bounce rate when visitors land on your page, it’s worth looking at your page as a mobile visitor. Is it easy for leads to opt-in…or for buyers to add your products to cart? If not, you can boost your conversions by tweaking your landing page for mobile usability.
2. Split test different headlines – you have around 3 seconds to win the attention of visitors who land on your site. Which means your headline must make it unambiguously clear to cold prospects why they should invest their time and attention on reading the rest of your copy.
If you’re noticing a high drop-off rate just a few seconds after visitors land on your page, it could be that your headline is not working. Here are some common headline problems, you can avoid by split-testing new variations:
- Unclearly expressing the benefit of paying attention
- Communicating an unappealing benefit to the target audience
- Speaking to prospects at wrong awareness level
- Trying to be too clever
- Being too boring and saying nothing new
It’s worth mentioning, that the best headlines come about after deep avatar research. Researching your audience’s core desires and pain points will stop you throwing spaghetti headlines and your page in the hope one will work out.
3. Strengthen your body copy – once you’ve won your prospect’s time and attention, you want to make sure the rest of your landing page copy is optimised for success. Here’s how:
- Research your market thoroughly to identify the best pain points and desires to tap into throughout your landing page copy
- Understand your ideal client’s biggest objections, and tackle them before they kill your conversion
- Be clear before being clever
- Focus on benefits over features
- Break up your copy with compelling sub-headings that keep your reader’s interest and attention
- Keep your language simple and readable by using simple vocabulary and short sentences
- Smooth out jerky transitions as you move from one thought to the next, so you hold your reader’s attention throughout your copy
4. Make it easy to take action – The goal of your landing page is to trigger page viewers to take action. Whether you want your prospects to opt into a lead magnet or webinar…or to buy your products straight off the landing page – if you make it difficult to take action, your reader won’t stick around to figure out what to do next.
So how do you make it easy to take action?
A great place to start is with clear, bold CTA buttons. Make sure the font is easy to read and stands out against the button colour and that the button copy is simple and to the point.
You can also boost your conversion rate by making it easy and obvious how to take the next step in the above the fold section of your landing page. That’s the top part of your page, which site visitors see the minute they land on your page.
I’ve heard of examples where simply shifting the opt-in registration box above the fold is enough to increase conversions by as much as 40% – which in turns dramatically lowers customer acquisition costs.
5. Limit choice overwhelm – If your landing page includes more than one offer or pricing option for a paid product or service, make sure you limit the options to 3 choices or less. This helps avoid choice overwhelm, which can kill your sale right at the critical moment.
You should also make the difference between your pricing options as clear as day. If potential customers understand the value of each offer, they’re more likely to pick one.
But if there’s any doubt around which offer is the best value or the most appropriate to your prospect, they’ll walk away without hitting the buy button.
6. Eliminate distractions – More often than not, infoproduct sellers guide their prospects through a single product sales funnel. It means their entire funnel (from front-end ad to sales page) is geared towards selling one offer only.
The reason for this is simple. It eliminates distraction and confusion, which can send your prospects down the wrong kind of rabbit hole. Remember, the only place you want to drive your prospects is farther down the funnel. That’s because, if they go anywhere else, they probably won’t come back!
Sadly, though, I still see landing pages with conversion-killing distractions like:
- Menu bars which direct leads to other pages on your website
- Social media profile buttons, which take your prospect back to your social media account
- Hyperlinks to external sources or websites
- Links to other products or services
I even had one client who included hyperlinks to past clients’ websites on her landing page. She thought she was being kind by including back-links. But all she was doing was directing traffic away from her checkout page.
A Word of Warning Before I go...
The truth is, there are hundreds of small tweaks you could make to your landing pages to increase conversions. But there’s one secret that’s the real key to success when optimising your post-click page experience.
It’s to avoid spaghetti marketing – and focus your attention on making changes that will really move the needle on your conversion rate.
How do you make sure you’re making high-impact changes to your landing pages? You take a scientific approach to optimisation – which means:
- Being guided by data, instead of intuition – We live in a world where data is plentiful (even post-iOS14.5) – and much of it is free. This abundance of data can be super helpful as you figure out what to change to increase your conversions.
You can start off by looking at your Ads Manager Dashboard, before moving into Google Analytics – to pick up clues about where your funnel is leaking…and which sections of your page could be driving the leak.
- Hypothesise before you optimise – When scientists carry out research, they start off by looking at historical data. Then, they ask why that data looks the way it does. This is how they’re able to generate a hypothesis and (hopefully) figure out the answer.
It’s the same with strategic landing page optimisation. First you look at the data. Next, you ask why the data looks that way. Then, you create a hypothesis that might answer that question. And finally, you test your hypothesis by making corresponding changes to your landing page.
- ABT – Always Be Testing – Landing page optimisation is an on-going process. In fact, you could probably go on optimising forever (if you really wanted to). For most pages, there’s a point when the law of diminishing returns starts to kick in. You’ll know you’ve hit the wall, when your page tweaks barely make a dent in your conversion rate.
So, make sure you know your target conversion rate and acquisition cost – and keep optimising until you hit that point. Once you’re there, it’s up to you if you keep pushing to optimise.
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