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How to optimize your landing pages for Facebook traffic

5 min read

Brands & Campaigns

Getting traffic from Facebook is a good thing, but if you’re not optimizing the landing page where they arrive, you may be shooting yourself in the foot. While traffic from any source is helpful, traffic coming from Facebook is unique in some key ways. Once you understand this, you will be able to create a landing page that will really convert.

Facebook traffic is different. For one thing, if you’re using Facebook ads correctly, you have the ability to really narrow down to your key demographic. The fact that Facebook traffic is more granular is beneficial because you will be able to create specific landing pages for each demographic group coming from the site. This is different than traffic from an e-mail newsletter where you can’t really make separate landing pages because all the traffic will be coming from a single link.

If you want to optimize your landing page for Facebook traffic, make sure you have adequate analytics setup. The more information you can track, the better you’ll be able to see what’s working and what’s not working. Once you have tracking in place, you should create separate landing pages that are designed with a particular group in mind.

You can change the URL that people go to when they click on your ad really easily, so it’s really simple to set up separate ad campaigns for each group of people you’re trying to convert. For example, if one Facebook ad is targeting women, make sure your landing page is welcoming to them. If your audience is primarily women, you might want to go even further and break them down into smaller groups — perhaps based on age range.

Mistakes to avoid: Once you have everything set up and running smoothly, your work isn’t done. As you know, optimization is an ongoing process. This holds true for Facebook traffic as well.

  • A/B testing — One of the most common mistakes that people make is to come up with just one landing page design. Avoid this by using a/b split tests. You’ll need software to set this up, but it’s more than worth the time and effort. Basically, you will be showing your traffic two different versions of a page. Over time, you’ll be able to tell if one design converts better than the other.
  • Being too generic — Another frequent mistake that people make is being too generic. When dealing with traffic from Facebook, you can target particular groups of people so make sure you take advantage of this. Rather than having a generic landing page that may or may not work for everyone, include design elements and specific language that will reach out to your target audience and really grab them.

The two mistakes above aren’t the only ones you can make, but if you avoid them you’ll be a lot better off than most people. By experimenting with targeting smaller and smaller groups of people and making sure your landing page matches what they want and need, you’re going to see your conversion rate significantly improve.

Unless your targeted audience is made up of highly tech-savvy individuals, you will find traffic from Facebook fairly unpredictable. Unpredictable in terms of not showing any amount of trust to anything they clicked at, which took them outside Facebook afterwards. This is exactly what your ads are doing when being clicked — not generating trust.

Your landing page has to kick the trust back into your traffic in order to convert it.  You want to have your landing page designed in clean and simple manner in the first place. The golden rule is to have a look at where your traffic comes from and optimize your landing page accordingly. Using variations of blue and white colors throughout the landing page calms the visitor down, creating a Facebook-like atmosphere.

Catchy titles are a must-have at any landing page. You have got 2 seconds to capture your visitor’s attention. Choose the fonts carefully as not all the fonts are easily convertible and reader-friendly. Georgia is known as a font to leave a professional impression while Arial Narrow is an easy read. You don’t have to necessarily use these fonts, but mixtures of these two with some other fonts might just hit the bull’s eye.

Internet marketers tend to throw in call-to-action buttons, led by the slogan “the more the better.” That’s a big mistake. Depending on your niche, neatly implemented call-to-action buttons might raise your conversions by 10% or even 15%.

Make your landing page tell a story, where each button leads to another chapter, more interesting than previous one. Each text snippet, each phrase, should reveal something more than previous  one, with a strong call-to-action. Buttons are there to lead the visitor from one chapter to another. Always leave the most-impeccable buttons to point at the most important piece of landing page: “Buy now.”

Finally, do not drag your visitor’s attention away from the most important part of the landing page. Don’t overuse the call-to-action buttons and try to optimize the size of your titles accordingly. Your visitors’ attention goes the way you point it — don’t misuse the ability to manipulate people’s attention.

Adam Prattler is a community manager at SingleHop working to increase publicity and brand awareness as well as doing regular outreach. When he is not hard at work there he likes to spend his spare time managing his startup firm postme. Adam also loves to contributes to reputable online communities.