Is your landing page converting? 👀
If you’re sending paid traffic to a landing page that doesn’t convert users into customers or leads, then you won’t be profitable with Facebook advertising — no matter how good your ads or your product are!
If your e-commerce landing page converts at 2% or higher — then you’re doing alright.
For lead generation, generally you can expect higher conversion rates than with e-commerce — but it all depends on how you’re capturing leads and the nature of your business.
For example, if you’re giving away a free lead magnet in exchange for an email address, then you should expect landing page conversion rates of up to 15% or higher, depending on your niche. But if you’re generating leads via a detailed inquiry form with numerous fields to fill out, you might expect a lower conversion rate as a trade-off for the quality of those high-intent leads generated via the detailed inquiry form.
Squeeze Page for Facebook Ads Traffic:
Here’s a quick idea to test if your Facebook ads aren’t profitable yet. This one tweak allowed one of my clients to finally become (very) profitable on Facebook Ads — after months of wasted spend, effort, and time.
If you run an e-com business, instead of sending your paid traffic straight from your Facebook ad to your Shop (or Product page) — send the traffic to a dedicated “squeeze page” first, designed to summarize your brand and key value propositions, and then onto your actual Shop or Product page.
So, instead of structuring your funnel like this:
Ad → Shop (or Product Page)
Try structuring it like this…
Ad → “Squeeze Page” → Shop (or Product Page)
Optimizing Landing Pages for Conversions:
Ok, so, why would you do this?
Why add a middle step to your funnel versus just sending paid traffic straight to your e-com store or product page?
Short answer: to improve your conversion rate.
Longer answer: well, just think about it from your customer’s perspective.
- They’re scrolling Facebook or Instagram and see your ad…
- At this point, they know nothing about you and have no reason to like or trust you (yet!). Let’s face it, you as an advertiser just interrupted their desired activity of scrolling through memes and selfies with your ad lol.
- But if they’re compelled enough by your ad, they will click on it.
Here is where the tweak I suggested above comes into play…
It’s easy to send this click into the abyss of your website and hope that this stranger whose fleeting attention we just paid for magically converts into a buyer. A sufficiently high percentage of users might convert for your business using this approach.
However, in some cases, sending paid Facebook Ads traffic straight to your website just doesn’t convert well enough to make your advertising profitable. (Depending on your business, if your paid traffic is converting at lower-than-1% — i.e. less than 1 purchase per 100 ad clicks — you likely qualify to test my recommendation to see if it boosts your conversion rate.)
If your paid traffic is not converting well enough, then you should test sending the traffic to a dedicated “squeeze page” which focuses more on the benefits of your product to the end user — versus the features and prices of your products, which would typically be found on your e-com site itself.
High Converting Landing Page Features:
Use the squeeze page to quickly deliver conversion rate-boosting information, such as:
- your unique brand story (i.e. answer the question, “why you?“)
- how it works
- social proof (customer testimonials, media coverage, etc.)
- benefit bullets to emphasize the value that’s in it for your customer
- etc.
Best Landing Page Builders:
If possible, use a landing page builder like Unbounce or Leadpages to create the bridge page.
My personal preference is Leadpages — it’s easy to set up and get up and running.
Minimize distractions or exit points that would typically be found on a full website, such as a main navigation menu. Instead, offer one clear call-to-action button throughout the page: Shop Now (which points to your shop page or product page).
By adding this intermediary step to your funnel, when the user ultimately arrives at your shop or product page, they’ve already been “warmed up” to purchase from you — more so than if they had arrived straight from the ad.
Food for thought. Let me know if you give this a shot and it improves your ad performance! 🙂
-Dylan