Facebook has always been busy developing its ad platform since its inception. Being the most popular social media network worldwide comes with continuously working on adding new targeting capabilities.
With so many people on the app every day, it is essential for every business to optimize their landing page to get the most out of their Facebook advertisement. Plus, Facebook ads conversion rate is way better than Google Ads conversion rate at 9.21%. So, Facebook ads do a stellar job at attracting customers.
So, don’t underestimate Facebook ads because they hold power to convince people to buy your products or services. Instead, optimize your Facebook ads and connect them to your website’s personalized post-click landing pages. This way, if someone wants to buy something for you, they won’t have to go to your website and search for the product. Plus, do you know that Facebook 80.4% of America’s social referral share to retail and eCommerce sites.
But before we look at some real-life examples of landing pages optimized for Facebook ads, let’s see why you need landing pages for Facebook ads.
Why Do You Need Landing Pages for Facebook Ads
Why create a landing page on Facebook for your ads instead of creating a standalone website?
One of the most important reasons is that a lot of people do not like to leave the platform they are on and prefer a page that looks familiar to them (AKA a Facebook landing page). Continue reading for more reasons for having dedicated landing pages for every Facebook ad:
- Potential Clients Need More Information
Bored readers need extra nurturing to go from an ad on Facebook to making a purchase. These potential clients browsing on Facebook are in the brand awareness phase. Thus, to convert, they will need specific information about whatever got them to click on your ad. In other words, you need a focused Facebook landing page containing concise info to turn visitors into customers.
- Mobile Facebook Users Are Distracted
Let's be honest. No one goes to Facebook looking for focused learning and in-depth reading. They’re just passing some time. And with 94% of Facebook ad revenue coming from a mobile phone, it is safe to assume that people seeing your ad only have 5 minutes or less to buy something. Hence, the best way to ensure the conversion is to get a dedicated landing page that prospects land on from Facebook ads.
- Homepages Are Overwhelming... and Slow
Homepages are super slow and overwhelming for visitors, thanks to all the distractions, including lists of products, navigation bars, features, and calls to action. Plus, 44% of clicks generated by B2B brands send visitors to their homepage instead of a dedicated landing page. 44% is a lot of companies not optimizing for conversions. Therefore, you need a dedicated landing page because an average visitor won’t spend more than 3 seconds for your page to load.
Facebook ads are the new face of old school advertisements, do you agree?
0 votes
Now that we have established why you need a landing page for your Facebook ads, it’s time to look at some real-life examples of brands with landing pages optimized for Facebook ads.
CommuniCloud
Sure, the offer on your website is enticing, beautiful, and everything perfect, but it is even getting people to convert. If you want to make people convert, you need to give them an incentive, AKA a little something extra.
Enter CommuniCloud, a brand working on the principle of using compelling incentives to convert more. It keeps things short and straightforward. The visitors get a quick form to fill, along with some solid social proof and a quick description of their benefits. And that is how CommuniCloud drives registrations to its Facebook landing page.
Notice one very small but prominent detail: CommuniCloud doesn’t ask for your credit card details when you sign up for a trial. Adding a credit card details section right in the start creates some serious friction and turns potential clients away. Therefore, it is better to get the essential details and then deal with the payment side later.
TapSnap + Samuraw
TapSnap and Samuraw are two examples of landing pages designed on the idea to offer visitors everything they want in order to convert. They show that it is frequently more important to be clear than to go Bugs-Bunny-clever on your visitors.
Let's start with TapSnap, which is a photo booth rental company. TapSnap’s Facebook landing page leaves no stone unturned to make that evident to people. And on top of that, their company message is super straight to the point — they are offering photo booths, they’ll deliver the booths to your doorstep, and here is how you can get in touch with them. Bingo!
They have also added an arrow at the bottom of their page that directs the visitor’s eye to more information about their services. Without the arrow, the landing page might have given off a false bottom effect, leading to people believing that they had reached the end of information when there is actually so much information to read.
Further down the page, you get a concise, to-the-point, skimmable list of their features that can help potential clients quickly understand what they can expect to get from TapSnap’s product. Plus, TapSnap’s website also shows its photo booths in action with videos from real-life events to give a better look at what they offer. And then, at the end of their page, you also get a form that you can fill if you want to know about their availability for your event.
TapSnap’s landing page doesn’t leave anything to the imagination—and we can say the same about Samuraw as well.
Samuraw is a brand that specializes in high-quality probiotic and mineral supplements made from 100% organic, natural ingredients. Their Facebook landing page delivers their message as soon as you open it. Moreover, there is a call to action in the form of the "add to cart" above the fold to give prospects a clear path to add products to their carts. Because if you are already in the farmer’s market to buy organic multivitamins and probiotics made from real food, then you might as well buy them right away.
But if you’re curious about the ingredients they use and their products’ nutritional details, Samuraw has done a great job of dealing with that as well by providing all information further down its page.
Another neat but quite a clever feature of their landing page is their sticky call to action icon that follows you everywhere on their page. This keeps the offer to purchase something at the top of the visitor’s mind and makes it easy to persuade customers to buy the product when they feel ready to convert.
Schedulehead + HiredHippo
Let's look at these two landing pages showing off the product in action because some things are more photogenic than others.
It is easier to capture potential clients’ attention with an aesthetically pleasing picture of clothes or food than with something like complex software. But this hasn’t stopped Schedulehead from showing off their product right from the start to tell people what they’re offering rather than making do with words alone.
Schedule ahead is a software platform providing services to companies to help them manage their employees’ payroll and scheduling. They have made sure to highlight their software’s user interface on their Facebook landing page, right from the bat before they even discuss the specifications of their functionality.
The pictures of their software’s user interface help them convince their visitors that Schedulehead isn’t just an overrated spreadsheet and it is much more than that. Besides, there are map and calendar integrations, at-a-glance graphs and charts, and so many other features to help companies keep track of their workforce.
And look at this work of art by HiredHippo a site dedicated to job search that automatically connects hiring companies and professionals.
After listing some of their testimonials from users and their benefits, HiredHippo has also added a snapshot of the platform to give a real glimpse to visitors to give them an idea of what they can expect. Visitors can easily see and deduce that HiredHippo’s dashboard makes evaluating every job opportunity super easy by just sharing the key details in a concise bulleted list.
Plus, we are in love with their headline because finding excellent job opportunities without giving our dull resume a Hollywood glam makeover sounds like a dream come true.
Quarters
Like every brand or company with a Facebook landing page, Quarters has its policy too for Facebook ads; target the ads with some demographic information. An all-inclusive community living space, Quarters has multiple locations all over the world. They highlight their contract flexibility, included amenities, and transparent pricing to advertising their services on Facebook.
The company runs this Facebook ad below that has five variants. Each has imagery and design to target potential customers searching for housing in a city or a specific neighborhood for Instance Hell’s Kitchen in New York. This allows Facebook to show relevant ads to its audience based on their location.
Moreover, whenever a visitor clicks through to Quarters’ landing page, they encourage the visitor to "Check Availability." Their call to action is repeated throughout the landing to keep it fresh in their visitor’s minds. This seamlessly guides visitors to the next steps in their purchase journey.
Choosing a place to live, especially in places like New York or California, can be a substantial expense apart from being a headache, and Quarters anticipates that people looking for a place to live are going to have plenty of questions. Their landing page is designed to answer most of the questions with details on the neighborhood with maps and pictures, a quick-reference list of amenities, helpful information, pricing, and 360-degree tours of available rooms.
Taboola + TurnKey
Lastly, Taboola and Turnkey believe in using proof points such as testimonials from happy clients or the evidence of their supposed benefits in their Facebook ads and landing page copies to establish trust and credibility with their audience.
Let's start with Taboola, a sponsored content and advertising platform that you might have seen surfacing different types of content all over the internet. In its Facebook ad, Taboola sees to it that its expensive digital network stays under the limelight — “Reach 1.4B users and get traffic that converts.” and if you think about it, that is a huge benefit that will surely make heads turn especially of businesses who want to get their message across to loads of prospects.
Looking at their Facebook landing page, Taboola continues to build trust by adding some of its most recognizable clients, above the fold, including BMW, Microsoft, IBM, IKEA, and USA Today.
And if you scroll down, you can also find concrete results that different businesses and brands have achieved with Taboola. It’s one thing to use your words to say that you can increase a brand’s audience engagement or conversion rate. But it is a totally different thing actually to prove it with hard numbers.
TurnKey is another inspiring example of how to leverage proof on your Facebook landing page. Turnkey, a vacation rental platform, needs its visitors to trust the company that their properties will be looked after. They get that trust by featuring various awards and media logos in a banner above the fold.
But the most compelling evidence, on their Facebook landing page, of their service is a testimonial by a customer that talks in detail about the platform’s unique selling proposition. The customer also compares TurnKey with other rental platforms that left their home in shambles. In contrast, TurnKey protects the properties under its care from damage and generates more revenue than other rental platforms.
Conclusion
Like Batman said, with great power comes great responsibility; you need to take your landing pages and Facebook ads quite seriously. If done right, Facebook ads can skyrocket your sales. You can go up to approximately 2.14 billion users on Facebook by using its ad system. Lastly, Facebook ad revenue has been reported to grow 10% year-over-year, so it is not too late to start optimizing your landing page for Facebook ads.
