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Assembling an eye-grabbing image, compelling copy and an urgent call to action is only the first step in a strong lead generation ad campaign on social media; what comes after the click is just as important. Landing pages serve a simple purpose: persuade people to fill out a form to receive an offer that is valuable to them. However, many companies fail to make the signup experience seamless for leads. Consider these five tips when creating landing pages, and your lead generation campaigns on Facebook will be bound for success:
Any links on your Facebook ad, especially call-to-action buttons, should take the user to a landing page where they are greeted by the original offer. If your ad isn’t relevant to your landing page, you risk confusing or even angering potential customers. Keeping ads and landing pages synced up is key to a healthy conversion rate.
Below is a textbook example of an ad that aligns with a landing page. The ad informs the user of a free workshop, and clicking on the ad takes the viewer to a landing page where they can register for the free workshop.
It should be obvious what actionable benefits a site visitor will receive by filling out the form on your landing page. These benefits should be emphasized and clearly visible to the viewer. If possible, use statistics to support your claims.
In the example below, the landing page clearly outlines the value of filling out this form.
Clean design is essential to creating a successful landing page. White space is your friend – don’t feel the need to occupy every pixel on the page with images, buttons, or copy unrelated to your ad. Placing the most important page elements (i.e. the headline, form, and submit button) above the fold means a potential customer won’t have to hunt for the offer.
Below is an example of a landing page that uses space well.
Each landing page should serve a specific purpose. If you’re unsure whether or not your landing page is clearly focused, consider the blink test. Anyone should be able to look at your landing page for 3-5 seconds and know what you are offering.
With “Free guide” in bold, and “100,000” as a standout metric, the landing page below aces the blink test and is memorable to boot.
Did you know that mobile internet usage increased by 67% worldwide last year? In this day and age, your entire website, including your landing pages, should be optimized for mobile. If your website looks sloppy on a smartphone or tablet, you are missing out on opportunities.
Below is an excellent example of a desktop site and its mobile counterpart.
Even if you think your landing page is absolutely perfect, you should test different creative and copy to make sure that viewers agree. A/B testing is an efficient way to test whether a page performs better when a single component is changed. Some aspects to test for: button copy, button color, headline copy, subheader copy, positioning, creative, and value propositions.
Want more insights into what makes a successful lead generation campaign? Check out this additional social media resource: