Just three years later, here we are, living in a world where almost all of the major companies like Dell, General Mills and DHL understand the necessity of using dedicated landing pages.
This understanding is trickling down into small businesses as well, where smart marketers are using software, like Unbounce, to create and test dedicated landing pages.
Unfortunately, it seems that many organizations think this necessity begins and ends with Google AdWords. There seems to be a notion that Facebook ads are somehow different and dedicated landing pages aren’t necessary.
When it comes to creating dedicated landing pages we know there are a couple of best practices that set the standard for lifting conversion rates, whether it’s a PPC campaign or a Facebook advertisement.
Message match (headline and offer):
Message match means simply ensuring that ad copy is clearly reflected on the landing page. This usually means the ad headline and landing page headline match up. Additionally the offer from the ad and the one being made on the landing page must match up.
For example, if your ad reads “get 20% off your next purchase” the landing page should also say, “get 20% off your next purchase” and not “get 15% off your next purchase.”
Message match creates relevancy for your visitor and lets them know they are the right place.
Image match is an extension of message match. When it comes to Facebook ads, banner ads or any other medium that allows images, the landing page should contain the same image used in the ad.
Just like with headline and offer matches, image match tells the user that he’s in the right place.
Big call to action that’s above the fold:
Having a big call-to-action that is above the fold is pretty self-explanatory. In almost all cases you don’t want to force the visitor to hunt for the conversion. It should be big, bold and visible without needing to scroll down the page.
Let the Facebook Landing Page Critiques Begin
I recently clicked through four Facebook ads that piqued my interest and was disappointed by the pages I landed on. They aren’t terrible, but there is always room for improvement.
In the first three examples, the landing pages are actually custom tabs that keep the visitor within Facebook. In the fourth example, the brand takes the visitor to a landing page outside of Facebook.