Meta Landing Page Optimization Report: 3 Ways to Improve Website Conversion Rates
On social media, brands will place advertisements with links to a specific webpage. When users click on the advertisement/link, they will jump to the URL where the brand wants the user to take the next action. This URL is usually called the "landing page".
Recently, Meta and mobile application service company Branding Brand cooperated to conduct research on 500 kinds of "ad-landing page" interactive experiences, and integrated the research results into a comprehensive report to help brands optimize landing pages with different functions and improve conversions. Rate.
In the report, Meta refers to landing pages as "landing pages" and divides them into five broad categories:
For these five target pages, 3 key elements of optimization are also provided:
In the next article, we will disassemble these three elements one by one.
- Why optimize the landing page
The target page belongs to the destination of the advertisement. The first-level goal of the advertisement with the target page link is to hope that the user clicks the link; and after reaching the destination, the brand hopes to achieve more on the target page, including registration, purchase, subscription, etc. many goals.
The way people get information and shop has changed dramatically in the past 3 years. There has also been a huge change in discovering ads with landing pages and the way actions are done in landing pages. For brands, it’s also driving them to rethink how they sell and how they reach their ads with landing pages.
Consumer expectations for a smooth and enjoyable shopping experience are higher than ever. 80% said the experience a business provides is as important as the product itself. A survey by Emplifi found that 32% of consumers will stop interacting with and buying from a brand they love after a negative experience.
At the same time, Meta's survey data also shows that 66% of respondents said that mobile devices have become the most important shopping tool.
Therefore, ensuring that the ad-to-target experience is optimized for mobile devices is critical to a brand’s growth and performance.
- 3 Elements of Optimizing the Landing Page Experience
In the report, Meta brought up the case of yoga brand Yoga International. After optimizing its target page, the homepage of its official website, the company's ads with landing page links increased direct sign-ups by 13% and reduced costs by 12%.
Meta recommends that brands start optimizing from the following three elements:
- Page loading speed: Make sure the target page is loaded within 3 seconds
55% of mobile consumers will leave if the page loads in more than 3 seconds. No matter how attractive the advertisement is, when the content cannot be seen after clicking on the target page, 3 seconds will make consumers lose patience.
Here are some common ways to improve load times:
Minimize HTTP requests
Reduce time above the fold (FCP)
Deliver optimized assets
Delay loading of out-of-view content
Remove unused third-party code
- Frequently Asked Questions: Make sure the landing page contains the user’s frequently asked questions and answers
After users enter the target page, they will have a lot of questions, and even some advertisements that guide clicks themselves are to attract users to click by raising questions.
Therefore, brands should place the questions and answers that users may have on the target page in an obvious location, not where they need to jump again or search hard to find them.
The "Frequently Asked Questions" that need to be reflected on the target page are:
Product pictures from different angles and life: Allow users to see products in different scenarios
Clear dimensions and parameters: let users intuitively understand the core data of the product
Re-emphasize special value propositions in advertising: environmental protection, handcraft, free delivery, public welfare value, etc.
Provide details of promotions: discount information, buy one get one free, stored value offers, etc.
If the "service" is provided, it reflects the specific content and commitment of the service, etc.
- Mobile friendly interface
As mentioned earlier, 66% of respondents said that mobile devices have become the most important shopping tool. In the US alone, adults spend more than 4 hours a day on their phones.
Therefore, when advertising, it is not only necessary to consider accurate and friendly page information on the web side, but it is especially important on the mobile side.
Mobile landing page optimization can start from the following aspects:
Pay attention to white space: Because consumers are accustomed to scrolling through mobile pages, it is necessary to leave blank space for the position of the user's finger scrolling when browsing, that is, put the valid content in a position that will not be blocked when the finger is swiped.
Reach Fit: Design within the reach of the thumb to ensure consumers can easily navigate mobile pages with one hand.
Make sure the main target is easy to identify and click: In the mobile landing page, the CTA button should be designed with more consideration for the hand-held use scenario.
For example, CTA buttons that span the entire page are easier to click, sticky buttons are easier to notice, and a “back” button needs to be placed at the bottom of the page.
Other design details: Consider the effective space of the mobile page, reduce the floating window, chat customer service and other components that are too large; use the buttons and components that only appear during dynamic sliding.
Conclusion:
In this latest report from Meta, two other landing page optimization cases are also provided, as well as a judging form to help brands optimize their landing pages.