Meta landing page optimization report: 3 ways to increase website conversion rate
Brands on social media will place advertisements with links pointing to a specific webpage. When users click on the ad/link, they will jump to the URL where the brand wants users to take the next action. This URL is usually called a "landing page".
Recently, Meta and mobile application service company Branding Brand cooperated to conduct research on 500 "advertising-landing page" interactive experiences, and integrated the research results into a comprehensive report to help brands optimize landing pages with different functions and improve conversion Rate.
In the report, Meta refers to landing pages as "target pages" and divides them into the following five broad categories:
For these five target pages, three key elements of optimization are also provided:
In the next article, we will disassemble these three elements one by one.
- Why should you optimize your landing page?
The target page belongs to the destination of the advertisement. The first-level goal of the advertisement with the link to the target page is to hope that the user clicks on the link; after reaching the destination, the brand hopes to achieve more on the target page, including registration, purchase, subscription, etc. many goals.
Over the past 3 years, the way people get information and shop has changed dramatically. The way ads with landing pages are discovered and how actions are completed within them has also changed dramatically. For brands, it’s also prompting them to rethink how they sell and reach with ads with landing pages.
Consumer expectations for a smooth and enjoyable shopping experience are higher than ever. 80% say the experience a business provides is as important as the product itself. A survey by Emplifi found that 32% of consumers would stop interacting with and purchasing from a favorite brand after a negative experience.
At the same time, Meta's survey data also shows that 66% of the respondents said that mobile devices have become the most important shopping tool.
Therefore, ensuring that the ad-to-landing experience is optimized for mobile devices is critical to brand growth and performance.
- Optimize the 3 elements of the target page experience
In the report, Meta makes the case of yoga brand Yoga International. After optimizing its landing page, the homepage, the company saw a 13% lift in direct signups and a 12% reduction in costs for ads with a link to the landing page.
Meta recommends that brands start to optimize from the following three elements:
- Page loading speed: Make sure the target page loads within 3 seconds
55% of mobile consumers will leave a page if it takes longer than 3 seconds to load. No matter how attractive the ad is, if you can’t see the content after clicking on the target page, consumers will lose patience within 3 seconds.
Common ways to improve load times include the following:
Minimize HTTP requests
Reduce First Screen Time (FCP)
Deliver optimized assets
Defer loading out-of-view content
Remove unused third-party code
- FAQ: Make sure the landing page contains frequently asked questions and answers for users
After users enter the target page, they will have a lot of questions, and even some advertisements that guide clicks are designed to attract users to click by raising questions.
Therefore, the brand should place the questions and answers that users may have on the target page in an obvious place, rather than a place that needs to be redirected or searched hard to find.
"Frequently asked questions" that need to be reflected on the landing page are:
Product pictures from different angles and daily 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 the special value proposition in the advertisement: environmental protection, handmade, free delivery, public welfare value, etc.
Provide details of promotional activities: 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 the 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 placing advertisements, it is not only important to consider accurate page information and a friendly look and feel on the web side, but it is especially important on the mobile side.
The target page optimization of the mobile terminal 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 a blank space for the user's finger scrolling position when browsing, that is, to place valid content in a position that will not be blocked when the finger slides.
Fit within reach: Design within the reach of the thumb to ensure consumers can easily navigate mobile pages with one hand.
Make sure the primary goal is easily identifiable and easy to click: On the mobile destination page, the CTA button should be designed with more consideration for people holding it.
For example, CTA buttons that span the entire page are more likely to be clicked, sticky buttons are more likely to be noticed, and the "Back" button should be set at the bottom of the page, etc.
Other design details: consider the effective space of the mobile page, reduce overly large floating windows, chat customer service and other components; use buttons and components that only appear when sliding dynamically.
Conclusion:
In the latest report of Meta, it also provides two other cases of landing page optimization, as well as a judgment form to help brands optimize their own landing pages.