#004: 5 Key Elements to a Landing Page That Converts

So often, when we create a Facebook ad, we are so laser-focused on the success of advertisement itself, we fail to look at the one thing that is even more vital to the triumph of your campaign: the landing page. “What is a landing page?” A landing page is a single website page that people are taken to after they click on your ad. It can be used to direct users to a blog post, product, webinar, lead magnet or course sign-up. For the purposes of this episode’s training, we will be focusing on a landing page created for a free offer, such as a PDF download, webinar or 5 day challenge. “Why is a landing page important?” A common misconception floating around the web is that if someone is interested enough in your Facebook ad to click on it, it is an automatic give-in that they will sign up for your offer. We wish, but it’s just not true! You are paying good money to Facebook to find the right people to direct to your landing page, but if the page itself is not designed in a careful and strategic way, it is guaranteed to hurt the cost of your leads. “Wait…what does “good” actually look like?” Let’s start with the some number-talk. First, you need to calculate your number of sign-ups and divide the number of people who visited the page itself. You can do this using Google Analytics, or if you are using ClickFunnels or Leadpages, you can easily find those stats in the dashboard. Next, let’s talk percentages. If you are getting a conversion rate of over 20%, thumbs up! If you are getting a conversion rate over 50%...well…why are you listening to this episode!? Just kidding, of course. But in all honesty, if you find that you are below 20%, some big things need to change. “So, Liz, what will get people converting?” I’m glad you asked! Here are the 5 key elements of creating a landing page that converts at a higher percentage: Create a Compelling Headline The headline is the first thing people see, so it is an important element of your landing page! It needs to grab the attention of your visitor and compel them to read more! So, I hate to say it, but skip the logo (nobody cares about it – sorry!). Start focusing on some key words and phrases that will encompass all you have to offer! Check Your Opt-In Box/CTA Button Whether you are using a form or a call-to-action button, make sure you place it as high up as possible. You do not want people to have to search, so situate it so it is “above the fold” (which means before they have to start scrolling). Human beings are lazy, so if they have to go hunting, they will most likely click out. Also, make sure you are using contrasting colors so the opt-in form or button pops out! Make it Clear and Concise Remember: We are not talking about a lengthy sales page. We are talking about a landing page for a free offer. Make it short and sweet so they can get what they want, and you can get you what want (their email address!). Want to see a high-converting example (I’m talking a 70% conversion rate!)? Click here! Design Your Landing Page to Match Your Ad Create a congruent experience that is pleasing to the eye. A good way to do this is to keep the copy of your ad the same as on the landing page! This is a great way to link the two together to make the transition between the two smooth and aligned. You can also use the same images and videos. Add Social Proof and Testimonials Add some testimonials for your visitor to enjoy. This is a great way to validate your expertise and the value of your offer. Also, encourage them to share with their friends. You can do this by adding social buttons and icon, so spreading the word is just a simple click away. Want a copy of this checklist, plus more hot tips to create a landing page that converts? Hop on over to http://www.lizmelville.com/004download to discover the essential elements to a landing page that compels people to hand over their email address! If you found this episode helpful, show the love with 5 stars and subscribe! As always, thank you for listening. See you next time! Connect with me on Social Media Are you interested in learning more about Facebook Advertising? Visit me on the following channels: Facebook Group Facebook Instagram Subscribe & Review in iTunes Click the “subscribe” button on iTunes to stay up-to-date with the show and the ever-changing world of Facebook advertising, and write a review about this episode and your experiences with ads!