Reasons Why Your Facebook Ads Don’t Convert
Facebook ads are one of the most popular choices for advertising products or services for online marketers. So, we spend hours and hours of optimizing Facebook ads, getting click through rates and lower CPM and we think we are doing great, but we soon realise that we are not doing that great as no one is converting on your landing page.
So, where does the problem lie, throughout this month I will show you 5 most common mistakes that marketers make when using Facebook ads and how to fix them.
This week we will be looking at Landing Pages, and their importance in converting Facebook Ad’s.
Landing Page –you don’t have the same image/copy as you ad
I want you to think of the last time you clicked an ad, you have a general exception of what you are going to see when you’re a directed to a landing, and yes I am talking to you directly, because I want you to put yourself as you were your target audience. So you have clicked on the Ad and you are directed to a landing page and it look completely different to what you saw in the Ad, confusing right, well confusion leads to drop offs and Low conversion rate.
So Next time you create a Facebook AD, test it and make sure there is no confusion and make sure you do this is by matching two things between your Facebook ad and landing page. Imagery and copy.
I highly recommend using the same image on your landing page as you do in your Facebook Ad, larger version of course. You might encounter issues for certain images as Facebook has certain creative requirements, while you will probably use different image dimension on your landing page. Find image that works on both.
Another important piece is to make your landing page as a direct extension of your ad, which will decrease confusion and mistrust in your visitors, causing them to convert more. So the way you do this is by using the same colour template in both your ad and your landing page.
Below you can see a perfect example of this done right by Clearly Contacts, they used the same pair of glasses and white background on their Facebook ad as they did on their landing page. They even used a similar blue for text on landing page as the default blue Facebook uses for the Ad headline.
Above, I spoke about the importance of imagery and how important is to use the same image in you Facebook ad as on your landing page, this applies to copy as well, and by doing this you have a perfect transition. Your Facebook ad would require a shorter text, especially if you’re placing an ad on the right side column. So for this I would recommend using a shortened version of the main title on your landing page.
From the above example of Clearly Contacts you will see a major mistake in that they used the word “Designer” to describe its glasses on Facebook Ad, but not on the landing page. This will lead to confusion and mistrust in the visitor, might feel they fell victim to bait-and-switch: that they were promised Designer glasses, where in fact the free offer is only for generic knock-offs. Maybe that’s not the case, but surly that is how it might be perceived, and perception is key on your Landing page.
Now let’s look another piece of copy from the Facebook Ad to the Landing Page that reads includes frames + basic lenses”. A pair of glasses needs both, so a person buying them will want to know whether this offer includes both or not. Leaving it off the page leads to ambiguity, which will lead to drop-off.
Another element that needs to match in your Facebook ad and the landing page is the CTA (call to action). If your Facebook ad CTA is “Get the Free E-Book”, it should be exactly the same on the landing page.
Let’s look at an example below of how not to do it. On the Ad their call-to-action (in the image) is “GET THE GUIDE”, while on the landing page it’s “SUBMIT”.
Very unfortunate, because they did a perfect job of using the same button style and colour on both the Ad and the landing page, going so far as to include the same “>>” on both. This makes it perfectly obvious to the user coming from the Ad that the orange button on the landing page is the right one to click.