Facebook Ads Landing Pages — How to Reach the Best Conversion Rates

You’ve gone through the process of researching your buyer personas, and learning the ropes of Facebook’s Ads engine — now launch day is coming up.

Why should your Facebook landing page be as sharp as possible?

Traffic is coming in from your Facebook ads and users are interested and looking to make a purchase decision on your products or services.

Optimizing the different variables that go into your Facebook landing page is essential to:

For example, you’ll want to pay close attention to having a consistent tone between the ad that users clicked on and the landing page.

If someone wanted to check an advertised product on the ad and was referred to your store’s homepage, then that’s probably one less sale for you.

A landing page has the power to make or break all of your Facebook advertising efforts.

You may already know what a sales funnel is, but just for good measure, it’s a standard that represents the journey users take before becoming paying customers.

Generally speaking, your landing page is the first step a user interacts with after an ad click on a Facebook newsfeed.

And that makes it the perfect point to start your custom sales funnel.

You can point different segments of your audience to different sales funnels to experiment with different products or different variations of the same product.

Your Facebook landing page could actually be the first step of different sales funnels, which will help you:

Probably one of the key reasons a landing page is so effective is that it can capture the email information of prospects.

This will grow your email list — essentially these emails are contact details of users who are interested in your brand and what you’re offering.

Your Facebook landing page will be instrumental in your email marketing efforts.

And if you think email marketing isn’t worth it, you couldn’t be more wrong — email marketing has an ROI of $42 - $1.

That means you can get 42 times the amount you put into your email marketing campaigns.

If you’re not doing it already, you’re losing sales without knowing it, so check out this complete email marketing guide to grab all the ropes quickly.

So while you’re at it, why don’t you go sign up for free in under 30 seconds and follow along?

Systeme.io makes it a breeze for you to create a high-converting Facebook landing page no matter whether you already have a website or not.

If you have a website, you’ll integrate a subdomain into systeme.io, and that will allow you to use our landing page builder into a subdomain of your brand, i.e. sales.mydomain.com

If you don’t have a website, it’s even easier as there’s no integration step required — you’ll be able to use the landing page builder right away.

You can easily authenticate your personal domain name if you have one.

If you don’t have a personal domain address, you can do one of the following:

Using the drag-and-drop builder to build your Facebook landing pages is as easy as it gets.

Simply follow these steps:

When creating a landing page for Facebook Ads, you have a lot of ground to cover to be on top of everything.

Different tactics and aspects of your page could make or break the success of your Facebook ad campaign.

You should account for copywriting, helpful media content, and clear CTAs.

Make sure you read our copywriting guide to have your landing pages looking sharp for all that ad traffic coming your way on launch day.

Have your CTAs in a different color scheme, a bigger font if needed, and optimized for a mobile view as well.

The goal is to make it easy to be seen, and easy to get clicked on.

Be direct, no bluff — “Buy Now” or “Shop Now” is the kind of language you should be going for.

You already have their interest, there’s no need to play soft. This will focus their minds on the next step.

This will help make it clear for leads how much money they’re going to pay, with no hidden costs, and no gotchas.

Implementing this will help boost ad performance.

Now that you’ve created a great Facebook landing page, it’s time to take it to the next level with optimization strategies that target your Facebook ad traffic.

This is one of the most annoying tasks for people starting to build their own landing pages, mostly because there’s no formal way to do it on an external website.

And not to mention, not knowing how many Meta pixels you should add to the same website doesn’t make it any easier.

Luckily, with systeme.io, you can easily add your Facebook pixel to your landing page.

Just go to your page editor and:

We should note that Meta pixels are on a downward slope after Apple’s privacy changes in 2021, so don’t be surprised if they become less and less relevant in your marketing strategy.

A very easy and effective way to build your email list is to include sign-up forms before letting users access digital products, like courses and webinars.

It could even work for physical products as well if you offer coupons and discounts for signing up before purchasing.

In other words, they’re an incredible strategy to capture your Facebook audience.

Facebook users coming in from your ads can sign up and get a discount on your landing page.

To set this up, follow this simple 3-step formula in your sales funnels builder:

Users who don’t sign up get directed to this step and complete checkout normally.

Users are redirected to a “Thank You” page after purchasing, whether or not they signed up to your mailing list.

For this to work, you must have your products listed on systeme.io and not on external sites.

Split testing or A/B testing is a proven marketing tactic to increase conversions.

In the simplest form, it’s comparing two identical web pages with one variation between them to see which one performs better.

For example, you use a different headline and see how that affects your stats, maybe a few different images, or a new description for the same product.

It’s all in the name of perfecting your sales process to get the most conversions.

Since your Facebook landing page will capture all the traffic coming in from your paid ads, this step is crucial to better your overall ROI.

Systeme.io has made it super easy to split test your landing pages, simply:

Key performance indicators are metrics that will tell you how healthy your Facebook Ads landing pages are, how much you’re growing, and whether or not you’re on the right track.

For any focused Facebook landing page, here are a few KPIs to keep an eye on:

This one gives an immediate impact on your business and measures the quality of your dedicated landing page.

If there’s a lot of traffic coming in from your Facebook ads, but you have way lower sales conversions than expected, then this means either of the 2:

So keep split testing to see what’s bringing your conversions down, eliminate it, and reach an optimal sales conversion rate.

The opt-in rate is quite overlooked by many but it’s actually so important to monitor.

Why?

Because it shows you how much Facebook users are loving your product or service, and that they’re going the extra mile to sign up before or after purchasing.

This means that the more the opt-in rate goes up, the more customer loyalty you build.

Around 80% of online shoppers abandon their cart before finishing purchasing — that’s 80% of your ad spend going to waste.

And there are multiple reasons for that scary number to be the average, the main ones are:

You can anticipate this by taking measures on your landing page to be as transparent with details as possible.

You can also provide a sense of security by displaying secure payment icons at the bottom of your landing page.

And remember to always split test other pages to maximize results.

Visual reporters are tools that you can install on any page and it’s considered one of the best landing page practices.

Simply because they allow you to gather data on your campaign's traffic — you can use this user data to build the right landing page for your visitors.

In our case, they’ll help you create Facebook landing pages for traffic specifically coming from your Facebook campaigns.

There are 2 common visual reporters to use:

We explore both in our Hotjar review so don’t miss out on that one!

Facebook is an advertising platform that has rules in its policy that everyone should abide by to avoid getting locked out of their ad manager or worse — getting your advertising account deleted.

So here’s what Facebook advertisers should keep an eye on for any Facebook Ads landing page — your landing page:

Got questions? We’ve got answers.

Here are some of the most commonly asked questions about landing pages for Facebook Ads.

We couldn’t pinpoint an exact average conversion rate for Facebook Ad landing pages, but we’ve found this data:

This one is clear in Facebook’s policy.

Redirects aren’t allowed to Facebook landing pages, and in case they’re detected, Facebook will:

Link clicks are measured by how many users have clicked on your ad.

Landing page views are how many users that clicked on the ad actually “landed” on the landing page URL.

They are usually different because the landing page might take too long to load after a click, the same user clicks on the ad multiple times, or maybe a user accidentally clicks on the ad and leaves again.

Quality score is a metric used for all ad platforms to determine how relevant their ads are — for Facebook, it’s called Ad Relevance Diagnostics.

To have landing pages contribute to a good quality score, they should:

For example, here’s a Facebook ad by Molekule:

Reaching the end of our post, we can summarize what we’ve learned today:

Don’t forget to sign up to systeme.io and try everything we’ve discussed in this post, for free.

Cheers!