The culprit might surprise you. You see Facebook Ads are just one tool in the tool box when it comes to getting your message in front of your audience. There are many more and is highly important that you are able to ‘connect the dots’ between them.
Now to get Facebook Ads right is not easy and especially not on the first try. But let’s say you’ve done the testing, tweaking and experimenting,..
- You’ve nailed your targeting because you know exactly who your audience is and where they hang out
- You’ve selected an amazing picture that stops the ‘scrollers’ from skipping right past your ad
- You’ve fine-tuned your copy points so they really speak to your audience
- You’ve got a strong call to action
and FINALLY you are getting people to click on it … but there are still NO CONVERSIONS.
You’re wrecking your brain as to WHY all these people that clicked on your ad are not opting into your list.
Well, let me tell you if you are getting a ton of clicks and no conversions then
Your landing page is the culprit
Let me explain why:
When somebody lands (no pun intended) on your landing (or squeeze page) and they don’t immediately get what’s in it for them, in other words, how what you are offering results in a benefit to them, you lose them in a matter of 3 seconds.
That’s the attention span online these days. Meaning they’ll click out of your page and your potential lead is gone. I’ve see it time and time again when I analyze my client’s ads. So here is what you can do
,….to not let that happen
The message on your landing page needs to be congruent with the message from your ad. Then the first thing your prospect should see is a strong headline and sub header that immediately conveys what’s in it for them.
Example:
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- You are addressing a pain point. People think it’s hard and takes time to build a list.
- Your checklist solves that problem.
- You are using a precise call to action right underneath it that tells them exactly what you want them to do next.
And here is the key: All this information has to be ABOVE THE FOLD meaning BEFORE a viewer would have to use the scroll button to see more.
Nobody makes the effort to scroll down to find out. It has to be easy for your audience to take the desired action.
Here are a few more tips:
- Use fonts and colors that are PLEASING on the eye and don’t cause sensory overload.
- Experiment with font sizes and colors to make select parts of your copy stand out.
- Instead of tinkering around with your very own landing page, use a tool like Leadpages orClickfunnels. They have tried and tested templates that are proven to convert in terms of the layout because,… you guessed it, they make it very easy for your audience to take the action you want them to take.
Always think of your prospects first:
What would make it really easy for them to say YES to opting into your list?
…they really WANT what you are offering
and
…you are making it super EASY for them to get it.
You see how your landing page is another tool in your marketing tool box and how important it is that you are able to connect it properly to your Facebook Ad?
Your goal is to make your prospect’s journey as smooth as possible. From the moment they notice your ad, click on it, land on your landing page and then especially once they have opted in, but that is a topic for another blogpost. Matter of fact I’ll be talking about that on my next online training.
Join my closed Facebook Community to get the scoop first.
Much love,
Simona
Simona Ksoll is a brand marketing strategist and business mentor positioning coaches and entrepreneurs to stand out in a crowded marketplace. Follow her on Facebook and LinkedIn.