You’ve created a highly targeted social campaign on Facebook.
You’ve spent hours developing copy and designing assets.
You’ve tested different copy, different imagery and different ad formats.
You’ve refined and optimised your audiences.
Your relevancy and frequency scores are where you want them.
And you’ve got a decent media budget.
You know the traffic from your social ads is quality, but, customers aren’t converting.
The easiest response is to say “the ads aren’t working,” however before we throw the baby out with the bathwater, let’s look at a potential conversion speed bump — your website.
It’s not just the journey that matters for your customer, the destination is also important.
Good looking ads might get a customer’s attention, but the website is where they will convert.
So, if you’re building a conversion page or trying to optimise one that you’ve already started promoting, ask yourself these questions:
1. Does the messaging on your web page align with your social ads?
Aligning your campaign message across all customer touch points is critical when it comes to conversions.
Customers are likely to leave your page within a few seconds of arrival unless their intent is reinforced the moment they arrive — same tone of voice, consistent imagery, familiar brand elements. A successful landing page will immediately reinforce the messaging presented on your social ad.
2. What is the experience like on mobile?
With over 60% of traffic now from smartphones and devices, it is imperative that you are designing your web pages with the mobile experience at front of mind (Brightedge). On mobile, people are generally on the go, multitasking or multi-screening so the experience needs to be sharp and succinct. Make sure you test the page on multiple devices — use a tool like BrowserStack to see how your website works on all types of devices.
3. Does the landing page load quickly?
A website that loads slowly will have an impact on how your customers are converting. Google reports that on mobile, as the page load time increases from 1 sec to 3 sec, the probability of the customer leaving (or bouncing) increases 32%. This further increases to 90% if the page load speed increases to 5 secs.
Compressing your images and text is the easiest way to reduce your page size and decrease your page load times. Google’s Page Speed Insights tool can help with additional recommendations.
4. Do you have a clear Call to Action?
Make sure you have a clear call to action as early on in the process as possible.
Each page should have a primary call to action, which stands out from other elements on the page. This call to action should also align with the messaging from the social ad.
5. Can the customer make a decision?
Content should be structured in a way that guides customers on a journey through your page content.
The use of strong headlines, clearly formatted images or video can be helpful in guiding your customers to where you want them to go.
6. Is your tracking correct?
Both Facebook Pixel and Google Analytics give you the ability to track end-to-end conversions, which can be really powerful in understanding the ROI of your ads. Whether your conversion is buying a product or downloading a document, it’s vital to get tracking set up correctly before you even start your campaign.
7. Have you considered A/B Testing your page?
A/B or split testing allows you to ascertain what elements of the page are helping customers and what’s getting in the way. Google has released its own testing tool called Google Optimise which “shows you which site experiences engage and delight your customers, and gives you the solutions you need to deliver them.”
Social media ads are a powerful tool to build brand awareness and drive qualified customers, but the ad’s potential is diminished if you don’t complete the experience on your website.
We don’t just want to be creating pretty ads, we want to create ads that add value for customers and drive results for our business.
Written by: Anna Schrafft