Unlike visitors from PPC ads, people who find arrive from social media come to your landing page from the top or middle of the funnel, not the bottom of the funnel. Therefore, what works for your PPC landing pages can’t always be applied to your social landing pages. In order to get the most ROI and the highest number of conversions, you have to optimize your landing pages for social media. Here are six ways to improve your social landing pages.
1. Start with the Right Tools
There are a million different tools that offer a million different ways to build the “perfect” landing pages. But landing pages should automatically integrate with payments, they should be customizable, easy to set up and easy to change. Landing pages built on apps likeGoSpaces andAgorapulse can adjust to the sale of online services, subscriptions or physical merchandise, which enables your pages to change as your business needs evolve.
2. Social Pages Have to Match Social Ads
It is crucial that your fonts, your images, your color scheme and your style are consistent between your ads and your landing pages. Since visitors are arriving from or near the top of the funnel, you have to assume that customers aren’t intimately familiar with your brand or your product. Continuity in the look and feel of social media channels, social ads and social landing pages gives customers confidence and assurance that they clicked the right ad and landed on the right web page.
3. Make Messaging Consistent
Just as the looks of your ad has to jive with the looks of your landing pages, the same consistency must apply to your language and messaging. Whatever value proposition appears in your ad must appear with the same language on your landing page. If the words “free trial” or “$100 off” describes what your ad is offering, that same verbiage has to greet visitors once they click. If the messaging is inconsistent, visitors are likely to think they’ve landed in the wrong place, and that click will not become a conversion.
4. Focus on Calls to Action
Position your CTAs above the fold, make them big, obvious and simple. Social landing page CTAs don’t need a lot of dressing up. They should draw the eye enough that they are the first thing the visitor sees when they land — the second thing if you choose to stress your main headline. Create visual cues, such as images of people looking at or pointing to your CTA.
5. Be Brief, Succinct and Concise
Grab visitors before you lose them with a short, powerful headline that contains just a few strong action words. Break up any text into a few central bulleted points. Remove clutter, simplify your message and avoid any distractions in the form of unnecessary text or images — don’t be afraid of empty space.
This crucial step is often overlooked, but it can do so much to improve buyer confidence. A phone number shows that you are, in fact, a real human being and that if customers have a problem, there is a way to get in touch with an actual person.
Social media landing pages are in a category by themselves. By the nature of the section of the funnel visitors arrive from, you simply can’t get away with asking your PPC landing pages to pull double duty for social. The key to social is consistency between ads, channel layout and LPs. Make your messaging consistent, Make text concise and short, and always include a phone number.