Facebook Algorithm: How Landing Pages Help Conversion Rates
It has happened again. Facebook has changed its algorithm. This can be frustrating for e-commerce businesses because it often means reevaluating their social media strategies.
The changes Facebook has made to its algorithm will prioritize content shared by people’s friends and family, over content shared by business pages and news outlets. While this will clean up some of the junk that’s been clogging news feeds for the last several years, it also means you may have a difficult time getting your products to appear in the feeds of new, or returning, customers.
Facebook’s new algorithm is designed so that individuals will see more posts from people they actually know and will encourage more meaningful interactions between users. The algorithm will look at social signals like what the user likes and follows, as well as past activity to determine what is relevant to that user. These factors will contribute to what appears in someone’s newsfeed.
These changes do have the ability to impact the way some business attract visitors and get conversions.
A conversion rate is simply the number of visitors to a page who perform the desired task. What exactly this task is can vary between businesses. Sometimes it can be related to product sales, membership registrations, email sign-ups, or downloads. And one of the most effective ways to increase your conversion rate is to send visitors to a landing page.
The entire purpose of a landing page is to create conversions. You use them on your website when you want to increase the likelihood that people will respond to a specific call to action, so it makes sense that this would work much the same way within the contained world of Facebook.
Facebook business pages are great. They give your customer base and audience a place to turn for all things related to you and your e-commerce store. You can share videos and photos, company updates, and blog posts. It is where customer reviews are posted and in the “About” section, you can share your story, your mission or your vision. But, just like with homepages, the Facebook business page is relatively useless when it comes to creating conversions. It is easy for potential customers who are not familiar with your brand to be overwhelmed by everything on your page. These features are great for directing traffic to various elements in your business, but they not great for converting this traffic.
A Facebook Landing Page has fewer distractions. Aside from the chat on the right and the navigation tabs at the top of the page, the main focus will be your landing page content. This narrower focus creates a better chance that you will convert any visitors to the page.
How can Facebook Landing Pages Help?
1) Gaining Email addresses
Creating a landing page that prompts visitors to input their email addresses to join a mailing list can help you retain these fans of your business over the long term. As it stands, gaining massive numbers of Facebook fans is great, but if they never make it to the parts of your business that exist outside of Facebook, it will be difficult to turn them into buyers. By getting these fans onto an email list, you will give them a chance to interact with the rest of your content. You stand a better chance of gaining loyal returning customers if you can transfer these followers away from Facebook.
2) Ideal Destination for Facebook Ads
If you are using Facebook Ads, to direct traffic to your website, you’ll find you’ll get cheaper ads and cheaper clicks if you, instead, direct traffic to your landing page. Simply put, Facebook would rather keep users in the Facebook universe. This is why when you use an ad to direct traffic to a URL inside of Facebook versus a URL outside of Facebook, Facebook will give you a better price. If you have been having a difficult time getting your ads approved, for whatever reason, linking to a Facebook URL increases the odds your ad will be okayed.
3) Trust Through Familiarity
Facebook is a familiar platform to users all over the world. It is a trusted site. People rely on it to keep in touch with their friends and family but also to find out what is happening in all corners of the globe. People are using it increasingly as news source for everything from politics to celebrity deaths. Because people trust Facebook, locating your landing page on the platform can remove many of the barriers that exist between potential customers and a business they are unfamiliar with. When someone new to your brand comes across your website, how are they to know that you are worth their investment of time and money? No matter how many testimonials you share or how fabulous your site may be, the fact remains, they do not know you yet and they may not be willing to part with important information like their email address. When you are requesting this information within the confines of the Facebook Universe, however, it automatically adds an air of credibility, reliability, and trustworthiness to your business.
4) The Perfect Introduction
Facebook Landing Pages give you the chance to introduce yourself to new people in a unique and creative way. While you can control the images and copy you include in your Facebook business page, you are pretty limited by the confines of the page itself. With a landing page, you can get creative with your format in a way that will truly let your personality shine. Showing potential customers exactly who you are right away will start the important process of fostering a trusting relationship. Customers want to know who they are dealing with and if you can show them, they will give up that email address, hard earned money, or whatever it is you are asking of them.
What to consider when creating a Facebook Landing Page
1) Remember mobile
When creating your Facebook Landing Page, you need to optimize the page for use on mobile. More than half of Facebook’s billions of active monthly Facebook users ONLY access the page from a mobile device. This means that if you are not creating mobile-friendly content, you are not able to reach a massive amount of people. Use compelling imagery and short, compelling copy. Most people today favor companies that offer them ease of access to their pages and their services. If you are making potential customers scroll through pages that are overly busy and slow to load, you can bet the will go elsewhere.
2) Consider intent
When drafting copy for your Facebook Landing Page and coming up with your call to action, consider what the user was looking for when they got there. If people are coming to your landing page from a Facebook ad, you need to think about what you were saying in the ad that might have made them click on it in the first place. If you are recommending a product to them, and they click the ad and your landing page just asks for an email address, they are not likely to just give it up. They clicked the ad to learn more about your product so you need to make sure your landing page matches. It needs to provide more information AND solicit the email address if that’s what you are after. Continuity between your ad and your landing page will help address customer intent.
Facebook algorithms change and they only way we can keep up is to find ways to stay relevant in the news feed. Facebook Landing Pages will give you the chance to do just that.