Facebook Ads For eCommerce Part 1 Mastering The Perfect Landing Page
Landing Page Basics
To sell your products using Facebook or Google ads (or any online marketing), you will want to check a few things first make sure everything is set up properly before you start spending your money. Better to get things right first so you don’t waste money on things you’ll have to retest.
Your landing page strategy is very important, because that is where your users will perform your desired actions. You can send lots of super interested people to your site, but if your website is ugly, broken, not trustworthy, confusing, or difficult to maneuver, you will not get your desired result. This is important for both eCommerce sites, and lead generation. Just think, if you improve your landing page conversion rate from 1% to 2%, you have just doubled the effectiveness of any of your marketing efforts. Your cost per conversion on all your ads, on any platform, is now cut in half! That is definitely worth your time and effort to optimize your landing pages as much as you can.
First make sure your website, landing page, and checkout process looks great on mobile.
About 94% of your Facebook ad traffic will most likely come from mobile, so if it’s not easy to navigate and read on a small smartphone, then you will be wasting money and fighting an uphill battle from the start.
Make sure you go through the whole checkout process on your phone, and have a friend do it on their phone as well, to catch other things or perhaps find differences between phones and OS versions.
Most easy eCommerce platforms like Shopify and WooCommerce know this and make it easy to do this, but it is still important to make sure your text is easy to read, your navigation and call to action buttons are easy to press, and you aren’t overwhelmed by all the different info on your small space. If the user has to scroll a mile on their phone to get to the important info, then you will lose their business.
Simple Landing Page
Make sure that your landing page is clear and simple to understand and use. Make sure it is obvious what you want the user to do. So make the add to cart button easy to find and click.
Make sure your product has a strong description, that both explains the product well, and also conveys the value to the user. You want to take away as many objections from the user as possible, meaning, if you offer free shipping, make that clear on your landing page. Same with money back guarantees, both of which will help encourage trust and sales of your product.
What makes your product stand out? Why should anyone buy it? Make sure your landing page easily and quickly answers these questions without the user having to hunt around for it. Think about it from the user’s perspective. Would you understand the product, and the value it brings to your life, enough to give your credit card information to a stranger? We’ve all visited that website that felt a bit too spammy, or perhaps was too difficult to navigate, and even though the product seemed interesting, it wasn’t worth your time and money so you closed the site.
Install Your Facebook Pixel
Then you want to make sure your website is properly pixeled so that Facebook is receiving correct information. This is also called conversion tracking. This is very important for eCommerce as the
Facebook algorithm uses that data to really help find and drive sales. You can use the Facebook pixel helper to walk through your site and checkout process to confirm it is seeing all the different elements correctly. This is a handy chrome extension you can find here.
You can also check out the pixel page within ads manager, which can also show you what events are firing as you go through viewing a page, adding to cart, checking out, etc. Definitely use one of these before you start driving traffic to your site, because otherwise you won’t be able to track your ads correctly, and Facebook’s algorithm won’t be learning correctly. For more information on installing your Facebook pixel, checkout our post all about it here: www.theadstutor.com/blog/FB-Pixel
Upsells & Product Bundles
These are products you show your customers right when they have completed their purchase. As they are already customers and you’re now trying to focus on lifetime value, it’s a great way to increase that average order value. These usually have very strong take rates as you’re able to offer big discounts to these users since you’ve already acquired them as a customer and don’t need to spend any more on them.
For example, if you sell an electric toothbrush, and someone goes through your checkout process, and finishes purchasing their new $50 brush, now is a great time for a page that encourages them to buy 3 replaceable brush heads for the device. Since they’ve already been sold on your toothbrush, and it’s logical that they’ll need replacement heads, it’s an easy sell and a great way to increase your average order value.
Another similar option are bundles. Maybe you sell $20 flash drives. Right when someone completes their order, you can say wait, for only $15 more, you can get 2 more flash drives. Even though you’re taking a price cut on these extra drives, you’re actually getting more revenue and profit because you don’t have to spend any money on acquiring customers for these additional drives. Since they see it as a huge savings to them, it’s a win win.
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