- Would you like to learn how to optimize
your landing pages for Facebook ads
to increase your conversion rates by 20% or more?
Stick around because in this video
I'm going to show you exactly how to do that.
In this video I'll walk you through
the exact six step process
that we apply to clients inside our Facebook ad agency
to make sure their landing pages
are as good as they can possibly be
before we ever run traffic to them
and like I said these changes are responsible
for 20% improvements or more
in our landing page conversion rates.
Now have a think about what that would do
for your ad costs if you could improve
your landing pages like that in as little as 30 minutes.
I'm Andrew Hubbard, founder of andrewhubbard.co,
now let's jump straight into
the video with step number one.
So the first step is to optimize your ad copy
so that it looks great on mobile devices.
Now the truth is that if your running Facebook
and Instagram advertising it means that most of your
traffic is going to be coming from mobile devices,
that's where the majority of Facebook users are.
So that means if you're not optimizing
your landing pages for mobile
then you are going to suffer a decrease in performance.
Now this is an unfortunate mistake
that I see a lot of people making.
They design their landing pages on a desktop,
they get them looking really good on desktop
and they never even check mobile
then when they go to run traffic to that page
on Facebook and Instagram,
the performance isn't as good as it could be
because they just haven't optimized it
for those mobile devices.
So the first thing you need to do
is optimize the copy on the page
so that the right information is shown
to users on mobile and that it looks great.
So you wanna focus on your headline and your sub headline
and make sure that your headline and sub headline,
they fit nicely on mobile and that both of them
are displayed above the fold.
Make sure that nothing is cut off in the wrong places,
that sentences aren't running on
to new lines in weird spots
and that it just overall makes sense
and most of all remember it has to be above the fold.
The key information has to be visible to the user
without them having to scroll on their mobile device.
So that is step one, go through and optimize that copy,
make sure that it looks great for mobile.
Now just remember as well with your copy
people will not scroll very far down the page
so anything that's way down the page
if you've got a long landing page,
you could probably actually get away with removing that.
Now let's move on to step number two.
Now this one is actually closely
related to step number one
and that is moving the button
or your call to action button above the fold.
So when people land on your page
on a mobile device they should be able to see
that call to action button,
the button that you want them to press
without having to scroll at all on their mobile device.
This is really important
because people tend to look at the page,
they'll read the headline,
if they have to scroll they probably won't do it
and they're probably going to leave
your page without signing up.
So if you wanna optimize your registrations
on your page make sure that button is above the fold.
All right now let's move on to step number three
in this six step process
and this is optimizing your page speed.
This one is really really important
for a couple of reasons.
The first reason is because Facebook's
priority is user experience.
Facebook actually look at how quickly
your landing pages load and they reward you for having
fast landing pages that provide a great user experience.
Rewarding means cheaper ad costs okay.
So by optimizing your page speed,
Facebook will prefer to send traffic to your page
over other slower pages and that means lower costs for you.
The second reasons is because users like fast loading pages.
If you have a slow loading page
users will visit your page
and they'll bounce very very quickly
if the page doesn't load almost immediately for them.
So you wanna make sure that your page
load speed is as fast as possible
to reduce your bounce rate and to make sure that Facebook
actually likes sending traffic to your page.
So here's how you do that.
Now there are three tools that I recommend using
to test your page speed and to get insights
into what you need to do to actually improve it.
So the first one is Google Page Speed Insights.
If you go to Google and search for Page Speed Insights,
you'll find that tool.
The second one is gtmetrix.com,
that's G-T-M-E-T-R-I-X dot com
and the third one is pingdom.com.
So if you go to those three tools,
enter in the URL of your landing page,
click the button and each of them
will scan your page and it will tell you
how long it takes to load
and it will tell you what is slowing
down the page load time
and they will also give you suggestions on what to improve.
Now I recommend using all three
because each tool will give you
slightly different suggestions
and some give you a little bit more detail than others.
Now when you scan your pages for page speed,
you will notice a common thing,
the most common things I see as reasons
for slow page speed are image size,
so using images that are too large
or that aren't compressed and JavaScript,
so having JavaScript on the page that's unnecessary
or that isn't set up optimally.
Now for image size.
What I recommend is running your pages through these tools,
seeing which images could be compressed
or could be reduced in size
and then going and following those steps
and then using a tool like TinyPNG
to actually compress the image after you reduce the size.
So that's how you improve your page speed.
Upload your URL to those tools,
take their recommendations, apply those recommendations,
then go back and run the pages
through the tools again and see the improvement.
After you do that you'll have
a much faster loading page
and you'll see better conversion rates
on that landing page straight away.
Now we're moving on to tip number four.
Number four is to make sure that your landing pages
are always using your own domain or your own URL.
Now what I mean by this is there
are a lot of great page building tools out there
and I love all of these tools, they're fantastic tools.
I'm talking about things like Leadpages,
Instapage, ClickFunnels, Unbounce.
Now they're all good tools,
they're all great for building landing pages on.
The mistake that people make is that when
they build their landing page
they just go and grab the URL
from those page builders and drop it into Facebook.
Now the problem there is you're using
the domains that are owned by those page building tools.
So for example on ClickFunnels,
the URL would look something like
andrewhubbard.clickfunnels.com/blahblahblah.
Leadpages would be andrewhubbard.leadpages.co/whatever,
Instapgae is something like pagedemo.co.
So each of those tools have their own domain,
they let you publish pages to it,
but that's not what I recommend doing
because there's a couple reasons for this.
One the URL appears in your ad,
so users can actually see the URL
that they will be sent to when they click
and if they see something like ClickFunnels
or like Leadpages or Pagedemo,
it doesn't look as legitimate or as clean
as when they see your own branded URL.
Now the second reason is because Facebook
actually sometimes doesn't like these URLs,
because what happens is spammy advertisers,
people who are advertising and maybe breaking the rules
often setup lots and lots of landing pages
on these domains, get them up and running quickly,
and misuse them a little bit.
So if Facebook ends up lowering the trust
to these domains and it doesn't like
sending traffic to them as much.
So you'll actually see better results
if you set the domain URL as your own.
Now a easy way to do this is using
the WordPress plugins that come with
any of these page builders
that allow you to drop your landing page
on to your own website using your own domain.
You can also setup what's called a CNAME,
that's another way to do it, Google that stuff to find it,
it's a little bit too complex to jump into this video now
but it really is quite easy to set up
and also in the help documents for those different tools,
they always have great explanations
as to how to set up your own domain
or your own URLs for your pages.
All right moving on to tip number five.
This one's really really simple
but it's something that gets overlooked quite often
so it's worth a mention in this video
and it's something that we do have in our checklist.
It's simply making sure that you have
a link to your privacy policy on you landing page.
Now the main reason for this is simply
for Facebook compliance reasons.
Facebook again they want the user
to have a great experience and part of that means
that if you're collecting leads
you need to be telling users
exactly what you're going to do with their details.
So when they enter their email address on your landing page
they need to be able to click your privacy policy
if they want to and see exactly
what you will do with that private
information when you take it.
So adding a privacy policy link to all of your landing pages
before you run ads is really important
especially with GDPR now and all of that stuff,
you wanna make sure that you're compliant there as well
and now finally moving on to tip number six,
this one's pretty obvious but it's very very important
so it's worth talking about now,
it's adding the Facebook pixel to your website
and also setting up Google Analytics
and Google goal tracking
to make sure that you're tracking on multiple levels.
So obviously the Facebook pixel
is really really important,
it's a must do if you're running ads.
So you wanna make sure that the pixel
is working on your landing page
and your subsequent thank you pages
and across every page in your funnel as well.
Now there's a great little plugin
that Facebook have created for us
that works in Google Chrome,
if you go to the Chrome store
and search for Facebook Pixel Helper,
add that Chrome extension and that will allow
you to see whenever you visit a website,
if that website and this is what you would do
when you visit your landing page
has the Facebook pixel installed.
So you install the Pixel Helper extension in Chrome,
visit your landing page, make sure the pixel's firing,
sign up for your offer through the landing page
and make sure that your conversions
are all working on the thank you page as well.
Now with Google Analytics you wanna set that up
because it gives you an extra level of insights
and a extra level of data as well.
So you wanna set up Google Analytics
across your entire website, your landing pages,
your thank you pages, everywhere,
but then you wanna take the next step
which is what most people skip
and you wanna go into Google Analytics
and you wanna set up what are called goals.
This is basically Google's way of tracking conversions.
Without setting up goals,
Google Analytics really isn't that valuable to us
but once you set up goals it opens up
a whole new pool of data for us to look at.
So that's the last tip for you,
tip number six is setting up your tracking
both the Facebook pixel and Google Analytics.
All right if you want to get your own copy
of this checklist so you can keep it handy
for next time you set up a landing page
and just run through it or give it to your team
so they can run through it every time
they set up a new landing page for you,
all you need to do is click the link in the description.
So I've actually created the checklist for you,
it's totally free, click the link in the description,
you can go over and grab your copy of that checklist.
Now if you like the video, hit the thumbs up button,
click subscribe to make sure you never miss a video from me
and if you've got any comments or questions
please drop them in the comments box below
as well 'cause I'll be coming back and looking at those too
and I do try to reply to nearly every single comment
or question that pops up here as well.
So subscribe to the channel,
make sure you never miss a video from me
and I'll see you next time.