How to Optimize a Landing Page (For Facebook Ads & PPC)

Key Takeaways

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 they 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 Andrew Hobart 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 you're 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 uses ah 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 want to focus on your headline and your sub headline and make sure that your headline and sub headline if they fit nicely on mobile and they're both of them are displayed above the fold make sure that nothing is cut off in the wrong places the sentences aren't running on two 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 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 weighed on 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 want to do it and they're probably going to leave your page without signing up so if you want to optimize your registrations on your page make sure that button is above the fault 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 head 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 reason 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 want to 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 PageSpeed insights if you go to Google and search for PageSpeed insights you'll find that tool the second one is GT metrics com that's GT m ET r IX comm and the third one is Pingdom comm so if you go to those three tools enter in the URL of your landing page click the button and they will 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 at the page load time and it will also give you suggestions on what to improve now recommend using all three because each tool give will give you slightly different suggestions and some give you a little bit more detail than others now when you scan your pages force page speed you will notice a common theme the most common things I see as reasons for slow page speed our 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 it 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 tiny PNG 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 the domains that are owned by those page building tools so for example on click funnels the URL would look something like Andrew Hubbard click funnels com forward slash blah blah blah leadpages would be Andrew Hubbard of leadpages dot Co forward slash whatever instapage is something like page demo dot 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 of 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 page demo 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 spare me advertisers people who are advertising and maybe breaking the rules often set up lots and lots of landing pages on these domains get them up and running quickly and misuse them a little bit so 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 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 onto your own website using your own domain you can also set up 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 first different tools they always have great explanations as to how to set up your own domain or your own URLs for your pages alright 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 your 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 pop privacy policy if they want 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 want to 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 want to 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 help 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 help up extension in chrome visit your landing page make sure all the pixels 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 want to set that up because it gives you an extra level of insights and let extra level of data as well so you want to set up Google Analytics across your entire website your landing page your Thank You pages everywhere but then you want to take the next step which is what most people skip and you want to go into Google Analytics and you want to set up what I call goals this is basically Google's way of tracking conversions without 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 alright 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 liked 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 because 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