How Does Facebook Ad Traffic Influence Your Landing Page Design?

The most powerful reason to use landing pages is that they can be carefully-customised to your specific campaign, conversion goals, and type of visitor.

In this case, Facebook advertising is a huge driver of traffic and revenues for eCommerce companies - and the number one channel for 72% of B2C businesses. If you have an online store, Advertising on Facebook is practically inevitable.

But many ( if not most) companies simply drive traffic to one, generic detail page or, worse (gasp!) to their home page. This treats all visitors the same - when, in fact, your visitors take multiple steps in the journey towards purchasing that require a completely different approach.

The better alternative? Send ad traffic to campaign-specific pages. You can create multiple landing pages to segment your traffic and connect with your audience’s needs. Here are the different stages of awareness for Facebook ad traffic - and how they influence the design and approach of your landing pages.

Cold Traffic

These are the prospects with no awareness of your brand or products. Cold traffic from Facebook typically needs more information before considering a purchase.

• Length: Long-form

• Design: Focus on immersive, tactile product images and videos

• Objective: Educate visitors and build desire for your unique product benefits

• Secondary Objective: Build trust with social proof, reviews and testimonials

• Conversion Goals: Low-investment - discount coupons, free trials, limited offers Landing pages for cold traffic should focus on weaving a compelling story about your product and its unique benefits. The visitor knows nothing about your brand so a process of education and trust-building is key to developing the desire to take the next step.

Retargeted Traffic

Retargeting campaigns engage previous visitors of your site. These people have some familiarity with your products, but may be hesitating to make the purchase.

• Length: Short to medium-form

• Design: Simple and to-the-point

• Objective: Compel visitors to finally take action

• Secondary Objective: Overcome objections, fears, and doubts

• Conversion Goals: Time-sensitive, discounted purchases, tripwires (low-cost products), incentivised email opt-ins Landing pages for retargeted traffic are more straightforward with a goal of addressing key conversion barriers and persuading the visitor to finally take action. This may be in the form of making a small purchase before your main product offering.

Purchase-Ready Traffic

How do you define ‘purchase-ready’? These are people who have shown interest or readiness to purchase. This could be through actions like add-to-carts, number of pages visited, and coupon opt-ins.

• Length: Short-form

• Design: Product detail page

• Objective: Drive prospects to finally make a purchase

• Secondary Objective: Address any remaining conversion barriers

• Conversion Goals: Add to carts and product purchases Landing pages for purchase-ready traffic have a simple goal - to make it as easy as possible for visitors to purchase the product they want. These should be stripped-down, hyper-focused pages with a clear emphasis on your call-to-action.

Existing Customers

People who have made a purchase before. It’s far easier to sell to existing customers than cold traffic. Facebook campaigns for existing customers may show recommended complementary products or exclusive rewards to build loyalty.

• Length: Short-form

• Design: Product detail page

• Objective: Increase customer lifetime value

• Secondary Objective: Reward brand loyalty

• Conversion Goals: Product purchases, loyalty reward opt-ins Landing pages for existing customers should keep existing customers engaged with your brand - and can take a softer approach in terms of sales.

Need help creating custom landing pages? Apexure specialises in designing conversion-optimised, hyper-targeted Shopify landing pages for eCommerce companies. Get in touch for a free quote.