Your sales page might be the primary reason why your Facebook Ads are not converting. It’s great that your Facebook Ad gets clicked on, but your website has to drive the end result. There are key elements to a sales page that you need to consider adding in order to reach your conversion goals.
Think about it:
- You see a great ad.
- You click on it.
- The website page you land on…
- Isn’t related to the ad at all.
- Is not optimized for mobile.
- There’s no CTA button to click.
The list goes on.
Your website is so important. Work on your website, test it and get it ready before you run ads. Let’s talk about how you can do this by knowing what they key elements are for a sales page.
Sales Page Key Elements for Facebook Ads Conversion
Key Element #1: Your Unique Sales Proposition (USP)
Many people do something very similar to what you do, so what makes you different? Why should someone purchase from you vs someone else? What can they get from you that they won’t get anywhere else?
Are you feeling overwhelmed thinking, “what if I’m not actually unique?”
REMEMBER – The fact that you, as a human individual, are different than anyone else selling the same thing as you. YOU might be the USP. You just have to explain it in a way that helps your audience understand the value you (and only you) deliver.
Key Element #2: Show Your Face
I don’t mean take a selfie and throw it up onto the internet. I’m saying use professional headshots and genuine photos that encapsulate your brand. It might have bright colors, a graphic in the background, and be in black and white. Whatever makes sense for your brand.
It’s important to showcase who you are. It builds trust, and it shows confidence. We all want to purchase from people that are confident in themselves, right? Otherwise, we likely won’t have confidence that we’ll get value for our money.
Key Element #3: Show The Transformation
Your audience right now is struggling with something that you have the solution for. Ponder this:
- What is your ideal audience saying, doing, and feeling BEFORE they purchase?
- What is your ideal audience saying, doing, and feeling AFTER they purchase?
With this, you’re able to list out the key results. Be sure to include a mix of measurable results and mindset results. For example, you’ll increase traffic to your website by as much as 100%, AND you’ll feel confident that your website has exactly what your audience needs to purchase.
Key Element #4: Social Proof
Have you noticed this on sales pages and Instagram? Industry leaders are constantly sharing screenshots of their FB groups, DMs, and emails that showcase insane the results their clients are getting? That’s called social proof.
Social proof is one of the most effective selling methods. When your audience sees that someone else went through what your audience is currently going through, and they came out the other side with RESULTS, they will want to convert. It takes the guesswork out of it. It’s an informal testimonial that is trustworthy.
Key Element #5: Your Call To Action (CTA)
This is where things are missed. When someone clicks to view your sales page, you want them to be able to purchase right away. You do not want them to have to scroll miles down your sales page before they find a CTA button to purchase.
Make it accessible. It sounds so simple, but so often I see sales pages where I can’t find the CTA button. Don’t be that person.
Make sure you have a CTA button on your sales page that requires no scrolling.
Key Element #6: Your Sales Page Length
It’s controversial. Some people say your sales page should be short. Some say it should be long. But here’s my take:
Free to Low-Ticket Offers
These should have shorter sales pages with the core elements. You want to make sure you’re answering all your audience’s questions, but you also don’t want to confuse them. If your sales page is too long, the low cost of your offer gets lost in translation. Your audience becomes overloaded with information instead of being drawn in by the low price of your offer. The price of your offer is a selling point, so your sales page doesn’t have to work so hard.
Mid to High-Ticket Offers
These sales pages should be longer. You want to address any question that might come up for your audience so they can make an educated purchase decision. Of course, you want to have CTA buttons throughout your sales page, but the rule of thumb is that the longer people scroll on your page, the more they read, the more likely they are to purchase.
Key Element #7: Optimization
Your sales page should meet everything on this checklist:
- Mobile optimized
- Related to your advertisement
- Relevant language to your audience
- Easy to navigate
Remember Facebook and Instagram are mobile apps. Yes, they have websites, but when you advertise on FB & IG, the mobile reach is MUCH higher. That means it is absolutely crucial to have a mobile-optimized website. Make sure the loading time is appropriate, that your images aren’t cut off, and that your text is legible.
The page your audience lands on after a Facebook Ad has to make converting EASY. Want to know if your website is causing your ads to not perform? Go to your Facebook Ad account, look at the cost per click (CPC), and look at the cost per result (CPR). A vast difference between the CPC and CPR means you need to update your website so it’s easier for your audience to convert. Additionally, a high CPC means your ad needs to be updated.
Make sure you know what next steps to take in your Facebook Ad journey. Connect with us today!