Creating a “seamless” landing page experience on Facebook is the best way to increase conversion rates, according to a new whitepaper published by its parent company Meta.
After analysing 500 landing pages, Meta found that the most successful pages share similar characteristics which all contribute to a better user experience.
The three main elements that underpin optimised pages are speed, mobile-friendliness and relevant details and answers.
For example, when landing pages load in under three seconds, bounce rates and costs per page view are dramatically reduced.
Adding photos, product or service specifications, and reviews can also prompt visitors to take action.
Meta outlined five different landing pages that brands can design to increase conversions and boost referrals.
These are home pages, product listing pages, product details pages, forms, and landing pages that direct visitors to another page.
Each of these formats require bespoke optimisation, but they all have one thing in common – they must deliver excellent experiences to meet rising consumer expectations.
The whitepaper noted: “In a recent survey, 80% of people said the experience a business provides is as important as its product.”
Improving page load times is an objective that SEO consultants will be familiar with, following Google’s recent page experience update.
Meta recommends improving the First Contentful Paint (FCP) metric, which is part of the Core Web Vitals, as well as reducing HTTP requests and delivering optimised assets to boost speeds.
The landing page should also share similarities in terms of messaging, formatting and imagery with the content a visitor initially clicked on.
Meta’s 33-page whitepaper concluded with an evaluation scorecard that brands can use to try to build better landing pages.
