Whether it’s LinkedIn, Facebook, Twitter or Instagram, your social media followers are already interested in what you have to say — meaning they are already engaged with your brand. But when it comes to lead generation, it’s not your social media content that converts visitors into customers — it’s the content on the webpage you link them to.
If you’re already sending your traffic to a dedicated landing page instead of your homepage, you’re more than halfway to achieving higher conversions. Here are six actionable steps to set your social media landing page up for a better conversion rate.
Social media’s role is to send highly targeted, warm leads to your landing page. After they click on your ad or post, you have a very short amount of time to keep their attention and get them to convert.
The importance of attention
When a visitor arrives on your landing page, they’ll do one of two things: convert or leave. Your content and design determines the actions your visitors will take. Focusing your visitor’s attention on your conversion goal is the power you have to turn your social media clicks into landing page conversions. So why do so many organizations still link their leads to leaky landing pages?
Stop linking to leaky pages
Page leaks are links that divert your visitor from your call-to-action or conversion goal. The next step is to ensure that your landing page does not have any page leaks. Removing navigation bars from your landing pages has been shown to significantly increase conversions. Don’t include any links that take the visitor to another web page before they complete that single goal.
One of the most common mistakes marketers make when building social media landing pages is overlooking message matching. Just because someone clicked on your social media ad or post doesn’t mean they’ll stay interested. By making sure the copy on your landing page matches the post they clicked on, you will increase your likelihood of keeping your visitor’s attention.
This is the moment your visitors begin to trust you. Your leads are people above all – as human beings, we feel good when the expectation we were set up for is validated.
Think of your target audience when you write your landing page copy. Mirror their intentions and desires in your writing, especially if your content marketing targets people with a problem you can solve with your product or service.
Simplicity is key, so remember the 3 C’s of copywriting – write copy that is clear, concise, and compelling.
As of January 2018, Statista reported that 52.2% of website traffic worldwide was generated through mobile phones. In addition, nearly 80% of social media time is now spent on mobile devices [Marketing Land]. It goes without saying that every landing page you build should automatically render across all screen sizes.
According to Inc. 84% of people trust online reviews as much as friends. Social proof can come in the form of exceptional customer reviews, testimonial videos, or case studies.
“Customer words, numbers and visuals can boost credibility, convey relevance, answer questions, and counter objections.” - Angie Schottmuller, ConversionXL
When describing your offer’s features and benefits, tell your visitors what they want to know in the fewest words and most persuasive way possible. Use the social proof as a supporting statement for your value proposition. Try placing a relevant quote under each feature you highlight.
Can’t decide on the length of your page, the copy of your headline or your call-to-action? Learn which version of your page resonates the most by A/B testing (also commonly known as split testing). Define your test by picking what you can improve, one element at a time.
Try testing the following:
The copy on your call-to-action button
Adding click triggers (copy below CTA button or form)
Images or videos
A high social media traffic conversion rate is easier to achieve with a hyper-focused landing page, so keep the importance of attention in mind and keep testing different ideas to see what what works.