Meta
Best Practices
·
April 25, 2022

Stick the Landing: How to Optimize Your Destination Page to Improve Ads Performance


When consumers see an ad and tap to engage with it, the next page they see is commonly known as a landing page. As Meta and user experience experts at Branding Brand conducted research on 500 ad-to-landing page experiences and began classifying the different types, we determined that it was much more accurate to broadly refer to these as “destination pages,” since landing pages are just one type.

In this research, destination pages were classified as one of 5 types: homepage, product listing page, product details page, form-driven landing page and landing page. This whitepaper highlights best practices for optimizing all 5 types of destination pages.

Over the past 2 years, consumers were forced to rethink how, when and where they shopped. This forced brands to stay competitive by rethinking how, when and where they sold. Consequently, there’s been a massive shift to ecommerce and mobile shopping for both brands and consumers. According to a recent Meta commissioned study, 66% of surveyed consumers said mobile has become their most important shopping tool.1

Consumer expectations of frictionless and delightful shopping experiences are higher than ever. In a recent survey, 80% of people said the experience a business provides is as important as its product.2 A survey by Emplifi found that 32% of consumers would stop doing business with a brand they love after only one negative experience.3 Today, brands must work harder than ever to earn every sale.

Ensuring that the ad-to-destination page experience is optimized for mobile is essential for brands’ growth and performance. Based on years of research and hands-on experience working with businesses of all sizes, from retail to ecommerce to financial services, Meta and Branding Brand have partnered to share best practices for businesses that want to optimize their experiences, reduce friction and increase conversion rates.

Yoga International partnered with its agency, KlientBoost, to improve ad cost per trial. The company redesigned its home page—which was also its primary destination page—based on best practices outlined by Meta. As a result of the changes Yoga International made, the company reported 13% increase in direct signups and 12% lower cost per trial.4

“Most of our traffic comes from mobile consumers, so it’s really important to create a seamless mobile landing page experience,” says Tiffany Tran, KlientBoost’s lead designer. "By focusing on the complete user experience from ad click to landing page, we’ve been able to see big increases in our conversion rates, which has directly led to more signups.”

Destination Page Optimization Best Practices

Learn how to improve your business’ destination pages and increase your chances of engaging and converting audiences. Best practices include:

1
Ensure your destination pages load in less than 3 seconds.

53% of mobile consumers will leave a site that takes longer than 3 seconds to load.5

2
Have continuity between the ad and destination page.

The best destination pages create a sense of seamless continuity for shoppers. When people tap on an ad, the destination page should feel like a natural next step. Any imagery, messaging, pricing or offer listed on a destination page should reinforce what was shown in the ad.

3
Identify your customers’ common questions and include these answers on the destination page.

Don’t make your potential customers tap through to multiple pages to find the answer they’re looking for. That brings us to the next best practice...

4
Put yourself in your customers’ place.

“Marketers often forget to put themselves in their customers’ shoes,” says Lauryn Smith, VP, User Experience Strategy at Branding Brand. “The most successful brands make sure to evaluate their mobile experiences from the perspective of the customer at least once a month.”

5
Design a mobile-friendly interface.

Adults in the US now spend more than 4 hours a day on their mobile phones.6 People expect well-designed websites and apps that are intuitive and easy to use.

6
Review your ad-to-destination experience using the scorecard at the end of the whitepaper.

Download the whitepaper below to learn the Three Cs of high-performing destination pages and evaluate your own ad-to-destination page experience with the guide included in the whitepaper.

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