When a person clicks on your Facebook ad, you have 8 seconds to grab your visitor’s attention and get them to convert, i.e. purchase your product/service, download your resource, register for your webinar, make an appointment, etc. This means the design and copy on the landing page you link to have to be spot on. Over the years, the ShortStack team has created and tested several types of landing pages for the Facebook ads we’ve run. Here are the best tips we’ve discovered to dramatically improve the conversions of your Facebook ads.

2. 5 TIPS TO HELP YOU DRIVE MORE CONVERSIONS WITH YOUR FACEBOOK ADS’ LANDING PAGES
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When a person clicks on your Facebook ad, you have 8 seconds to grab your visitor’s attention and get them to convert, i.e. purchase
your product/service, download your resource, register for your webinar, make an appointment, etc. This means the design and copy
on the landing page you link to have to be spot on.
Over the years, the ShortStack team has created and tested several types of landing pages for the Facebook ads we’ve run.
Here are the best tips we’ve discovered to dramatically improve the conversions of your Facebook ads:
RESEARCH THE BENEFITS OF LONG VERSUS SHORT COPY LANDING PAGES
Depending on what your goals are for your brand’s Facebook ads campaign — and what your definition of a conversion is — you will
either use a short or long copy landing page.
Short copy is often best reserved for when your goals are immediate — like you want to capture email addresses so you can email
subscribers access to an exclusive, limited- time-only sale, or you want to get sign ups for a free webinar you’re having soon or
downloads of an eBook you created.
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3. 5 TIPS TO HELP YOU DRIVE MORE CONVERSIONS WITH YOUR FACEBOOK ADS’ LANDING PAGES
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Here’s an example of a short-copy landing page Facebook
ads expert Jon Loomer created using ShortStack.
Here’s another example from Jon Loomer. With ShortStack,
he created a longer landing page to promote his paid
Facebook Mastery Workshops.
Landing pages with longer, more detailed copy are best
used when you have a more long-term goal. Let’s say your
goal is to create awareness for a new product or to educate
your audience about a problem and a solution your brand
provides. In these cases, long-copy landing pages can help
your brand establish trust and credibility with those who click
on your ad.

4. 5 TIPS TO HELP YOU DRIVE MORE CONVERSIONS WITH YOUR FACEBOOK ADS’ LANDING PAGES
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One warning: Don’t expect to see too many hard conversions immediately. When you’re playing the long-term game, conversions often
come in later down the road. Instead, look at time on page as a success metric. If folks are landing on your page and not bouncing,
this is a good sign your landing page is doing its job well.
USE VISUAL ELEMENTS2
There are a number of reasons it’s a good idea to use visual
elements on your Facebook ad’s landing page.
1. Our brains consume images and their meanings more
quickly than they do plain text. This makes sense as 50
percent of the brain is involved in visual processing and
65 percent of people are visual learners.
2. Visual elements allow you to design a landing page
that flows nicely. You can use graphics and images to
break up your landing page so that its content is easily
digestible. What you don’t want is for your ad’s clickers to
be faced with intimidating, dense blocks of texts — this
will surely lead to high bounce rates and low conversions.
3. Visuals have the power to deliver emotional cues and
messages to your landing page visitors, without the use
of additional copy. For example, if you a have bold red
button or arrow, this sends a strong signal to visitors that
action should be taken quickly. Whereas, if your visuals
are primarily blue, it’s subconscious language is more
friendly and calming.

5. 5 TIPS TO HELP YOU DRIVE MORE CONVERSIONS WITH YOUR FACEBOOK ADS’ LANDING PAGES
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3
“Keep It Simple Stupid!” You’ve heard the phrase. And getting complicated is a mistake too many brands make. They have a sharp
message for their Facebook ad; then they complicate their message on their ad’s landing page.
How? They add social icons, unnecessary links and tabs, drop-down menus, etc. The trouble is, all of these added landing page
“features” hurt conversion rates.
Any information or clickable link or button that does not support the goal of your landing page should be removed.
Too many things to click on will only distract your landing page’s visitors from accomplishing the task you have set forth for them.
To drive this point home, in a SlideShare titled “I Give a S4!$ About Your Conversion Rates” from Oli Gardner of Unbounce, check out
the example of two similar landing pages. The only difference is one page has outbound links in its footer. By removing the links, it
improved the landing page’s conversion rate by a whopping 42 percent.
USE THE KISS PRINCIPLE
6:1
3.71%
1:1
5.28% +42.3%

6. 5 TIPS TO HELP YOU DRIVE MORE CONVERSIONS WITH YOUR FACEBOOK ADS’ LANDING PAGES
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4 FOCUS YOUR LANDING PAGE COPY ON BENEFITS
You may have heard this saying before: Benefits sell, features
don’t. We’ve found that this tip, above all, makes the biggest
difference in seeing more conversions from our Facebook
ads.
When our landing page’s headline has been, “Use ShortStack
to Build Powerful Social Campaigns,” we always get poor
performance compared to when we use this headline,
“Engage Your Customers and Collect Leads with ShortStack.”
See how the latter headline focuses on the benefits our
platform provides, instead of just stating what we are.
The point is: To make a greater impact with your landing
page’s copy, and to drive up conversion rates, focus your copy
on the solution your product and/or service provides — or the
incentive your brand is offering. If you keep your copy about
your visitors and their wants and needs, you’ll always have
more success.

7. 5 TIPS TO HELP YOU DRIVE MORE CONVERSIONS WITH YOUR FACEBOOK ADS’ LANDING PAGES
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GET STARTED BUILDING YOUR FACEBOOK ADS’ LANDING PAGES WITH
SHORTSTACK — IT’S FREE.
START FREE TODAY
5 OPTIMIZE FOR MOBILE
Mobile ads now generate approximately 73 percent (!) of
Facebook’s revenue, according to their Q1 2015 investor
report. This makes it strikingly clear that brands are investing
heavily in mobile ads. One reason for this is Facebook’s most
recent mobile usage numbers. As of January 2015, Facebook
has 1.9 billion mobile active users.
With mobile usage and ad revenue numbers higher than ever,
it’s important that brands design their Facebook ad’s landing
pages with mobile in mind. There’s nothing worse than when
a user on their mobile device clicks on one of your News Feed
ads and lands on a page that is either blank, doesn’t function
well, or the screen is so tiny they have to pinch around to
navigate and/or enter their information.
To create mobile-ready landing pages for your Facebook ads,
you can learn HTML and CSS to create your own responsive
web pages. Or, you can use a tool like ShortStack! ShortStack
allows you to design landing pages -- from templates or
scratch -- that are automatically optimized for all mobile
devices. No fancy coding skills are required.
We won’t even ask for your credit card.

8. 5 TIPS TO HELP YOU DRIVE MORE CONVERSIONS WITH YOUR FACEBOOK ADS’ LANDING PAGES
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Want to learn more? Here’s just a taste of the resources that will help you build ShortStack Campaigns to
collect and convert more leads:
Resources Page
Tutorial Videos
Help Docs
Social Media Tips
Promotions Guide
ShortStack Support