Facebook Landing Page Value

Facebook Landing Page Value

You already know how to set up a Facebook Like Page and how to create a custom landing tab to make it stand out. But does it really make a difference whether or not you have a custom Facebook landing page? With more than 20 million people connecting with Facebook Pages everyday, it’s a good idea to make sure you are using the right strategies to get the maximum impact from your Page.

Let’s take a look at the Facebook Landing Page facts, then decide for yourself whether you need one for your Page:

Facebook Landing Page Designs

  • BrandGlue, a social media management company with clients such as Microsoft and Intel, recently revealed their experience with Facebook landing pages:

    We ran an A/B test just four weeks ago to guesstimate the efficacy of a landing tab.  We drove visitors to the fan page of a major brand using ads. Those ad-driven visitors converted to fans at a rate of approximately 47% WITH a landing tab. When we turned off the landing tab, those same ad-driven visitors converted to fans at approximately 23%. A VERY noticeable loss in conversions over the course of the campaign.

  • On the Marketing Experiments Blog, we hear about a Facebook Page that went from 517 fans to 33,000 fans in two weeks. The author shares an integral part of the success in this case study; the Facebook Landing page:

    As opposed to showing first-time Facebook fan page visitors the default “Wall” tab (which has no clear call to action), CSPF created a pseudo “New Fan” landing page that included three simple buttons: “Click ‘Become a Fan’ above to join the conversion!” (Please note, as of last month, Facebook replaced its “Become a fan” terminology with the “Like” button), “Join CSPF”, and “Take Action”.

  • Countless companies (Pringles, Coca Cola, Victoria’s Secret, Adidas, and Walt Disney, just to name a few) are successfully using Facebook Landing Pages to gain fans, drive sales, and increase brand awareness.
  • Nike recently launched a marketing campaign on Facebook to promote their sponsorship of the 2010 World Cup. One of the biggest ad buys in Facebook history, Nike has their Fan Page defaulting to, yep you guessed it, a custom Facebook landing page.

The average Facebook user is connected to more than 60 pages, groups, and events… does your Facebook Page stand out and make these users want to “like” it? If not, maybe it’s time for you to get on board and create a Facebook Landing Page of your own!

    ue’s Jeff Widman quantifies the effect:

    We ran an A/B test just four weeks ago to guesstimate the efficacy of a landing tab.  We drove visitors to the fan page of a major brand using ads. Those ad-driven visitors converted to fans at a rate of approximately 47% WITH a landing tab. When we turned off the landing tab, those same ad-driven visitors converted to fans at approximately 23%. A VERY noticeable loss in conversions over the course of the campaign.

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