Questions

Why is my landing page not converting after a thousand clicks of my FB ad?

I have put up a landing page for early customer acquisition for a grocery ordering app. After about 28,000 people reached and over 1074 clicks through Facebook ads, I am still yet to see a single sign up on my site. I have followed all the landing page and FB ad tricks I know but nothing seems to work. Thanks in advance for the help

7answers

Conversion at the page level is often impacted by who is showing up - and could be indicative of a mismatch between the ads you are running, the audience they attract, and the messaging on the landing page on arrival.

You're also asking for both a phone number and an email address - while offering very little information in return - like what cities this is available in - what it costs - how long it takes, how it's different / better than other services in this same vein.

Consider narrowing the focus of your ads down to a single city, and then customize the lander to include challenges specific to that city that this would eliminate (the long Saturday lines at XYZ Market - traffic on the crosstown etc) and reference brands and stores they'll know. The more you can make the landing page a reflection of your user and the problem you're hoping to solve for them - the better. Right now, it's not reflective at all - leaving most details to the imagination.

Once you've dialed in on the approach in a single locale, you can expand your campaign by repeating the process (still customizing per market).

I hope this helps.


Answered 3 years ago

There are a couple possibilities:
1) The perception you're creating with your ad, and the perception you're creating on the app store page may not be matching up. So the type of people that are being attracted to your ad, are not being attracted to your website. Meanwhile, people that would theoretically be attracted to your website presentation are never getting there because they're not attracted to your ad.

2) There may be some inherent flaw in your product that doesn't appeal to humans in general.

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Looking at your site, I'd say #2 is definitely one of the problems, and #1 may be as well (I'd have to see what your ad looks like). Here's a breakdown of the flaws of your page:

I. You have a typo in the first sentence of your website, "You can order for groceries". That doesn't instill confidence, and actually makes it seem like it might be some kind of phishing scam.

II. Let's say I want to actually use your service. There is _no_ apparent way to do that. Your main button says, "GET REWARD", which A) has nothing to do with, "I want to sign up for your delivery service", and B) makes it seem even more like some kind of phishing scam.

III. There is no credible indication that you actually have anything behind the curtain. It seems like it's just a way to collect email addresses and phone numbers, and that there is no actual service when people sign up.

There are lots of existing services like yours, from reputed services. Nobody will want to use something that both looks like a scam and has no reputation. If you'd like advice on how to work around the problems listed I'd be happy to help out.


Answered 3 years ago

Ryan gave a good answer as far as the funnel side of things go...I don't have much to add to that. The mismatch issue happens all the time: the advertiser has one headline on the ad, but a completely different one on the landing page. This scares the heck out of the prospect when they arrive.

The main issue I see is one of targeting. Who are you getting on your list?

You see, you have to make two sales here. Sale #1 is the sale of the idea that grocery delivery is a feasible and good idea in the first place.

As a conversion expert, I don't like these kinds of situations because they require a lot of extra work. I'd rather find something people *already* understand the value of, and are just looking for Sale #2 to be made:

That YOU are the best choice for delivery of the product or service.

CTR of about 3.8% on FB ads is nothing to cry about, but looking into that audience's expectations might be rewarding for you. What did they expect when they clicked? If you can go back to them somehow and do a survey (a survey is a great in-road, BTW, to start the conversation with them) to find out what happened, I'd do that.

Now this is how troubleshooting funnels works: you have a leadgen process; it falls down. You fix it and it starts working. Fine, now those leads go into a qualification process. That breaks. OK, you fiddle with that and get it working. Now qualified leads are heading to your conversion process. But that doesn't do its job. So you have to fix that.

Expecting things to work perfectly out of the gate is wishful thinking.

So...

a) Targeting -- are the right people in your audience? What makes you believe this audience is predisposed to getting a grocery delivery service?

b) Qualification -- what are you doing to qualify your leads? As far as I can tell you're sending unqualified leads to a conversion system and hoping things work out.

c) Conversion -- What is the mismatch between what the arriving leads expect and what they actually experience? Remember, perception is reality so what THEY believe is happening is what matters, not what you intended. Find out what happened.


Answered 3 years ago

Congratulations on getting those clicks to your site. A 3.8% click-through rate (1,074 out of 28,000) is not bad at all!

In terms of improving the conversion on the site itself, there are a couple of areas I would focus on:

(1) First, it’s a question of targeting.

Who are the people you are reaching with your ad (i.e. the targeting that you’ve set up in the Facebook ad manager) and who are the people who are then in fact clicking through to the site (a sub-set of that first group, who are responding to your ad visual and copy)? Clearly it doesn’t matter how many people you bring to the website, if they are the *wrong* people for your product or service then you’re not going to get any conversions.

Who is your ideal customer for the app? Are you clear on the precise demographics, psychographics, geographical location, etc? Can you then get more specific in the settings of the Facebook ad targeting? And what about the image and copy in your ad, are these likely to resonate with that ideal customer?

Note that improving the targeting of the ad and the ad itself will both improve the conversion on your site and the click-through on the ad, giving you a double impact on your results.

(2) Second, you have the landing page itself.

Here you can look at the copy and images again, and evaluate if this is really tapping into a core insight and likely to resonate with the ideal customer who you’ve now attracted to your site. What’s the one key message? Is there an obvious benefit and a clear call to action? Why should anyone sign up on the site, what’s in it for them?

I’d be happy to review the tricks that you’ve already implemented and make further recommendations, just get in touch below for a quick call!


Answered 3 years ago

A lot of good advice here:) but the key question here is: what is the url of your page? Once you provide it, I'll be able to give you concrete actions to implement ;)


Answered 3 years ago

Like others have pointed out in prior answers this looks like a mismatch between what users perceived when they clicked on your FB ad and what they discovered on your landing page. Closing this gap should be priority #1.
Talking to potential customers is probably the best way to resolve that.
Assuming these changes are implemented,
will you then be able to incorporate an "exit-intent" plugin that asks users "what they were looking for and why they are leaving"? This plugin pops up just before users are about to switch or close the tab/window in the browser. You can entice users to provide feedback via giveaways or coupons etc.
This will provide you a continuous feedback loop that help improve your landing page value proposition and understand your customers.


Answered 3 years ago

As many defunct companies discovered during the millennium dot-bomb crash, eyeballs do not equal revenue, even those attracted via expensive advertising. Pets.com, for example, and even Yahoo most recently. Without knowing your business model, it is impossible to answer your question on a forum like this. You need to consider many things, such as competition (bricks and mortar are doing this already in many markets via their own apps - order and pick up later), perceived value, geographic reach, testing results, and where your non-Facebook buyers have come from. Feel free to contact me directly to discuss.


Answered 3 years ago

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