Simple Steps To Advertise on Facebook

Facebook advertising is not dead. Despite the new players in the social media scene — TikTok, we’re looking at you — knowing how to advertise on Facebook is still an essential skill for most marketers.

If you advertise on Facebook, your posts can currently reach 2.17 million people, which is almost 30% of the world’s population. In addition, the active user base of the platform continues to grow.

Of course, these are impressive figures. But Facebook is considering getting your message across to the right segment of these people. The most sensitive users to be interested in buying your products or services.

Read on to find out everything from the cost of Facebook posts to planning your first campaign.

What are Facebook posts?

Facebook ads are paid publications that companies use to promote their products or services to Facebook users.

Facebook posts usually target users based on their:

  • Demographic
  • Placement
  • Interest
  • More Information On The Profile

Companies set an advertising budget and bid for each click or thousand impressions that the ad receives.

Facebook Instagram Instagram Instagram Facebook ads device like Instagram in the application, including in users’ feeds, stories, messengers, market, etc. They look like normal messages but still include a “sponsored” label to indicate that it is an ad. Facebook posts contain more features than normal posts, such as CTA buttons, links, and product catalogs.

In order for your brand to be visible to More users, posts must be part of any Facebook marketing strategy.

How much does it cost to advertise on Facebook?

There is no absolute rule when it comes to Facebook’s public budgets. The cost of Facebook posts depends on several variable factors, notably:

  • Audience Targeting. It is usually more expensive to place your ads in front of a smaller audience than in front of a larger audience.
  • Placement of ads. Facebook Facebook Instagram Instagram Instagram facebook instagram facebook instagram facebook instagram the cost may vary between posts on Facebook and Instagram.
  • Duration of the campaign. The number of days and hours that a campaign takes the final cost.
  • Competitiveness Of Your Sector. Some industries are more competitive for public space than others. Public costs usually increase the higher the price of the product or the higher the value of the prospect you want to capture.
  • Season. Advertising costs may vary depending on the season, holidays or other special events in the industry.
  • Time of day. On average, the CPC is the lowest between 1 and 6 o’clock in the morning in an hourly fuse.
  • Location. The average cost of advertising per country varies significantly.
  • Define the cost of the campaign according to the objectives
  • Setting the right campaign goal is the most important thing you can do to control advertising costs on Facebook. Getting this right also increases your chances of success.

The cost-per-click benchmarks vary depending on the objective of the campaign. There are five campaign objectives to choose from.:

  • Conversion
  • Printer
  • Reach
  • Clicks on the links
  • Lead Generation

Choosing the right goal for your campaign is essential to achieve your goals while reducing costs.

Types of Facebook posts

Marketers can choose between different types and formats of Facebook posts depending on the objectives of their campaign, notably:

  • Image
  • Video
  • Carousel
  • Instant Experience
  • Collection
  • Lead
  • Slideshow
  • History
  • Messenger

Thanks to the wide range of Facebook advertising formats, you can choose the best type of ad that corresponds to your business objective. Each ad has a different set of CTAs to guide users to the next steps.

How to post ads on Facebook

Facebook Facebook Facebook Facebook Facebook if you already have a Facebook business page (and you should be), you can go directly to the publications manager or the sales manager to create your Facebook advertising campaign. If you don’t have a company page yet, you must first create one.

We follow the steps of the ad manager in this article. If you prefer Business Manager, you can find the details in our article on how to use Facebook Business Manager.

The Ad Manager is the starting point for serving ads on Facebook and Messenger. It is an all-in-one suite of tools that allows you to create ads, manage where and when they are shown and track campaign performance.

Step 1: Choose your destination

Facebook Facebook Facebook Ads Manager Log in to the Facebook Ads Manager, select the Campaigns tab and click Create to start a new Facebook advertising campaign.

Facebook offers 11 marketing goals based on what you want your ad to achieve.

How to align with business goals:

  • Brand Awareness: Introduce your brand to a new audience.
  • Reach: make your ad available to as many people as possible in your target audience.
  • Traffic: direct traffic to a specific Facebook Messenger website, app or conversation.
  • Engagement: Reach a large audience to increase the number of post engagements or followed pages, increase attendance at your event or encourage people to take advantage of a special offer.
  • App Installs: get people to install your app.
  • Video Views: get more people to watch your videos.
  • Lead Generation: Get new leads into your sales funnel.
  • Messages: Encourage people to contact your company through Facebook Messenger.
  • Conversions: Get people to perform a specific action on your website (for example, subscribing to your list or buying your product), using your app or in Facebook Messenger.
  • Catalog Sales: Connect your Facebook ads to your product catalog to show ads for the products you are most likely to want to buy.
  • Shop Transport: Drive customers to body stores nearby.
  • Choose a campaign goal based on your goals for that particular ad. Remember that for conversion-focused goals (like sales) you can pay per share, but for exposure goals (like traffic and views) you pay for impressions.

In this example, we choose the engagement goal. From there, we have to indicate what kind of commitment we want.

We will select the “like” page for now.

Some of the options that you will see in the following steps will vary depending on the chosen destination.

Click next.

Step 2. Name your Campaign

Name your Facebook advertising campaign and indicate whether your ad fits into special categories such as credit or policy.

If you want to set up an a/B split test, click Get Started in the a/B Test section to set this indicator as your control. You can select different versions to run for this ad after it is published.

Scroll down a little further to select whether the campaign budget should be activated by advantage+ or not.

This option can be useful if you are using multiple ad sets, but for now you can leave it disabled.

Click next.

Step 3. Set your budget and schedule

At the top of this screen, you name your ad set and select the page to promote.

Then you decide how much money you want to spend on your Facebook advertising campaign. You can choose a daily or lifetime budget. Then set the start and end dates if you want to schedule your ad in the future, or turn it on immediately.

Facebook running your paid ads on a schedule can be the most effective way to spend your budget, as you can only run your ad when your target audience is most likely to be on Facebook. You can set a schedule only if you create a lifetime budget for your ad.

Step 4. Target Your Audience

Scroll down to start creating the audience for your ads.

First of all, select your destination, age, gender and language. Under Location, you can even include or exclude cities of a certain size.

You can also prioritize people who have recently shown interest in the product or service you are selling.

When making your selection, keep an eye on the audience size display on the right side of the screen, which will give you an idea of your potential ad reach.

You will also see an estimate of the number of daily visits and liked pages. These estimates are more accurate if you’ve already done campaigns, because Facebook has more data to work with. Always remember that these are estimates, not guarantees.

Now it’s time to move on to detailed targeting.

Remember: effective targeting is the key to maximizing ROI, and there is no shortage of ways to target your audience with the Facebook Ads Manager.

Use the “Detailed targeting” field to specifically include or exclude people based on demographic characteristics, interests and behaviors. You can really be accurate here. For example, you can target people who are interested in both traveling and hiking, but exclude people who are interested in hiking.

Step 5. Choose Your Facebook Ad Placements

Scroll down to select where you want your ads to appear. If you are new to Facebook advertising, the easiest choice is to use Advantage+ placements.

Facebook Instagram Facebook Instagram Facebook Facebook Facebook Instagram Facebook if you select this option, Facebook will automatically place your ads on Facebook, Instagram, Messenger and the audience network when you are likely to get the best results.

Once you have more experience, you may want to choose manual placements. If you select this option, you will have complete control over where your Facebook ads appear. The more placements you choose, the more opportunities you have to reach your target audience.

Your options will vary depending on the campaign goal you choose, but may include:

  • Device Type: Mobile, Desktop or both.
  • Facebook Facebook Instagram platform: Facebook, Instagram, audience Network and/or Messenger
  • Placements: Streams, stories, roles, in-stream (for videos), search, posts, overlay and post-loop ads on roles, search, in-articles and apps and websites (outside of Facebook).
  • Specific mobile devices and operating systems: iOS, Android, feature phones or all devices.
  • Only when connected to Wi-Fi: the display is only displayed when the user’s device is connected to Wi-Fi.

Step 6. Define brand safety and cost control

Scroll to the brand security section to exclude all types of content that should not be displayed with your ad.

For example, you can avoid sensitive content and add certain blacklists. Blacklists can exclude certain websites, videos and publishers.

If you are satisfied with all your options, take a last look at the estimates of the potential reach and the most popular sites.

If you are satisfied with what you see, click Next.

Step 7. Create your Ad

First, select the format of your ad, and then enter the text and media components of your ad. The available formats vary depending on the campaign goal you selected at the beginning of this process.

If you are working with an image, select your media from your Facebook gallery and select the appropriate crop to fill in your placement.

Use the preview tool on the right side of the page to make sure that your ad is displayed correctly for all potential placements. When you are satisfied with your selection, click on the green Publish button to start your ad.

Step Wise Guide To Run Facebook Ads

There are a lot of checkboxes when creating a paid ad on Facebook. Are you targeting the right people? Have you selected the right bid template for your ad? Are you placing the right type of ad? If we’re honest, it can get a little confusing.

To make the process easier for you, we will guide you step by step through the process of placing an ad on Facebook. And to make it even better, we’ve put together a checklist to help you keep all the details of your campaign clear.

This resource allows you to create the right ad for the right audience on this huge platform.

Why advertise on Facebook?

Facebook Facebook Facebook Facebook With more than 2.9 billion people using Facebook every month and almost 1.9 billion users a day, Facebook offers marketers a unique opportunity to boost their organic efforts.

  • Your company can reach a wide audience. Facebook is considered one of the “big four” in social media. Since a platform regularly attracts so many people, it is worthwhile to give your brand more visibility and prospects.
  • You can filter who sees your ad. When creating your ad, you can set demographic parameters such as age, interests, and behavior to increase the likelihood of clicks. With Facebook, your advertising expenses can be assigned to potential customers who are likely to get the most out of your offer.
  • Facebook has integrated advertising analytics. The monitoring of the ad performance is recorded and is available in real-time. You can use these indicators to understand what works and how to improve your advertising strategy for future campaigns.
  • The problem is that with time and money, there is not much room for surveillance. Facebook Facebook Facebook Ads Manager To use the audience of this platform and to run Facebook ads effectively, you must first learn the Facebook Ads Manager.

Facebook Ads Manager

Facebook Ads Manager is a sophisticated dashboard that provides users with an overview of all their campaigns.

The offers of the Facebook Ads MANAGER, also known as Ads Center functions, are divided into four parts:

  • Summary: This section summarizes the number of your recent expenses, the performance of your ads, and the most important metrics. These include reach, post-post engagement, and link clicks. You can even enable auto-generated recommendations to improve posts that work well.
  • All ads: for companies that run multiple ads within a certain period of time, you can select a specific ad to display more detailed metrics or change things like the budget of your ad. In this section, you can also pause or remove ads of your choice.
  • Target Groups: This section contains all the target groups that you have created for your ads. When you select a specific audience, you will see which ads these leads have reached. You can also make changes based on demographic characteristics as you see fit.
  • Automated ads: This section is only available if you have created automated ads. This offer is best suited for beginners and those who are looking for an easy way to get acquainted. The trade-off: you lose the accuracy that you can achieve manually. This section lists all your automated ads and a summary of recent results.

1. Create an account with Facebook Ads Manager.

The Facebook Facebook Facebook Ads Manager requires a Facebook company page (learn how to create one here) to be able to use the Facebook Ads Manager. This is due to the fact that you can not place ads through personal profiles.

Then follow these steps:

  • Navigate to
  • Click the ” Go to ad manager” button.”
  • Confirm your information on the ad account setup page.
  • Set up your payment method.
  • Save the changes.
  • Once set up, the ad manager becomes the control center for your Facebook ads.

2. Start creating an ad using the Facebook Ads Manager.

Once you sign in to the ad manager, a performance dashboard will appear listing all your campaigns, ad sets, and ads, including the results you have generated for your Facebook page.

Unless you have already created an ad for your Facebook page, this dashboard is empty.

To create a new campaign, ad pack, or ad using Facebook Ads Manager, click the tab for the type of ad you want to create. Click the green “Create ” button on the far left of these ad types, as shown below. In this screenshot, you can see that we are currently ready to create a new campaign.

3. Choose a destination.

Like many social media advertising networks, Facebook Ads Manager is tailored to the goal of your campaign. Before you start, the ad manager will ask you to select a target for your campaign:

There are 11 different destinations to choose from. The list includes everything from general brand awareness to installing your app to increasing traffic to your online store.

By choosing one of these destinations, you give Facebook a better idea of what you want to do so that it can provide you with the most appropriate advertising opportunities. As can be seen in the screenshot above, Facebook’s advertising options include:

  • Notoriety
  • Reach
  • Website Traffic
  • Commitment
  • App Installations
  • Video Views
  • Lead Generation
  • Message
  • Conversion
  • Catalog Sales
  • Traffic in the store

Let’s say you want to drive more traffic to your website for the purposes of this blog post. If you select this option, Facebook will ask you to enter the URL you want to promote.

If you are using marketing automation software, make sure that you create a unique tracking URL with UTM parameters for it so that you can track the traffic and conversions of this ad. For HubSpot customers, this can be done with the tracking URL generator.

After the selection, Facebook will display the advertising option that makes the most sense for this goal.

4. Choose your audience.

Your next step is to set up your target audience. You can do this for any ad set that belongs to the same campaign.

If you are new to paid advertising on Facebook, you will probably have to experiment with different targeting options until you reach an audience that suits you perfectly.

To help you fine-tune your targeting, Facebook’s targeting criteria are delivered with a target group definition ad. This tool, which is located to the right of the audience targeting fields, takes into account all the properties you have selected to determine a potential reach number.

If you are hesitant to choose a specific audience over a large audience, think about your goal. If you want to generate traffic, you probably want to focus on the type of people you think are interested in your offer.

However, if you want to build brand awareness or promote a broadly appealing offer, feel free to focus on a more general audience.

Facebook’s built-in targeting is extensive, including options such as:

  • Location
  • Age
  • Gender
  • Languages
  • Relationship
  • Education
  • Work
  • Financial
  • House
  • Ethnic affinity
  • Generation
  • Parents
  • Politics (USA only)
  • Events in life
  • Interest
  • Behavior
  • Log

You also have the option to select a custom audience. This allows you to target people on Facebook who are in your company’s contact database, have visited a page of your website with a tracking pixel, or have used your app or game.

For more information on how to set up a custom audience on Facebook, refer to these instructions. (For more information on the specifics of these criteria, see this Facebook targeting resource.)

Facebook allows you to save these audiences to reuse them after, so you may not have to repeat this step after you have been running Facebook ads for a while.

5. Define your Budget.

Facebook allows you to set a daily budget or a lifetime Budget. Here’s how they differ from each other.

Daily budget. If you want your ad group to be streamed throughout the day, this is the Option you want. Using a daily budget means that Facebook speeds up your spending per day. Keep in mind that the minimum daily budget for a set of ads and must be equal to at least 2 times your CPC.
Lifetime Budget. If you want to run your ad for a certain period of time, select Lifetime Budget. This means that Facebook will speed up your spending over the period you set to run the ad.

6. Create Your Ad.

What do you want your ad to look like? It all depends on your initial goal.

If you want to increase the number of clicks on your website, Facebook Ads Manager suggests the advertising options for clicks on websites. That makes sense, doesn’t it?

This advertising option is divided into two formats: links and carousels. Essentially, this means that you can display a single-image display (left) or a multi-image display (carousel) with three to five scrolling images at no additional cost.

  • A link indicator is thus displayed.
  • A carousel display is displayed like this.

Once you have chosen one or the other option, you must upload your creative resources. It is important to note that for each type of ad, Facebook requires users to meet certain design criteria.

For single-image ads, Facebook asks users to comply with the following design recommendations:

  • Text: 125 Characters
  • Ad Title: 25 Characters
  • Image ratio: 1.91:1
  • Image resolution (including CTA): 1080 x 1080 pixels

For multi-image ads – also known as carousels ads-Facebook gives the following design recommendations:

  • Recommended image size: 1080 x 1080 pixels
  • Image ratio: 1:1
  • Text: 125 Characters
  • Title: 40 Characters
  • Link Description: 20 Characters

Remember that these are the advertising options for the “traffic” target.

If you have selected “improve your publications”, you will see several advertising options, such as Page Post Engagement: photo display. This ad contains unique design recommendations.

Once you have selected an ad type, the Ad Manager will ask you how you want to display your ad. The options they offer are as follows: desktop news feed, mobile news feed and Desktop Right column.

Here’s how each ad would appear.

  • Desktop News Feed
  • Mobile News Feed
  • Right Column Of The Office

Note that you can only show desktop ads in the right column if your ad is not linked to a Facebook page. To take advantage of the three viewing locations, here’s how to create a Facebook page.

7. Monitor the performance metrics of your display.

Once your ads have been shown, you need to keep an eye on the performance. To see your results, you need to search in two places: the Facebook ads manager and your marketing software.

According to Facebook, here are some of the most important metrics to look for (and their definitions).

  • Performance can be further adjusted to include metrics such as results, reach, frequency, and impressions.
  • Engagement can be further adjusted to include metrics such as Page Likes, Page Engagement, and Post Engagement.
  • Videos that can be further adjusted to include metrics such as video views and the average percentage of videos viewed.
  • A website that can be customized to include metrics such as website actions (all of them), checkouts, payment details, purchases and cart additions.
  • Applications that can be further customized to include metrics such as app installs, app Engagement, credit spend, mobile app actions, and app cost per Engagement.
  • Events that can be further customized to include metrics such as event responses and cost per event response.
  • Clicks that can be further customized to include metrics such as clicks, unique clicks, click-through rate (Ctr) and CPC (cost per click).
  • Parameters that can be customized to include metrics such as start date, end date, ad set name, ad ID, delivery, bid, and destination.
  • Whatever these metrics you use to measure the success of your advertising efforts, you can find the data in the Ads Manager.

8. Report on the performance of Facebook ads.

You can also receive personalized reports by e-mail. Here’s how to configure it:

  • Navigate in the upper main menu to “analyze and report”.
  • Select “ad Reports”.”
  • Select “Create a custom report”.”
  • Select a saved report and open it.
  • Select “Save As” next to the save icon. Give your report a name and check “schedule an email”.”
  • Follow the instructions to edit and confirm your report settings.

While there are certainly a lot of details to consider when planning a paid Facebook ad, it is important not to lose sight of the bigger picture. Facebook’s click-through and Conversion reports are important.

However, if you use URLs with specific UTM Codes, you have the possibility to measure the effectiveness of your ads throughout the funnel using your marketing software.

Tracking URLs help your marketing software track the number of leads, or better yet, the number of customers you have acquired through your promotional efforts. This information is useful for determining the return on investment from this source and can also be used to inform your entire Facebook marketing strategy.

If you are a HubSpot customer who uses our advertising tool, this process is already done for you. You can also create unique Tracking Codes for your Facebook campaign by accessing the “tracking URL generator” on the report home page.

All you have to do is paste the URL, attach a campaign and select the source to which you want to associate the URL in your source report.

Once your ad is running and you are generating Conversions on your site, it is easy to keep track of the number of visits, contacts and customers you are generating.

Right Rules To Doing Landing Page Testing

Most marketers believe that there is no real formula for success to increase conversion rates, reduce the cost per conversion and increase the conversion quality at the same time.

You know what? There is – I know this because we use it every day at KlientBoost.

Based on data from more than 250 active customers and more than 10,000 CRO tests, we see these average increases:

  • Increase in conversion rates by 52%
  • Lower cost per conversion by 33%
  • Increase the conversion quality by over 100%
  • We know it. It sounds too good to be true. * eye rolls*

How does the KlientBoost team do this? Too many conversion-happy marketers are trying to test bad hypotheses and arbitrary landing page elements before setting their landing page foundation first.

Instead, we focus our agency powers on:

  • Prioritizing a small group of low-effort tests that we know will have the highest impact in the shortest possible time.
  • We are very pleased with the quality of the service and the quality of the service.
  • Combine this strong foundation with Unbounce’s intelligent traffic to scale performance and reach customer goals faster.
  • There are marketing rules that you never want to break (if you want successful tests), and I will tell you exactly how KlientBoost gets there.

When testing Landing Pages goes wrong

In almost every article on testing landing pages, the following culprits are listed as the main reasons for the failure of tests:

  • Poor insights: Too many landing pages do not collect data via heatmaps, session recordings, form analyses or conversion tracking. This leads to ill-informed hypotheses about what to test.
  • Bad hypotheses: Because marketers then misdiagnose the problem, their proposed solution also fails. Or worse, they rush to test any variables, such as the button color, without having a real hypothesis at first.
  • Too little traffic: You can’t do a reliable A/B test with 200 visitors. You need volume to achieve statistical significance (multivariate tests need even more volume than A/B tests). Most landing pages lack volume.
  • Not enough time: you also can not do an A / B test for a week and expect reliable results. The volume takes time, and time takes money – money (and patience), which many do not have.
  • These articles are not wrong. Solid landing page experiments require insights, hypotheses, volume, time, budget and, most importantly, execution.

So, how can you do all this, you ask?

The 5 New Rules for Testing Landing Pages

You can do as many A/B tests as you want, but we would prefer you to do tests based on five landing page rules that KlientBoost has found essential.

  • Traffic conversion intentions must follow the call-to-action (CTA) intention.
  • Aggressively focus on the offer itself.
  • Use the breadcrumb technique in your forms.
  • Do not stop on the “thank you” page.
  • Rely on intelligent traffic.
  • Let’s explore each one.

1. Traffic conversion intent must follow call-to-action intent

The conversion intent refers to how likely it is that your ideal customer will convert.

Low intent (“cold traffic”) = visitors who may not know the brand, who just want to collect information and who have not expressed any intention to convert.

High intention (“hot traffic”) = visitors who most likely know the brand, who want to buy right away and who will convert at all CTAs.

Let’s take a B2B SaaS example.

A high-intent visitor is someone who visits a landing page himself via a direct visit, a branded paid search ad, a retargeting ad or an organic search and converts it to a CTA “book demo”.

A low-intent visitor is someone who visits a landing page via a display ad, an informative Google search, or a native audience on Facebook and has no intention of getting a conversion.

If your CTA doesn’t match your visitor’s conversion intent, it doesn’t matter what you’re testing on your landing page – it’s not working. For example, if you ask cold display traffic to convert “book demo” in your CTA, it doesn’t matter what your headline looks like or what the hero graphic looks like – it’s unlikely that it will convert.

And here’s the trick: even if a conversion takes place, it is extremely unlikely that this conversion will actually lead to a sale.

Why? After all, the higher the visitor’s intention, the more dynamics prevail in the entire marketing and sales funnel. This is what ultimately leads to a sale.

When it comes to intent, different channels signal different levels of intent. So, the first step in testing landing pages is to make sure that your traffic and CTAs are aligned. At KlientBoost we call this the Ice cube and volcano scale:

For example, someone who passively scrolls on LinkedIn (who does not belong to a custom audience) clearly has a different intention than someone who searches for “Gusto HR Software Demo” on Google.

That’s because you can target native audiences and retarget audiences on social media, and it’s not an intent channel like paid search. This is why many paid LinkedIn campaigns to fail when trying to get bottom-of-funnel conversions (BOFU) for a native LinkedIn audience.

Instagram Facebook Instagram Facebook Instagram Facebook Instagram You can’t post a “book a demo” ad for a group of Instagrammers who have never heard of you, have not signaled any intention, or are part of a specific audience with the intention (like lookalikes on Facebook/Instagram) to buy and expect an A/B test for the landing page will save the day.

That’s not going to happen.

If the channel, CTA, and intention are in harmony, only then an A / B test will give more meaningful results. To do this, you must first divide your traffic into categories for conversion intentions.

For example, in Google, break down your brand, competitor, generic, and informational keywords into different campaigns. On Facebook, separate your custom, similar, and saved audiences into different ad groups. Then forward the traffic to CTAs according to the intention.

This will be your first, biggest basic landing page gain. Oh, and don’t forget — if you’re suffering from the iceberg effect, your traffic splits don’t matter.

If you do not exclude target groups from each other on social networks, there will be overlaps in the Venn diagram that can hurt you (one way to avoid this is to exclude custom audiences from your Lookalike audiences).

The same applies to paid search: make sure that your search terms actually match your keywords.

2. Focus aggressively on how the offer is presented

We have carried out countless Tests at KlientBoost where we have removed everything under the fold. We have deliberately and randomly selected texts for the titles and subtitles. Time and again, we found that visitors immediately focused on the CTA and its formulation.

Boost Motivation with the CTA copy

Often, you don’t need to change your offer or your Conversion goal to increase Conversions. All you have to do is create Motivation by changing your CTA copy into something that your visitors will find more convincing.

For example, we experimented with five different CTAs and variations of titles/subtitles for our marketing plan offer:

  • Request a free trial
  • Request a free Audit
  • Get a free quote
  • Get a free marketing plan
  • Start my pricing

Nothing has changed in the offer — just the title/subtitle and the CTA copy. Well, that and the conversion rates have increased gradually with each iteration of our CTA copy.

  • Version 1: 14-day free trial
  • Version 2: Get a free quote

Although the four versions are expressed differently, they ultimately lead to the same Conversion goal: a consultation with the sales team.

By testing different titles and CTAs, we were able to strengthen Motivation and thus increase Conversion rates without ever changing the offer.

Why do we swear by the CTA copy? Low effort, high effect. Easy.

The above is just our own example. Let’s say we are dealing with personal issue lawyers: 99% of them use “free consultation” as the main CTA. If you were to change your CTA to “look if I have a matter” or “look what my matter is worth”, then you would get higher conversion rates while having a consultation.

The magic trick here is to unite the main questions/objections of your visitors and turn them into a CTA that promises answers.

3. Use the breadcrumb technique in your forms

You may have heard something else, but fewer fields do not automatically mean higher conversion rates. (It really depends on a number of factors.)

For lead capture landing pages, forms can generate or interrupt Conversions. But more importantly, the first impression that your visitors have of the fields of your form causes or interrupts Conversions.

Form layout, number of fields, field labels, Field order, Placeholder text, button copy, radio button vs drop-down list—the List of testable functions never ends. But any split form test must give priority to one experiment above all: The addition of several form steps while changing the order of the fields.

A form that uses the breadcrumb technique separates the form fields into at least two progressive phases, rather than placing them all on a single form. For example, the free KlientBoost marketing plan form includes four forms with several fields (screenshot below).

While a standard form can display all the fields in a single column, our multi-step form divides six fields into four very digestible steps. Visitors will not see the second stage until they have completed the first stage, and so on.

Why several steps? Three Reasons:

  • Psychology Of Compliance
  • Lead Quality
  • Search results

This is the breadcrumb technique, also known as the method of convincing people to commit to your request by forcing them to commit to a smaller request first.

Behavioral psychologists like Robert Cialdini call it the “principle of consistency of persuasion”.”Simply put, when people actively engage in something, they are much more likely to conclude it. Easy.

A multi-step form uses this principle of Psychology by placing your most threatening form fields last (contact information) and your least threatening form fields first. By asking non-threatening and non-intrusive questions first, you allow potential customers to actively engage with your form. And once you commit, you’re more likely to finish it.

Let’s look at another example from Lytx, one of our clients.

Note how the first two steps of the form ask questions about Softball and the last two steps ask for personal information (email, phone, name).

Conclusion: Multi-level forms increase Conversions. Like, by a lot.

For example, by converting Lytx’s form from one step to several steps (and asking by name, phone and email at the last step), we increased the conversion rate from 1% to 20%, increased the volume of leads from six to 135 and reduced the CPA by 95%. Damn it.

4. Don’t stop on the “thank you” page

Raise your hand if you have filled out a landing page form and received the following confirmation message:

* All hands go to the top*

Now, contrast this with the ChiliPiper confirmation page:

DemandScience (like almost everyone else) finishes the conversion dynamics by making you wait until a sales representative follows up. And for what? To go back and forth by e-mail to organize a demo?

Like ChiliPiper, use your thank you/confirmation page to get prospects to the next stage of the conversion funnel (and closer to sales) faster.

“But what about the qualification/rating of prospects?”

If you listened to the first step (see: Conversion Intent), the only traffic sources that meet your “demo” request offer (or the “high intent” equivalent of your industry) are those who are ready to buy anyway. No score required-immediately move it to “qualified”.

Note: The next step to revenue does not necessarily mean a full PDF download or a resource guide. In fact, in most matters, this is not the matter. This step consists of testing the effectiveness of your funnel.

When buyers with high purchase intent convert to your CTA, make the process as smooth as possible. You already know the data on the possibility of closing a prospect with more time.

Here are a few things you can try:

  • Have a Calendar widget on your thank you page and hire an additional sales development representative (SDR) to determine which leads are high quality or not. You will have people who are not qualified today, but who will be qualified in six months. Give everyone the white glove experience.
  • If you can’t do that, tell people what Email address or phone number will contact you. In the world of Spam or Robo-calls, you will even be ghosted by converted people – this will mitigate this.
  • Tell people when they can expect to hear from you. “In the next 24 hours”, “the next 30 minutes”, etc., you give them this explicit warning.
  • You have put so much time and effort into the Conversion. So don’t spoil the dynamics of the deal because of your unoptimized thank you/confirmation page. You’re fine.

5. bet on smart traffic

Now that your landing page testing foundation is stronger than ever, it’s time to ask our AI friends for help.

Smart Traffic is Unbounce’s AI-based algorithm that matches visitors to the Variant for which they are most likely to convert.

Unlike traditional A/B Tests, Smart Traffic does not crown a single Variant as champion. Instead, it analyzes how different groups of people convert differently for several variants. Smart Traffic then redirects each respective group to the Variant for which you are most likely to convert.

For example, in the graph below, you can see how a traditional A/B Test leaves Conversions on the table, but not Smart Traffic:

The Truth? A/B Testing won’t work for many of you. It takes too much expertise, Commitment (duration), traffic volume and advertising budget to work effectively. Most small businesses simply don’t have the resources to do this.

But you have the resources for smart traffic.

Smart Traffic converts faster with only 50 visitors, allows you to test several variants simultaneously and works with several traffic sources simultaneously. In addition, he does all The Analysis for you.

For most of you reading this, Smart Traffic will prove to be more efficient than A/B Testing (unless you have the resources on deck).

Test better – or better yet, get smart traffic

Here’s the bottom line: you can run as many A/B tests as you want (and many marketers do), but if you don’t get your house in order first, landing page tests won’t produce consistent or reliable results.