5 Facebook Landing Page Template Examples Critiqued

Do you have a Facebook Page?

Okay, I know you do. It’s 2014, that question is pretty much a rhetorical one by now.

But are you driving traffic to a Facebook Landing Page? You should be!

This article will dive right into Facebook landing page templates - critiquing five Facebook Landing Page examples to hell and back. I’ll tell you exactly what I like about these five pages (taken from some of the biggest brands on Facebook) and also what needs improvement.

So let’s get started!





Why a Facebook Landing Page?


We know that every PPC and ad campaign has more success when it sends people to a dedicated landing page, yeah?

Well this is just as true on Facebook as it is for your website (after all, isn’t your Facebook Page just as branded as your website?).

The variables contained in the Facebook Landing Page examples below increase the chance of a click-through far more than if ads or Posts simply sent traffic to a website - oh, and they can earn your business some serious Facebook profile domination as well.

While Facebook Landing Page tabs are currently only available through a third-party app, they can be well worth the investment. Here’s why:

They keep Facebook users on Facebook.

Many users will “bounce” as soon as they realize a link you’ve provided is sending them to a website. Even if they are genuinely interested in your business’ content it doesn’t matter. Facebook Landing Pages keep your possible leads or customers comfortable - and therefore more likely to convert.

Facebook Landing Pages can also have a huge influence on your Facebook profile through “Like-Gating” - something I’ll refer to a few times in this article. Like-gating is hands-down the best way to increase your social media profile.

Let’s check out 5 Facebook Landing Page Template Examples to show you what I’m talking about.


1. Lowe’s Subscription-Focused Landing Page Asks for a Sign Up



Facebook Landing Page Example


What I Like:

  • Integrating with other social platforms : This is one of the most under-used ways to increase social profile - tying their “top tips” email sign-ups with their top-tips board on Pinterest drives traffic both to and from that platform.

  • The weather widget: This is a cool touch, making their brand communication more personal.

  • Slogan matching: Whenever you can match message (between ad, post, landing page and website) do so. Continuity increases engagement as - again - it assures visitors that they’re in the right place and ensures they’re comfortable.

  • The Video/Image: It’s essential that your Facebook Landing Pages have solid images. Lowe’s incorporates an image, an engaging video, and a top-tip all in one for their landing page.


Where this Page Could be Optimized:

  • The length: Not included in the image above is another four or five boxes the same size as Pinterest’s. This is too much information for your average Facebook user. Much of this information would be better used on its own Facebook tab.

  • The Color Scheme: Lowe’s website color scheme is a darker blue, and (as I mentioned above) you should always strive to match your brand profiles as well as possible. This would be an easy fix that might help with brand recognition.

  • The CTA: “Sign Up” on the top right is this page’s Call-to-Action, but it could be more obvious. I recommend using the green from the weather widget as a contrasting color to make the CTA button stand out. Numerous case studieshave shown that making your CTA button stand out is a best practice.


2. Costco’s Online Landing Page Drives Users Off-Platform



Facebook Landing Page Example


What I Like:

  • Pages that collect Facebook users and then direct them: This Facebook Landing Page is an awesome part of the Costco sales funnel. A post or ad would drive traffic to the Costco page, and then this tab collects people interested in savings and drives them to the page on their website focused on internet-only deals.

  • The Length: Short and to the point, this is a visually appealing landing page that doesn’t sidetrack Facebook users with unnecessary variables or distractions.

  • The Products: Featuring six different product types (everything from garden beds to shoes) shows off Costco’s range. It also increases the chance that no matter what a Facebook user might be looking for, their interest is piqued.

  • The Color Scheme: This landing page matches perfectly with the corresponding page on the Costco website. This kind of cohesiveness is great for designing a well-oiled sales funnel.

  • Online-Only: Ensuring that any Facebook traffic knows they have to engage with Costco online in order to get access to the coupons is a great way to keep them within the sales funnel. If this landing page said “You’re totally fine to go to your nearest Costco store and get these exact deals” they’d lose a lot of leads.


Where this Page Could be Optimized:

  • Exclusive!: I would recommend testing the same focus for “Valid through 4/20/14” as there is for “online only offers”. Exclusivity can have a huge influence on the success of a coupon campaign.

  • The CTA: Once again, this page’s CTA should stand out more. I’d recommend testing making a CTA button the same purple as “April” on this page and the accent color on their corresponding website.

  • Dollar Value: I’d like to see an estimated dollar value of these online deals. For instance, on the Costco website itself it’s evident that the red and grey couch above is discounted at $300 dollars off. Advertising this fact with an evident “$300 dollars off” would increase click-throughs.





3. Dodge “Like-Gates” your Signature Style Landing Page



Facebook Landing Page Example


What I Like:

  • The “Like-Gate” Focus: Like-Gates are simply the best way to generate Facebook Likes for your business: offering something of value and then limiting access to it for the small price of hitting “Like”. Dodge knows this, and darkens out the rest of the page until you click “Like”

  • The Mutually-Beneficial Brand Relationship: Dodge knows that using the “Red Bull” logo will increase excitement and engagement with their promotion. It’s best practice for your business to show off any relationship you have with a recognizable brand name.

  • The Image: Although it’s darkened until a user clicks “Like” the image is still an exciting one. Bursting off the page, people want to see the surfer image in full color.

  • The CTA: Although I’m not entirely sure what my signature style is (or could be), Dodge’s “Like Dodge to Discover your Signature Style” is an effective CTA. Any phrase which excites or intrigues your landing page visitor will be clicked on more than a simple “enter here” or “click for entry”.


Where this Page Could be Optimized:

  • Clarity: I have no idea what this promoting. Generally “Like-Gates” are reserved for contests, coupons or a valuable resource. Visitors to this page aren’t exactly sure what they’re engaging with. Remember an exciting image only goes so far.

  • Where’s the Value?: What do I stand to win? Finding out my signature style (whatever that might be) is not enough to induce a click-through.

  • Too much Obscured: While it’s effective because people want to see the full picture, I’m not sure that tinting the main image and the rest of the page is actually any more effective that telling people exactly what they’re going to get and not hiding the promotion in an air of mystery which is probably increasing bounce rates.


4. Coors Light Promotes the Stanley Cup Super Fan Facebook Landing Page



Facebook Landing Page Example


What I Like:

  • Working with What’s on their Customer’s minds: Online marketing and social media don’t exist in their own little bubble. I like that Coors is tapping into what people care about by working the Stanley Cup Playoffs into their promotion (something that, up here in Canada, is a pretty monumentally huge deal).

  • Showcasing the Competition: Showing the gallery of other entrants encourages people to enter as well. First, because they think “Hey, I can take a better picture than that!” and second, the ever-awesome peer pressure factor of social media marketing. It also creates a social ‘tribe’ of like-minded people.

  • The Security Policy: While not the sexiest variable on the page, I like that beneath the email entry box it reads “Coors Light will not sell your information to anyone…” Including this small sentence will have a positive effect on entries, and costs Coors nothing.

  • Fan of the Week: I like that Coors is running this contest on a weekly basis - maximizing the promotional value and also giving people more than one chance to enter and win. This increases the chance of the contest going viral and being shared.


Where this Page Could be Optimized:

  • The USP/Value Proposition: I’d test a few different USPs. While “Looking for your own 15 seconds of fame?” isn’t bad, I’d like to see the results from “Want to see your face on the big screen?” or “Get your face on TV!” - both of which make it a bit clearer what entrants stand to win as well as being less cliche.

  • The CTA Copy: Sometimes it’s the smallest details that matter the most. Rather than “Continue” I’d test “Enter Here!” or “Let’s get started!” - something more exciting or even sports oriented (given that this is a male-focused promotion).

  • The CTA Button color: Another small detail I’d like to see tested would be making the CTA button the same color as the blue banner at the top of the page. This would make the entry button stand out that little bit more and increase conversions.


5. WWF Asks for Support



Facebook Landing Page Example


What I Like:

  • The Panda: Small, cute and the ubiquitous symbol of WWF, the panda is a solid choice for this landing page’s image.

  • The CTA: Bold, large and orange, the CTA button stands out intensely from the rest of the page.


Where this Page Could be Optimized:

To be honest with you, this page could use some serious work. Here’s what I’d like to see tested…

  • Colors: Black text on white background dates your business quite substantially. The WWF website’s color scheme is black and orange, and would work far better to make the page visually appealing.

  • The CTA Location: I do like the CTA, but I’m not a fan of where it is. The CTA should never be the first thing that your landing page traffic sees, it should be the third (after the USP and a solid and appealing image). In this case it’s not only the first thing that people see, but pretty much the only thing they can see.

  • The CTA Copy: You need to strike a balance between clear and just plain pushy. Why not “Get involved Today” or “Do your Part” instead of “Donate Now” (and, for that matter, “Support our Work” at the top). Check out my article “ How to Sell Without Selling” for more tips.

  • Grammatical Error: It may just be because I’m a content marketer and copy editor, but “adopt a animal” is grammatically incorrect (and my word processor agrees). Anytime you use an article before a word beginning with a vowel (or an “H”) you should use “an”, not “a”. WWF should know this. Grammatical errors, spelling errors and typos do have an effect on conversion rates. Remember to edit before making your landing page live!

  • The List of Countries: WWF is a worldwide company, so they should have international landing pages relevant to those countries - or at least language-oriented pages. This list of 15 or so countries does nothing to encourage engagement or a click-through. I’d do whatever it takes to change this formatting.


Conclusion


Facebook Landing Pages are awesome, but only if they’re optimized for conversions. That’s why it is important to make the right choice among the landing page templates available. They funnel Facebook users intelligently and successfully, winnowing out the random clickers and honing in on people you actually want to communicate with, engage with, or have as customers.

Remember that “Like-Gating” your page is still only available through 3rd party apps, but is seriously one of the best ways to encourage the growth of your Facebook Page.

Remember also that, in order to get the most out of your Facebook marketing campaigns, you need to be driving traffic to a website (or a landing page) that matches with your Facebook campaign. Don’t switch up the images, language or color-schemes or you’ll throw off your traffic and they’ll bounce.


Further Reading on Landing Pages:

By James Scherer