[et_pb_section fb_built=”1″ _builder_version=”3.22″ min_height=”1615px” custom_margin=”||-2px|||” custom_padding=”0px|||56px||” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”1510px” custom_margin=”24px|auto||auto||” custom_padding=”7px|2px||||”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.4″ _module_preset=”1e220f4f-7b4b-4253-b545-eca9ac185575″ hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n
Running ads but not seeing strong sales performance?<\/span><\/p>\n While creative and targeting play an important role in driving people to your site, what happens\u00a0<\/span>after the click<\/u>\u00a0<\/span>is just as crucial in getting someone to buy.<\/p>\n So where should you start?<\/p>\n Improving the bridge between your Facebook\/Google\/etc. ads and your website is easier than you think.<\/p>\n Just follow\u00a0<\/span>the three C’s of landing page optimization<\/u>\u00a0<\/span>to improve your conversion rates:<\/p>\n Make sure there’s consistency between the components that appear in your ads and the website they send people to.<\/p>\n Let’s use the below ad from\u00a0<\/span>BarkBox<\/a>\u00a0<\/span>and their landing page as a guide:<\/p>\n <\/p>\n [\/et_pb_text][et_pb_video src=”http:\/\/youtu.be\/ZMiG-s-JEEg” _builder_version=”4.6.4″ _module_preset=”default” src__hover_enabled=”off|desktop”][\/et_pb_video][et_pb_text _builder_version=”4.9.4″ header_font=”Roboto||||||||” header_text_color=”#333333″ header_2_font=”Roboto||||||||” min_height=”146px” custom_margin=”40px|||||” hover_enabled=”0″ _module_preset=”1e220f4f-7b4b-4253-b545-eca9ac185575″ sticky_enabled=”0″]<\/p>\n Ad and landing page components to connect:<\/strong><\/p>\n – Imagery:<\/strong>\u00a0In both the BarkBox video ad and their landing page, the packaging is clear and present. The dog in both the opening frame of the video and the top of the landing page are also similar. This visual consistency allows people to know they’re in the right place to continue their purchasing journey.<\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2020\/10\/C3.png” title_text=”C3″ align=”center” _builder_version=”4.6.4″ _module_preset=”default” min_height=”118px” custom_margin=”6px|||||”][\/et_pb_image][et_pb_text _builder_version=”4.9.4″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”124px” custom_margin=”40px|||||” custom_padding=”||0px|||” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n – Products:<\/strong>\u00a0While it might seem like the right decision to send people who visit your site to the homepage, sending them straight to the product they’re interested in will allow those people to purchase what brought them there in the first place. BarkBox does a good job of this by showing their product offering up front. What you saw in the ad is what you get.<\/p>\n – Pricing and Promotion:<\/strong>\u00a0If you’re promoting a sale or a specific price point in your ad, make sure that same price point is being reflected on you website as well. For example, if you say you give 10% off your first order in an ad, make sure that’s reflected in the site copy as well. Don’t assume people will know they need a coupon code or the discount is already applied. If you don’t include pricing in your ad, make sure you still keep that information front and center. While BarkBox doesn’t have direct pricing in their ad, they make it clear that you’re paying $22\/month if you sign up. (Admittedly, they say\u00a0Free Dog Joy\u00a0as their headline which could confuse some customers on pricing if misread).<\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2020\/10\/C4.png” title_text=”C4″ align=”center” _builder_version=”4.6.4″ _module_preset=”default” min_height=”206px” custom_margin=”6px|||||”][\/et_pb_image][et_pb_text _builder_version=”4.9.4″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”146px” custom_margin=”40px|||||” custom_padding=”||0px|||” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n – Messages:<\/strong>\u00a0The copy you use in your ad should be reflected in your landing page. Tell the same story before continuing on with more information for interested readers. BarkBox does this well. They tell customers in their ad “get original toys and yummy treats sent to your door every month.” Their website copy is similarly phrased: “A totally customized box of themed toys and treats for your pup – every month.” You know you’re in the right place which means you can continue scrolling to learn more about their offering.<\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2020\/10\/C5.png” title_text=”C5″ align=”center” force_fullwidth=”on” _builder_version=”4.6.4″ _module_preset=”default” min_height=”104px” custom_margin=”6px|||||”][\/et_pb_image][et_pb_text _builder_version=”4.9.4″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”146px” custom_margin=”40px|||||” custom_padding=”||0px|||” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n – Design Elements (colors and fonts):<\/strong>\u00a0Showing people the same colors and fonts they see in an ad helps people subconsciously realize they are in the right place. For example, you’ll notice the background color in both the video ad and the landing page for BarkBox is the same as well as the fonts.<\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2020\/10\/C6.png” title_text=”C6″ align=”center” _builder_version=”4.6.4″ _module_preset=”default” min_height=”179px” custom_margin=”-50px|||||” custom_padding=”|59px||49px||”][\/et_pb_image][et_pb_text _builder_version=”4.9.4″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”152px” custom_margin=”40px|||||” custom_padding=”||0px|||” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n – Call To Actions:<\/strong>\u00a0People should expect a similar call to action between what they see in the ad and what they see on the website. For example, if you tell someone to “Shop Now” in your ad, telling them to “Subscribe” on your site could confuse the customer. (Note:\u00a0BarkBox uses the “Sign Up” option in both the ad and the website but the “Subscribe” button in the menu navigation, could confuse customers. Realistically these primary call-to-action buttons should probably retain the same messaging.)<\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2020\/10\/C7.png” title_text=”C7″ align=”center” _builder_version=”4.6.4″ _module_preset=”default” max_width=”100%” min_height=”94px” custom_margin=”-26px|||||” custom_padding=”|59px||49px||”][\/et_pb_image][et_pb_text _builder_version=”4.9.4″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” header_font=”Montserrat||||||||” header_2_font=”Montserrat||||||||” header_2_text_color=”#333333″ header_2_font_size=”30px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”152px” custom_margin=”0px||||false|false” custom_padding=”||0px|||” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n\n
Continuity: How can you improve the flow between ads and landing pages so the experience feels consistent?<\/strong><\/h2>\n
Content: Has all your content been optimized for mobile screens?<\/h2>\n