Meta Research Reveals Conversion Optimization Best Practices
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Meta published a whitepaper containing the results of a study of 500 landing page experiences. The research provides insights that can help design better landing pages that convert at a higher rate and provide better user experiences that translates into repeat customers and referrals.
A yoga company reported a 13% increase in sales by following best practices as suggested by Meta.
The Meta research defines five kinds of destination pages that a user can land on:
Each kind of landing page has specific ways for optimizing them. However what all have in common is a friction-less user experience.
While each form of landing page has their own specific optimizations, Meta found that there are three main optimization features.
The three main important considerations for optimizing a destination pages are:
The Meta research recommends that pages load in less than three seconds because their research discovered that more than 50% of visitors will abandon a website that takes longer than three seconds to load up.
The research paper cited an advertiser who optimized their pages for speed and improved their bounce rate by 56%, experienced a 12% lower cost per page view and a 5% lower cost per purchase.
An interesting insight provided by the research was that there must be continuity between the ad that a visitor clicked and the destination page. That means that the images and messaging in the ad should carry through to the destination page.
Furthermore, the pages should answer common questions, details about the product itself like what it’s made of, specifications, value propositions, reviews and provide images that show the product from different angles as well as in use.
So if it’s an outdoor product, show the product in an outdoor setting in a way that the buyer might see themselves using it, what the Meta whitepaper calls, “lifestyle shots.”
This is what the whitepaper recommended:
The whitepaper also suggested reconsidering the mobile user-experience on a monthly basis.
This seems like a no-brainer but the Meta whitepaper provides some thoughtful considerations. Chief among the recommendations was that the destination page should make the product information available within the first two viewports.
Other recommendations include dividing up long content into sections using according headers, that call to action elements should span the entire width of the page, and sticky CTA elements.
With regard to the sticky CTA elements they cite the experience of a retailer that experienced a 3% lift in sales after making a product filter sticky.
They also found that conversions were better if page space were optimized and prioritized by doing things like making chat and promotional elements non-sticky.
The whitepaper includes an evaluation scorecard at the end of the paper that helps businesses create a higher converting destination page.
The whitepaper itself is 33 pages long and is worth downloading to learn more details on how to increase sales through conversion optimization tips learned through researching the data.
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