So Your Instagram Ad Got a Click-Through: Now What?

So Your Instagram Ad Got a Click-Through: Now What?

You put a ton of work into creating great ads on Instagram: choosing the format, selecting your images, writing an awesome caption, and adding a compelling call to action. To do that, you need to make the text on your landing page easy to skim and understand. Everything on your landing page should direct the visitor to your call to action (CTA). Social proof can come in many forms: A glowing testimonial from an influencer Logos from companies that are using your service Ratings from users Number of users, downloads, or subscribers And more! When it comes to testimonials, share authentic, specific details from real people about why your product or service is special. Why should your customer take action now? If you advertise a free app, but take someone to a landing page about a paid version, they’re not going to stick around. Use different landing pages for different ads Now that you know how important message matching and consistent visuals are for successful landing pages, you can understand why you should be updating your landing page for each ad. A/B test two versions of a landing page with the same ad, or tweak your landing pages regularly and see what performs best. Over 100 landing page templates can be customized to help you turn ad clicks into conversions.

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instagram landing pages
Image via John Schnobrich under CC0

You put a ton of work into creating great ads on Instagram: choosing the format, selecting your images, writing an awesome caption, and adding a compelling call to action. Now you just sit back and wait for your customers to do the rest, right?

Not quite!

Getting that click is only half the battle. Your visitor hasn’t taken you up on your offer yet—whether that’s making a purchase, downloading your app, or subscribing to your newsletter.

Having an excellent Instagram landing page on the other side of that ad is the key to turning clicks into conversion.

Your ad is the hook, and the landing page is the sales pitch. Make it one that Don Draper would be proud of: compelling, direct, and irresistable. Find out the formula for an amazing Instagram landing page below.

8 key elements of a high-converting Instagram landing page

1. Make it scannable

In this hyperactive digital age, our attention spans are only about eight seconds long. If you don’t convey your meaning quickly, you’ll lose your audience to the next Armie Hammer dancing meme.

To do that, you need to make the text on your landing page easy to skim and understand. Don’t make your customer hunt for the meaning—it should be clear and straightforward.

Opt for short chunks of text or bullet points over long paragraphs. If you can use an infographic or a statistic to convey a point more effectively, do it! Here are more tips for writing succinct, persuasive copy.

2. Keep it focused

Your landing page isn’t just another version of your homepage. It’s not a Cheesecake Factory menu with 250 items, it’s a signature dish. You want it to do one thing really well, so keep your eye on the target.

Everything on your landing page should direct the visitor to your call to action (CTA). It should be easy to see at first glance what the point of the landing page is, and what action someone should take once they’re there.

Make sure your CTA stands out, and put some thought into crafting it. Don’t distract customers with other links or options that might take them away from the task at hand. Here’s how to write an awesome CTA.

This landing page from Squarespace is a prime example. The graphics make it visually appealing, but the text is clean and minimal, with a CTA button that stands out. It’s clear to the customer what the next step of their journey should be.

instagram landing pages

If you need or want to add more content to your landing page, like testimonials or feature details, keep the most important text above the fold.

Having some white space (or, in this Squarespace example, black space) looks good and directs the customer’s eye. Using arrows, bullet points, or other visual cues can help too.

Asking your visitor to fill out a subscription form, or share their contact information before downloading your ebook or app? Stick to the essentials and avoid adding too many fields for a higher conversion rate. Visitors coming from Instagram will be on mobile, which isn’t ideal for filling out long forms.

3. Show social proof

There’s a reason you check Yelp before picking a restaurant (or the analog method: choosing a place with lots of happy-looking eaters inside). Likewise, there’s a reason you don’t buy products that have one-star ratings and bad reviews on Amazon. Social proof is important to decision making because, generally speaking, if a lot of people like something, then it’s probably good.

Social proof can come in many forms:

  • A glowing testimonial from an influencer
  • Logos from companies that are using your service
  • Ratings from users
  • Number of users, downloads, or subscribers
  • And more!

When it comes to testimonials, share authentic, specific details from real people about why your product or service is special. This adds credibility, and assures potential customers of your product’s value. Here are some elements of effective testimonials.

Remember: because you have limited space on your landing page, choose the best examples that reinforce your offer.

4. Make…

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