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Landing Pages on Facebook Versus Twitter

Facebook Landing Pages Can Boost Conversions

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[ Social Media]

While "selling" to people using Facebook isn’t always the best idea if you want to maintain a good brand reputation, Facebook does of course offer advertising, which gives you the opportunity to do that without spamming your "friends" or "fans". 

WebProNews recently sat down with Janet Driscoll Miller of Search Mojo, who spoke a little about this and using landing pages within the social network. 

"If you’re advertising in Facebook, you might want to try having a landing page within a Facebook tab because you can put forms in Facebook tabs today," she said. "Facebook’s going to be launching a new way to do tabs where you can use iFrames instead of the current FBML, and it’s going to make it a lot easier to do testing of the Facebook tabs as landing pages."

Janet Driscoll Miller Talks Facebook Landing PagesThere are limitations that come along with Facebook landing pages, but the good probably outweighs the bad. 

"One of the drawbacks being (of landing pages in Facebook) they’re only 520 pixels wide, which is real narrow, but it’s going to give you a lot more opportunity to do some testing there," said Driscoll Miller. "But a lot of companies aren’t doing that today."

"We’re finding that when you land people on pages within Facebook when you advertise in Facebook, you tend to have a higher conversion rate," she added. "They’re staying within that application. So I think that’s an important thing for people to start considering and testing with their Facebook ads."

What About Twitter?

Facebook and Twitter might be similar in some ways, but they are still very different animals, particularly when it comes to advertising. 

"I think that the jury is still out on whether or not you want to have a specific landing page for Twitter or any other type of social media," Driscoll Miller told WebProNews. "But I think Facebook probably is the leader right now, just because of their advertising platform, and finding that you can do a little more testing in there now, especially with iFrames coming, and that you can land people directly in Facebook, and still have them do things."

"But I know there’s been a lot of discussion about should you land people from Twitter on a landing page specific to a particular campaign," she added. "I think what I’ve been hearing from people is mostly that you don’t want to try and sell to people directly through Twitter. Nor do you with Facebook, but a Facebook ad…that’s a different story."

You probably know by now that it’s in bad taste to just post updates with your marketing message all the time. Like Brandon Eley of Kelsey said in an interview, you have to know the rules of the community, and Facebook and Twitter have "unspoken rules" that just make you look bad if you engage in this kind of activity. 

"So you wouldn’t want to be spamming people with a bunch of status updates and say, ’20% off,’ ‘by now,’ and that sort of thing,’ said Driscoll Miller. "But you want to be a little gentler for using a status update versus using a Facebook ad."

You may consider having a special section of your site dedicated to social, and it’s possible that this could lead to a more sales-driven Twitter account. 

"Maybe it’s deals that you get through Twitter," explained Driscoll Miller. "’Here’s my deals page and I’m tweeting the deals of the week’ or something like that, but you have to be real careful that you don’t offend the people who are following you. And they’re not necessarily following you just because they want deals or that they want to be spammed with your deals."

In other words, if you have this kind of Twitter account, it should probably be clear that this is the intention of said account, and maybe you should have a separate one for your main account.

Landing Pages on Facebook Versus Twitter
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  • http://facebook-advertising-guide.com/ Kris Olin

    Thanks for a great article, Chris!

    Landing pages are really the other half of your entire campaign. You can have a brilliant ad but if your landing page sucks your entire campaign can go to waste. That’s why I like Janet’s idea of having a Facebook landing page for a Facebook based ad campaign. It makes perfect sense!

    Happy advertising!

    Kris Olin. MSc (econ.)

  • http://alanya-site.com Bryan Quinn

    Another informative and useful article. Marketers should take heed.

  • http://www.sitebyjames.com/ James

    A major drawback to using Facebook as a landing page is those urls that land on the Facebook landing page. I realize I am probably the exception since I am sure some people are logged into thier facebook account 24/7, but I am not. I am never logged in, my profile is just not-maintained.

    Some marketers link to FB no problem, no password needed, but a lot of them land on the Facebook page and to me and probably a few others, it looks broken.

    • http://raretipsandtricks.com Michael

      I think James likes to read, yes reading is Good but without experimenting how can anyone tell about the drawback, i think you are going to try this kind of advertising but do let me know when u succeed.

    • http://www.splashtab.com Evan Johnson

      Unless you have an Age or Country visibility restriction on your Facebook Page, or are trying to get the user to “Like” your page (fan-gating), there should be no problem viewing a Facebook landing page when you are not logged in to Facebook. Granted, one of the main uses of a Facebook landing tab is with Facebook advertising, so the user is probably already on Facebook when they see your Ad and land on your page, but if you are landing users on Facebook from elsewhere the tab should still work fine. Many of our SplashTab users set a default Facebook landing page which is visible to everyone, not just logged in users.

  • http://www.dancemania.biz/ David McKeever

    I spend most of my time maintaining my web site and so have little time to promote it. Short, little gems like this article help me stear my campaigns as they take up little time to read and are presented so concisely.

    Good stuff!

  • http://reliable-seoservices.com Animesh

    I have seen many companies using default landing pages and not the Facebook wall. So, my question is
    Which is better to use as default landing page
    1- Facebook Wall, or
    2- Other page( static FBML).

    Which one can give better conversation ?

  • http://findmeasolicitor.com OOF

    This is useful. Its got me thinking. I offer advice on home purchase plans and I could have a landing page which can tell people how much they can save by entering their finance amount and term left and it works out the results.

    I have a spreadsheet for this. Anyone how I can convert a spreadsheet to a face-book app?

  • http://www.splashtab.com Evan Johnson

    Is the main reason why the conversion is “generally higher” on Facebook Ads (when you keep the landing page on Facebook) really just from “staying within the application”? I wonder if it’s also playing in to the fact that users on Facebook expect deals from businesses for following them, and this means they convert better hoping for a deal (even if there really isn’t one)?

    Also, how much higher is the conversion rate, usually? And from what experience or studies does this conventional wisdom come from? I want to know as much as possible about this, so we can tailor the landing tab templates we offer at SplashTab for maximum conversion.

    Thanks for the great article!

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