Meta Research Reveals Conversion Optimization Best Practices

Meta research paper demonstrates how landing page conversion rates can be improved and provides a free evaluation scorecard.

Meta published a whitepaper that outlines the findings of a study on 500 landing page experiences. This research can design landing pages that convert more quickly and offer better user experiences, leading to repeat customers and referrals.

One yoga company saw a 13% increase in sales after following Meta’s best practices.

The Yoga Company reported:

Tiffany Tran, KlientBoost’s chief designer, says that most of KlientBoost’s traffic is mobile. Therefore, it’s crucial to make sure mobile landing pages are seamless. We’ve seen significant increases in conversion rates by focusing on the entire user experience, from ad click-through to landing page. This has directly led to more signing-ups.

Destination pages

According to the Meta research, users can land on five types of destination pages.

1. The home page provides a summary of products and services and a way to move on to the following pages
2. Product listing
3. Includes product information, the ability to compare and navigate to product purchase candidates
4. Product details page
5. Answer product-related questions and explain how to add the product to your shopping cart
6. Form-driven landing page
7. This form is designed to encourage visitors to complete a form.
8. Landing Page
9. Primarily, the goal is to direct visitors to another web page.

There are different ways to optimize landing pages. All landing pages have one thing in common: a frictionless user experience.

The whitepaper observed

“Consumer expectations for frictionless, delightful shopping experiences are higher than ever.”

A recent survey found that 80% of respondents said that a company’s experience is just as necessary as its product. Emplifi’s survey found that 32% would abandon a brand they like if they had one bad experience.

Conversion Optimization: Best Practices

Meta discovered that each type of landing page has its optimizations. However, there are three main optimization elements.

Three important considerations when optimizing destination pages are:

1. Speed
2. More details and answers
3. Mobile optimized page elements

Speed

According to Meta research, pages should load within three seconds. Their study found that over 50% of visitors will leave websites that take longer than three seconds.

The research paper mentioned an advertiser that optimized their pages for speed, improved their bounce rate byby 56%, and experienced a 12% lower price per page view.

You will also get a 5% discount on your purchase

Actions to speed up web pages:

• “Minimize HTTP Requests
• Increase time to First Contentful Paint. (FCP).
• Optimized assets
• Do not load out-of-view content
• “Remove unused third-party codes.”

Answers and Details

The research revealed a fascinating insight: Visitors must-see continuity between the ad they clicked and the destination pages. This means that images and messages from the ad must be carried to the destination page.

The pages should also answer frequently asked questions and give details about the product, such as its specifications, value propositions, reviews, and images of the product in use.

If the product is outdoor, you should show it in an outdoor setting so that buyers can see it in use. This is what the Meta whitepaper calls ” lifestyle shots.”

This is what the whitepaper recommended.

“Provide photos of the products from different angles and in lifestyle shots so that customers can see how it looks in real life.

Specifications that detail dimensions, bullet points explaining features, and size charts that display well on mobile devices are shared to provide relevant product information. This allows consumers to make an informed purchase decision.

In the whitepaper, it was suggested that mobile users should be re-examined every month.

Mobile optimized page elements

Although this seems obvious, the Meta whitepaper offers some thoughtful considerations. The main recommendation was that the destination page should display product information within the first two viewports.

The whitepaper recommends

“Include important product information in the first two viewports. This includes a review summary, price, promotions, and free shipping (if applicable)

Another recommendation is to divide long content into sections with the appropriate headers. Call to action elements should be able to span the entire page width and sticky CTA elements.

They cite an example of a retailer who saw a 3% increase in sales after making a product filter stickier.

The researchers also discovered that page space optimization and prioritization improved conversions, such as making promotional elements and chat non-sticky.

Destination Scorecard

The whitepaper contains an evaluation scorecard that businesses can use to help them create higher-converting pages.

The whitepaper is 33 pages long. It is worth downloading to get more information on conversion optimization tips uncovered through research.