1、Stick the landingHow to optimize your ad destination page to improve performanceContributorsThis whitepaper was created by the Consumer Growth Consulting(CGC)team Consumer Growth Consulting(CGC)team at MetaMeta,in partnership with Branding Branding BrandBrand,a mobile commerce consultancy.Meta CGC M

2、eta CGC helps businesses prepare for the next era of advertising by showing them how to navigate change and elevate performance across the entire customer journey.Over the past five years,the CGC team has partnered with more than 1,5001,500advertisersadvertisers to improve conversion rates and raise

3、 advertising ROI.Branding BrandBranding Brand empowers companies to maximize their digital experience while adopting a headless strategy by providing a codeless platform and a developer frameworkFlagship Create and Flagship Codethat implement mobile-first best practices out of the box.In addition to

4、 Flagship Create,Branding Brand partners with businesses across the ecommerce,travel/hospitality and entertainment industries to provide expertise in mobile strategy,design and development.Frederic Frederic GolenGolenAs trusted strategic advisors,Frederics team helps business leaders invest in the f

5、uture of advertising,including customer experiences,the metaverse and augmented reality.DIRECTOR,CUSTOMER GROWTH DIRECTOR,CUSTOMER GROWTH MARKETING,METAMARKETING,METASimon WhitcombeSimon WhitcombeSimon leads teams of direct response marketing experts who live at the forefront of innovation in the di

6、gital advertising space.They take a consultative approach to drive growth and performance for mid-stage and large Fortune 500 companies across Ecommerce,Education and Disruptor verticals of Meta.Simons superpowers are simplifying complex technical concepts and making recommendations that help compan

7、ies find performant advertising scale.VP,GLOBAL MARKETING VP,GLOBAL MARKETING SOLUTIONS,METASOLUTIONS,METALauryn SmithLauryn SmithLauryn has watched people struggle with online interfaces for over 12 years as a user experience researcher,and in that time has shared insights on optimizing the user ex

8、perience with hundreds of ecommerce sites and apps.VP,USER EXPERIENCE STRATEGY,VP,USER EXPERIENCE STRATEGY,BRANDING BRANDBRANDING BRAND1.Consumer expectations2.The“3 Cs”of high-performing destination pages 3.Strategic steps to improve destination experience1INTRODUCTIONINTRODUCTION2EXECUTIVE SUMMARY

9、EXECUTIVE SUMMARY3RESEARCH METHODOLOGYRESEARCH METHODOLOGY4AD DESTINATION BEST PRACTICESAD DESTINATION BEST PRACTICES5CONCLUSIONCONCLUSION6APPENDIXAPPENDIXTable of contentsThe rise of mobile in ecommerce1INTRODUCTIONINTRODUCTION“Its serendipitous when the right ad finds the right person at the right

10、 time.But the impact is lost when the next step of the journey fails to meet customer expectations.Optimized destination pages represent a huge opportunity for advertisers to make ads work smarter,not harder.”Frederic Frederic GolenGolenDIRECTOR,CUSTOMER GROWTH MARKETING,DIRECTOR,CUSTOMER GROWTH MAR

11、KETING,METAMETA66%Over the past two years,consumers were forced to rethink Over the past two years,consumers were forced to rethink how,when and where they shopped.how,when and where they shopped.This forced brands to stay competitive by rethinking how,when and where they sold.Consequently,theres be

12、en a massive shift to ecommerce and mobile shopping for both brands and consumers.According to a recent Meta-commissioned study,66%of surveyed consumers said mobile has become their most important shopping tool.1of surveyed consumers said mobile has become their most important shopping tool.1US cons

13、umers spentOn average,$121Bonline in the first two months of 2021,a 34%34%year-over-year increase.285%of people globally are now online shoppers,and for the first time,3mobile is expected to eclipse desktop,taking 53.9%53.9%of the share of ecommerce sales.4While this exponential growth is specific t

14、o a small window in time,it represents a much larger shift in consumer behaviorone thats not slowing down.1.Facebook IQ Source:4“Industry Micro-Shifts Monthly Tracker”by Kantar Profiles(Facebook-commissioned online survey of 96,938 adults across AU,BR,CA,DE,ES,FR,HK,ID,IN,IT,JP,KR,MX,TW,UK,US),MayAu

15、g 2020.Unless otherwise specified,data is a cross-country average across all 16 markets.2.Adobe Digital Economic Index,April 2021.3.“Coronavirus Research April 2020”by GWI,April 2020.Generational age bands:Gen Z(16-23),Millennials(24-37),Gen X(38-56),Boomers(57-64).4.“Mobile retail commerce sales as

16、 a percentage of retail e-commerce sales worldwide from 2016-2021”,Statista,Nov 2020.Over half of shoppers will abandon a site Over half of shoppers will abandon a site that takes longer than that takes longer than 3 seconds 3 seconds to load.to load.Consumer expectations of frictionless and delight

17、ful shopping experiences are higher than ever.In a recent survey,80%80%of people said the experience a business provides is as important as its product.5A survey by Emplifi found that 32%32%of consumers would stop doing business with a brand they love after only one negative experience.6 Today,brand

18、s must work harder than ever to earn every sale.of people said the experience a business provides is as important as its product.55.“Using Data to Drive a Customized Digital Journey”,eMarketer,Nov 2020.6.“Experience isEverything,Get it Right”,PwC,2018.7.“State of Mobile:2022”,Data.ai,2022.80%For bra

19、nds,the goal should be creating intentional,customer-centric experiences that build meaningful relationships.As companies navigate opportunities for optimization across the entire customer journey,a great place to start is at the beginningthe consumers experience after interacting with an ad.In 2021

20、,the average adult in the US spent 4.1 hours 4.1 hours per dayper day on their mobile phone.7So its no surprise that advertisers are continuing to invest in mobile ads;theyre currently on track to spend$350 billion$350 billion on mobile ads in 2022,surpassing the$295 billion$295 billion spent in 202

21、1.7Advertisers will spend$350Bon mobile ads in 2022,surpassing the$295 billion$295 billion spent in 2021.74.1 hoursper day on their mobile phone.7The average adult in the US spendsBy adopting the practical steps outlined in this whitepaper,businesses can improve their improve their destination pages

22、 destination pages and increase their chances increase their chances of engaging and converting audiences.of engaging and converting audiences.2EXECUTIVE SUMMARYEXECUTIVE SUMMARYEnsuring that the adEnsuring that the ad-toto-destination page experience is optimized destination page experience is opti

23、mized for mobile is essential for brands growth and performance.for mobile is essential for brands growth and performance.Based on years of research and hands-on experience working with businesses of all sizes,from retail to ecommerce to financial services,MetaMeta and Branding Brand Branding Brand

24、have partnered to share best practices for businesses that want to optimize their experiences and reduce friction.Meeting consumer expectationsMeeting consumer expectationsTodays consumers expect every touchpoint to be delightful and frictionlessand when they encounter roadblocks such as slow loadin

25、g or hard-to-navigate sites,it can negatively impact conversion rates.This section breaks down how brands can ensure that their destination pages are optimized for the best possible experience.Building a seamless Building a seamless c customer ustomer e experiencexperienceBrands can conduct a self-e

26、valuation of their ad-to-destination experiences using the“3 Cs”framework outlined in this section,based on three proven,customer-centric guiding principles.The framework outlines the elements of a destination page that can reduce friction and motivate consumers to continue the purchase journey.Cros

27、sCross-functional alignmentfunctional alignmentIn order to lay the groundwork for effective destination pages,its critical for businesses to embrace a growth mindset and always be learning and adaptingand that requires cross-functional alignment.Too often,organizations are made up of distinct teams

28、that dont communicate on a regular basis.Connecting the right internal teams can yield significant results for businesses.In this whitepaper,we dive into actions that businesses can take to improve their In this whitepaper,we dive into actions that businesses can take to improve their destination pa

29、ges and increase their chances of engaging and converting audiences.destination pages and increase their chances of engaging and converting audiences.3RESEARCH METHODOLOGYRESEARCH METHODOLOGYThe recommendations shared in this whitepaper are based on an analysis of 500500 adad-toto-destination page e

30、xperiences destination page experiences from September to November 2021.Meta partnered with Branding Brand to score each destination page according to a set of heuristics established by Branding Brand.Destination pages were identified as one of five types.Each type was evaluated against heuristics m

31、ost applicable to that destination page type,and all heuristics were grounded in consumer expectations after seeing a given ad.In this whitepaper,we use the term“destination In this whitepaper,we use the term“destination page”to be inclusive of all pages listed below:page”to be inclusive of all page

32、s listed below:What types of destination pages were evaluated?LANDING PAGELANDING PAGEFORMFORM-DRIVEN DESTINATION PAGEDRIVEN DESTINATION PAGEA destination page with the primary goal of encouraging people to proceed to other content areas of the site.Heuristics were focused on continuation,the extent

33、 to which relevant paths were available for people,the extent to which they could get questions answered and the form-field usability of wizards(when relevant).A destination page with the primary goal of having people complete a form.Heuristics were focused on conversion,the extent to which people w

34、ere given enough information to learn more or share lead information and form-field usability.HOMEPAGEHOMEPAGEThe homepage of the site.Heuristics were focused on continuation,and the extent to which people could get an overview of the sites available products or services,then given a clear path forw

35、ard.PRODUCT LISTING PAGEPRODUCT LISTING PAGEThe sites product listing page.Heuristics were focused on continuation,and the extent to which people could easily identify key pieces of information at the product level,create a product list that was relevant to their needs and navigate to a relevant pro

36、duct.PRODUCT DETAILS PAGEPRODUCT DETAILS PAGEA product detail page on the site.Heuristics were focused on continuation,the extent to which people could get core questions answered about the product,whether it was easy to understand which options were available and a clear path to add items to their

37、cart.500 ads and corresponding destination pages from North America were analyzed in this study.Destination pages were scored on 13 weighted Destination pages were scored on 13 weighted heuristics,including:heuristics,including:How were destination pages evaluated?Ensure products,messages,promotiona

38、l offers and pricing are consistent between the ad and the destination page.Convey the value proposition clearly and concisely.Use large,engaging images and video to drive consideration.Offer a compelling,highly visible call-to-action button(CTA)that spans the width of the screen.66%On average,desti

39、nation experiences received aeffectiveness score in our analysis.This means that across the board,destination experiences fall squarely in the middle of the roadand brands could be leaving money on the table.CONTINUITYCONTINUITYCONTENTCONTENTCALLCALL-TOTO-ACTIONACTION8.Ads to Destination Experience

40、Analysis”by Branding Brand(Meta-commissioned analysis of 500 destination experiences,US 2021)8At the conclusion of this paper(Appendix,“Scorecard Template”),readers will have the chance to see how their own destination page scores against the same evaluation standards outlined above.Ad types Ad type

41、s included static(image),video and dynamic creative ads.Ad objectives Ad objectives included leads,conversions and landing page views.This allowed for the representation of advertisers from a variety of variety of verticalsverticals,including retail,ecommerce,financial services and restaurants.Inclu

42、sionsGiven that the research evaluated advertiser destination pages,ads where a single tap kept consumers within Meta platforms were not included.ExclusionsCHAPTER ONECHAPTER ONE“With todays ever-changing marketing environment,customer experience has never been as important as it is now.Improving cu

43、stomer experience by optimizing destination pages and site speed could have a profound impact on ads performance,and is a huge opportunity for brands.”Simon WhitcombeSimon WhitcombeVP,GLOBAL MARKETING SOLUTIONS,VP,GLOBAL MARKETING SOLUTIONS,METAMETAConsumer expectations4AD DESTINATION BEST PRACTICES

44、AD DESTINATION BEST PRACTICESImagine this:Imagine this:Youre scrolling through your feed when youre served an ad for a product that seems like its just what youve been looking for.Its a serendipitous moment of discovery,and it gets you excited to learn more.But when you tap the ad,instead of being s

45、hown the logical next step in the journey,youre taken to a completely irrelevant page where you cant even find the product you were just shown.Poor experiences like this occur all too often and serve as roadblocks to conversion.In fact,analysis showed that the average destination page scored only 66

46、 out of 100 66 out of 100 when evaluated against Branding Brands heuristics.109.BitsBox Internal Data,January-March 202010.Ads to Destination Experience Analysis”by Branding Brand(Meta-commissioned analysis of 500 destination experiences,US 2021)11.Mobile checkout optimization:10 ways to retain mobi

47、le shoppersin the checkout process”,Baymard Institute+Amazon Pay,US+EU,2020“By focusing on streamlining the signup experience for our customers,weve improved the experience for them and improved our conversion rate.Were seeing 37%reduction 37%reduction in Customer Acquisition Cost(CAC)and 59%improve

48、ment 59%improvement in revenue.”9Scott LiningerScott LiningerCEO,BITSBOXCEO,BITSBOXRoadblocks to conversion can cause consumers to abandon shopping or lose trust in a brand.And when they happen frequently,it can negatively impact conversion rates over time.In 2020,suboptimal mobile experiences cost

49、brands up to$472Bin sales.11Why?Why?Because todays consumers expect every touchpoint to be delightful and frictionless.Some customers will close a tab or exit an app as soon as an impediment enters the experience.Destination pages serve as a brands first owned point of contact with customers.The des

50、tination page represents a moment that can be leveraged to make a meaningful connection and start building a relationship.Destination pages also represent an opportunityespecially on mobileto increase revenue by optimizing for conversions,unlocking more ad potential and enhancing loyalty.Why destina

51、tion pages are importantWhere destination pages fall shortA destination page should feel seamless,like turning the next page in a book.Destination pages that dont achieve this may fail to move customers down the funnel to conversion.Even before taking ad performance into account,the majority of dest

52、ination pages arent optimized for getting customers to take action.In fact,research from Meta with Branding Brand uncovered that the average score of all mobile destination pages is 66 out of a possible 100,indicating theres room for all advertisers to improve their mobile destination page experienc

53、es.12In order to deliver impactful and optimized In order to deliver impactful and optimized customer experiences,brands must understand customer experiences,brands must understand and deliver on what customers expect from them:and deliver on what customers expect from them:1.Speed2.Answers to commo

54、n questions3.Mobile-friendly interfaces“Marketers often forget to put“Marketers often forget to put themselves in their customers themselves in their customers shoes.The most successful shoes.The most successful brands make sure to evaluate brands make sure to evaluate their mobile experiences from

55、the their mobile experiences from the perspective of the customer at perspective of the customer at least once a month.”least once a month.”Lauryn SmithLauryn SmithVP,USER EXPERIENCE VP,USER EXPERIENCE STRATEGY,BRANDING BRANDSTRATEGY,BRANDING BRAND12.Ad to Destination Experience Analysis”by Branding

56、 Brand(Meta-commissioned analysis of 500 destination experiences,US 2021)1.SPEED1.SPEEDThe customers perspectiveThe customers perspectiveWhen you tap on an ad and experience a delay in seeing or being able to interact with content,how long do you wait?How quickly do you feel frustrated,impatient or

57、bored,and return to your feed?53%of mobile consumers will leave a site that takes longer than3 secondsto load.13Branding Brands analysis showed an average load time of143.5sthats a full second longer than the recommended best practice.15Advertisers who have taken the time to improve site speed see s

58、trong business outcomes.Grove,an online business selling natural household and personal care products,improved its site speed by 30-40%through optimizing API calls,caching high-volume site experiences,rendering high-traffic pages on the server and deferring non-critical resources.As a result,Grove r

59、eported a 56%lower bounce rate,12%lower cost per page view and 5%lower cost per purchase.16Common tactics that advertisers can Common tactics that advertisers can explore to improve site speed include:explore to improve site speed include:Minimize HTTP requestsImprove time to First Contentful Paint(

60、FCP)Deliver optimized assetsDefer loading out-of-view contentRemove unused third-party code13.Find out how you stack up to new industry benchmarks for mobile page speed”,Google,February 2018.14.Branding Brand analysis;this load time is based on First ContentfulPaint(FCP),which marks the first point

61、in the page load timelinewhere the user can see anything on the screen.15.Branding Brand analysis16.Grove Collective Internal Data;CGC NarrativeCustomers want to quickly and easily see answers to common,intuitive questions without having to tap through multiple pages,conduct a search or share their

62、email address or other personal information.Ways to address common questions include:Ways to address common questions include:2.ANSWERS TO COMMON QUESTIONS2.ANSWERS TO COMMON QUESTIONSThe customers perspectiveThe customers perspectiveRecall the last time you tapped on an ad when you were scrolling t

63、hrough Facebook or Instagram.What did you expect to happen once you tapped?Are your expectations different based on whether or not youre familiar with the brand?Providing photos of products from different angles or in lifestyle shots,so customers can easily understand how the product looks in the re

64、al worldSharing relevant product details through specifications that outline dimensions,bullet points explaining features and size charts that render well on mobile,so consumers can determine theyre buying the correct productSpecifically addressing any special value propositions featured in the ad,e

65、.g.,“environmentally friendly,”free shipping and returns,giving back,etc.Providing the details behind featured promotions(e.g.,“Buy 1 Get 1 Free,”20%off)For consumer goods,the price is easy to identify;for services or for destination pages that do not have a price,enough information is present conce

66、rning the“cost”or“commitment”that people feel comfortable moving forward 3.MOBILE3.MOBILE-FRIENDLY INTERFACESFRIENDLY INTERFACESThe customers perspectiveThe customers perspectiveAs you skim the content on the destination page,can you immediately understand what the next step is?Can you easily tap on

67、 key elements on the destination page,like the call-to-action button and menu,without changing how youre naturally holding your mobile phone?17.“State of Mobile:2022”,Data.ai,2022Adults in the US now spend more than four hours a day on their mobile phones.17People have learned to expect well-designe

68、d websites and apps that are intuitive and easy to use.Mobile design best practices for destination pages include:Mobile design best practices for destination pages include:Allow for white space,since consumers are comfortable with scrolling.If your content lends itself to being broken down into sec

69、tions,consider dividing up long sections of content through accordion headers to make it easy to navigate on longer pages.Design within reach of the thumb to ensure that shoppers can easily navigate mobile sites one-handed.Ensure that primary targets are easy to recognize and easy to tap.Consider pr

70、imary call-to-action buttons that span the width of the page,and in some cases,sticky CTAs that allow people to easily access the primary path forward.Be mindful of the limited room available on mobile devices.Where possible,eliminate sticky elements(e.g.,chat or promotions)in lieu of static element

71、s,or intelligently employed elements.For the same reason,consider if some elements should only be available on an upward scroll(e.g.,surfacing a sticky header or a“back-to-top”shortcut only on upward scroll).Yoga International partnered with its agency,KlientBoost,to improve ad cost per trial.The co

72、mpany redesigned its homepagewhich was also its primary destination pagebased on best practices outlined by Meta.Yoga InternationalCASE STUDYCASE STUDY18.Meta Case study,April 2020“Most of our traffic comes from mobile consumers,so its really important to create a seamless mobile landing page experi

73、ence.By focusing on the complete user experience from ad click to landing page,weve been able to see big increases in our conversion rates,which has directly led to more signups.”Tiffany TranTiffany TranLEAD DESIGNER,LEAD DESIGNER,KILENTBOOSTKILENTBOOSTAs a result of the changes Yoga International m

74、ade,the company reported a13%increase in direct signups,and a12%lower cost per trial.18To fulfill consumer expectations and create optimized experiences,brands need to be cognizant of the friction that exists in their ad-to-destination page experiences.An evaluation can be conducted using the“3 Cs”f

75、ramework below,based on three proven,customer-centric guiding principles.By staying mindful of each of the following,brands can help reduce friction on their destination pages and motivate consumers to continue the conversion journey.CONTENTCONTENTCONTINUITYCONTINUITYCTA(CALLCTA(CALL-TOTO-ACTION)ACT

76、ION)Lauryns lens of expertiseLauryns lens of expertiseLauryn Smith,VP,User Experience Strategy,Branding Brand“When your destination page doesnt follow through on the promise of your ad,its a disappointing experience for your consumers.”“The opportunity that we see with“The opportunity that we see wi

77、th destination destination experiences experiences is immense.Even if your page scores on the high end,the is immense.Even if your page scores on the high end,the best way to optimize performance is to continually learn best way to optimize performance is to continually learn what your customer want

78、s by testing new experiences.”what your customer wants by testing new experiences.”Lauryn SmithLauryn SmithVP,USER EXPERIENCE VP,USER EXPERIENCE STRATEGY,BRANDING BRANDSTRATEGY,BRANDING BRANDCHAPTER TWOCHAPTER TWOThe 3 Cs of high-performing destination pages19.Ad to Destination Experience Analysis”b

79、y Branding Brand(Meta-commissioned analysis of 500 destination experiences,US 2021)Branding Brand found that the average score on content for destination pages is68 out of 100Theres room for advertisers to improve their content and make it easier for consumers to quickly answer their questions when

80、interacting with destination pages.19CONTENTCONTENTContent is hugely important in the browsing experience.After a consumer lands on a page and determines theyre in the right place,they explore the page to decide if they want to move forward with a purchase.Even though it may be subconscious,consumer

81、s anticipate specific capabilities when browsing on desktop and mobile.Here are considerations for how to improve the content experience on a destination page:Here are considerations for how to improve the content experience on a destination page:Include critical product information within the first

82、 two viewports,including review summary,price,promotions,free shipping(if available)and core product attributes.Include multiple product images,including lifestyle images that show products being used.Use breadcrumbs to reflect the site hierarchy,and provide an easy way for consumers to adjust scope

83、 within the site.Ensure text is sized large enough to easily read on a mobile screen.Use concise language throughout.AFTERAFTERBEFOREBEFORE20.Meta case study,January-February 2020Real world exampleReal world exampleImagine you work for an education company offering certification on a variety of topi

84、cs.Your company runs ads leading to a destination page where customers can request a free guide.A potential customer,Alana,taps on an ad that highlights the different benefits of one of your programs.She arrives at a destination page asking her to fill out a short form to receive her free guide.Alan

85、a tries to scroll down the page to find more information about the program in the ad,learn a little more about the company and see what is included in the guide,but this information isnt readily available to her.Since shes not ready to share her email address or other information without understandi

86、ng more details,she leaves the destination page.Solving for frictionSolving for frictionRequiring customers to fill out a form before getting information can be a deterrent.Knowing very little about the product,Alana was unwilling to provide her email address and other information.This common proble

87、m could easily be solved by including some content highlighting the value proposition,clarifying what Alana would receive in exchange for her email address and reinforcing the value of the brand.Pill Club redesigned its homepage,where it directed most of its Facebook ads traffic,to align with best p

88、ractices.In the new layout,the company headlined its value proposition and a clear product image.Pill Club tested these changes alongside other destination page updates,and reported aPill ClubCASE STUDYCASE STUDY5.02%conversion rate increase.2021.Ad to Destination Experience Analysis”by Branding Bra

89、nd(Meta-commissioned analysis of 500 destination experiences,US 2021)22.Branding Brand analysis,2022.of destination pages evaluated were either not visually similar to the ad,or could use improvement.22CONTINUITYCONTINUITY“Creating a seamless customer experience from ad to landing page removes frict

90、ion and ultimately maximizes performance.In the future,brands will be able to use Shops to go from discovery to conversion within a single environment.”48%The best destination pages create a sense of seamless continuity for shoppers.When people tap on an ad,the destination page should feel like a na

91、tural next step.Any imagery,messaging,pricing or offers listed on a landing age should reinforce what was shown in the ad.Simon WhitcombeSimon WhitcombeVP,GLOBAL MARKETING SOLUTIONS,VP,GLOBAL MARKETING SOLUTIONS,METAMETA23.Meta case study,February-March 2020Magic Spoon,a grain-free cereal brand,has

92、worked on optimizing destination pages as one way to improve overall performance.As Jae Noh,the companys Acquisition Marketing Manager,explains:“We work hard to match the post-click experience with the creative that people see first.For example,for a creative that garners a ton of quick clicks,wed p

93、robably want to direct people to an informative,longer destination page.With ads that are more informative to begin with,we might see better results by sending customers straight to the product page next.”Magic SpoonCASE STUDYCASE STUDYReal world exampleReal world exampleImagine youre the owner of a

94、 brick-and-mortar plant store that also sells products online.You run an ad campaign to promote some of your most popular items.A prospective customer,Alice,sees your ad for 15%off her first purchase.Shes intrigued by the sale,so she taps on the ad.Next,shes taken to a page that lists all your inven

95、torybut theres no mention of the 15%savings promised in the ad.After struggling to find the product and the sale pricing,Alice gets frustrated and closes the tab.Solving for frictionSolving for frictionWhen Alice tapped on the ad,she was expecting to be taken to a page for best sellers that were 15%

96、off.If the destination page had highlighted both sale pricing and the product that Alice clicked on,its likely she wouldve stayed on the page.Lauryn Smith,Lauryn Smith,VP,User Experience Strategy,Branding Brand“A good rule of thumb to follow is that any numbers“A good rule of thumb to follow is that

97、 any numbers that appear within your ad need to be present on that appear within your ad need to be present on your destination page.They should be more than your destination page.They should be more than presentpresentthey should be immediately visible.they should be immediately visible.Consumers o

98、ften ground themselves in numbers,Consumers often ground themselves in numbers,so having these appear again on the destination so having these appear again on the destination page is a terrific confirmation that page is a terrific confirmation that the brand is following through on their promise.”th

99、e brand is following through on their promise.”24.Ads to Destination Experience Analysis”by Branding Brand(Meta-commissioned analysis of 500 destination experiences,US 2021)CTA(CALLCTA(CALL-TOTO-ACTION)ACTION)Once your customer is ready to take the next step whether its to learn more,add to cart,or

100、check out that action should be obvious and easy to take.A call-to-action button is essential on destination pages.It inspires progression and guides the customer through the path to purchase.Making the next step as obvious as possible for the consumer can dramatically improve conversion rates.CTAs

101、should span the full width of the screen,appear as a tappable button,and follow customers as they scroll (e.g.,be“sticky”).Think of how often you use your phone while holding it in one hand being able to reach buttons is key.Placing a CTA so it can be easily accessed while someone is navigating with

102、 a single hand makes it easy for consumers to take the next step.Branding Brand learned that almost1 in 4destination pages(24%)do not allow consumers to access their primary website.24If consumers dont see what they expect,or potentially have other questions about a brand or product,theres no way to

103、 quickly continue exploring the site,which could prompt them to leave.Lauryn Smith,Lauryn Smith,VP,User Experience Strategy,Branding Brand“Providing a clear path forward is one of the easiest ways to remove friction for“Providing a clear path forward is one of the easiest ways to remove friction for

104、 users when they are ready to convert.Hunting for the best path forward presents users when they are ready to convert.Hunting for the best path forward presents needless friction for users at a key point in their decisionneedless friction for users at a key point in their decision-making process.”ma

105、king process.”25.Meta Case study,April 2020Real world exampleReal world exampleImagine youre the owner of a candle company.Your destination page mirrors the offer and product shown in the advertisement,and your content highlights your most important value props using both text and imagery.Your entir

106、e site is optimized for mobile,making the experience delightful for consumers.Great work!But even though youve taken steps to build an effective destination page,you could still be missing out on sales if your CTA button is difficult to find.Jamie,a potential customer,recently visited your site to b

107、uy candles as gifts.He loved the imagery and the selection,but quickly gave up when he couldnt find the CTA button on the product page,even after he scrolled for a little bit.Since Jamie had intended to buy five items as gifts,your business just missed out on a multi-item sale.Solving for frictionSo

108、lving for frictionEnsuring that the CTA button is clearly present on your destination page and follows best practices helps simplify the customers journey.In this example,making the button sticky would have eliminated the need for Jamie to spend extra time trying to figure out how to purchase.Bombas

109、,a comfort-focused apparel brand,was able to improve its conversion rate by incorporating a sticky filter on destination pages.This allowed customers to quickly and easily narrow down their view to see only the items most relevant to them.Bombas reported aBombasCASE STUDYCASE STUDY3%The Sort and Fil

110、ter bar at the top of the page stays sticky as the user scrollsincreased conversion rate on mobile after testing this sticky new CTA25“Too often,companies set team goals in siloes;their marketing teams arent aligned with their web team,and it shows.In my experience,theres a clear difference in the m

111、obile experiences of brands that are able to unify their teams,and its reflected in performance.”Simon WhitcombeSimon WhitcombeVP,GLOBAL MARKETING SOLUTIONS,VP,GLOBAL MARKETING SOLUTIONS,METAMETACHAPTER THREECHAPTER THREEStrategic steps to improve destination experienceFrederic Frederic GolenGolenDi

112、rector,Customer Growth Marketing,Meta“Weve partnered with numerous brands,and“Weve partnered with numerous brands,and something we often hear during our sessions something we often hear during our sessions is teams meeting each other for the first time.is teams meeting each other for the first time.

113、And something we commonly hear after And something we commonly hear after our sessions is clients telling us,Were now our sessions is clients telling us,Were now regularly meeting with and sharing plans regularly meeting with and sharing plans with the teams we met during your session.”with the team

114、s we met during your session.”Platform and policy changes focused on data privacy require businesses to rethink how cross-functional teams work together.Too often,marketing organizations are made up of distinct teams that dont communicate on a regular basis.For example,at some companies,acquisition

115、might work separately from product and measurement,even though all three teams are valuable players in the success of any individual campaign.Connecting teams that do related work can help improve end-to-end customer experiences.Imagine if a marketing team could work directly with creative,engineeri

116、ng and development teams to build cohesive campaigns and better destination pages.Weve seen this approach yield significant results for businesses.Align cross-functional teamsIn 2020,Allbirds leveraged a connected brand and performance marketing creative strategy to launch their new Dasher shoe,and

117、saw a48%lift in purchases when using the full breadth of their creative in concert.26You can break down organizational silos via:You can break down organizational silos via:Ensure that one person has oversight over all teams who share responsibility for UX.EXECUTIVE UNITYEXECUTIVE UNITYDefine unifie

118、d,companywide UX goals,and empower teams to do what needs to be done to achieve those goals.SHARED GOALSSHARED GOALSEstablish regular connection points between teams that dont typically work together,and encourage informal information sharing.COMMUNICATIONCOMMUNICATIONLaying the groundwork for effec

119、tive destination pages that improve performance is just the first step in reaching performance goals.Its critical for businesses to embrace a growth mindset and be open to consistent learning.26.Meta Case study,April 2020Test and learnMarketers understand that the definition of“what works”best for t

120、heir campaigns27is constantly changing.One day an ad seems to perform,and the next its not meeting expectations.While the problem is clear,the cause isnt always immediately apparent:Is it not reaching the intended audience?Is the audience fatigued by this specific ad?Is the message not resonating?Th

121、e answers to these questions can be discovered through testing.With regular testing,marketers get better performance insightsdata they can leverage to drive strategic decisions.We recommend using A/B testing to resolve We recommend using A/B testing to resolve potential areas of friction.There are s

122、everal key potential areas of friction.There are several key steps to keep in mind when planning A/B steps to keep in mind when planning A/B experiments:experiments:Isolate a single variable to ensure you can attribute results to a specific change.Ensure you let your test run long enough to get to s

123、tatistical significance.Treat every test as a learning opportunity.Even when results are disappointing,they may still provide valuable insights and influence your strategy.Include cross-functional teams to collaborate on test design and share results.Create an internal company framework that enables

124、 ongoing testing.Quantify the business impact of every test result,so all employees are aligned on the same goal.Testing optimization strategies that reduce friction has clear benefits.When it comes to identifying friction points in your destination page experience,constant and ongoing testing is a

125、great training ground.27.J7 Media Internal Analysis,2020,Customer Growth NarrativeJae NohJae NohAcquisition Marketing Manager,Magic Spoon“At the end of the day,we follow the“At the end of the day,we follow the numbers.And if were not sure why the numbers.And if were not sure why the numbers are givi

126、ng us a certain result,numbers are giving us a certain result,well test other variables to learn more.”well test other variables to learn more.”28.Meta Case study,Jul-Aug 2020With Meta,1440 identified many opportunities to optimize their landing page.1440 and Matchnode ran A/B tests on critical elem

127、ents to improve their mobile user experience.The topThe top-performing tests:performing tests:Tested“Join Free”vs.“Subscribe”Aligned CTA button color with 1440 branding vs.red color1440CASE STUDYCASE STUDY17%improvement in conversion rateAFTERAFTERBEFOREBEFOREThrough many iterations of A/B testing d

128、estination page best practices,1440 report aTim Tim HuelskampHuelskampCo-Founder,1440“Without question,implementing the Meta“Without question,implementing the Meta teams insights was the single most impactful teams insights was the single most impactful marketing decision we made in 2020.100%of mark

129、eting decision we made in 2020.100%of the suggestions led to CVR increases,which the suggestions led to CVR increases,which drove significant shareholder ROI.”drove significant shareholder ROI.”29.Meta Case study,January-February 2020Use the scorecard in the appendix to Use the scorecard in the appe

130、ndix to evaluate your current destination evaluate your current destination experience,and identify any gaps.experience,and identify any gaps.Speak to cross-functional counterparts to ensure that teams are aligned in their approach to destination pages.And finallyat least monthly,ensure that the des

131、tination page is being evaluated from the perspective of the customer.5CONCLUSIONCONCLUSIONThe importance of delivering a frictionless destination page experience for consumers cannot be understated.The CGC team at Meta The CGC team at Meta has worked withhas worked with more than 1,500 clients more

132、 than 1,500 clients to optimize destination pages,and the results speak for themselves.For example,womens healthcare company Pill Club redesigned their homepage,where they directed most of their Facebook ads traffic,to better align with destination page best practices.As a result,the company reporte

133、d a 5.02%5.02%increase in conversion increase in conversion rate for customersrate for customers29who began the signup flow after these changes were made.Use this guide to identify changes you could make to your current destination experience.Evaluate your destination experience.ExcellentExcellentEx

134、perienceExperienceRoom for Room for ImprovementImprovementA LOT of RoomA LOT of Roomfor Improvementfor ImprovementCONTINUITYCONTINUITYDoes page load time fall within an acceptable margin?Page load time falls between 90-100.Page load time falls between 50-89.Page load time falls between 0-49.Does the

135、 destination page have overlays,modals or popups?There are no overlays or modals on the destination page,or they do not appear as soon as the page loads and can be easily dismissed.Overlays or modals appear immediately after the page loads but can easily be dismissed,and are limited to one overlay o

136、r modal per session.Overlays or modals appear;there may be multiple,and may be difficult to dismiss and reappear during the session.Is the destination page visually similar to the ad?Does it reflect imagery,messaging and pricing/products shown in the ad?The destination is designed with the ad in min

137、d and all visual elements,messaging and pricing/products from the ad are included.The destination includes some visual elements,messaging and/or pricing and products from the ad.The destination does not make reference to visual elements,messaging and/or any pricing and products in the ad.CONTENTCONT

138、ENTAre key value propositions highlighted on the destination page?Consumers can tell within the first 1-2 viewports(scrolls)what makes the product or service special and what value theyll receive.Information is available on what makes the product or service special and what value theyll receive on t

139、he destination page,but not within the first two viewports(scrolls).No information is provided as to what makes the product or service special.Do customers have to share personal information in order to learn more about the product or service?Customers can explore the site and learn about the produc

140、t or service without having to provide any personal information.Some information is available about the product or service,but other information such as pricing,is not available without providing personal information.There is little to no information about the product or service available to the cus

141、tomer without providing personal information.Can customers find the answers to commonly asked questions about the product or service?Answers to common consumers questions(such as pricing,key attributes and benefits,how a service works,dimensions,etc.)are immediately apparent within the first 1-2 vie

142、wports(scrolls)Answers to common consumer questions(such as pricing,key attributes and benefits,how a service works,dimensions,etc.)can be found,but users have to scroll further than 1-2 viewports and/or tap to other pages on the site.Answers to common consumer questions(such as pricing,key attribut

143、es and benefits,how a service works,dimensions,etc.)cant be found or require more than a few taps from the destination page to be found.6APPENDIXAPPENDIXExcellentExcellentExperienceExperienceRoom for Room for ImprovementImprovementA LOT of RoomA LOT of Roomfor Improvementfor ImprovementCALLCALL-TOTO

144、-ACTIONACTIONIs the CTA on the ad consistent with the CTA on the destination page?The copy of my CTA on the ad and destination page are the same.The copy of the CTA on the ad and destination page are similar.The copy of the CTA on the ad and destination page are not the same.Is the CTA is optimized

145、to guide the consumer through the purchase process?My CTA is visible when someone arrives at the destination or after just one scroll,is centered on the screen and stays sticky to the bottom of the screen as consumers scroll,with a buffer to the bottom of the screen.My CTA does not follow all of the

146、 guidelines of Excellent Experience or is sticky to the top of the screen.My CTA isnt visible when someone arrives at the destination,doesnt stay sticky when consumers scroll and/or isnt centered within the screen.Is there is a clear path forward for consumers when they arrive on site?Consumers can

147、easily access the main site(e.g.,via top navigation);if landing on a Product Listing Page,consumers can immediately see that sorting and filtering are available and see the total number of products available.Consumers can access the main site but need to search for how to do so;if landing on a Product Listing Page,the sorting and filtering is visible but icons may be small and/or total number of products isnt shown.Consumers cannot obviously access the main site;if landing on a Product Listing Page,no sorting or filtering is available.