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Last updated Sep 14 2020

⚡ Landing pages and segmentation

Landing pages and Facebook ads - Jonathan Naccache

Jonathan Naccache from Webistry explains why marketers should apply audience segmentation not just to their ads, but to the landing page(s) the ads drive people to.

What Jonathan covers:

  • The importance of creating targeted messaging on your landing pages
  • How to use landing page pixels to create custom audiences on Facebook

Click below to read the transcript.


Hello everyone, thanks for tuning in. I'd like to jump right into this topic. And to start off, I'd like to talk about the brick and mortar analogy.

So, picture you have a retail store and the best piece of real estate possible downtown with lots of foot traffic going in and out. If you don't have the right salespeople, great music, good changing rooms and mirrors, your sales will not be at their best. So in this analogy, your brick and mortar is your econ store. And your supportive assets like your salespeople and your music is your landing page.

So, why is the landing page so important? It doesn't replace your store rather it's complementary to your store. And where your store is static, your landing page is dynamic. I'll explain what that means.

You're putting so much energy on segmenting your audiences and your targeting on the ad level. Yet all those visitors go to the same place. Your copy on the page does not change. Your imagery is always the same. That's not very targeted messaging. On the landing page, however, you can target your messaging. You can have different variants of your pages with different copy and imagery that is as relevant as possible to your visitors.

So, let's look at an example. On the left we have a cluttered collections page, a category page. And on the right side, we have a landing page. What's the problem with the website with the clutter? Well, for one, your benefits, your sales worthy information is scattered throughout the website. And to get more information about every product I need to click on each one and then click back and go on to the next. That's not the best user journey possible.

On the landing page, on the other hand, we are talking about the company, the creators, what makes all of their products so different. We even help the customer find the appropriate product for their needs. And then we present every individual product. We even have the add to cart appearing within the page so we can go straight to checkout.

So, let's take a look at other reasons why landing pages are important. Audience segmentation. I alluded to that earlier. You're putting so much effort on the ad level but why not on the landing page level. So if you're targeting, for example, a persona with interests in weight loss, and you're selling a protein powder, you should be talking about weight loss within your copy and within your imagery.

On the other hand, if you have a holiday like Mother's Day, you could be bundling up your best selling products with dedicated discounts and talking about that on landing page.

Another really great example of this is when you're retargeting your add to carts that did not purchase. And this example, we're putting forth the 10 reasons why the user did not buy the product. This is a glorified FAQ, and we're giving very informative answers that are convincing.

Another really great reason for the use of lining pages is not so much for purchases, but for audience building. So in Facebook ads, it's become more and more difficult to build custom audiences that are qualified and scalable. That's the ultimate goal when you're running ads. So we can drive traffic to surveys. In this example, we're asking, what is your number one goal? And if someone clicks on lose weight, I'm able to take all of those parameters. Like lose weight and create a custom audience for it without collecting an email. That's done with a pixel.
Or I can drive traffic to an advertorial and create a custom audience for everybody who spent two minutes on that page. That's a level of interest that is higher than five seconds. And finally, I can even create lead gen pages to get subscribers into, for instance, a VIP list.

Last but not least, I'd like to talk about algorithms and machine learning. We already use that on the ad level for Facebook ads. Facebook does this by showcasing the ad that is most likely to get good engagement metrics or more purchasers. While Unbounce released something called Smart Traffic recently. And it does that for landing pages. So, the variant that is most likely to get the desired action will be shown to the most relevant set of users. And this is done by looking at certain variables like the vice and demographics.

That's it for me today. I hope you learned something useful and thanks for tuning in.