Facebook Lead Forms vs Landing Pages
If you’re advertising on Facebook, you’re paying every time someone clicks on your ads. So it’s important that they land on a page that is going to make them convert (e.g. buy something, make an appointment, give you their contact info). Why waste money driving all that traffic to a page that makes people say, “meh”?
On Facebook, there are two options where uses can go when they click on your ad: They can land on a page on your website (aka a landing page) OR they can stay in Facebook World and land on a Facebook Lead Form.
What Is A Facebook Lead Form?
It’s the super-simplified form that lives on Facebook. So when you click on the ad you never even have to leave Facebook to fill it out.
The Advantages of a Facebook Lead Form
- More convenient for the advertiser. Got a slow website? Don’t have time or money to create a separate landing page? Using a Facebook Lead form solves that.
- More convenient for the user. No waiting around for a landing page to load, no opening another window.
- Easier mobile experience. It’s much easier to fill them out on the phone.
The Disadvantages of a Facebook Lead Form
- Not much room or flexibility to explain why your product or service is so great. If you have a product that’s not easy to explain, it’s going to be challenging on a lead form.
- The leads may not be as qualified. Because it’s so easy to fill out a lead form, you may get a lot more leads from people who are only vaguely interested in your product as compared with those who fill out a landing page. That’s why it’s important to track how many of those leads actually end up as paying customers. (see more below)
How do you decide which one to choose?
The simple answer: If it’s an easy action to take, like “sign up for our newsletter” a lead form usually works well. If it’s a complicated product that you’re selling, a landing page usually works better.
The better answer: Run an A/B test AND (this is the important part) track everything to see what ultimately nets you more money.
For example, we had a client who was A/B testing lead forms and landing pages. The cost per lead was lower for the lead form. HOWEVER, those leads were less likely to lead to appointments and actual sales. It turns out the landing page leads ultimately led to 3x more revenue. Without testing AND meticulous tracking all the way through the sales funnel (which required a fair amount of effort on the client’s side), we would not have known.