Did you know that businesses reached 1.628 billion Instagram users? In the first three months of 2023 alone, the total number of Instagram users that marketers can target with ads and with their Instagram landing pages increased by approximately 310 million (+23.5%).
With 90% of the Instagram population following at least one business account and 70% of shoppers looking to Instagram for their next purchase, it is clear that the platform’s potential advertising reach is growing very quickly. The ad conversion rate is between 0.30% and 2.6% depending on campaign reach and other factors such as industry. All of this places Instagram in fourth position as the most active social media platform in the world.
If you’re ready to make use of this business potential and convert more users into customers, you’ve landed in the perfect spot. In this article, we will be looking at how your business can master Instagram’s landing pages and turn them into the perfect advertisement space.
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What Is an Instagram Landing Page?
An Instagram landing page is a web page designed to drive conversions and engagement from Instagram traffic. Users “land” on the landing page after they click on a brand’s instagram campaign ad or link. It sounds like a regular landing page but it is not.
A regular landing page is a destination for web users. The traffic is driven by various online marketing channels, such as search engines or display networks. An Instagram landing page is specifically linked to from Instagram, which means it is designed to cater to the preferences and characteristics of the platform’s users.
In order to successfully direct Instagram users to your landing page, it is important to consider the content preferences and typical characteristics of these users when crafting your ad or link in link in bio.
- Mobile-Centric. A good number of people who click on an Instagram ad or link are scrolling through their phone. Your landing page should be optimized for mobile experience.
- Visual. Instagram users are drawn to visually appealing content, such as high-quality images and videos as the platform heavily emphasizes visual storytelling.
- Short. Due to the fast-paced nature of scrolling, Instagram users typically have shorter attention spans.
- Inspiring. Instagram has a strong influencer culture, with users often following and seeking inspiration from influencers who showcase certain lifestyles, products, or expertise.
- Authentic. Users appreciate storytelling and content that feels genuine, relatable, and transparent.
- Connected. Instagram users actively engage with content through likes, comments, and direct messages, seeking social interaction, connection, and the opportunity to express their thoughts and opinions.
To create the perfect landing page for Instagram users, it is essential to align its design and content with these preferences.
How to Build a Landing Page That Converts?
Congratulations! You’ve done a wonderful job crafting an irresistible Instagram ad. Users were amazed by its shiny elements and clicked on the call-to-action (CTA) button. Now, here’s the thing: it’s the landing page that sells your product, not the ad itself. And you have less than 15 seconds to convince your prospects to take the desired action.
How do you do it? In short, create a no-nonsense landing page with an honest and to-the-point message. Design your page to be easy to navigate and optimize it to improve your landing page conversion rate.
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Ensure Message Match Between Your Ads and Landing Page
Actual conversions begin with establishing a message match between your pre-click (ad) and post-click (landing page) experience. Message matching involves aligning the narrative of your ad with that of your landing page to meet the user’s expectations.
Here an example from PlayStation: The landing page has message-matched headlines and branding and advertises the same as the Instagram offer.
Instagram users love the micro storytelling they encounter on the platform, and anticipate it on your landing page. It becomes more intriguing when they come across content that engages, introduces tension, offers solutions, and centers around the narrative rather than solely focusing on product features.
Here is an example from Lomi: The landing page is focusing on the “Summer without ants and fruit flies”, rather than the product features.
Optimize the Landing Page Elements
To optimize your Instagram landing page, focus on visually appealing elements that are relevant to your offer and create a positive user experience. Here is how you can achieve that:
- Intriguing Headlines. The headline is the first thing a visitor sees, so it must create the right first impression. Including your unique selling proposition (USP) or unique value proposition (UVP) ensures that visitors know they are in the right place.Here is an example from Coda:
- Clear and benefit-driven copy. Keep your copy easy to understand. Highlight the benefits of your product or service and use compelling language to encourage action. Avoid using jargon or technical language, keep paragraphs short, and write specifically for the target audience so they identify with your offer.
- Visual Appeal. Use high-quality and visually engaging images or videos that resonate with your target audience and reflect your brand’s aesthetic.
- Strategic Use of Call-to-Actions (CTA). Place clear and strategically positioned CTA buttons or links that guide users towards the desired action, such as making a purchase or signing up.Take an example from Slack: The CTA buttons tell visitors what to expect after the click and contrast with the page background.
- Concise lead capture form. Keep your lead capture form short and simple. You don’t want to intimidate your visitors by asking for too much information. For instance, Codecademy lead capture form is quick and easy to complete, which will help their conversion rate for this sign up:
Focus On One Conversion
Although an Instagram landing page shares many design elements with other web pages, its primary distinction lies in its 1:1 conversion ratio.
The conversion ratio refers to the relationship between clickable elements and conversion goals. Since a landing page should have a single objective, it should offer a solitary destination for users, typically in the form of a CTA button.
Any button or link that deviates from the primary conversion goal has no place on the landing page.
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Optimize for Mobile Experience
Mobile-responsive pages should meet the fundamental criteria for a positive mobile user experience. Ensure your landing page is fully optimized for mobile devices, consider factors like responsive design, fast loading times, and easy navigation, as most Instagram users access the platform through their smartphones.
To optimize an Instagram landing page for a great mobile experience consider the following tips:
- Responsive Design. Ensure your landing page is built with a responsive design that adapts seamlessly to various screen sizes and orientations.
- Simplified Navigation. Streamline the navigation menu and make it easy for users to find what they are looking for. Minimize the number of clicks required to reach the desired information.
- Fast Loading Speed. Optimize image sizes and minimize unnecessary elements to improve page loading speed, as mobile users expect fast and efficient browsing experiences.
- Finger-friendly Interactions. Make sure buttons and interactive elements are large enough that they have ample spacing to accommodate touch inputs accurately.
A/B Test Your Landing Pages
With A/B testing, you create different versions of your post-click landing page and analyze which layout, copy, and images resonate best with specific audience segments. This testing methodology enables you to form hypotheses and gain insights into how different page elements influence user behavior.
Multivariate testing is another way for testing your landing pages. Unlike A/B testing, which focuses on testing one element at a time, multivariate testing allows you to examine the optimal arrangement of all elements on your page simultaneously.
Crafting Instagram landing pages that convert requires careful consideration of design, content, user preferences, and optimization techniques. By keeping Instagram users’ expectations in mind and implementing best practices, you can create a highly effective and compelling landing page that drives conversions and engages your audience.