Hey,
Oh no—could your landing page be killing your conversions?
You’re doing everything right with your Facebook ads.
Your targeting is spot on, the creative is engaging, and the clicks are coming in. But for some reason, people just aren’t converting.
What’s going wrong?
The answer could lie in one simple yet hidden metric: The Landing Page View (LPV) to Add to Cart Ratio.
Let me break it down.
- Landing Page Views (LPV): This is the number of people who actually landed on your page after clicking your ad.
- Add to Cart: This is the number of people who added your product to their cart, indicating a clear intent to buy.
Now, the LPV to Add to Cart Ratio shows how well your landing page converts visitors into serious buyers. It’s the bridge between interest (landing on your page) and action (adding to the cart).
Now, a good LPV to Add to Cart Ratio is typically above 30%, but it varies by industry. If your ratio falls below this benchmark, it’s a red flag—and it’s likely due to one of these reasons:
- Your offer isn’t strong enough.
- The messaging is unclear or confusing.
- The user experience is frustrating.
- Your ad and landing page don’t align.
- The page loads too slowly.
- You lack trust signals that build credibility.
Once you understand this ratio, you can diagnose exactly what’s holding back your conversions—and fix it. Let’s dive into how you can improve it!
1. Make Your Offer Irresistible
People add to cart when they feel the deal is just too good to pass up. A weak or generic offer won’t cut it.
Example: If you’re selling a skincare product, don’t just say, “10% Off Your First Order.” Try:
“Transform your skin in 30 days or get your money back + 15% off your first purchase today only!”
The key? Add urgency and eliminate risk.
2. Simplify Your Messaging
Your landing page should clearly communicate the value of your product in the first 3 seconds. If visitors have to scroll endlessly or decipher vague copy, you’re losing them.
Example: Instead of “Revolutionary Technology for Better Fitness,” say:
“Burn 500 calories in just 20 minutes with our easy-to-use treadmill—guaranteed.”
Be direct. Be specific. And make it about your audience, not you.
3. Improve the User Experience (UX)
Think of your landing page as a conversation with your customer. Any friction, like unnecessary form fields or a cluttered design, will make them leave.
Example:
- Ensure your Add to Cart button is highly visible and says something actionable like “Get Yours Now!”
- Use bullet points to break down product benefits for faster readability.
And most importantly: Test your page on mobile.
4. Align Your Ad with Your Landing Page
Nothing kills conversions faster than misalignment. If your ad promises one thing but your landing page delivers something else, users will bounce.
Example: If your ad promotes “FREE shipping for orders over $50,” make sure that’s prominently displayed on your landing page. Don’t hide it in the fine print or the FAQ section.
5. Add Trust Signals
People won’t buy if they don’t trust you. Simple as that. Build credibility with the right trust signals.
Example:
- Display customer testimonials that address common objections (e.g., “I was skeptical about the results, but this really works!”).
- Add “As Seen On” logos for social proof if you’ve been featured in media.
- Use security badges near your checkout section (e.g., “100% Secure Checkout with SSL”).
Your LPV to Add to Cart Ratio is the quickest way to gauge whether your landing page and offer are connecting with your audience. If it’s not where it should be, now you have 5 proven ways to turn things around.
Remember: a great landing page doesn’t just inform—it inspires action.
Take these steps, test what works for your audience, and watch your conversions grow.
Happy advertising!