One of the weirdest things I hear from clients or peers.
“That’s ok on the landing page but I don’t think it’s on brand for the ads.”
It happens more often than it should. Maybe it’s a luxury brand that thinks touting BNPL financing on the landing page is fine, but in the ads it makes the brand feel “cheap.” Maybe it’s a brand that wants a very abstract look and feel to the ads with a very practical approach to product details on the landing page.
We all can get compartmentalization in our thinking. Somehow only “Brand” considerations apply to the ads and “Ecommerce” applies to the site. The reality is that the lines between on-site and off-site are blurring more each day.
Shops on Facebook and Instagram, Google buy now, Amazon, Walmart, Pinterest, Etsy, and multiple marketplaces are ways that people can conduct business with you off your site. Even Tiktok is launching ecommerce experiences.
Headless ecommerce is the separation of the backend transactional portion of the website from the front end presentation layer. Shouldn’t we start thinking of our ads as part of that headless presentation layer?
We have seen a 40% lift in conversion rates when the buy now pay later call out from the product detail page is used in Facebook product ads.
Simple call outs that come directly from the product detail page can help the ads become part of the holistic user experience. The addition of detail gives the ads more context and helps drive more consideration.
I keep pestering the UX researchers over at The Baymard group to include ads as part of the UX analysis. Ads can do two powerful things for UX.
- Set the expectation for what the experience will be after the click.
- Add context to the product.
If you set the expectation with the promise of “free beer” in the ad you should deliver free beer after the click. After all, meeting or exceeding expectations is the key to all happiness. This is often the root cause of poor conversion rates; an ad that over promises and an on site experience that underdelivers.
Adding context can mean the mood of the brand with lifestyle images or meaningful associations, but it call also mean “This product is on BOGO today.”
The funnel isn’t as orderly as we’d like to believe. People hop back and forth between product and brand representations all the time through the buying journey. A great way to think of ads is as the ultimate headless extension of the site.
To learn how to use pay later ads and other enhancements to drive conversions across all payment types reach out to firstname.lastname@example.org or visit https://waterbucket.app