There is a lot of confusion about where to send people from your Facebook ads. The biggest mistake you can make is sending people from your Facebook ads directly to your website’s home page.
Your home page is not a landing page (in most cases).
If you’re selling physical items then I would highly recommend sending people directly to the product pages of your items.
Reduce the friction as much as you can.
The more steps and additional navigations that are required by your visitors, the more they will get confused, leave your website and abandon the purchase process. You want to streamline everything to the point where people can buy instantly and easily from Facebook.
Also don’t send people to an opt-in page or email capture form where they can get a discount. Again, that is just additional friction and distracting from the main objective, which is making a sale.
The only exception would be if you’re selling digital products. A lot of people need more trust and rapport building before they buy digital items, so in that case sending people to an opt-in form first can be a good idea. Then you sell them the product with email marketing.
So here are some very basic rules:
1) Never send them to a generic home page
2) When selling physical items, send directly to the product page
3) When selling digital items, send to an opt-in page first
All of these rules can be broken by the way, there’s always exceptions and unique situations. But if you’re a newbie you can use these rules of thumb to avoid making common mistakes with your marketing.
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