Facebook Custom Landing Tabs + Measurement = Best Practice
Facebook landing pages give people reasons to like your page. Debra Askanese pointed to a study that shows Facebook pages with custom landing pages have a higher conversion rate than those without landing pages. For such purpose, social media consulting comes in handy. You can consult some social media consulting company or social media consultant to get advise for Facebook Tab.
An effective custom landing page should:
- support your SMART objective,
- show value at a glance,
- and have a clear call to action.
A landing page without a strategy or good design will not automatically make people like your organization’s page. A landing page can reinforce organizational branding or promote specific campaigns, programs, or events. It doesn’t have to be a static content either, it can change according to your organization’s activities.
Landing pages provide a fertile ground for testing and data collection much like nonprofits test their email newsletters. While custom tabs might look nice and can be strategic, if you don’t measure – it’s a waste of time.
You can track conversion rates including clicks to the tab and clicks within the tab. Although some apps provide analytics we still prefer to use Google Analytics.
It used to be easy to create a custom landing tab with FBML, but you can no longer install that app. Now it takes some tech skills to pull this off because of the switch to iFrames. If you don’t have those skill then there are some free tools (and low cost tools here and here) available to get your basic Facebook landing page up and running. You might need some graphic design skills though. You can also build a Facebook Page using Word Press, read our article here.
Use Insights for your app to track how users are interacting with your app to build the best possible experience for your users. For app administrators, Insights includes feedback for stream stories, referral traffic to your app, a breakdown of what user actions contribute to active user count, demographics on authorized users and active users, and the number of times permissions are prompted and granted.
In addition, it provides diagnostics for your app so that you can track API errors as well as get access to allocations and throttling information.