Case Study: Great Landing Pages for Fans and Non-Fans Alike!

One of the most powerful functions of your business’ Facebook Fan Page is the ability to display one view to fans, and another view to non-fans. When users land on your page, Facebook is immediately able to differentiate between fans and non-fans, and show each group different content. You can use this identification capability to convince non-fans to like your page by showing them what they’re missing by not being fans. Whereas before you had to know how to code landing pages with FBML, Wildfire recently released a free iFrames app that lets you easily create custom landing pages with “fan gates”: no coding necessary!

Here are six real life examples of Brand Pages that implemented Wildfire’s iFrames solution to create compelling landing pages with fan gates:

1) Provide access to special discounts.

Studies have consistently revealed that the number one reason that users will fan and follow brands is for access to exclusive deals, promotions, information, content, and advice. Dorm Room Movers promises the user that he will receive special discounts if he likes the page, and does so with a bright green illustration to attract attention. Click here to see the page live, and if you want the special discount code for yourself!

2) Be specific about the benefits fans receive.

A great approach to compelling users to like your page is to list the exact rewards or content they can expect if they become a fan. Fitness Expert Ary Nunez has a list of specific content items, advice, playlists, and challenges that the user can expect to have access to if he follows her page.

3) Provide illustrated call-outs.

Don’t be afraid to point out the like button with an illustrated call-out. This added emphasis helps to naturally draw the user’s eye to the like button. Check out how First and Main Sports Lounge effectively uses this technique on their fan page.

4) Quantify the advantage.

Instead of offering vague promises of discounts and benefits of being a fan, try actually throwing a number out. Tucker Blair promises that all fans of the clothing merchandiser’s fan page will get an exclusive 25% off discount, just for hitting the like button.

5) Make your fan gate visually appealing.

Optimize for the Facebook tab width by designing your images to be 520 pixels across. Additionally, use imagery that flatters and matches with your brand. The L’Evento Boutique fan page uses a simple but elegant image with their logo that draws attention to the contrasting color of the call-to-action statement at the top of the picture.

6) Make it interesting!

Your landing tab doesn’t have to stay the same all through the year! Test out different pages that change along with your marketing calendar: you can design pages that relate to annual holidays, or to the promotions you’re running for your fans. In the example below, the Cornell Lab of Ornithology created a landing tab that’s both timely to the popular sports event March Madness, and also relevant to their organization— it’s a bracket for March [Bird] Migration Madness!

Have you worked all of these best practices in with your landing tab? Have you found another great tip that works for you? Share with us in the comments below, and your page might be featured in an upcoming Wildfire Blog case study! We can’t wait to see what you guys came up with for your pages!