Test with TikTok: How Instant Page Can Boost Conversions and Lower-Funnel Actions

17 August 2022

TikTok For Business

InsightsBest Practices

These days, marketers have more visibility over and flexibility during their campaigns than ever before, as advertising technology continues to transform the way they work. Marketing decisions can be made in real time, with precise targeting, due to increasingly innovative solutions. All this helps to achieve the greatest possible value of out of media buying activities.

Many marketers tend to focus on standard optimization methods such as adjusting targeting strategies, the creatives themselves, and/or bidding strategies to optimize each campaign. In this blog post, we'd like to make the case for landing pages getting more consideration. Landing pages can play a vital role in delivering positive campaign results.

We'll take a look at how improving landing pages can help to address various pain points advertisers encounter when setting up and running campaigns.

For example:
- Interrupted browsing experiences cause higher bounce rates
- Slower loading times lead to attention loss
- Inconsistent and restrictive designs can feel jarring, and interrupt users' brand experience
- Costly 3P tools and resources are often needed to build your own landing page.

To solve the above-mentioned issues, TikTok offers an innovative ad feature called Instant Page. This fast-loading, lightweight web page loads 11x quicker than a standard web page. What's more, you can easily create and customize your own Instant Page by editing its components -- including pictures, videos, carousels, and call to action buttons -- offering users a cohesive brand experience.

By using TikTok Instage Page, advertisers gain access to:

Using Instant Page reduces your drop off rate, as users can explore more content without leaving the app.

Collect more onsite signals to drive higher conversion rates. This helps the system to consistently deliver your ads to users with a higher intent to take lower-funnel actions.

Instant Page is especially useful for informing, educating, and engaging users on complex topics where ad creatives can't go into the necessary detail e.g. for finance brands. With added vital information about the product and service clearly listed on the Instant Page, it provides prospective users with the necessary consideration points in order to make more sound judgments before purchasing. This, in turn, shortens their decision-making time.

Users prefer to be led to a page within the platform, rather than being redirected to an external website or app. Through a stronger narrative to inform and influence users, the Instant Page maximizes results by optimizing towards Instant Page onsite events, which drives more engaged users to the destination page.

Campaign results from our platform prove this again and again. Campaigns that use an Instant Page reduce their cost per acquisition up to 75%, compared to campaigns that don't use the feature. Not only that, these campaigns also achieve a 25% to 35% higher clickthrough rate on call to action buttons within the Instant Page. That means out of every three or four people who view an advertiser's Instant Page, at least one person will engage with the CTA button.

Together, these results indicate that TikTok Instant Page effectively drives conversions and lower-funnel actions.

All kinds of brands have discovered the benefits of using Instant Page, including giants like Maybelline and Grab. They use TikTok Instant Page to drive more traffic and achieve higher conversion rates. Here's a short success story to illustrate their experiences:

Objective
Gravity Game Link wanted to drive pre-registrations for its upcoming Ragnarok Labyrinth NFT game launch in Southeast Asia.

Solution
The brand created a customized Instant Page with gameplay images and a swipeable carousel, to attract a wider audience. The Instant Page provided more information about the brand's newest game launch and its features, and even offered rewards when users pre-registered.

Result
Gravity Game Link's campaign drove more than 97,000 button clicks to the pre-registration page, with an impressive 16.6% conversion rate.
 

Based on the most successful Instant Page campaigns we've seen on TikTok, here are some best practices to remember when creating your own Instant Page:

- Create an Instant Page using one of our many available templates, or customize your own from the ground up.

- Set up several different Instant Pages to test their varied effects on your selected audiences.

- Include a broader target audience at first, then narrow down to higher-performing segments.

- Have at least one call to action button.

- Choose a distinctive call to action button design that matches your brand's style and color, etc.

- Consider your Instant Page's average view percentage and average view time together for a holistic understanding of the page's performance.

- Onsite page views and call to action button clicks are also major metrics to watch.

It's time to level up your campaign's performance. Get equipped with a customizable and fast-loading Instant Page that streamlines your customer's journey, from TikTok and onto your own website or app. Start embracing the data and technology that's available, optimize your digital advertising campaigns, and squeeze as much return on investment as possible.

Stay tuned for more updates and advice from Test with TikTok.

Read the previous Test with TikTok blogposthere.

Sign upto start advertising on TikTok in minutes.

Read More