The #1 reason we do not want to push traffic directly to a checkout page or payment page is because the audience isn't into the commitment stage yet! They are currently on Facebook scrolling the newsfeed, and happen to see an ad that talks about weight loss or fitness, and then clicks to to learn more about it only to go to a page that asks for their credit card #.
I'll tell you what... That is one of the best ways scare people away!
Meeting Someone For the First Time
You're at a party. And then you meet some woman (or in another case a guy). And you may introduce yourself and say "hey I sell apples, would you like to buy some!"
She looks at you like your crazy and says no, I am not really interested., and walks away...
That is exactly what you are doing with your Facebook ads if you try to sell too quickly into the process. You are pushing people away from your services, and from the potential opportunity of helping them.
Building A Relationship - The Facebook Way
You're at the same party. And Sarah, the lady you meet, you introduce yourself and you chat about things you like to do, and you learn from her what she likes to do. You then exchange contact details and part your way.
Later in the week... You guys link up and go out to eat. Based on what she told you she liked, she don't really like apples, (BTW which is what you tried to sell her in the beginning) she enjoys blueberries. So you tell her, "hey I sell blueberries from such and such place. Here is my card if you are interested." She takes the card and says wow cool I may look into it sometime.
She's On Your List - Retargeting
She happen to be watching TV at the moment and sees one of your ads. It has a awesome looking offer "Get 3 For the Price of 1!" So she takes that phone number down and calls it. And places her order.
Our brand was remembered as she knew us from the many times we went out, and therefore she happen to see an enticing offer, that she took action on. And that is all it takes!