Recent changes in Facebook’s news feed algorithm has marketers reeling to keep organic reach figures from declining.
Conversion rates are a critical metric for most social media marketers. “Conversion” is the term used to describe the transition someone makes from being a browser to buyer. But it’s not always about making a purchase. It can sometimes be an action, such as signing up for a newsletter.
Facebook is the top social media site for driving conversion, so no matter the purpose of your conversion content, it’s important your Facebook strategy is optimised.
Here are 9 tips for improving Facebook conversions.
1. Define Your Conversion Event
Make sure you’re clear about the action you want people to take as a result of your conversion content. On Facebook, there are a few different options: view content, add to Wishlist, initiate checkout and purchase. But you can also create custom events.
One ad cannot do all of these, so it’s important you have a clear goal for each piece of content so that you can optimize it correctly.
2. Put the Destination Upfront
If you’re landing page isn’t right, then your ad isn’t going to work. You need to make sure people get what they’re expecting when they click on an ad.
3. Use Visuals to Capture Attention
People make decisions in just a few seconds when viewing online adds. Make sure your visuals direct people to the right place as fast as possible. Don’t overload images with text, make sure to use high resolution images and use videos and GIFs wherever you can.
4. Keep Things Simple
Fluffy content turns people away. Make sure you’re only conveying the most relevant and personal information as quickly as you can. Avoid jargon and make sure you’re conveying the exact message you want to convey.
5. Include a Clear Call-To-Action
If the purpose of your conversion content is to drive an action, then make sure you make this clear. Use direct language to direct people to where you want them to go.
6. Expand Your Audience
When you create a Facebook ad, make sure you opt for “targeting expansion.” This means Facebook will expand the reach of your ad to people with similar interests. This is a great way to enhance the effectiveness of your ad.
7. Optimise for Conversions
When creating your ad, Facebook gives you the option to “optimise for traffic” or “optimise for conversions.” Make sure you choose conversions when this is your goal, as it will help put your ad in front of people who are more likely to take your desired action.
8. Choose the Right Format
Sometimes videos are the right format for your ad, whereas other times a photo will do the job. Think critically about what it is you’re trying to convey, and then choose the format that does this the best. This will help optimise your ads and increase your ROI.
9. Track Across Different Devices
Mobile and desktop users behave differently. Find out which devices are producing the best results, and then tailor your ads so that they are designed for these devices.