Facebook is a popular choice for advertising campaigns. Given that the platform is home to a massive 2.8 billion monthly users, it has the potential to reach a huge number of people – just over a quarter of the world’s population.
However, the changes that have been made to Facebook’s algorithm mean that brands need to work harder to get their content in front of their audience. Not only is organic reach declining, but Facebook users are getting better at filtering out adverts. This means that brands need to ensure they stand out in order to not only drive traffic, but drive traffic that converts.
AdRoll state that only 2% of consumers convert on their first visit to a website. So, what about the other 98%? How can we increase the number of first-time buyers, or retarget the 98% who didn’t convert the first time? Let’s take a look at how we can optimise our campaign to increase conversions from Facebook adverts.
Research your target market so you can target them effectively
Targeting is one of the most important aspects of any Facebook advert. If the advert isn’t targeted at the right audience, it’s destined to fail right from the start. Luckily, Facebook has access to huge quantities of user data, allowing you to target adverts to very specific demographics, occupations, behaviours and interests.
Be sure to carry out extensive market research to learn everything you can about your target audience. Don’t just think about their demographics and interests, but also think about what drives and motivates them. How do they speak? What messaging do they respond best to?
The better you can understand your target audience, the better you can target them through Facebook, and the better you can convey your message to them.
It’s also important to think about the time of day your target audience are likely to be browsing Facebook. Facebook allows you to schedule adverts to display at certain times of the day – ensure to do your research to learn when your target audience is most active, and when buying intent is likely to be highest.
The anatomy of a Facebook advert
The Facebook advert itself contains a few elements which all need to be optimised:
The creative: The creative is the image or video that is used as the visual part of the Facebook advert. Humans are visual – we enjoy colourful, happy images, so try to make your image reflect this.
The ad copy: The ad copy is the text part of the Facebook advert. This should be kept short and sweet, while still compelling the user to click through.
The call to action: The call to action is the button displayed on the advert. You’ll have a set selection of choices for this, including “learn more,” “book now” and “download.”
The headline: As the call to action button cannot be customised, use the headline to drive action, such as “claim 50% off today” or “book your Christmas party now.”
The link: The link will display the destination of the advert – try to keep this short and memorable.
Optimise your landing page for conversions
An advert is only as good as its landing page. A landing page is the page where users will arrive to after clicking on a Facebook advert. Getting users to click the Facebook advert is only half the battle – the landing page needs to also convince them to click that buy button.
Have an obvious call to action: A call to action refers to a prompt used to encourage website visitors to take a desired action. This could be “Buy Now” or “Request Quote,” for example. Call to actions should be obvious, such as a large button or form to complete.
Remove distractions: Landing pages should have very few – or even better, zero – distractions. Distractions can potentially lure the website visitor away from your landing page, resulting in them not going through with a purchase. Ensure you have a clear path for the user to follow in order to complete the desired action.
Make it clear and unambiguous: It takes seconds for someone to decide whether to stay on a webpage or not. As such, your landing page needs to be crystal clear in explaining what the product or service is. If the visitor can’t understand what you do or what your product is immediately, it’s likely they will click off.
A/B test your landing page
It’s a good idea to A/B test your landing page to see what resonates best with your audience. Test different elements of the page against one another, such as colours, copy, images or the call to action. Despite the name A/B testing, you can run tests on as many pages as you like, but be sure to only test one element at a time, else you won’t know which element was the deciding factor.
Be sure to drive a good amount of traffic to each test page in order to attain a statistically significant result. If there isn’t enough data, you cannot say with confidence which page is a clear winner.
Use proactive live chat to engage and convert website visitors
Proactive live chat is a valuable tool which allows you to engage with your website visitors while they’re browsing.
Using this proactive technology, you’re able to trigger chat pop-ups to website visitors who have clicked through from your Facebook advert. This pop-up message can be configured to ask the visitor a question relating to the advert, helping them to feel as though they’re receiving a targeted and personalised service.
Once you’ve engaged the visitor, you can provide immediate and convenient assistance, helping them to feel positive about making a purchase. As a result of the communication, live chat increases the chance of a sale by 3 times.
The chat box can even be configured to trigger on exit intent. So, when the user goes to exit the website, they can be interrupted by a message asking if they need help. This is sometimes all that’s needed to stop them from abandoning a purchase.
Retarget users who didn’t convert the first time
Retargeting is the practice of advertising to people who are already aware of your brand. Perhaps they previously visited your website but left without buying anything. Retargeting allows you to encourage them to come back to your website, where, hopefully, they’ll now convert. A slightly different message, or perhaps the lure of an offer, could be all that’s need to convince them to buy.
Criteo found that consumers are 70% more likely to purchase from a brand after seeing a retargeting advert or email often from popular email marketing automation platforms such as ActiveCampaign or MailChimp. It may be that the first advert was shown to them when they didn’t have their credit card handy, or perhaps they didn’t have time to go through with a purchase.
A great way to retarget prospects is by using Facebook Pixel. Facebook Pixel is a tracking code which tracks Facebook users who have interacted with your website and then sends data about these users to your Facebook ad account. This data can then be used to create custom audiences of users who have already visited your site and interacted in a particular way.
Let’s say you published an advert, but only 2% of those who clicked through converted. Using Facebook Pixel, you’re able to send a second advert to the traffic who didn’t convert. This second advert might have slightly different messaging or offer a discount, or it may just be to remind them of your brand.
As these individuals have already expressed an interest, and are already aware of your brand, the chances of conversion are a lot higher.