Conversion rate optimization | November 11, 2020

5 Ways to Increase Your Conversion Rates Using Facebook

Surya

Social media is the new marketplace, and Facebook is its most important landmark. Facebook boasts 2.01 billion active users per day, a number that will only increase in the foreseeable future.

Are you one of those brands that has yet to take advantage of it?

If not, it may be time to reconsider because 92 percent of social marketers are already using Facebook advertising to accelerate their growth.

Depending on a business’s needs, Facebook is used to promote services, improve customer support, and boost recognition. With the algorithms changing regularly, a well-planned strategy is necessary to stay in the game for an extended period.

Before diving right into building a strategy, let’s hover a little more over why you should choose Facebook for marketing.

Why Should You Use Facebook For Your Business?

1. To build long-term relationships – because your relations can take your business a long way.

2. To excel in your market research – because the world is on Facebook. 

3. To keep up with the trends – because it can fuel your strategy and make you stand out in the crowd.

4. To reach and target more effectively – because mindful marketing can help you grow organically.

5. To research your competitors – because who doesn’t want to know what their competitors are doing?

After knowing the whys, I am sure you will be curious about the hows. Let’s drive straight into ways to increase your conversion rates using Facebook.

5 Ways to Increase Conversion Rate Using Facebook

The following methods are useful for increasing your conversion rate. Keep in mind that it’s not every single method available. Think of it as a starting point you can use to jumpstart your journey. 

1. Find your highest-converting demographics and target them

Targeting everybody on Facebook is rarely a good option for businesses, as every company has a unique buyer persona. So, it would help if you started with determining the demographics of your target audience.

And, Facebook is one of the best places to make the most of demographics.  

When you target a specific audience on Facebook, it boosts your chances of increasing conversions, building brand awareness, increasing sales, etc.

Let me explain how this happens.

Facebook is known for collecting user data. This data isn’t just generated through demographic information in a user’s profile but also their likes, comments, shares, and other interactions. You can gain all of this information through the extensive ad targeting features of Facebook.

You can decide the essential attributes of your audience and then target them more smartly.

For example, if you just started a local tire shop, your target audience will be specific to your location. If you have a female clothing store, your target audience will be specific to the female gender and location. 

Furthermore, you can also share blogs related to female fashion with your target audience and earn from those blogs. In short, you just have to figure out a buyer persona, and you are all set to target them right on Facebook.

Below is how it looks.

Facebook ads interface

Within the ads manager, you can get started with Audience Insights on the top left-hand corner under the Plan section.

Audience manager

Here you can choose an audience – ‘general audience’ or ‘people connected to your page’

After you have selected your starting audience, you will be directed to the main dashboard.

Here you can find your best audience. After analyzing, you can filter the demographics on the left and create your new audience. You can also use a similar strategy to target your potential audience on Instagram and convert them.

2. Make a clear appeal and link your landing page

There are millions of users scrolling through Facebook at any given time, and it’s evident that each one of them is coming across countless brands. It’s also true that they are paying attention to only a few of them.

So what does it tell the marketers?

When a user is scrolling through, you haven’t got much time to catch their attention. You barely have a few seconds, so you have to work on what they see first.

A headline?

A visual?

Well, both of them are equally important.

But, any compelling headline or a visual isn’t going to work wonders until it’s ‘first glance worthy.’ Moreover, you need a captivating headline and a clear call-to-action before a user will convert. 

It makes it easier for the user to gain information about the brand and decide if they want to know more about it. That is why increasing conversion rate with Facebook requires you to be crisp, precise, and attractive to the audience. 

For example, look at this ad by Airtable, where they attracted the users with a clear description of what they do, crisp ad copy, and a CTA.

After reading this ad with minimal text, there will be barely any questions in a user’s mind regarding what Airtable does. So, to know more about their packages and offers, they will click on the sign-up button.

Another essential thing to notice here is linking the website. When you are working on increasing facebook conversions, make sure your customers reach the right landing page related to your post. It will keep them moving forward in the sales funnel and help in engaging them further with your brand.

If you direct them to an irrelevant landing page or just your website’s homepage, your audience might get confused and abandon the page.

3. Use social proof and user-generated content

Brands nowadays strive to gain trust from their customers. But the truth is that most of them end up promoting themselves using older techniques. Remember, gaining trust is easier when you create content that speaks for itself, i.e., social proof.

Customers are 12 times more likely to trust a product review than your product description. 

It’s your job to leverage the trust inherent in product reviews to boost your conversions.

For example, people often go through reviews before buying a particular product. ‘Reviews’ are a form of social proof that ensures prospects understand the customer’s side of the story. 

You can use social media for a similar purpose by creating content showing social proof. Utilize customer testimonials, customer reviews, etc. to create your business’s social proof.

Embed customer reviews on your Facebook page so it’ll be one of the first things users notice when viewing your profile. These signs of social proof can make it easier for them to start trusting you. 

Urban Wear, an Australian men’s clothing brand, collected hundreds of reviews on its Facebook page. When someone looks for the brand on social media, they will bump into the reviews and have a better opinion of the brand before viewing the entire profile.

There is another technique for people to know about your brand from other people, i.e., User-Generated Content. For this, you can try out several things like organizing a contest, giving discounts in exchange for a post by the user, etc.

Crown Melbourne attempted to increase conversion rates by triggering user-generated content in exchange for getting a chance to be featured on their page.

4. Run contests and giveaways

This particular attempt is on almost every marketer’s bucket list because organizing contests and giveaways is one of the fastest ways to increase conversion rates. 

Think about it.

Why would anyone want to miss out on the chance of getting rewards?

But for the whole process to be a success on Facebook, you must provide a reward that is worth entering the contest. It should be closely related to your business to gain more eyes on it. For example, a TV as a prize for an e-commerce fashion business will not make sense. 

While getting the audience to participate in the contest, ensure to take them smoothly through your conversion funnel. 

Include visiting specific pages on your website as part of the participation requirements. That is how you can get more people from your Facebook page to your website. You can further lead them with an offer/sale embed on the website’s landing page.

5. Make your landing pages mobile-friendly

Users on Facebook are now scrolling more than ever, and a total of 98.3% use social media from their mobile devices.

What does it tell you?

As a business owner or a marketer, your job is to create a seamless mobile experience for the user. When someone clicks on your website link, blog link, etc., they aren’t disappointed. 

If you are not sure about how friendly are your landing pages, give a quick mobile test via Google to get a better picture. To guide you further, have a look at this mobile-friendly landing page by Bose.

Source: www.bose.com 

You also need to ensure that people reach a landing page with relevant information. You wouldn’t want to overwhelm the potential customer. For example, look at this Facebook post by Hubspot.

With a compelling copy, it was apparent that Hubspot is going to boost their conversion rate, but the next image shows the landing page where it takes you.

This landing page may not convert as well for HubSpot because it doesn’t say much about the service (except just a line) but asks for personal information. Users that want to know more about the service before signing up may exit the page at this point.

Have a look at this Facebook ad, giving a clear call to action, and further reflecting on it on the landing page.

Which leads to this landing page:

6. Get more attention by using videos

You might already be using videos on Facebook and other social media platforms. But if you have never dived deep into video marketing on Facebook, there are ample reasons for doing it.

Videos are known for catching attention and, at the same time, providing information about a product/service in the shortest possible time. It’s no secret that Facebook posts and ads with videos work better for businesses to increase their conversion rate.

Take a look at how this Facebook campaign by BigCommerce tripled their free trial conversions by using a video.

Remember that videos you post on Facebook shouldn’t be lengthy and time-consuming. A user wouldn’t mind dedicating a few seconds to your video clip. 

Conclusion

Facebook can be a fantastic tool to increase your conversion rate if used in the right way. Building meaningful strategies beforehand can help you to keep a leg up on your competitors. And with these tips, you are all set to skyrocket your conversion rate in no time.

Go ahead and make the most of these strategies to improve conversion rates from Facebook. If needed, utilize any of the Facebook analytics tools from the market to gain better insights into your process.

Also, a blog should never be a limit for finding ways of increasing conversions, which is why you should always keep experimenting with new methods. Let us know which of the following ways worked best for you, and feel free to add more of them in the comments section below.

After all, your conversion rate is only as healthy as your strategy.

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