As you know, the Facebook conversion rate makes it an effective platform when it comes to running marketing campaigns. A high percentage of marketers value Facebook as an advertising space, especially on mobile, as a user acquisition channel.
The number of users on Facebook still outnumber all other social media networks. (Image from PrivacyCanada.net.)
Facebook provides easy and powerful targeted ads to get more website visitors for businesses. With the social media site, marketers can also easily track their conversion rates.
As a refresher: a conversion simply refers to how users change from being a casual browser to a paying customer of the service or product. Some forms of conversions can include getting people to sign up for website newsletters or scheduling a demo.
Businesses with good conversion rates are more likely to deliver a solid ROI. That’s why it’s important to focus on conversion rate optimization to make sure you’re getting the most out of your marketing budget.
Facebook marketing challenges for brands.
Despite Facebook’s effectiveness and ease of use as a marketing platform, companies still face a few challenges in this regard.
For one thing, changes to Facebook’s algorithm can affect the way ads appear on each individual user’s news feeds. These changes can pose a challenge for marketers to attract users and increase conversion rates.
Audiences may not be able to see some ads based on their previous engagement behavior or their specific life events.
Marketing on Facebook also requires a dynamic and highly adaptable skill set. It’s great that Facebook provides marketers with tools for creating optimized ads — still, one needs to either hire a team of knowledgeable experts or put in the hours to master the platform.
You’re busy and don’t have all the time in the world. Here are 10 effective strategies to optimize your Facebook campaign’s conversion rate.
Facebook conversion rate optimization strategies.
Improve your page loading speed.
If you’re serious about a fast-loading website that delivers pages in three seconds or less, having a dedicated host for your business website is an important step in optimizing your conversion rates.
A dedicated host offers better page load times to display the website’s content, so visitors are less likely to get impatient and leave the site. It beats shared hosting options since you won’t need to share resources and bandwidth with other websites.
Optimize your targeting parameters.
Even though your website is designed to be sleek and user-friendly, what matters is whether it gets a quality amount of web traffic. That said, not all Facebook users are potential customers for your business.
Poorly optimized targeting parameters could waste valuable resources.
Tailor fit your targeting parameters for custom audiences. Think of the ideal buyer persona for your business and classify them under three sections:
- Demographics (age, gender, race, languages, income, location, education, etc.).
- Psychographics (interests, hobbies, attitudes, and lifestyles).
- Behavior (activity on the platform, including posts engagement, shares, and comments).
You can also make use of Facebook’s life event targeting options to get specific audiences to see your ads based on a specific behavior.
Ensure your message is clear and consistent.
Clear, concise, and consistent copy is a valuable element of an effective and memorable ad.
A well-communicated message can make the difference between a disastrous and successful marketing campaign. Take good measure to send a clear and consistent message to the right audience.
In composing the message, don’t be afraid to get personal. Address your audience as if you’re talking to them in person, so use pronouns like “you” and “your.” This method implies a relationship between the brand and the audience.
Refrain from using jargon and technical terms that your audience is unfamiliar with.
Lastly, keep your message short and simple. A wall of text with too much information can be daunting, so audiences are more likely to skip past it.
Segment your ad campaigns.
Does your ad get a lot of Facebook impressions but only generate a few clicks and even lower conversion rates? Maybe you should consider segmenting your Facebook ad campaign.
Segmenting ad campaigns involves customizing your ad creative and message to certain segments of your audience.
Play around with the message, ad creative, landing page copy, and audience segments to create better-targeted ad campaigns.
You can also decide how many people to reach every day with your ad. Then, you can adjust your segments accordingly to reach your target range. Doing so can even help you save on ad costs.
Remember that segmenting your ad campaigns through separate audiences based on different conversion goals, as well as previous engagements, can improve hyper-targeted messages with more impact.
Utilize Facebook Shopping.
Adding a Shop to your Facebook page is another effective strategy to improve conversion rates. A Facebook shop lets you showcase and sell your business products or services through your page. Users can even browse and purchase products through Checkout on Facebook.
Choose the right Facebook Ad format.
Facebook provides an array of ad formats to choose from. These include:
- Images – static images that show your business or product.
- Videos – effective in letting the audience’s attention through motion and sound.
- Slideshows – a group of images accompanied by copy and sound and a cheaper alternative to video ads.
- Carousels – a series of videos and images in a single ad where users can swipe and click throughout.
- Collection – combine product images from your website catalog with another image, video, or slideshow.
- Instant experience – a full-screen landing page made for mobile platforms
Each ad format has its own perks and proper uses, so be sure to use choose the right format to reach and engage your target audience.
Image from Facebook.
Integrate Facebook Pixel into your landing pages.
You can embed Facebook Pixel on your website’s landing pages to track and measure the visitors on your site. Facebook Pixel also allows you to gather data about your website’s visitors using the Pixel dashboard. Analyze these data and create custom audiences to optimize your conversion rates as well.
And if your online store runs on WordPress, consider installing WooCommerce as your ecommerce solution.
This WordPress plugin for your website is optimized for online shopping experiences, and it’s been proven to result in a high Facebook conversion rate as well as its built-in Facebook retargeting features.
Use WooCommerce as your online shop experience to integrate seamlessly with Facebook pixels
Opt for videos.
Well-made and engrossing video content is effective in capturing an audience’s attention. That’s why it’s important to lead a video ad with irresistible and creative content.
Play around with various video framing techniques, captivating imagery, and an intriguing but strong message to hook your audiences into viewing your ad. Facebook’s built-it features also let you play around with interactive elements like reactions, polls, and CTAs.
Videos ads can be posted In-Stream as people watch, on the news feed, on Facebook Stories, and on Messenger, too.
Make your CTA concise and distinct.
A memorable call to action helps your ad rise above the rest. Use strong command verbs that motivate users to interact with your website. That’s why it’s best to directly tell your potential customers what you want them to do on your website.
For example, use verbs like “buy now” or “add to cart” if you’re running an online store or e-commerce site. Additionally, verbs like “subscribe” and “sign up” are often used in journalism and news sites.
It also helps to evoke enthusiasm by adding an exclamation point to your CTA to get your audience to respond and react to your site accordingly.
Track and monitor your results.
It takes at least 48 hours for your ad to gather results and engagement. Using Facebook’s Business Manager, you can then check out how your ad performed.
Look at important metrics like Reach, Cost per Reach so you can review which campaigns did best. Try to glean insights about well-performing campaigns so you can create similar ones in the future that you already know have the best conversions.
Key Takeaways
Optimizing conversion rates requires gathering enough data about your audience, and using the provided tools to create effective targeted ad campaigns. Brush up on these steps, and use these strategies as a quick-start guide to help you optimize your site’s Facebook conversion rates.
Kevin Payne
Kevin Payne is a content marketing consultant that helps software companies build marketing funnels and implement content marketing campaigns to increase their inbound leads.
