Social media and Conversion Rate Optimisation have a unique relationship in the marketing and business world. We have seen how Social Media plays a part in your CRO strategy. These days however, selling on social media directly has become a tool that businesses should be using.
Social media platforms have made it easier than ever for businesses to sell and advertise their products and services without leaving the social platform. But that doesn’t make a sale a sure thing.
So how can you improve your social media conversion rates?
Tip 1: Use Attention Grabbing Graphics
Social media is filled with people, causes and businesses all fighting for attention. They say a picture is worth a thousand words, by using a carefully curated set of graphics has been seen to boost engagement by 39%.
Additionally making use of a variety of media formats such as photos, videos, going ‘live’ as well as scrolling images and product galleries are great tools. This is because they hold the users attention for longer and often will entice them into an impulse buy.
Tip 2: Be *Very* Specific about your Audience
Naturally even social media CRO has shared aspects to website CRO. One of these is to be very specific about who your target audience is. The plus side, social media makes targeting specific audiences easy and the research behind that a breeze. Social profiles offer you a huge amount of information about your target audience.
By narrowing your target audience down through the use of interest fields, you can increase your social media conversion rate – simply by reaching the people who want to buy from you. To do this it is important to research your target audience thoroughly and refine it.
Tip 3: Use a Call-To-Action in your Social Media Posts & Ads
A Call-To-Action (CTA) is almost a standard practice when your business is trying to convert potential customers into paying customers. It is not any different when it comes to social media conversion rates.
Social media platforms offer a variety of CTA buttons that you can add to your business’s profile, posts and ads to help drive conversions. These buttons include
- Shop Now
- Book Now
- Learn More
- Sign Up
- Download
- Watch More
- Apply Now
- Donate Now
- Contact Us
Experimenting with different CTAs is one of the easiest ways we’ve found to instantly improve conversions.
Additionally you should include your CTA in your copy as well to emphasise what you want your potential customers to do.
Tip 4: Keep Copy Clear
It is important to make sure that the copy you use in your posts and ads should be clear cut and to the point. The nature of social media marketing is that your business or brand appears among the feed of posts from their friends and family. You need to be sure that your copy gives potential customers doesn’t need to sift through an essay of information – because, in reality – they won’t.
While your graphics will draw your audience in, your copy needs to compel them to follow your call-to-action. The words you use in your copy should highlight the value you offer and appeal to their emotive needs to help your conversion rate.
Again – it is important to keep your target audience in mind when writing your copy – or you may not get the results you are looking for.
Tip 5: Remarket, but Avoid Ad Fatigue
This is a tricky one. Generally speaking, the intent on social media is not to buy. Therefore, to start you need to be clear about what your goals are – and what conversion means in your campaign.
A down side of the fact that the ‘buying intent’ is not there on social media is the need to remarket. In fact 98% of social media users are not likely to buy on their first visit. This can knock your confidence. Don’t let it. Social media platforms make it easy to retarget visitors and create targeted ads to nudge your potential customers along.
It is however important to avoid over-advertising to them at the same time. When customers see the same ads for the same companies over and over again this too can reduce the likelihood of conversion.
To help avoid ad fatigue, you should be making use of multiple different ads within your ad set, reduce the frequency of ads, exclude converted customers and use different ad placements.
Conclusion
While CRO is often talked about in terms of websites, there has been a rise in the need for it within the social media sphere. It is important to ensure that you make use of the best aspects of social media to help you improve your conversion rates. You should use creative graphics, clear copy, specific audiences and a good call-to-action to help you. Additionally because the buying intent is not necessarily there on social media platforms, you should be carefully retargeting those who show an interest in your product or service. But don’t bombard them to the point of fatigue.
