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8 Ways to Improve Your Facebook Conversion Rate
Boost your Facebook Ads conversion rates with expert tips on striking the right balance between ad budget, creativity, and technical aspects.
Creating a compelling ad that drives traffic is one thing; getting those visitors to convert or encouraging them to perform a specific action is another.
Having a successful ad requires fine balancing between your Facebook ad budget, the creative, and the technical aspects of advertising.
Here are some tips to help you get high conversion rates on Facebook Ads.
1. Understand and define the target customer
The most vital aspects of Facebook ad success are understanding your audience and targeting.
If you want high conversion rates, take your comprehension of the customer to the next level so that you can target them appropriately on Facebook. Do the research necessary to understand as much as possible (age, gender, income, etc.).
And aside from standard research, you can often grab insights from existing social media profiles, such as your Facebook page. For example, who are the most engaged people on your Facebook page, and what do they have in common?
Also, consider creating buyer personas to help you understand and define the target customer. These are fictional representations of the target audience and can be highly insightful.
Defining your target audience on Facebook
There are three primary ways to define your audience on Facebook. These are Saved Audiences, Custom Audiences, and Lookalike Audiences. Plus, you can define audiences during the Facebook campaign setup and from the Audience section.
With the Audience section, you're saving your targeting options for easy reuse. This is the ideal way to define your target audience.
- Go to Facebook Ads Manager and look for the hamburger icon on the top left to access Audiences.
2. Click ‘Create Audience,' and a dropdown menu will appear with options. Select the type of audience you want to create; from there, it’s straightforward.
Follow the instructions to create your audience, and keep the following in mind.
It's about location, user demographics, consumer behaviors, and interests with Saved Audiences.
In other words, you define your target audience by specifying those things to Facebook. The social media platform will then gather the Facebook users that fit your criteria.
Sometimes you’ll find that the audience has millions of Facebook users. For example, the following audience size is too large and too broad.
In such cases, narrow the target audience to avoid wasting your marketing budget. Focus on the people that will most likely become customers.
Custom Audiences lets you reach out to past customers, prospects, or visitors who have previously engaged with your business. You can create Custom Audiences from your customer contacts, website traffic, mobile app, Facebook page likes, and Messenger engagement.
Also, this audience type is likelier to convert or take a specific action. That's because these people have engaged or interacted with your business before.
Note that you’ll need to install a Facebook Pixel on your website to use it as the base to create a Custom Audience.
This helps you reach people similar to your existing customers, which can be very powerful. You can make a Lookalike Audience from your Facebook page likes, conversion pixels, and any existing Custom Audiences.
2. Build high-quality landing pages
Your landing page is the web page your target audience visits after clicking the link. It’s an integral part of ad success that shouldn’t be ignored or taken lightly.
But unfortunately, many people drop the ball when it comes to their landing pages. They put a lot of effort into the ad creatives but build sub-par landing pages, which leads to mediocre results.
Instead, work hard on your landing pages and ad creatives equally for better results. Both should encourage users to take the desired action. They should also be similar to help elicit a sense of trust in prospects.
Typically, landing pages that lead to high conversion rates have the following characteristics.
- The design is simple but aesthetically pleasing (aka nice to look at)
- The landing page uses concise, compelling copy
- The value proposition and call-to-action (CTA) are the focus and above the fold.
- The message matches the one on the ad (don’t mislead and use the same brand colors)
- The page content loads fast (e.g., not waiting several minutes to view an image)
- The design is capable of motivating the user to take action (e.g., using directional cues that point toward the most important elements)
- The design is compatible with the right devices (mainly mobile phones, tablets, and desktops)
- There’s social proof that the product or service works (e.g., testimonials, video demonstrations, etc.)
- There are no distractions, such as unnecessary menus, links, etc.
Ads typically fail whenever they combine with poor landing pages. However, when targeting, ad creative, and landing page work well together, the result is usually a good conversion rate.
3. Optimize for mobile devices
Optimizing for mobile devices means ensuring your website or landing page is mobile-friendly. People should be able to click through your Facebook ad and enjoy a pleasant experience on their smartphone, cell phone, tablet, or another mobile device.
But creating a mobile-friendly landing page is quite technical, so you may need professional help. However, some course creation or business platforms like Subkitprovide out-of-the-box mobile device-compatible landing pages.
For instance, Subkit's membership hubs strategically focus on the desired action you want the audience to take to help drive up conversion rates.
In general, a mobile-optimized landing page will have the following.
- The fonts or texts are easy to read (no squinting necessary)
- It loads quickly and without compatibility issues
- The design or user interface is intuitive
- The navigation is easy to understand and use
4. Write compelling ad copy
The words you use matter. Words persuade and drive action, but they must simultaneously be relevant, informative, and exciting to work.
Another way to look at it is writing compelling ad copy demands a focus on the target audiences’ needs and wants. That also means you shouldn’t try to speak to all potential customers with one ad copy. Instead, create multiple ads and copy to address all applicable buyer personas.
For example, a success coach with buyer personas for aspiring entrepreneurs and established businesspeople can target each with different ads on Facebook.
Additionally, always lead with value and keep your copy concise, using simple language that anyone can comprehend. Ensure the ad copy aligns with the visual elements and includes at least one call to action.
5. Get your creatives right
Ultimately, the goal of any ad is to grab the target audience's attention.
As it relates to Facebook, you want something that stops someone mid-scroll. Something that makes them take a second look instead of scrolling past. And you can do this with attention-grabbing visuals.
Video content, in particular, remains a powerhouse in Facebook marketing. 47 percent of consumers watch video ads primarily on Facebook. Plus, the average engagement rate for video posts on the social media platform is around 6 percent.
6. Use clear call-to-actions
What do you want the potential customer to do? Is your call to action conveying that well? Your headline grabs the user’s attention, the ad copy persuades, and the call-to-action directs them to take the desired action.
Promote a high-value action that's low-risk to the target audience for best results.
Some examples of great call-to-actions include:
- Show Me My Audit
- Build Your Website
- Enroll Now
- Talk To Us
- Let’s Get Started
- Start Your Free Trial
- Learn More
- Get In Touch
- Give Us A Try
- Join Us
- Shop Now
- Sign Up
- Be Awesome
- Swipe For a Free Trial
7. Watch for ad fatigue
Ad fatigue is when creatives lose their effectiveness after multiple views from an audience. In other words, the audience eventually gets bored and stops paying attention, making your Facebook ad campaign much less effective.
The good news is you can do a few things to avoid ad fatigue, including the following.
- Refresh your ad copy and visuals when performance dips
- Use an ad set with multiple creatives
- Exclude customers who already took the desired specific action
- Reduce the frequency of your ad
- Start using different ad placements
8. A/B test your ads
Touched on earlier, one way to improve your Facebook Ads conversion rate is through A/B testing or split testing. Facebook has many A/B Testing options, and you can test various things, including audience, placement, and creative variables.
When you use the A/B test, Facebook shows a segment of the audience your ad but ensures no one ever sees both variants. You can then compare the results to determine the best-performing ad.
But when should you A/B test?
If you want to measure the impact of changes to your advertising strategy or compare two tactics quickly, A/B testing can be helpful. However, be sure to have a hypothesis before choosing variables to test.
For example, you may hypothesize your ad will perform better with audience members that are 40+ years old. With that hypothesis, testing can do much to improve your outcomes since it provides guidance.
You should also use the same budget for the variants in a test. This is to ensure a fair comparison and avoid testing informally. For instance, manually turning ad sets or campaigns on and off is informal testing. Such tests often lead to unreliable results.
The ideal A/B test is when audiences are evenly split and statistically comparable.
Elevate Your Conversion Rates: Think Beyond Facebook Ads
When it comes to bolstering your conversion rates, Facebook isn't your only option. If it's not working for you, it might be time to explore alternatives. Consider Subkit, a platform that specializes in partnership marketing. Here's why:
Targeted Approach: Subkit is designed to reach your specific demographic, thereby increasing the potential for conversions.
Focused on Conversion: Unlike other platforms, Subkit's primary goal is to boost conversion rates, making it a powerful tool for your campaigns.
Partnership Marketing: Subkit leverages partnership marketing, allowing you to capitalize on established trust and relationships to increase conversions.
Less Work, More Results: Subkit minimizes your workload while maximizing your results, offering a smooth and efficient campaign experience.
Remember, the key to successful ads is inspiring purchases, not just garnering views. If Facebook isn't delivering, don't be afraid to switch gears and try Subkit. This platform could be the game-changer you need to see your conversion rates soar!