Social Media Conversion: Tracking and Optimization
Did you know that only around 22% of businesses worldwide are happy with their conversion rates? Given that most of those businesses are at least on one social media platform, why are their conversion rates low or at least not to their satisfaction? Is it the competition or maybe a weak or nonexistent social media marketing strategy?
We assume it’s the latter since there are effective strategies and techniques for driving conversions from social media that anyone can use.
Apart from social media conversion optimization, there’s social monitoring or social listening also known as conversion tracking. This involves monitoring consumers’ actions like buying a product or downloading an e-book and analyzing what made them do that particular action so it’s more effective in the future.
So, if you’re interested to learn more about how to optimize and track your social media conversions, read on.
What is Social Media Conversion Optimization?
Before we answer this question, let’s explain what conversion rate is exactly if you’re not quite familiar with this term.
You already know that “to convert” means to change or transform. For example, when the water temperature is 0°C or below, it converts from liquid into ice. The meaning of conversion when talking about online marketing is kinda similar.
Conversion in marketing is the action your social media followers or website visitors take based on your call-to-action.
Let’s say that your call-to-action is “download” and you offer your followers and website visitors an e-book. If 100 people visit your social media page or website and 10 of them download your e-book, then your conversion rate is 10%. That being said, you can have more than one CTA, but every website should have one primary one.
Different CTAs and website goals include: signing up for a newsletter, buying a product, signing up for a free trial, downloading an e-book or a guide, filling in a form, sharing a post, subscribing to a software, and more.
So, if conversion rate is the percentage of people who answered your CTA or took the desired action on your site, social media conversion (rate) optimization would be the process of increasing your conversion rate.This process involves figuring out why your social media followers and website visitors completed a certain action but also why they haven’t completed that action – so you can understand what’s preventing them from answering your CTA. The goal is always to increase your conversion rates.
There are two types of conversion rates: micro-conversions and macro-conversions. Let’s start with the latter.
Macro-conversions are the main conversions on a website. For example, if you have an online e-commerce business, the main conversion on your website would surely be a completed sale. Same goes with the Facebook Page where you sell your products.
Micro-conversions, on the other hand, are more interaction and engagement-based. So, an example of a micro-conversion would be watching a product promotional video or asking a product’s price in the comments.
Now that you know more about this, we’ll focus on helping you optimize and track your conversions on the social media platforms where your business is, so let’s begin with optimization.
How to Use Social Media to Drive Conversions
Here are 7 ways in which you can boost your social media conversion rates.
Split Test (A/B Test) Your Posts on Social Media
When it comes to paid advertising on social media, some of the platforms give you the chance to A/B test your ads, like Facebook and Instagram’s option to automatically test 2 versions of your promotion. They do this split test by showing one version of your ad to one group of people and another version of the ad to another group of people. When the results come in you can see which ad reached higher conversion rates and you can continue using the more effective one.
If the social media platform you’re using doesn’t have this automatic option, you can do the exact same thing, only manually. All you need to do is create two or more designs of your ad (or the same design with different CTAs) and run two or more small ad campaigns. The advertisement with the highest conversion rate is your winner, and you can spend your remaining budget on the ad that actually works.
Visual Consistency – Be Consistent with Your Branding
Check-out our SMM Guide to Design and Aesthetics to learn more.
Visual consistency is very important if you want your followers to develop a feeling that your company is professional and knows what it’s doing. This is why you need to create a unified visual experience for your potential customers so that they’ll automatically group you as a distinguished company that has experience and authority in their field.
You can do it by simply using the same filter for all of your photos. Take a look how unified Kennedy Walsh’s second Instagram account is.
If you don’t have a visual identity created for your brand you can always hire a graphic or a brand designer who can do the job. After all, a professional logo design is one part of your brand identity that’s a must. That being said, having a color palette, typography, or style of photography that you’re going to use across all touch points is just as essential for your brands’ visual identity, so don’t underestimate the power of visual consistency.
Captivating & Compelling CTAs
Let’s say that you have a blog or a news website. You would surely want your readers to read the whole articles instead of the headlines only, right? Which is why you would make sure that your headlines are written in such a way so that people are immediately intrigued and interested to read more.
Same goes with social media posts, especially when promoting a product via an article or a video, so make sure to always create compelling CTAs if you want your articles to be read and your videos to be seen.
Fast & Mobile-Friendly Landing Pages
We’ve all seen those different studies that say people leave a website if it’s not loaded in just a few seconds. This is especially true when it comes to mobile landing pages. Mobile users want their information delivered fast and are not particularly known for being patient. One research has shown that more than half of mobile users will abandon a website if it’s not loaded in less than 3 seconds.
This may seem like a very short time, since the average loading time of a website on a 4G network is around 14 seconds. However, 50% of those users expect the site to load in 2 seconds, according to the research. And when we read that 46% of users say that waiting for a website to load is the thing they dislike the most while browsing on the web, we realize that modifications are truly necessary.
So, make your landing page light, fast, and mobile-friendly so your potential clients have a seamless experience.If you want to boost your social media conversion rates and sell more products, of course.
Track Analytics & Conversions
It’s very important for any successful business to constantly track their analytics when it comes to their social media accounts. By analyzing your posts’ history from time to time, you can recognize and identify which have higher engagement and which not as much.