Social media conversion rate is one of the metrics you want to keep an eye on. It gives you a unique insight into how your presence on social networks impacts your business goals. And while social media is a great tool for connecting and engaging with your customers, it can also be used to generate leads and drive sales.
It might take some time (and lots of A/B testing) to reach your goal, whether it's boosting brand awareness, driving traffic or generating sales. But ultimately, understanding how to increase conversions with social media leads to better ROI and more customers.
In this article, we cover the best tactics that help you achieve just that.
1. Optimise Your Landing Pages
The brand's ability to win customers on social media requires creating a seamless experience. Whether they get to the landing page from Instagram bio or after clicking on one of your ads, the goal is to be clear and consistent with your message. This means creating a landing page that's easy to navigate and with minimal interruption.
Check out how Beats promotes its latest product - Beats Solo Pro - in their Instagram bio.
With just one click, you get to explore the product's features and colour variants with the option to put the headphones straight into your shopping cart. A great example of an interactive and smart landing page optimised for social media conversion.
What's common for all of the landing pages that boost conversions?
- One of the most important qualities of a landing page is that it’s mobile-friendly. With 76% of US consumers shopping online and mobile shopping expected to hit $209 billion by 2022 (56% increase from 2019), having a mobile-friendly website is a must.
- Using an effective call to action convinces users to take the next step in the marketing funnel and should eventually lead to conversion. Choose active voice and be straight to the point. Need inspiration? Check out these proven examples.
- Product specifications and details are easy to read and understand. The Beats example shows how powerful this can be. Customers get instant access to all of the important product information. These are the main features of the product, its benefits and price.
2. A/B Test Your Social Posts
A/B testing is a traditional tactic also known as split testing or conversion optimisation allowing you to refine your social media marketing strategy in real-time. Is your goal increased engagement, high-quality traffic or simply more clicks?
Understanding your posts by the numbers will help you to align the content strategy with your social media conversion strategy.
Start with two slightly different versions of a social post and test them against each other. This way, you'll be able to determine the top-performing content and gain insights into what works best for each of your social media marketing platforms.
Want to know more? Click here to learn about the winning strategy for A/B testing.
Tip: If you're running a paid campaign and don't want to use any tools, Facebook and Instagram let you split your ads automatically.
3. User-Generated Content as a Social Proof
With rising digital ads costs and organic reach that's slowing down, getting your message across to the customers is becoming more complicated and expensive. One of the solutions to this is utilising customer advocacy.
According to the statistics, 85% of the users find UGC more influential than brand photos or videos. And 70% of consumers place peer recommendations above professionally written copy. Promoting your content through customer advocates or micro-influencers serves as a much-needed sense of authenticity as well as a brilliant way to encourage sales.
There is no better way to cultivate a brand personality than finding customers that love your brand so much they are willing to show it off on their social accounts.
Buffer is a social media marketing tool company using a hashtag #BufferCommunity to showcase the photographs of its users all around the world.
Buffer isn't promotional about how easy to use their service is. Instead, the photos show that its users can work on their social media strategy from anywhere in the world with minimal effort.
The company focused on creating a great product for its customers and curated a social media presence centred around user engagement. This encourages its users to create their own content related to the Buffer's goal of building a better community and promoting the brand.
4. Use Video
Videos are mobile-friendly, easy to consume and bring higher social media conversions than other options (such as blog posts or plain images). Mobile video consumption rises by 100% every year. And by 2022, online videos will make up more than 82% of all consumer internet traffic. That's 15 times higher than it was in 2017.
Social media video content should have a place in your marketing strategy. It has great potential to drive conversions and audience engagements - if you learn how to use it right.
Whether you are targeting the potential customers on Facebook or Instagram, you don't have to produce tons of sophisticated content or have a massive budget. Even a simple educational video/animation about your product will do the trick and can put you ahead of the competition. Watch how The New York Times captures attention and spreads its message with this short clip.
BIAS is a triple-award winning digital agency that does social media marketing for you. Need support with an upcoming campaign? Let’s chat.