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Social Media | Converting Social Media Traffic

Currently my Facebook and Instagram feeds are full of "Boxing Day sales", which seem to drag on for at least a week these days. While a lot of the targeting is on point, so much of this social media marketing is failing to convert me, so here's some handy hints;

1) Link directly to the sale section

If your sale is on a particular collection or assortment of products, link directly to that collection from the ad. There's obviously some products that you want to clear, and you're paying to get people to your site, make it easy for them to pick up what you're putting down.

2) Make it easy to find the sale section

If your sale is site wide, chances are you've still got a selection of products that you're trying to clear - make it easy for your visitors to find your "clearance rack". If you're using a sale banner make sure that banner links to the sale section, it's also good to add "Sale" to the main menu - right up the top!

3) Use images of items that are actually on sale

I'm almost certain that using an image of an item that isn't on sale to advertise your sale is against some rule or regulation. Surely I'm not the only one who falls in love with a dress in an ad and then feels more than a touch misled when I get to the site and see that it's not on sale.

4) Use images of items that are in stock

It's definitely an achievement if your ad performs so well that you sell out of a style or product that is advertised. Make sure you change up the imagery in your ad if this is the case, again, people are a touch miffed when they eagerly click the link only to find the shelves are bare.

5) Update your product descriptions

It's nice to keep product descriptions slick all the time, but sometimes there are too many conflicting priorities to ensure all things are included. You're paying for visitors to come to your site, make sure you're including all the info that is needed to get them to hand over their credit card details.

6) Keep your customers moving

Uncle Google is always watching, so if potential customers are visiting your site and then leaving straight away, it's signalling to Google that they're not finding what they're looking for. Encourage your visitors to look around by delivering a superior user experience.

7) Keep their options open

 One way to encourage website visitors to look around is to include links to related images in the product description. If any item is available in various sizes and they're separate listings, link them. Similarly if something is available in another colour or there's a pair of pants that are perfect with that top!

Remember, you are paying to get these people "in the door", make it easy for them to spend their money with you. Keep an eye on your Facebook Ads Manager page, check your cost per click (CPC), cost per result and website purchases amount.

If you need a fresh set of eyes to follow the path to purchase on your ecommerce site, get in touch, I'd be happy to help!


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