Worried your Facebook ads conversion rate is so low?
Online advertising is easy. Creating online advertising that invokes a response & action to convert customers is more difficult. After all, we all want a return on investment from our Facebook ads right?
Facebook Conversion Rates
So when we think about online advertising using Facebook Ads, we must think about our conversion rates and not just metrics like cost per click.
Which would you prefer? Getting the lowest cost per click for your ad campaigns or getting the highest number of conversions?
Conversion rates are simply a calculation of how many visitors become a sale or lead compared to how many people didn’t. So a 3% conversion rate means 3 people out of 100 converted into a sale or lead and 97 didn’t.
If you feel that your conversion rate is low, be aware that conversion rates vary greatly between different business types and verticals.
Campaign types themselves will vary greatly.
When using interest based audiences you will often have low conversion rates, however your re-targeting ads will have high conversion rates. This is because interest based audiences are unfamiliar with your brand whereas re-targeting audiences already know who you are and what you offer.
Generally speaking, the average conversion rates for Facebook ads that are eCommerce have a range from as low as 1.5% to as high as 4.5%. The average conversion rates for Facebook ads when used in Lead Generation have a range from as low as 0.8% and as high as 12%.
In an ideal world, it’s best not to compare your current conversion rates to others. Rather, a better goal would be to improve your conversion rate regardless of what others are achieving. Overall, a good conversion rate will be one that is profitable for you in the long-term.
Website conversion rates also vary depending on the source of website visitors. Conversions from Facebook Ads often varies in quality and quantity when compared to Google Ads and Search Engine Optimisation.
Here are three reasons why your Facebook conversion rate might be low;
Reason #1: Your Facebook Ads Fail To Tell People What You Want Them To Do
Whenever you launch an ad campaign it’s important to have a goal you’re trying to achieve and using a highly relevant call to action (CTA).
Do you want people to know about you and keep you top of mind? Ok. That’s a good start.
Big brands like Coca-Cola run ads like that all the time and these ads are highly effective.
These ads work for Coke because they have product placed at every convenience store, fast food outlet, restaurants, airports, supermarkets and more. They know you will visit those places every day/week, so they just want to make sure they’re top of mind.
These are best known as ‘branding’. It’s a style of ad that keeps your product top of mind and most large companies do this kind of advertising.
These kinds of ads have amazing creative, but often don’t have any call to action (CTA) whatsoever. But as a small business, this kind of advertising rarely produces a measurable result.
The reason it doesn’t is because brand awareness (while very important) for most businesses isn’t enough. Your ads need a call to action (CTA) to tell people what you want them to do next.
Imagine you’re a online shop selling rich bohemian prints and vibrant colour outfits to fashionable women.
A better ad would be one that shows your product, includes an offer of some kind, hints at a benefit to the buyer and asks them to visit your shopfront on Shopify (or whatever eCommerce solution you’re running).
Remember. Tell people what YOU WANT THEM TO DO.
This Camilla ad shows off a colourful dress and simply uses ‘Shop’ and ‘Shop Now’ as the call to action (CTA) along with offering benefits such as ‘up to 50% off’ as well as ‘Free Shipping Over $100’.
The best Ads on Facebook have similar attributes that you can utilise in your campaigns. Increase your Facebook ads conversion rate by planning your ads, campaigns and utilising the best methods for ultimate success.
Using a clear call to action (CTA) will ensure people take the action you want, instead of leaving it to chance.
Reason #2: Your Facebook Ads Don’t Have A Real Point Of Difference
In order to cut-through-the-noise on social media you’ll need to stand out and if you don’t, you’ll run the risk of being yet another ad that scrolls on by…
That means it’s important to create a point of difference that is unusual or at least, uncommon to the viewer.
For example, it’s not good enough to say ‘We Sell Houses’ in a real estate agency ad. Every real estate agency sells houses. All that ad would do is place us in a huge pool of competition.
What is your point of difference?
If I was going to sell a house, would that message make me pay attention?
What if you said “We Sell Houses In Less Than 4 Weeks Of Listing In Your Local Area” – all of a sudden you’re no longer in the huge pool of competition! You’re making a very big claim (note: ALWAYS be honest) and identify where you work.
See the difference?
So when creating ads, you’ll want to consider what is important for your future seller. What is it that they want?
First: To sell their house.
But some houses sell quickly and some don’t. In fact a high number of homes don’t sell in the first 12 weeks.
Now you can create something that is interesting, different and craft a message that resonates with your market.
One of the most successful ad campaigns we’ve run for a real estate agency used the headline “Why do some houses sell, and others don’t?”.
It included an informational video with a simple call to action of “Request an Appraisal Today”.
For anyone wanting to sell their house or for those who’s house was on the market but wasn’t selling, this was the perfect headline.
This ad captured immediate attention and stopped people scrolling on their Facebook feed. The result was hundreds of thousands in sales commissions from new listings.
Capturing attention and creating a point of difference that matters to your customers is essential for ads to gain traction and to convert.
Reason #3: Your Website Is Lacking Important Conversion Elements
OK so you’ve done the hard part… you earned the click.
But you’re still only halfway there… Now you need to convert that person into a customer.
That means every person that clicks your ad needs to take an additional step to convert. Either by filling out a contact form, giving you a call or by making a purchase from your website.
Those actions would count as a conversion.
But many visitors won’t convert for various reasons.
We’re now going to look at conversion rate optimisation (CRO). This is the process of improving your conversion rates from visitors to your website.
Here are three secrets to getting more conversions once someone lands on your website;
Once someone clicks on your ad, they should find themselves on the most relevant landing page of your website.
If they liked that red pair of high heel shoes you showed in your ad, then take them to the red pair of high heel shoes landing page on your website.
This helps customers by landing on the web page they were looking for.
The worst thing you could do is send them to your websites home page and make them find try to find the shoes they were looking for. It’s inconvenient and can end up in a frustrated potential customer walking away from your store, never to be seen again!
This is especially true if your navigation is clunky or your products aren’t categorised very well.
Keeping continuity from your ads to the user experience after they click your ad and your landing pages on your website is really important.
There’s nothing worse than a confusing web page, confusing checkout process or confusing contact form.
Many business owners love their websites to be interactive. You know… moving parts. They think it’s fancy. The truth is most times interactivity doesn’t increase sales or leads. Instead, they serve as a distraction.
In many cases interactive components can be difficult to navigate on mobile devices which ultimately reduces conversions.
You may have experienced this where items are hard to click on your mobile phone… I know I have.
If you want clarity on your website, here’s a few things to look out for;
- Too many options – The simplest shopping carts are always ‘what you see is what you get’. They tend to convert better than carts that require multiple choices.
- Interactive websites – Use parts on a web page that sparingly and if you do use them, test the different methods and see if static works better than animated. Or use Hotjar to record how your website visitors interact with your website and see where they’re getting stuck.
- Pricing information – be sure that your pricing is as simple as it can be so your customers aren’t required to perform any calculations. They came here to shop, not to do maths.
Remember the KISS saying ‘Keep it simple, stupid’.
Well that’s what you need to consider most of all.
Examine where you’re sending people and simplify it. Then simplify it again.
Be clear about what it is you’re selling, how much it is, what someone can do if they want to buy it.
Whether you’re aware of it or not, your website sends signals to your website visitors.
Those signals will increase confidence in your business or decrease confidence, depending on the signals given off.
Signals of trust:
A professional website that features a nice design, professional logo and colour scheme, well written language and well known payment gateways give a signal of trust and familiarity.
So does having testimonials and videos of product use/reviews from customers. This is why YouTube channels that show ‘unboxing’ of products have such a high view rate. People want to see the product unboxed and reviewed by an end user.
Recent purchase behaviours also send trust signals that build confidence with future buyers.
Third party review portals which can accumulate massive numbers over time are also a great way to build confidence. You can encourage people to leave reviews after you ship items and if you have a high rating on a product review site, take a screen shot and feature it on your website.
Building confidence only requires a few elements and when done consistently well, will increase your conversions from ads.
Every business can achieve high conversion rates that will improve your marketing and ad spend if they follow the advice in this article.
When followed closely, each step outlined above will generate higher conversion rates and combine for better results overall.
3 Reasons why your Facebook ads conversion rate is low:
- Your Ads Fail To Tell People What You Want Them To Do
- Your Ads Don’t Have A Real Point Of Difference
- Your Website Is Lacking Important Elements
- Improve Continuity
- Improve Clarity
- Improve Confidence
Optimising each of these can turn a money draining campaign into a highly profitable and successful campaign overnight. Get to it!