Ecommerce sales have risen nearly 20% a year. By the end of 2017, ecommerce marketers are expected to generate nearly $400 billion in sales. Many intertwining factors are facilitating the trend, but social media appears to be one of the most significant. In fact, social media has been one of the driving forces of ecommerce over the last decade.
However, many ecommerce marketers struggle to meet their conversion goals with social media traffic. The problem usually stems from poor targeting or ads, but some marketers still have difficulty converting visitors even when they have great ads and tightly targeted campaigns. The problem usually stems from a poor user experience (UX).
UX is Vital to Social Media Marketing for Ecommerce
I have only been running Facebook campaigns for about a year, but I have realized how important user experience is. I used to use the same types of landing pages that I promoted with PPV traffic, which didn’t convert well at all.
Fixing problems with your social media UX can significantly boost conversions. Here are some strategies to consider:
Use More Visual and Less Written Content
I was on Facebook the other day and saw an ad for an affiliate marketing mastermind group. I was interested, so I clicked the ad and went to visit the landing page. The page was probably close to 5,000 words long and didn’t have a clear call-to-action. What did I do? I immediately clicked the back button.
Most customers will do the same thing. People have very short attention spans while reading web content. They are even less interested in reading a lot of content when they use social media, because they are usually just looking at pictures and brief posts from their friends.
When you refer visitors from social media to a squeeze page for your ecommerce site, they still won’t be in the mood to read a lot. They will expect more concise content with attention grabbing images.
In addition to improving the user experience, you should also be able to get more traffic. After Facebook’s new monetization changes, advertisers that offer more visual content are given more exposure, because Facebook is ranking ads higher if they provide a better UX.
Optimize Content for Different Regions
Social media allows you to tap into a global audience of potential customers. Expanding to different countries is a great way for ecommerce companies to scale. Unfortunately, you can’t simply replicate your campaigns. You need to account for the following issues:
- Language differences. You need to make sure your content is translated for your visitor. Hire a native speaker to write the content, rather than relying on Google Translator or another automated service.
- Loading times. Loading times will be higher for visitors that are further from your server. There are several solutions to this problem, such as using content delivery networks (CDNs). A CDN uses servers closest to your visitor, which ensures content loads more quickly. Some tools also allow you to provide dynamic content to customize the experience for every visitor.
- Psychographic differences between regions. Thoroughly research the different preferences of people in your region. You will need to run separate split-tests for each geography that you market in, which must test every element of your landing page.
A white paper from Pitney Bowes shows that location is playing a more prominent role in data than ever before. Over 80% of all data stored has a location component. Brands can rely on existing tools such as GIS, MapServer and Google Maps to develop geographic profiles of their customers.
Customize Content for Your Visitor
The great thing about Facebook is that you can use millions of different targeting options. The problem people run into is when they use the same ads and landing pages for all of their users. You will need to customize your content to maximize conversions. Fortunately, you don’t need to create a million different landing pages.
Use Consistent Messages throughout Your Sales Funnel
WordStream posted a great article on social media landing pages a few years ago. The material is just as relevant today.
One of the biggest takeaways from this article is the importance of keeping a consistent message throughout your sales funnel. You should achieve this by:
- Using the same angle and pain point in your ads and landing pages
- Using similar images
- Making sure the call-to-action in your ad complements the conversion goal of your landing page
Ecommerce marketers don’t usually try to sell their large ticket products directly to customers on social media. They usually try to get them to make smaller ticket purchases or opt-in to a subscriber list, so they can convert them later on. Therefore, you should make that clear in your ad.
If you are trying to get customers to subscribe to your mailing list, start by offering free samples to new subscribers. Your ad should emphasize the samples and your landing page should make it as easy as possible. This will be a smooth transition for your customers and it will be much easier to convert them.
Provide a Seamless Transition to Your Landing Page by Providing Content in F-Shaped Patterns
Nobody denies that social media can be an excellent source of traffic for ecommerce sites. However, converting it is a different ball game. Social media is a form of interruption marketing. People may be enjoying their experience on Facebook or another social media site, so they may not be in the mood to open up their wallets after visiting a commercial website.
They will be more susceptible to your messages if you use a similar content style.
When you are creating content for social media users, it is important to present it in a way that they can easily digest. You will need to know how users typically consume content to optimize it correctly. I would recommend reading this 2011 study by Mashable.
In a nutshell, the study shows that the average Facebook user reads content in F-shaped patterns. Follow-up research shows they tend to expect the same format when they are referred to other pages.
Facebook is aware of this and has made sure its content is formatted around this behavior. You should follow the same approach.
Providing a Good User Experience is Key to Ecommerce Marketing With Social Media
Converting ecommerce customers isn’t easy, especially if you are selling more expensive products. Fortunately, social media traffic can convert well, but you need to provide a great user experience. Fortunately, there are a lot of ways you can satisfy user expectations.
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