Conversion Rate Optimization - TribeTalk EP 18

Check out this TribeTalk from our Marketing Specialist, Kathryn Betancourt chatting with one of our Growth Specialists, Dan Abubakar.

How to choose the best Facebook Ad objective? 

When starting your Facebook Ads everyone is tempted to rush straight to pick their objective as purchases, sales, paid sign-ups. But if you think about it, that’s like asking someone to marry you on the first date. 

Ouch! It might not work out as well as you planned. 

You want to nurture your leads, especially for those in the B2B space. You want to understand that your goals shouldn’t solely be sales. You also want to focus on building a brand regardless of your space. Facebook understands this and continues to revise the ad objectives on the platform.

So basically think through where your business is at. Are you just starting or do people recognize your brand? What are you selling and will it take multiple considerations to buy that product/service? 

Is this a new audience? If so maybe you want to run some ads for engagement to see who visits your page and retarget them later and set your objective to conversions. 

Conversion Rate Optimization 

CRO stands for Conversion Rate Optimization, which is about making improvements so that your website traffic turns into more conversions. 

For any football fans out there, it’s kinda like switching up your plays based on what has been most likely to result in a touchdown in the past and going all-in for that conversion. 

CRO is a lot more than just A/B testing images and headlines. It encompasses an entire strategy, and even starts with your traffic sources (like ads). It begins with optimizing your ads for greater click-through rates and when users reach your landing page, you need to optimize it for performance. 

Your strategy shouldn’t be rushed. Be careful about testing your ads and landing pages at the same time. There’s no rule as to where to start and how to start, but either way, data is extremely important. Whether you’re working with ads or landing pages, be sure to use your data to make informed decisions.

You don’t want to A/B test a landing page if you don’t have traffic of at least 1,000 sessions a week, because you won’t get significant data for quite a while. This doesn’t mean you can’t improvements to your conversion rate! Focus instead on user behavior using tools like Hotjar or platforms like usertesting.com to understand how people use your site and where to make immediate changes.

Here’s an article about how tracking traffic quality helps boost conversions. The articles refer to CRO tools like Finteza, Kissmetrics and Piwik to and claim that using tools like these have an average ROI of 223%.