social media conversion rates

How To Combat Low Social Media Conversion Rates

142 minutes per day.

That’s how long the average social media user spends scrolling through Facebook, tapping Insta posts, and penning witty remarks on Twitter.

It’s a huge amount of time. 2 hours, 22 minutes (which I still reckon sounds better than 142 minutes).

We are, as a species, almost addicted to social media.

Which makes it the perfect place for brands across the globe to market their products.

I mean, you could have the best product in the world. But if no one sees it, then you’re never going to sell a single unit.

Find where your customers are and sell to them there.

That’s the core of great marketing.

However, there’s a massive problem with social media marketing.

Social Media Conversion Rates

Despite recent pushes from platforms like Instagram and Facebook, social media was not created to sell products.

These platforms are intended to foster community. To allow individuals to connect with one another regardless of location.

But let’s be honest.

The advertising opportunity is simply too good to pass up. People spend more time on social than watching TV.

If TV ads can make brands, then so can social advertising.

But there’s a problem.

Social media advertising has low engagement rates. Like, really low.

Take Facebook, the biggest player in the industry, and their CTR.

social media conversion rates facebook ads

An average click-through rate of less than 1%.

And with the increasing CPCs, decreased reach, and more aggressive competition, it’s becoming more difficult than ever to make a positive return on social media.

social media conversion rates - facebook cpc

The heyday of social media advertising is behind us. The days where you could throw $100 at ads and see massive returns are gone.

And some are asking if it’s time for the next big thing.

If we should turn away from this cornerstone and look instead and developing new advertising channels.

But, we don’t yet think that’s necessary.

Why You Still Need Social Media?

The traditional social media advertising methods are becoming more expensive, competitive, and difficult to profit from.

But that doesn’t mean it’s time to move on.

In fact, it’s an opportunity for you to do something incredible.

You see, the reason social media marketing was so effective back in the day was because it was new. It was different.

The big breakthrough ads that generate huge results on social are successful because they’re different.

They stand out and grab attention. Either because they’re something people have never seen before or they revolutionize the experience to be better than users have ever experienced.

The problem, in my experience, with social media ads is that people simply aren’t being ambitious enough. They’re treading the same paths everyone else has before.

They’re following the best practices others have established which leads to ads and campaigns that are indistinguishable from one another.

Social media still has huge user numbers.

social media conversion rates - digital around the world

The audience is there, and so social is still more than a viable marketing channel.

Your job is to be different. To offer an experience so unique that users are excited to be a part of it.

Do this, and you’ll see your engagement, and thus, conversion rates soar.

Now, I know up to this point this has all been speculation on my part, right?

I’ve backed up my theories with a couple of statistics and ideas that, whilst accurate, are general.

Well, let me get specific and show you how I know, without a shadow of a doubt, that this is true.

The Easy Way to Increase Social Media Conversion Rates

Over the last couple of years I’ve worked extensively in the social commerce sector.

If you’re not aware, social commerce is all about making the social media purchase journeys more streamlined, intuitive, and interesting for users.

Let me break down the traditional method of social media conversions first, and you’ll see why success rates are so low.

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Imagine you’re on social.

You’re there to check out fun pictures of your mate’s wedding, like pictures of goofy cats, or secretly stalk your crush.

You’re not there to shop.

Not intentionally anyway.

But, you’re scrolling through your feed and see an image of a product that grabs your attention. Here’s an example from my very own Facebook feed.

social media conversion rates - facebook feed

Let’s imagine I am super into phone photography and am interested.

I might switch my intention of procrastinating on social to check this out. So I click on “Shop Now”.

That shop now button takes me to a long form landing page explaining the benefits of the product in detail – this page to be precise.

social media conversion rates - page

The ad manager for this has done a decent job in not directing me to the product’s home page, but they’ve also not sent me to a product page.

It’s just a long form page that basically outlines I can take awesome pics.

No CTA, no add to cart, nothing.

There are a ton of videos and some recommended products at the bottom.

If I actually want to buy the lens I saw in the ad, I have to go through five or so more actions.

My question to you is, how likely is my interest in the product to stay high throughout this purchase journey?

When you consider my initial intent was to waste a bit of time looking at fun pics, the likelihood of me staying interested enough to buy that product is low.

Now, you could make the argument that first contact has been made though.

That you now have this visitor logged and can retarget them in upcoming weeks.

Which is true.

However, getting that initial sale is the hardest. A lot of brands do what the above example have.

Try to push a $150+ product on people who have never heard of them before.

I’m extremely unlikely to pay that as I’m not actively looking for a camera lens for my phone. It just happened to show up and caught my interest.

A much better way would be to target people with a low-cost product that’s the ideal impulse buy.

And, of course, to differentiate yourself.

If everyone else is offering a 5 step (or more) purchase journey, then a simple 2-step social commerce journey is bound to be better received.

I’ve seen these shorter, more intuitive purchase journeys work across multiple industries.

One of the biggest successes was working with Marvel to create a 2-step campaign selling cinema tickets for the movies Infinity War and Ant-Man and the Wasp.

Marvel added a simple automated checkout to the end of their existing organs strategy posts.

This checkouts asked the user relevant questions to find the best seats and theatre for them before allowing them to buy them. All within the social network they were engaged with.

Here’s how it looked to customers.

social media conversion rates - facebook messenger

This campaign was a runaway success, achieving a whopping 68% conversion rate across the two movies.

The best news is, these kinds of social media purchase journeys, the kind that massively increase sales, are available to everyone.

Here’s how to set them up yourself.

How to Set Up A Social Commerce Campaign Today

Thanks to the growing popularity of social commerce, setting up a campaign has never been easier.

Below I’m going to run through a couple of ways to turn your social media presence into an automated storefront and checkout for your brand.

Turning ads into Checkouts!

Ads are one of the easiest ways to reach a very targeted audience.

Thanks to the amount of information people put on social, you’re able to get super granular with your campaigns (which means hyper-relevant offers).

Below is a quick run through of how to use Jumper to turn those ads into automated checkout bots.

Step 1: Create a Messenger ad campaign

Create a new Facebook ad campaign and choose Messages as the objective.

social media conversion rates - campaign step 1

Step 2: Select your target audience

Select the audience you want to target or, better yet, use one of the custom audiences you’ve already got set up.

social media conversion rates - step 2 campaign

There’s no right or wrong answer with targeting. However, we would recommend you try and get as specific to your ideal customer as possible.

If you want a hand in achieving that, check out this guide on advanced targeting.

Step 3: Select your placements

Because Facebook owns Instagram you’ll be able to choose where your ads show. We’d recommend choosing thee in-feed options for either Facebook or Instagram (or both) depending on where your audience is most active.

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social media conversion rates - placement

Then, click the View Media Requirement link below the preview to learn the requirements for your ad visuals.

Step 4: Set up your Jumper product

In your Jumper account, set up the product you’d like to promote.

This is a simple process that should only take 5 minutes. You’ll be able to add it by going to Products > Add new. Then just follow the usual steps of filling out the details.

social media conversion rates - add new product

Be as specific as possible when it comes to the description, hashtag you want to kick off the chatbot checkout, and the product name.

Step 5: Copy your JSON Code Over

Head back over to Facebook and set up your ad as usual.

All the good stuff including image, copy, etc.

At the bottom of the setup page is the Messenger Setup section. You want to click edit here.

social media conversion rates - step 2 jumper

Select the Custom Template option, and then +Create New.

Rename this template to something that makes sense for you, then click on the JSON option.

social media conversion rates - template

Delete all of the stuff that’s currently there.

Then head back to Jumper under Sales channels > Facebook.

You’ll see the below:

social media conversion rates - jumper facebook

Select Ads, then Product before choosing the product you’re trying to sell. You should see something like the below.

social media conversion rates - jumper 2

Click Copy Ad JSON code button, head over to Facebook and paste it into the area you just deleted to get the below.

social media conversion rates - jumper 3

Click Preview in Messenger to see how it works. But, if all’s done well, you should have an automated chatbot checkout that’s ready to run on Facebook!

Adding Automated Chatbot Checkouts to Organic Posts

To follow along with this process you’re going to need to sign up for a free account at Jumper.ai.

Once you’ve got yourself an account, follow the setup instructions. The steps are listed on the main welcome dash and should lead you through everything you need to do to set up your business.

jumper steps 1

Follow the instructions to link all of the relevant accounts and services. To get this method up and running you’ll need to sync:

  • Facebook
  • Messenger
  • Your payment solution

Don’t worry, it’s all super self-explanatory when you’re in the dashboard. Just follow the prompts.

When that’s done, you can add the product you’re promoting. Head to Products > Add new to get this done.

Here’s what the product page will look like when you’ve filled it in. Try to include as much useful information as possible.

jumper steps 2

Scroll down, fill in the product details, and then click save.

jumper steps 3

Once that’s done, go back to the left-hand nav bar, find sales channels and click on Facebook.

That’ll take you to the below page.

jumper steps 4

Double check if all the details are correct and, if they are, click share.

That post will now show up on Facebook with an attached automated checkout.

The whole process should take no more than 5 minutes and, with an engaged audience, should lead to a number of good sales.

You can rinse and repeat this message as many times and with as many products as you like.

You can also use the JSON option to carry your automated checkouts over to Facebook ads and run paid campaigns.

The Secret to Increased Conversion Rates isn’t a Secret

We all want better opens, higher clicks, and more sales.

Thing is, we all seem to be focused on finding the secret method of finding it. Of turning up something new that no one has used or found before.

And it’s a waste.

You see, the secret to increasing your online sales is making the process as easy and streamlined as possible for the customer.

Modern consumers are busy and won’t waste time trying to sift through pages of information for a simple purchase.

Adding things like visible notifications and streamlined checkouts is the easiest way for you to grab more attention and cause more action.

Social commerce, push notifications, and Messenger marketing are the only effective ways of implementing these with your store.

And PushOwl and Jumper are two of the best services on the market to achieve it.

. . . 

This post is written by Peter Boyle, the Head of Content at Jumper.ai.