how to fix non-converting social traffic

The 2016

Facebook Advertising SummitHOW TO APPROACH FACEBOOK PERFORMANCE MARKETING DURING THE Q4 SHOPPING RUSH

2016 Facebook Summit Layout

Day 1 Optimizing Your Facebook Dynamic Ads

Day 2 How To Fix Non-Converting Social Traffic

Day 3 Custom Audiences: From Zero to Hero in 4 steps

Event Logistics• Submit Questions In the Chat Box to the Right

• Session Recording Will Be Sent 9/16/16

• More Resources In the Handouts Section to the

Right

• Poll Questions Throughout PresentationEvent Coordinator

Nick CotterMarketing Operations Coordinator

How to Fix Non-Converting Social Traffic

Why your Facebook traffic won’t convert

#AddShoppersNow

Your presenter

Peter MessmerDirector + Growth at

AddShoppers

I. The current state of social traffic

II. Strategy Shift

III. Turbocharge Micro Moments

IV. #PopupDoomsday

Summary

We increase your Average Revenue Per Visitor by seamlessly turning browsers into buyers and buyers into advocates.

Trusted by 1,000+ brands worldwide

Our clients’ average increase in revenue per visitor38%

The current state of social traffic

Why do people use social?

Addictive time killer

Connecting & sharing with friends

Stay connected with brands they love

1

2

3

How do people use social?

Via mobile devices (90% of Facebook daily active visitors connect via mobile1)

All times of the day (The average Facebook user logs in 4x per day2)

Everywhere

1

2

3

1. Source: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/#gref2. Source: http://www.convinceandconvert.com/social-media-research/11-shocking-new-social-media-statistics-in-america/

Why is this important?

2 key trends

Facebook’s traffic impact is increasing...

21.9%More traffic driven by

Facebook to eCommerce sites in 2015

From our 2015 On-Site Marketing Breakdown: shop.pe/2em8v

$200

$160

$80

$40

$0

100%

80%

60%

40%

$0

Tablets Smartphones PCs

Onl

ine

Sale

s (b

illio

ns)

...and so is mobile’s.

$14$26

$18

$35

$181$193

84%93%

6%

2014

2015

Y-o-Y Growth

From Marketyze.com

Why is this significant?

Average Conversion Rates by device typeDesktop 4.66%

Tablets 3.89%

Smartphones 1.43% (2.3x lower than desktop!)

US Traffic from Q4 2015

1. Source: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/#gref

Seems like a convergence of two

negative forces, doesn’t it?

So what do we do?

Let’s start by understanding EXACTLY how social traffic converts

(and differs from search traffic, for example)

Social Traffic Requires More Touchpoints... 1 touchpoint

conversions

12+ touchpoint conversions

vs.

...and more time.

0 day conversions

12+ day conversions

vs.

POLL QUESTION:What percentage of

traffic do you get from social?

Strategy Shift Micro moments: more touchpoints, more conversions

Mobile micro-momentsInfluencing the longer social conversion cycle

“Your social + mobile strategy should be built around generating micro moments and capturing secondary conversions.”

#AddShoppersNow

Tweet This

A secondary conversion is a conversion that leads to a primary conversion (placing an order).

Good: Cookie a visitor for remarketing

Better: Capture a visitor's e-mail addressBest: Getting a visitor to create an account

(or capturing email + rich data)

Ultimate: Data + Generating a customer referral

Hierarchy of Secondary Conversions

“Better” Secondary Conversion: Capturing Emails

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Email Address

This is an example of a “better” secondary conversion.

Make sure you’re capturing emails from your Facebook traffic so you can continue marketing to them after they leave your site (and they will!).

Example campaigns: Giveaways, free shipping, coupon codes, secret sales, free gifts, etc.

Segmented Coupon Offer

“Best” Secondary Conversion: Social Login

Not just emails collected -- store accounts created.

Capture more rich data than just email (with less effort).

Increase checkout conversion rates.

1

2

3

Welcome!Connect with Facebook

for free shipping

| Connect

No Thanks

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

1st Party Social Data made actionable

What data can you get from Social Login?First Name / Last NamePeter Messmer

Email Addresspeter@addshoppers.com

Male / FemaleMale

Birthday4/17/1988

LocationCharlotte, NC

Klout Score58

Follow Stats ✓ Follows You

# Of Social Shares9

Profile Picture

# Of Social Clicks127

Amount Of Social Revenue$497.68

# Of Social Referrals3

“Ultimate” Secondary Conversion: Incentivized Social Sharing

Case Study: Miracle Noodle

+1,994% +2,127%

Sharing Social Referral Traffic

+826%

Social Revenue

* Over 40% of these increases came from Facebook alone.

Turbocharge micro moments

Some more advanced strategies

Referring Source Targeting

captures 29% more emails

Facebook exclusive

offer!Connect with

Facebook to join our newsletter and get $10 off your first purchase:

| Connect

No Thanks

1:1 personalized offers

Drive 9% more revenue & 600% more actions

No Thanks

Yes, I’d Like $25

Happy Birthday

Mike!On your special day, we’d like to offer you

$25 towards any purchase of $100+

Mobile Abandonment

TargetingPlus personalization drives 16%

higher conversion rate

Are you ready for #PopupDoomsday?

January 10th, 2017

Google is killing mobile popups.Will you be ready?

Learn More: PopupDoomsday.com

JAN 10TH

Want a free #PopupDoomsday audit from AddShoppers?

To learn more about AddShoppers, join an upcoming live demo:

addshoppers.com/live-demo

Additional Questions? Follow Up?

peter@addshoppers.com@TheBigCatSays