how to fix non-converting social traffic
TRANSCRIPT
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
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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 [email protected]
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:
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1:1 personalized offers
Drive 9% more revenue & 600% more actions
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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?
[email protected]@TheBigCatSays