7 Ways to Improve Facebook Conversion Ads for Ecommerce

Facebook has always been topping the charts when it comes to helping e-commerce brands grow their brand through social media platforms. With a staggering 2.6 billion monthly active users, Facebook quite obviously turns out to be the sought-after business tool out for the e-commerce owners.

Also, I learned these things by testing & implementing Facebook conversion ads. Using these strategies & insights, I was able to generate more than 1 million dollar revenue for my client's eCommerce brands via conversion ads. For your reference, here is an ad account screenshot.

Here are 7 simple ways you can improve your Facebook conversion ads for your e-commerce business.

1. Use a lookalike audience to scale ad campaigns

One of the most important tricks up your sleeve in Facebook ad campaigns is strategically using existing customer and Lookalike audiences to get more conversions.

The lookalike audience helps you in finding potential new customers who have got similar interests and behavior as that of the existing customers.

According to a Neilpatel survey, about 90% of the time, lookalike audiences will average a higher click-through rate than other audiences. Some of the common lookalike audience ideas that often get the job done are top-paying customers, leads, website visitors.

It is also a much less expensive means to get new customers when pitted against other traditional methods.

2. Run Dynamic Ads to Increase the sales

Facebook dynamic ads or catalog ad creatives are ads that display a list of products to people who viewed the products.

Facebook does a better job at explaining the concept of the Dynamic ad.

Dynamic Ads automatically promote your inventory to people who have expressed interest on your website, in your app or elsewhere on the Internet. Dynamic Ads look exactly like other single image ads, carousel ads or collection ads on Facebook, Instagram and Audience Network. However, instead of individually creating an ad for every item you promote, you create an ad template that automatically uses images and details from your catalog for items you’d like to advertise.’

But how do you use Dynamic product ad copy to recover sales?

The average Add to cart ratio for the e-commerce industry standards stands at 3–4% roughly. But what’s even more shocking is the fact that the average percentage of site visitors leaving the page stands at a whopping 96%.

Not every user visiting your page converts on their first visit. Usually, the audience exits your page for many unknown reasons. Few of the exited users add products to the cart when they leave.

Retarget this ratio using dynamic product ad creatives to gently nudge the audience to complete that purchase.

3. Use customer reviews in ad copies

Times have changed, so have the audience. They don’t invest in the marketing gimmicks as much as they used to do before.

Customers believe in word of the mouth. A good review from a fellow customer brings in more conversions than a conventional campaign.

Bazaarvoice found that site visitors who interact with reviews and customer Q&As are 105% more likely to purchase while visiting (and spend 11% more than visitors who don’t interact with user-generated content).

Also eMarketer found that consumer reviews are more trusted (nearly 12 times more) than manufacturer descriptions.

Using a personal customer review from the site helps other audiences in making up the decision than going for a generic version.

Consider using the testimonial ad copy for the middle of the funnel where audiences usually engage with the brand. Take a look at this ad copy

Here are some useful hacks to consider while adding customer testimonials to your ad copies.

  1. Use attractive and compelling ad copy.
  2. Focus on customer experience
  3. Use customers reviews
  4. Consider using product reviews for first-time buyers and site reviews for retargeting
  5. Prefer using personal keywords

While drafting compelling ad copies, make sure you keep the ad copy short, crisp, and clean. Refrain from using terms like reviews or any other words that give the viewers shades of sales-oriented ad copies.

4. Use irresistible offers in ad copy to generate more sales

Is the Offer in percentage better than offer in amount?

Many times Ecommerce owners are often confused using the percentage or amount during an offer. Well, what does actually work for the audience?

So here’s the deal, if your product is below $100, you should definitely go with the percentage and if your product is above $100, show your offer in an amount like $20 OFF.

For a higher-priced product, people obviously go for products that have ‘$’ as their offer rather than % in their marketing copies. This is most likely attributed to the simple fact that people perceive better value for a low-priced product when the offer is shown in percentage.

During a survey, When a jacket worth 480 pesos (roughly $24) was discounted as 120 pesos off, (vs 25% OFF discount offer)

The campaign actually saw close to 16.3% more people interested in buying the jacket.

When the product is higher-priced, buyers don’t actually put in the mental pressure to calculate the offer when its gives in percentage.

Also mathematically numbers will look bigger than any percentage especially if it’s bigger than 100.

5. Build Customer Trust with Trust Factors

Building a trust factor initially will help the audience to trust the brand more, so focus on building trust factor from the site then on to your ad copy.

So your ad copy looks excellent and you got a product that sells like a hotcake in the market. But yet you see little to no results from Facebook ads.

Because The more they trust you, the more likely they are to buy

According Crazyegg stats,

  • Blue Fountain Media’s test page that displayed the Verisign seal resulted in a 42% increase in sales.
  • Virtual Sheet Music increases the conversion rate up to 31% after installing theVerisign trust seal
  • 94% of shoppers are likely to complete a purchase when a Norton™ Secured Seal is displayed at checkout.
  • 65% of online shoppers felt that the Norton™ Secured Seal was reassurance that the site would not give them a virus and was safe to browse.

For the audience to engage and shop from your Facebook ads, you ought to build the trust factors by using reviews, trust badges on the store.

There are many trust badges out there, each radiating a different purpose and meaning. So make sure to use one that suits your vision and end goal.

You can either list out the trust badges in your product description or you can simply display the trust factors in your image content to visually attract the audience.

6. Create Facebook ads funnel to get maximum conversion

People take their own time & also they need various things before making a purchase.

According to AdRoll, an average customer visits your site over nine times before making a purchase.

Facebook ads marketing funnels are a strategic way of reaching out to your potential customers through the buying process.

Some businesses have incredibly simple Facebook funnels: While most of the e-commerce businesses have resorted to using a three-stage funnel strategy that targets cold, warm, and hot audiences.

a. Top of the funnel

In short, the ad copy can consist of a detailed breakdown of your brand’s intro and its benefits.

Audience Example: Demographics, Psychographics, Behaviour, geographics

Ad Samples: BOOM by Cindy Joseph

Conversion objective: Add to cart

b. Middle of the funnel

Here you can use trust factors, testimonials, and offers to nudge the audience gently to make the purchase.

Audience example: Website visitors, Facebook engaged, Instagram engaged

Ad Copy example:

c. Bottom of the funnel

The final stage is focused purely on the offer and urgency.

Audience example: Product page view, add to cart, checkout initiated

Ad copy example:

7. Analyze Users Funnel & improve the pages

Conversion objectives are always not enough to get regular sales & good ROAS. Sometimes, people may not convert because of other factors in the site like not being trustworthy. So we need to analyze the user behavior using heap or Hotjar. Find the dropping places & then improve that page.

So when you know where the user spends more time on your site, use that specifically for your ad copy while retargeting that user. For example, if the user

is spending more time on technical specifications on your site, draft a compelling ad copy carrying the technical specs to retarget them.

This helps in understanding where the user usually likes to stay or spend time on your page which you can use to specifically target them with the ad copy.

There are specific tools that you can use to check the user analytics with precision and accuracy.

  • Google Analytics
  • Hotjar

If the user's exit at a particular point, that is where you need to improve your user experience. Rectify the barrier and communicate the same in your ad copy. Identifying the pain point of your customer and fixing it on the site can help your ad copy scale more sales with minimum site dropouts.

Conclusion

These are the best ways to improve your conversion ads. Try all these things & test more variations on audiences & copies. Once you have the audience on the pixel, Facebook will help you to get results at a lower cost.

If the campaigns are not working after implementing all the things, then you need to work on the brand foundation like brand belief, values & awareness campaigns via ads. once you build that you can use Facebook ads to get more conversions.

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Sureshrajan P

Sureshrajan P

Entrepreneur | Digital Marketer. I help eCommerce brands to scale their revenue. https://sureshrajan.net/