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July 20, 2016
Marketing  |  6 min read

5 Data-driven Tips for Increasing Your Conversion Rate on Facebook

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Neil Patel

How would you like it if I told you that you could quickly and easily increase your conversion and click-thru rates on Facebook with almost no effort whatsoever? That you can Tim Ferriss your Facebook campaigns, so to speak? That would be pretty sweet, right?

The thing is that Facebook can either be an incredibly mean and vicious platform or it can become your best friend.

With over 650 million daily visitors to the site and over 1.5 million active advertisers, Facebook can seem like both the land of opportunity and the land of confusion at the same time.

However, with a few simple tips and tricks based on human psychology, you can instantly gain a tactical advantage over your competition with only a few small tweaks.

Here’s how:

1. Use the power of images

Something that you will hear about often in the online marketing world is the power of images. An image can make or break an ad. I have probably said it a thousand times, and most Internet marketers worth their salt will say the exact same thing. But it is also important to understand why.

You see, the human brain is wired to respond better to images and similar visual stimuli than it is the written word (writing has only been around for about 6,000 years, after all). Understanding this fact will give you a huge leg up when crafting your Facebook posts.

According to Dr. Lynell Burmack, a visual literacy expert, images have a profound effect on our brain:

Unless our words, concepts, ideas are hooked onto an image, they will go in one ear, sail through the brain, and go out the other ear. Words are processed by our short-term memory where we can only retain about seven bits of information. Images, on the other hand, go directly into long-term memory where they are indelibly etched.

What does this mean for you? It’s simple. Focus on your images, which leads me to my second point.

2. Understand the effect of color on the brain

While using color to trigger an effect on the human brain is an age old marketing secret, many entrepreneurs underestimate the power of using color to increase conversions. For whatever reason, our brains evolved to associate different feelings with different colors, especially with the color red. Red is likely so important to the brain because somewhere along the timeline of natural selection our eyes started picking up more and more red, which allowed us to spot ripe fruit among vegetation and even see deadly predators like venomous snakes.

All of your ads should include some red as it will grab your audience’s attention far more than any other color. If you then combine it with blue, which instills feelings of calm and trust, you have a much more powerful ad, simply by changing the color palate.

3. Write a little introduction

We ran a test a while ago where we found that people who introduced their Facebook posts with a customized message improved their click through rate by 8 percent. Pretty impressive for something that should take you all of three minutes, right?

All you have to do to (potentially) increase your clickthrough rate by eight percent is to write a brief 100-plus word message explaining what the post is about and giving readers a taste of what is in store if they click on the link.

A great way to do this with blog posts is to actually copy and paste a point from a blog post as the introduction and then link to the full post with a call to action: “Click here now to read the full post.

Simple, but effective.

4. Timing is everything

Do you remember that old real estate saying, “Location, location, location,” when referring to the most important part of a deal? Well, with Facebook posts and ads, it is, “Timing, timing, timing.”

You can have a phenomenal ad that is perfectly crafted, but if you post it at the wrong time, it simply won’t get in front of as many people as you want it to.

What I have found works best is to post your MVP (most valuable post) on Thursdays and Fridays at 3 p.m. and space out all of your other posts by one day.

5. Engage with your followers

I ran an interesting test a while ago trying to figure out how engagement affects post click-thrus, and what I found was pretty interesting.

Liking a post did almost nothing to improve the click-thru rate, but responding to comments on your posts can increase conversion by nearly 9 percent. That’s pretty cool, right?

While I know that responding to Facebook comments is probably not high on your list of things to do, if you can devote five to 10 minutes a day (maybe more depending on your following) you can increase clicks by nearly 10 percent. That’s definitely worth it.

Conclusion

Facebook marketing, like most other things in the online world, has earned a stigma in the past few years for being notoriously difficult and challenging, but that is simply not true.

You can increase your conversions. If you know how to understand and use a few key leverage points like the ones mentioned in this article, you can massively increase your success with little to no effort.

This article was written by Neil Patel from Forbes and was legally licensed through the NewsCred publisher network.

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