Growing PainsTuesday, 18 October 2011 15:54
Seven tips for turning Facebook “likes” into buys: Part two
This is part two of a two-part post outlining seven tips for converting Facebook “likes” into buys. You can find the first three tips here.
4. Measure which posts engage customers best
Both of these posts are simple to put together, garner great engagement and most importantly lead to sales of the shoes in the photos.
5. Use targeting options to your advantage
We recently held a friends and family saleat our offices. Because this was an offline sale held online at our Surry Hills offices, we wanted to only target our advertising to customers who lived locally. We created a Facebook ad targeting people who like the Shoes of Prey page and live in Sydney. This was only 2,060 people, however the ad got an excellent click through rate and we had about 200 clicks for $70 of spend.
6. Time of day to post
This one is getting quite detailed. We created a custom report in Google Analytics that tracked sales referred by Facebook by the time of day those sales occurred. We then mapped that data to the time of day we were posting to Facebook. What we found was the times that converted into sales best for us were 3-4pm and 6-7pm. That makes sense, we're a fun shopping experience so customers are shopping with us in their afternoons at work or when they get home in the evenings.
7. Multi-Channel Funnels
Google Analytics recently released a feature called Multi-Channel Funnels. Say a customer first visits your website after clicking a link on Facebook. A few days later they search for “design your own shoes” on Google and visit the site again. A week later they type www.shoesofprey.com directly into their browser and make a purchase. Most analytics software would track this sale to the last visit, in this case a direct visit and no attribution would be made to the Facebook or search visits even though these contributed to the sale.
Michael Fox managed Google’s online sales and operations agency team for Australia and New Zealand before moving into entrepreneurship. He's a co-founder of Shoes of Prey, an online retail website which allows women to design their own shoes and Sneaking Duck, which sells fashionable prescription glasses online. He blogs in detail about the process of running Shoes of Prey at his blog www.22michaels.com.
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