Facebook wants you on its network, and it has some great bait. No, it’s not giving you free credit and beer; it’s giving out free data. Facebook Insights is a surprisingly rich analytics platform that you can use for landing page optimization.
Insights will teach you about your Facebook fans (for free) and show you what they’re up to. Of course, it’s always good to know your audience before you reel them in.
Know who you’re dealing with
If you have a Facebook page, Insights’s data will shed light on two big aspects of your audience:
#1. Preferred topics – you can see the reach, sharing activity, and clicks captured by your posts on Facebook. This reveals which types of content resonate with your fans.
The report’s insights are great, but we dug into the data and found a few of our own. Then we turned them into tips to boost your conversion rates.
Tip #1. Optimize more than landing pages
When someone says “conversion optimization,” marketers think “landing pages.” Not surprisingly, landing page tests are the most popular with 41% of marketers running them. And since the homepage is often a landing page, 33% of marketers are testing there as well.
The percentages start dropping like bricks from there. Here’s a chart from the Adobe report:
The big opportunity here is all the way at the top. Only 10% of marketers test their shopping carts and forms. Seriously!?! That’s less than half the number that test display ads!
Attorney Mike Young, posted a great article yesterday on the current blizzard blowing through the online marketing industry. He posted 7 great resources to help you to bulletproof your merchant processing. If you are run “FREE” Trial Offers, then BEWARE the FTC Boogieman cometh! They are coming with a vengeance!
Go to Mike’s Blog to get the free reports and information he posted.
We believe in the importance of SEO work, no question. However, Bruce Clay summed up the future of SEO succinctly: “Ranking is dead.” (see his interview here.)
Ok. Nice headline, but a bit too far, me thinks. He’s right, in that it will have a substantial impact on how SEO needs to work (with personalized search tracking, universal search, etc.), but it ain’t dead.
However, now is the time to rethink strategies and start focus other other ROI producing activities that bring results: Landing Page Optimization. We’ve been working with large traffic websites for years, and LPO is one ways we’ve helped our clients crank up their marketing ROI, in a major way.
If you are focusing on your SEO, but not your LPO site optimization, then you are losing large amounts of money on your marketing.
Think about it. If your website conversions suck, and you drive MORE traffic to it. Who cares?!?!? What matters most is CONVERSIONS. The traffic will come. 🙂