By Lionel Thomas / FacebookMarketingSocial Media / 0 Comments

Due to the potential Social Media has, such as viral spread, many companies are pouring large amounts of money into advertising, only to become frustrated due to the low conversion rates and/or purchases.

If we look at some of the statistics we find on Social Media, 92% of people trust recommendation from a peer and 70% trust a recommendation from someone they don’t even know.

Yet what many companies are not considering is that an Advert is a forced recommendation, it is pushed out in front of them; Advertising and other PAID Social Proof have less than 40% trust level due to this.

Also, when companies advertise we see them mainly redirect people to their website, this adds to the reduction of trust, as if you can keep people within the Facebook platform, it helps retain the trust of that environment.

With website pages (Landing Pages) people are sent to, we find the following mistakes:

  • Landing Page
    Don’t use your Homepage as the Landing Page, as it will usually have too many distractions reducing your conversions and action taken. You need a dedicated page with One Call to Action, this allows you to measure
  • Re-marketing
    Social Media platforms such as Facebook allow you to track traffic on your website, meaning you can track what action or in-action they have taken, and you can re-advertise to those who previously clicked on your advert yet didn’t take any action.
  •  Landing Page Relevance
    You need a dedicated page that is customised to the advert, especially using keywords specific to the advert as this will help reduce the price of the Ads.
  • Testimonials
    You should have testimonials as it adds a level of trust, not as much as Social Media recommendation, yet it may be close.
  • Associations/Media Mentions
    If you are part of any associations or mentioned in any media, add their logos; this again adds a level of trust especially if the people can recognise the Logos.

This is just the start of optimising your marketing campaigns, always Split-Test, Measure and Repeat to determine what your audience reacts to the best, as one method may work for others, yet not your business, yet the above if a good basis to start with.

Google has a Mobile Friendly check to ensure your website works well on a mobile device, such as not having to zoom into the website, large text, links/buttons large enough your not mashing multiple links/buttons. Although, this doesn’t mean people will be able to use your website with ease on a mobile device. In fact, most responsive websites (websites that respond to browser size) don’t work well as mobile websites out of the box.

Responsive websites do respond, yet most ‘Call to Actions’ are hidden in drop-down menus, at the bottom of the website due to the responsive repositioning or not there at all. This is a flaw many designers have added to websites without the thought to usability and conversions of traffic.

Aspects to make a website Mobile User-Friendly, is to have the main Call to Actions easy to access at the top of the mobile website, even having the front page displaying only the main ‘Call to Actions’. As mobile statistics show, Mobile users doing local searches are mainly seeking the Business Location or to phone the business; this means you need to have a Find Us / Call Us ‘Call to Action’ prominent on your mobile website or similar call to action/s depending on your business and the actions you want your potential customers/clients to take.

We have an extensive Website review that will check the Mobile User-Friendliness and many more aspects to improve your business website; Have a website Check-up Today: