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Social Media Conversion: Tracking and Optimization

Did you know that only around 22% of businesses worldwide are happy with their conversion rates? Given that most of those businesses are at least on one social media platform, why are their conversion rates low or at least not to their satisfaction? Is it the competition or maybe a weak or nonexistent social media marketing strategy?

By Ana Simova, content writer at Ranking Press

    We assume it’s the latter since there are effective strategies and techniques for driving conversions from social media that anyone can use.

    Apart from social media conversion optimization, there’s social monitoring or social listening also known as conversion tracking. This involves monitoring consumers’ actions like buying a product or downloading an e-book and analyzing what made them do that particular action so it’s more effective in the future.

    So, if you’re interested to learn more about how to optimize and track your social media conversions, read on. 

    What is Social Media Conversion Optimization?

    Before we answer this question, let’s explain what conversion rate is exactly if you’re not quite familiar with this term.

    You already know that “to convert” means to change or transform. For example, when the water temperature is 0°C or below, it converts from liquid into ice. The meaning of conversion when talking about online marketing is kinda similar.

    Conversion in marketing is the action your social media followers or website visitors take based on your call-to-action.

    Let’s say that your call-to-action is “download” and you offer your followers and website visitors an e-book. If 100 people visit your social media page or website and 10 of them download your e-book, then your conversion rate is 10%. That being said, you can have more than one CTA, but every website should have one primary one.

    Different CTAs and website goals include: signing up for a newsletter, buying a product, signing up for a free trial, downloading an e-book or a guide, filling in a form, sharing a post, subscribing to a software, and more.

    So, if conversion rate is the percentage of people who answered your CTA or took the desired action on your site, social media conversion (rate) optimization would be the process of increasing your conversion rate.

    This process involves figuring out why your social media followers and website visitors completed a certain action but also why they haven’t completed that action – so you can understand what’s preventing them from answering your CTA. The goal is always to increase your conversion rates.

    There are two types of conversion rates: micro-conversions and macro-conversions.  Let’s start with the latter.

    Macro-conversions are the main conversions on a website. For example, if you have an online e-commerce business, the main conversion on your website would surely be a completed sale. Same goes with the Facebook Page where you sell your products.

    Micro-conversions, on the other hand, are more interaction and engagement-based. So, an example of a micro-conversion would be watching a product promotional video or asking a product’s price in the comments.

    Now that you know more about this, we’ll focus on helping you optimize and track your conversions on the social media platforms where your business is, so let’s begin with optimization.

    How to Use Social Media to Drive Conversions

    Here are 7 ways in which you can boost your social media conversion rates.

    Split Test (A/B Test) Your Posts on Social Media

    When it comes to paid advertising on social media, some of the platforms give you the chance to A/B test your ads, like Facebook and Instagram’s option to automatically test 2 versions of your promotion. They do this split test by showing one version of your ad to one group of people and another version of the ad to another group of people. When the results come in you can see which ad reached higher conversion rates and you can continue using the more effective one.

    If the social media platform you’re using doesn’t have this automatic option, you can do the exact same thing, only manually. All you need to do is create two or more designs of your ad (or the same design with different CTAs) and run two or more small ad campaigns. The advertisement with the highest conversion rate is your winner, and you can spend your remaining budget on the ad that actually works.

    Visual Consistency – Be Consistent with Your Branding

    Check-out our SMM Guide to Design and Aesthetics to learn more.

    Visual consistency is very important if you want your followers to develop a feeling that your company is professional and knows what it’s doing. This is why you need to create a unified visual experience for your potential customers so that they’ll automatically group you as a distinguished company that has experience and authority in their field.

    You can do it by simply using the same filter for all of your photos. Take a look how unified Kennedy Walsh’s second Instagram account is.

    If you don’t have a visual identity created for your brand you can always hire a graphic or a brand designer who can do the job. After all, a professional logo design is one part of your brand identity that’s a must. That being said, having a color palette, typography, or style of photography that you’re going to use across all touch points is just as essential for your brands’ visual identity, so don’t underestimate the power of visual consistency.

    Captivating & Compelling CTAs

    Let’s say that you have a blog or a news website. You would surely want your readers to read the whole articles instead of the headlines only, right? Which is why you would make sure that your headlines are written in such a way so that people are immediately intrigued and interested to read more.

    Same goes with social media posts, especially when promoting a product via an article or a video, so make sure to always create compelling CTAs if you want your articles to be read and your videos to be seen.

    Fast & Mobile-Friendly Landing Pages

    We’ve all seen those different studies that say people leave a website if it’s not loaded in just a few seconds. This is especially true when it comes to mobile landing pages. Mobile users want their information delivered fast and are not particularly known for being patient. One research has shown that more than half of mobile users will abandon a website if it’s not loaded in less than 3 seconds.

    This may seem like a very short time, since the average loading time of a website on a 4G network is around 14 seconds. However, 50% of those users expect the site to load in 2 seconds, according to the research. And when we read that 46% of users say that waiting for a website to load is the thing they dislike the most while browsing on the web, we realize that modifications are truly necessary.

    So, make your landing page light, fast, and mobile-friendly so your potential clients have a seamless experience.

    If you want to boost your social media conversion rates and sell more products, of course.

    Track Analytics & Conversions

    It’s very important for any successful business to constantly track their analytics when it comes to their social media accounts. By analyzing your posts’ history from time to time, you can recognize and identify which have higher engagement and which not as much.

    Sign up to Amplifr to receive stats on reach, impressions, and engagement for all of your posts on any social media account you manage

    You can find out if your top ten most successful posts are posted in a certain period of time, like around 12 pm on weekends, or late in the evening on workdays. You can also see which types of posts (photos, videos, GIFs, etc.) are thriving so you can post more of them and give your target audience exactly what they want, but more on this later in the article.

    Use Social Login & Social Checkout

    Implementing a social login option on your website is very useful to your business, since it’s convenient and practical for your users and potential customers. The majority of the people online are already logged in into their social media account. Because of that, when they visit your website and want to create an account, if they have an option to use social login, the large majority will use that.

    If you don’t have a social login option, then many users will not even create an account, since they need to input their name, email, password, etc.

    Social login is fast and simple and it takes only one click to be completed.

    It offers better user experience and no hassle of remembering a password. That way you’ll have a better conversion if the uses need to log in to use your trial services or save some interesting products in your online shop for later.

    You can also use social checkout for those who are browsing through your e-commerce website and are interested to buy some of your products. With social checkout, you’ll lower the shopping cart abandonment, while automatically raising and boosting your conversion rate.

    Social Proof by Showing User-Generated Content

    Creating a strategy to motivate your followers to create and share content with your account can result in great conversion rates. User-generated content will boost your social proof which in turn will increase your conversion rates, so check out our piece on User-Generated Content to learn more.

    What is Social Media Conversion Tracking

    As you might have already guessed, social media conversion tracking is simply monitoring (tracking) the particular actions your followers and customers take to answer your CTAs. That can be everything from completing an order or downloading some content to signing up for a newsletter, even playing a video. So, why is it important to track your conversions?

    Well, let’s say that you create a brand new advertising campaign. You obviously would like to know the effectiveness of the new campaign, which is exactly why you’ll need to track your micro and/or macro-conversions and compare the results.

    Want to rebrand your social media accounts? Experiment with different advertising tactics? Maybe hire a new social media marketing manager? Or make another change in your team? Tracking your conversions is the biggest way in which you can tell whether the change was successful or not so much.

    How to Track Your Social Media Conversions

    When it comes to social media, tracking your conversions can be done in two ways: with a social network’s analytics and with analytics tools for social media. Let’s briefly go over both.

    Social Networks’ Analytics Tools

    As you might already know, many platforms have their own analytics section. Currently, we have the following:

    • Facebook Insights
    • Instagram Insights
    • Twitter Analytics
    • Pinterest Analytics
    • LinkedIn Analytics
    • YouTube Analytics

    It’s important to say that some offer more information than others, the best ones being Facebook Insights and Twitter Analytics.

    We already have a whole piece on how to use the previously-mentioned analytics tools, so to learn more read our SMM Analytics and Reporting Guide.

    Social Media Analytics Tools

    Do you manage more than one social media account?

    If that’s the case, why waste valuable time checking 3 or 4 separate analytics tools where you’ll find different types of information, when you can use only one tool for all of them that’ll give you the most important insights you’ll need? It does sound simpler and more effective, so let’s introduce you to Amplifr, a scheduling and analytics tool that’s very easy to use.

    Firstly, Amplifr gathers data for all your social media accounts including: Facebook, Instagram, Twitter, Pinterest, Tumblr, LinkedIn, Google+, and more! You’ll receive a single page report for all social networks you use, so no more going back and forth to different analytics tools.

    Secondly, Amplifr gives you conversion analytics for each post so you can see what works best and grow your business fast!

    Thirdly, you’ll also receive the most important insights you need for posts that you published even before using Amplifr. From clicks, likes, and comments, to reposts, impressions, and reach for every single one of your posts, but also page metrics like your followers growth, impressions, and the percentage of your active audience on a given page.

    Lastly, you’ll receive weekly and monthly analytics reports via email neatly presented in an excel report.

    Besides being an analytics tool, Amplifr can be used for scheduling content on multiple social media accounts from one dashboard, so help your business soar and check it out!

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