How to Convert More Facebook Leads into Customers
Do you use Facebook ads to generate leads? Want to convert more Facebook leads to customers?
In this article you will discover the most effective tips to convert more Facebook leads into customers.
The importance of the transition from leads to customers
Too often we hear that people who have tested Facebook ads claim that the leads they generated were junk because it didn’t lead to a sale.
The problem is usually not that they are bad leads. The real problem is that companies are not doing enough to convert these leads into sales.
Facebook is simply a tool you can use to deliver a message to a certain person. If companies get bad customers, it is often that their follow-up and strategy are poor.
To say that Facebook does not work simply means that companies do not look at the bigger picture. They evaluate the success of their campaign based on their first interaction with people, not the entire journey.
You must focus on the entire funnel. Each touchpoint must be optimized for success so that each lead you generate is more likely to become a major customer.
Now, let’s look at the top ways to turn more leads into customers by optimizing the experience after they become a lead.
1: Engage passive leads with Facebook retargeting ads
One of the smartest and most powerful ways to convert your leads to customers is with Facebook retargeting ads. Once someone has taken the first action (like downloading a free guide), you can retarget them with an ad like:
“Thank you for downloading our free guide! Be sure to take the next step here… ”
Often when leads do not take the next action, it is not that they do not want or are no longer interested. This may be because they were distracted or that it was not the right time at that time.
How many times have you gone to buy something but realized that you did not have your wallet/card/phone and then just finished the buying process?
We all do. Sometimes a small reminder is all it takes to get someone to come back and buy from you. Retargeting ads are perfect for this.
Retargeting ads for leads with an invitation to buy have proven to be amongst the most effective. You know the target audience. You know what their problems are (based on the topic of your lead magnet), so you can be super-specific and personal in your ad text.
To create a retargeting campaign on Facebook, you need to create a custom audience of people who have become leads. You do this based on people who have visited the thank you page.
To create this custom audience, go to the Target Ads group in Facebook Ads Manager.
Once there, click Create Audience and select Custom Audience from the drop-down menu. Then, select Site Visitors as the source for this audience.
Click the third drop-down menu (below your selected pixel) in the window that opens and select People who visited specific web pages. In the box, type the URL of your thank you page that someone visits when they become a lead.
Once done, name your audience and click Create Audience.
Now repeat the process of creating a custom audience # 2, but this time, instead of using the URL for when visitors become a lead (the first thank you page), use the URL that someone lands on after becoming a customer. This allows you to exclude them from your advertising.
Once you’ve done that, you create your campaign. When you set your targeting, you select your target audience under custom audiences. Then click Exclude and select the target group you created based on people who purchased. The installation should look like this:
Excluding customers who have purchased ensures that you are only targeting people who have become leads but have not bought from you yet. I can almost guarantee that this will help you generate more customers!
2: Present a business offer to hot opt-in leads across all marketing channels
To get people to take the next step (in other words, become a customer), you must make your offer clear. Sounds obvious, right? But it is not always that this important step is done well. It takes a proper exit to get a deal done and many fail to do so.
When I talk about a lead, I usually mean someone who has chosen to get an offer from you, such as a free guide, webinar or consultation.
Once they have chosen an offer, they are sent to a thank you page. The thank-you page is one of your biggest opportunities to show the next offer. People are likely to take the next action with you immediately after taking the first one. They have already shown a level of commitment.
To take advantage of it, place your next offer on the thank you page. Start seeing your thank you page as a sales page for the next offer.
But the process doesn’t end there. Start thinking about all the sites your leads can now keep up with and show your follow-up offer on all those sites. These locations can be:
Lead Magnets: If people have downloaded a free guide, make your follow-up offer in the guide itself. This is especially important in the first e-mail because the opening rate is higher.
Online Courses: If anyone has signed up for a free course or for access to any kind of online platform, make the offer there.
Sometimes leads need to see your offer a few times before they are convinced to buy your product. Don’t give up just because they didn’t take advantage of the offer the first time.
3: Trust in hot leads through video on your Facebook ad thank you page
If you want to improve the quality of your leads (so more of them buy), video is an effective way to do it.
Think of it from the consumer’s perspective. You browse Facebook and see an ad for a seminar that is displayed in your area. It sounds interesting to you so you sign up.
You then come to a thank you page that has some information about the seminar, but not very much. And you never hear from the company again. It hardly inspires you to take the time to attend the seminar.
Now imagine that the thank you page has a good video about it from the seminar host who thanks you for registering, shared some things about what to learn, and shows the seminar room.
Which sounds more appealing?
Video helps you build great confidence with your target audience. If your leads can see you, hear you and learn from you through video, they will trust you much more.
And if they trust you, they are much more likely to buy from you.
Place a video on your thank you page and reap the successes that will make your leads start to feel, like and trust you.
4: Analyze Facebook lead behavior on your Facebook ad conversion thank you page
Many tools can help you turn more leads into customers. The ones that I will focus on allow you to track the behavior of your leads as they go through your funnel.
Once someone has chosen your lead magnet, they will be redirected to your thank you page. If your thank you page serves as a sales page for the next offer, it’s important to track how people interact with that page.
For example, it is good to know how long people spend on the site. If they do not spend any time on the page, do they leave because it does not load fast enough? Or maybe your heading/text is not good enough?
Tools can help you determine any problem areas or leaks in the funnel. Once you know the problems, you can fix them and ultimately get more conversions.
Two tools you can use to do this analysis are Google Analytics and Hotjar.
Google Analytics is a free tool you can use to determine if your thank you page resonates well with visitors. It can also tell you if you “force” them enough to take the next action.
Look especially at the bounce rate and the time on the page.
The bounce rate tells you if people are taking action on your site or are just leaving immediately. If you think they are “jumping off”, it may mean that your headline is not catching your attention or your page is loading too slowly.
Time on the page is useful for determining whether people are actually spending time consuming the content on your page. If they do not, again you do not take their attention enough to make them read. Or your content is not good enough.
It takes about 5 minutes to install Crazy Egg on your site. Like Google Analytics, it only needs a little code installed in the header to work (plugin available for WordPress). What Crazy Egg does really well is that you can visually examine how visitors use your website.
You can have it record people’s visits to your site so you can monitor that they fill out forms, browse pages, and take other action.
This information is valuable because you get to see how strangers interact with your site.
5: Use feedback to identify and manage objections for prevention
The final method of converting more leads to customers is one that too many of us do infrequently, especially us from the digital sphere. And it is simply asking our customers for feedback.
It may not be possible when you generate tens or hundreds of leads per day, but unless you generate a large number of leads, one of the most valuable things you can do is to personally contact your leads through Messenger or email and ask them what made them download the guide. What prevented them from buying your product?
It may sound basic, but not many people do this! But how valuable will their answer be to you? It may show that you may not have explained the offer well enough.
They may not trust you enough or think your product was too expensive.
All of these insights are extremely valuable. If someone feels doubtful, such as thinking it is too expensive, it is likely that others feel the same way. That doesn’t mean you have to lower your price; It simply means that you may have to reposition your offer somewhat, do more to show the benefits or simply talk about why your product is so expensive. Display the value.
If you make these changes, you will deal with the objections that people have and you can expect more conversions to customers.
And there you have it: five simple yet super-efficient ways to generate more customers from your leads. When running Facebook ads or other paid media, do not only pay attention to the original touchpoint – pay attention to every touchpoint.
If you generate leads but none of your leads buy, it is likely that it is a problem with your funnel, not your ads. Use the methods above to test and optimize.