In Part 1 of “Boosting Your Buy Button Rate”, we looked at how your prospect’s conversion story begins with your front-door and moves to clicking the “add to cart” or “buy button”. In the next series a couple weeks from now, we will cover when your prospect actually pays for the product.
I invested a good portion of Part 1 going over the seemingly invisible step that occurs before you ever present your sales conversion message to your prospect. This is referred to as your pre-frame. I shared this pre-frame checklist you will want to keep handy and reference:
Now it’s time to get into dialing in your actual Conversion Message.
Getting your conversion message to turn traffic into customers day in and day out, all boils down to properly executing on these three elements:
Yes, this is a hierarchy. If you have the wrong audience, it doesn’t matter how phenomenal your offer or message is, you won’t see conversions!
You can have the best, most compelling sales message on the planet… but if you present your “how to salt and cure salami’s in your own home” to a group of passionate vegetarians… it just won’t work.
To get someone, anyone, let alone everyone, to push your “Buy Button”, you must choose the right audience.
There are a ton of tools and resources online on everything from building an avatar to google keyword tools and such to help you find your audience.
What I want to focus on here is something you can immediately use to boost your “Buy Button Rate”, it’s what I call “your audience feedback loop”.
Here’s how it works. You have a list of folks who have already purchased from you. There a number of free tools you can use, I prefer Facebook Insights. You will need at least 100+ customers to use this strategy.
What do you do if you don’t have 100+ customers just yet? I’ll will get to a neat workaround you can use in a minute by borrowing your competitor’s data…
For now, lets get rolling with Facebook insights. You will need to upload an email list of your customers to Facebook as a custom audience. Facebook will then match these email addresses to the appropriate user profiles (provided your customer has a Facebook profile, which I generally experience about a 50-75% match rate).
Next you will go into Audience Insights, inside your Ad Manager. Then you select your custom audience, and Facebook will tell you everything about your buyers – from their age and marital status to their geographic location and favorite type of music.
You’ll notice how Facebook Insights does not only show you trends in your customer list. For example, detailing the most common age of your customers and whether or not there is a bias with one of the genders…
Facebook Insights goes even further and allows you to see how this compares to the Facebook Universe. In other words, it allows you to spot spikes and dips in your customer demographics compared to the Facebook norm.
For example, in the analysis below we see 40% of all male buyers are 35-44, which is worth noting. Even more interesting is this age/gender demographic is almost DOUBLE of what is represented in the Facebook universe (indicated by the lighter gray bar behind the dark blue bar). What’s this mean? It means you are seeing an unusual saturation of buyers in this specific demographic. A saturation of buyers worth noting and looking into advertising to!
In this second example above, you will notice that “80%” on the lower right. This means there is an 80% stronger correlation between renters and your customer list than what normally is seen in Facebook. So the data says you have a very great likelihood of getting better results advertising to renters! You will also notice on the Household Income portion of the data that the “red numbers” start around the $75K income level. What this means is it appears that over the income level of $75K there is a significant drop off in buyers.
Last but not least, it is also neat to take a look at the Top Categories for your buyer list. Now not all this data may be usable. If you are selling a PDF on how to lose weight, it may not be useful to know what radio station your buyers listen to the most (in terms of buying traffic). Then again it might be if you are running Pandora ads.
It is worth noting, that this IS a killer tool for creating killer messaging. By referencing the areas of interest most common in your buyers, your copy becomes that much more compelling. If you are going to reference a radio station or journalist or music video in your sales copy, why not use Facebook Insights to make references that resonate with most of your customers.
By continuously monitoring your insights, noticing trends and commonalities, you can get more insight where to fish for new customers.
Remember I mentioned there is also a “feedback loop”? You see, even better, once you get rolling, you use your customer data to generate insights. The more new customers you generate, the more data you have to work with to get better insights. The more insights you have… the easier it becomes for you to get more new customers!
So what do you do if you have little to no list to begin with?
I can’t believe I am using the word “generous” to describe Facebook, but in this case Facebook is in fact generous! You see, all your competitor’s data is open and free to you! So if you don’t have your own list, you can go into Facebook insights and search any interest area (followers of your competitors, fans of their product, etc) and pull the exact same incredibly detailed data as the above.
Now granted, it will not be your competitor’s customer list per say. But still, when you are just getting rolling it is a fantastic starting place. Think about it, your competitors can be spending tens of thousands of dollars, if not hundreds of thousands of dollars on Facebook ads every month… and you get to leverage their data free! That’s pretty sweet.
There you have it. The big takeaway here for you is audience is your biggest conversion driver. By monitoring the shared trends among your new customers, you can laser in on the audience and type of traffic that works best for your offer.
This is just another reason tracking is so critical to your business. Also this is why inside ConversionFly, we give you the ability to analyze where their sales are coming from by source, by campaign, all the down to the ad level and individual buyers.
So you KNOW exactly what’s working, what’s not and where to invest to scale!
Now that you’ve done all your homework, you know exactly who your perfect audience is and where they hang out. Even better, you know how to reach them.
Once your prospect reaches your sales message, the next biggest determinant to your conversion success is the quality of your offer.
What are the key differences between a hum-drum offer nobody will notice and your prospects will overlook, versus the type of offer your prospects can’t ignore, and even more importantly can’t resist!
Be sure to stay tuned as we continue together boosting your “Buy Button Rate”!
