Think about your end goal. What is it that you want users to do?
- Purchase a product?
- Invest in a subscription?
- Sign up for a newsletter?
- Attend a webinar?
The options are quite literally endless here. So, pick your end goal and work from there. For the purpose of this post, we’re going to use, “Purchase a product” as our end goal.
Let’s begin with the Meta basics:
Do you have a Facebook Business Account?
Learn how to set up one here.
Have you set up an Ad Account and connected billing?
Learn how to set this up here.
Do you have the Meta Pixel or Conversion API (CAPI) Pixel installed on your website?
The Meta Pixel is a small piece of code that is inserted into your website’s header. It tracks user activity on your site, however, if users have opted out of cross-platform tracking, we have found this avenue of tracking to be less reliable. Historically, the Meta Pixel uses IP Address + browser data to track behaviors such as purchases, so we’re sure you can see why this data is well… necessary for advertisers. If users have opted out, then the Pixel is “blind” to that user’s data and behavior information.
Luckily, there’s a supplemental option!
We highly recommend having your developer (or outsourcing a hire) to get the CAPI installed because that is going to track user behavior using server data rather than the historic IP data. With this installed and prioritizing conversion events, you’ll get better data around user behavior on your website.
Being able to collect data on both Social Media Platforms and your website will ultimately pay off. Not only will you be able to utilize this data for remarketing tactics, but you will also be able to create lookalikes of higher intent audiences to incorporate into your top of funnel efforts. (thus, warming up that audience ever so slightly)
Is your Landing Page optimized for Mobile?
We recommend that your landing page make sense with the ad you are wanting to run, as well as be 100% mobile friendly. If it’s not, users may exit before they’ve even considered the ask. According to Statista, more than 98% of users on Facebook use the Facebook App for their mobile phones so ensuring that your website loads quickly, gets to the point, and does so in a visually appealing way is paramount. No pressure, right?
Showcasing your product or service in a clear, concise way is key for a successful user experience and shopping journey from point a to point checkout. Here are a couple of examples of excellent eCommerce landing pages.
