5+ Ways to Improve Social Media Conversions

by Sharon Hurley Hall

Last updated on September 27th, 2017

Social media is a great place to have conversations, but how do you turn those conversations into conversions so you meet your marketing and financial goals? Here are 5+ areas you need to address to get the most from the time you invest in social media.

1. Set Goals, But Don’t Get Hung Up on the Numbers

5+ Tips on Getting Better ROI from Social Media

Image: Pixabay

To start with, you need to think about conversions on social media differently from other channels. This isn’t the same as your usual marketing where you are duty-bound to push your product. Instead your goals can be about interacting with customers, creating relationships and building brand loyalty.

So it’s not a numbers game (there’s no point in having a gazillion fans and followers if none of them are talking to you) but about making genuine connections that might just turn a few customers into brand ambassadors or advocates or can help you get 1,000 true fans that really make social media useful for you.

If your social media goals are about interaction and engagement, you will soon have something to measure.

2. Create Landing Pages to Make Connections

Social media landing pages are useful for a couple of reasons. First, they give you an easy way to measure how well you are doing on each channel. Second, they help you create a personal relationship with your social media followers by addressing them directly.

On a side note, I think there’s still work to do here. While a landing page that addresses me as a Twitter or Pinterest user grabs my attention, it would be even more awesome if it grabbed my username and used that.

A social media landing page makes visitors feel welcome and is a good way to deepen interaction in one place. For example, you could include social proof (such as how many fans and followers you have), links to your best products, services or content or an offer specifically for those users. You could even do all three.

A social media landing page lets people know what they will get from connecting with you, and that’s what customers increasingly want from the brands they follow.

Tip: be honest and transparent to win with customers. Here’s a case study that shows a campaign for National Golf Day included a social media landing page and doubled the social media attention for the campaign compared with the year before.

3. Spruce Up Your Image

If you haven’t updated your social media cover image in a while, now’s a good time. Cover images can be used on Twitter, Facebook, Google+ and LinkedIn. (I’m betting you’ll soon be able to use them on Pinterest too.)

Images are a great way to showcase your brand’s personality to drive conversions, but more than that, cover images can drive action and sales, as this case study on UNICEF shows. Using the same cover image across social media reinforces branding and makes it easier for people to feel connected with you no matter which social media site they are on.

5+ Ways to Improve Social Media Conversions

Image: Pixabay

But it’s not just about the covers—including posts with photos is proven to boost clicks, which has an impact on conversions. One recent case study on Convince and Convert found that using multiple photo posts on Facebook resulted in a 1290% rise in the number of clicks. And a Hubspot split test found a 55% increase in leads when images were added to tweets.

Whether you’re talking memes, images with calls to action or quirky images that showcase your brand’s personality (see how Grammarly does it) people respond to images, which is why they are the most shared social media content.

Add them to the mix to bring people back to your site. Check out this guide from Jeff Bullas to get social media images sizes right every time and our own guide to finding great images.

4. Use More Video

You already know that video drives conversions, as viewers stick around longer and follow links to purchase products. Not only are videos great place to include multiple calls to action, but you can play them on Twitter (if you’re using a mobile device), on Pinterest and on other social networks.

The longer people are on your social media profiles watching a video, the more likely it is that they’ll follow a link and see what else you have to offer. Learn how to improve video conversions in this article by George Mathew.

5. Feed the Content Beast (at the Right Time)

Feed the hungry content marketing beast

Image: Pixabay

Everyone knows that content is important. Whether you’re creating content for social media or bringing fans and followers back to your site, you need to have the best content you can. Here are some tips for getting it:

Once you have the content ready, then it’s all about timing, as we saw in a recent post about Twitter conversions. Check out the studies linked in that article to set a posting schedule, then monitor its effectiveness using your favorite analytics tool.

Think also about post frequency: too few and you won’t make an impact; too many and you risk overwhelming your audience and turning them off.

3 Bonus Tips on Social Media and Conversions

SignalFire says you can get more people to your social media profiles and from there to your site, by including social media usernames or links on your offline marketing material too.

Invesp points out that you don’t always have to send people back to your site to achieve conversions. Sometimes a pin pointing to an external review of your product or service can provide the social proof that customers need so they feel comfortable purchasing.

Unbounce highlights two case studies showing the importance of split testing social media posts to find out which ones win the most clicks.

Finally, measure constantly and adapt to get the most from your social media conversion strategy. What social media conversion tactics work best for you?

Read other Crazy Egg posts by Sharon Hurley Hall.

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Sharon Hurley Hall

Sharon Hurley Hall is a professional writer and blogger. Her career has spanned more than 25 years, including stints as a journalist, academic writer, university lecturer and ghost writer. Connect with Sharon on her website.

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  1. Mark Huber says:
    October 9, 2014 at 5:09 pm

    I feel that success on social comes by being real and keeping it simple and focused…
    Excellent post! Thanks for sharing.

    • Neil Patel says:
      October 10, 2014 at 11:02 am

      Mark, great points. You essentially want to create a personal experience with your followers. When you do that the results will be tremendous!

  2. Cynthia Hartwig says:
    October 7, 2014 at 7:27 pm

    I agree with the idea that interesting imagery shared across social media communities makes your posts work harder. Here’s my question for Crazy Egg: why are you using stock imagery that’s the equivalent of wall paper in so many posts? I LOVE your content; your aesthetic choices in unique, shareable imagery, not so much. I shoot my own and rework those I don’t with Photoshop or whatever tools that make sense. I’d love to discuss ways to up your creative game without huge budgets. Everyone is a creative director these days 🙂

    • Sharon Hurley Hall says:
      October 8, 2014 at 9:18 am

      Thanks for your comment, Cynthia. I’d be interested to hear what you recommend.

    • Kathryn Aragon says:
      October 8, 2014 at 9:25 am

      Hi, Cynthia. We do sometimes use stock photos, particularly when the article doesn’t lend itself to screen shots. Being a blog, I tend to focus on the quality of the ideas we share, the research and the writing. I’m thrilled you love our content. Thanks for your input.

  3. marty preston says:
    October 6, 2014 at 4:00 pm

    I think creating a landing page is a wonderful idea ! I heard they are very efffective now I just have to learn how to that…on to research

    • Sharon Hurley Hall says:
      October 7, 2014 at 6:51 am

      I’m pretty sure there are a few posts here to help with that, Marty. 🙂 Thanks for your comment.

  4. Anonymous says:
    September 28, 2014 at 1:51 am

    I really like the post from you Neil! Looking forward to see more hahaha!

    • Neil Patel says:
      September 28, 2014 at 5:26 pm

      SMMTIPS, glad you liked it. Looking forward to hearing more from you too.

  5. Natalie says:
    September 27, 2014 at 1:07 am

    In the perception as a social media user, one thing that gets me is how the interaction between us goes. It builds my trust that the other person in the end is genuine in helping me if I have queries or any info that I want to know. People nowadays are really spending a lot more time in social media so, numbers are really not a problem. 😉

  6. Amansharma says:
    September 24, 2014 at 6:26 am

    Yes its rightly decribed blog about promoting our business on social media and getting ROI of our business the better promotion on social media the better the ROI

    • Neil Patel says:
      September 24, 2014 at 11:31 am

      Amansharma, glad we could help. Looking forward to hearing much more from you!

    • Avinash says:
      October 7, 2014 at 5:53 am

      I am just loving it Sharlon.I read your content on Ileane’s Blog from there I reached here.This is really a very good content.And it is one of the necessary thing in blogging world to make a viral social media conversations.Thanks a lot.

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