The reality is, if you provide a really stellar online experience, they will want to come back, again and again. Which makes the overall job simpler, and clearer.
Tags: conversion rate, customer experience, Customer Experience Optimization, multivariate testing, web presence optimization, Website testing, website traffic
Posted in Emerging Platforms, Targeting, Web Analytics, Websites | 2 Comments »
So, you're one of the seemingly millions of brands out there using Facebook to lure people over to your website. Chances are you've viewed recent reports about Facebook's surprisingly low activity rates ("Only 1% of people who like a Facebook page ever go back to that page") as vindication of what you've always suspected: marketing on Facebook just doesn't work.
You're not alone. The following are the 10 top reasons brands fail to tap into the real potential of Facebook. (Hint: zero of them are Facebook's fault.)
1. You made a bad first impression.
Most fans won't ever come back to a brand's page unless they feel they have good reason to. This is not totally different from how they interact with their friends' pages when you think about it. Unless the new friend has great content to go back to, there's not much of a reason to go directly to their page very often, if at all.
2. Your copy and visuals are boring.
A successful Facebook page must have concise, engaging text that's relevant to both the brand and the fans' interests. Overly long, humdrum copy will fail to capture fans' attention. Crisp, eye-catching, high-resolution visuals (photos, videos, illustrations) that clearly speak to those things... Read more