The 2016

Facebook Advertising SummitHOW TO APPROACH FACEBOOK PERFORMANCE MARKETING DURING THE Q4 SHOPPING RUSH

How to Fix Non-Converting Social Traffic

Why your Facebook traffic wont convert

#AddShoppersNow

Your presenter

Peter MessmerDirector + Growth at

AddShoppers

I. The current state of social traffic

II. Strategy Shift

III. Turbocharge Micro Moments

IV. #PopupDoomsday

Summary

We increase your Average Revenue Per Visitor by seamlessly turning browsers into buyers and buyers into advocates.

Trusted by 1,000+ brands worldwide

Our clients average increase in revenue per visitor38%

The current state of social traffic

Why do people use social?

Addictive time killer

Connecting & sharing with friends

Stay connected with brands they love

1

2

3

How do people use social?

Via mobile devices (90% of Facebook daily active visitors connect via mobile1)

All times of the day (The average Facebook user logs in 4x per day2)

Everywhere

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3

1. Source: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/#gref2. Source: http://www.convinceandconvert.com/social-media-research/11-shocking-new-social-media-statistics-in-america/

http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/#grefhttp://www.convinceandconvert.com/social-media-research/11-shocking-new-social-media-statistics-in-america/

Why is this important?

2 key trends

Facebooks traffic impact is increasing...

21.9%More traffic driven by Facebook

to eCommerce sites in 2015

From our 2015 On-Site Marketing Breakdown: shop.pe/2em8v

$200

$160

$80

$40

$0

100%

80%

60%

40%

$0

Tablets Smartphones PCs

Onl

ine

Sale

s (b

illio

ns)

...and so is mobiles.

$14$26

$18

$35

$181$193

84%93%

6%

2014

2015

Y-o-Y Growth

From Marketyze.com

http://www.marketyze.com/wp-content/uploads/2015/10/growth-in-mcommerce-revenues.png

Why is this significant?

Average Conversion Rates by device type

Desktop 4.66%

Tablets 3.89%

Smartphones 1.43% (2.3x lower than desktop!)

US Traffic from Q4 2015

1. Source: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/#gref

Seems like a convergence of two

negative forces, doesnt it?

So what do we do?

Lets start by understanding EXACTLY how social traffic converts

(and differs from search traffic, for example)

Social Traffic Requires More Touchpoints...

1 touchpoint conversions

12+ touchpoint conversions

vs.

...and more time.

0 day conversions

12+ day conversions

vs.

POLL QUESTION:What percentage of traffic do

you get from social?

Strategy Shift Micro moments: more touchpoints, more conversions

Mobile micro-momentsInfluencing the longer social conversion cycle

Your social + mobile strategy should be built around generating micro moments and capturing secondary conversions.

#AddShoppersNow

Tweet This

http://shop.pe/CNGSN

A secondary conversion is a conversion that leads to a primary conversion (placing an order).

Good: Cookie a visitor for remarketing

Better: Capture a visitor's e-mail address

Best: Getting a visitor to create an account (or capturing email + rich data)

Ultimate: Data + Generating a customer referral

Hierarchy of Secondary Conversions

Better Secondary Conversion:

Capturing Emails

Welcome!Join our newsletter and

get free shipping

X No Thanks

Join Now

Email Address

This is an example of a better secondary conversion.

Make sure youre capturing emails from your Facebook traffic so you can continue marketing to them after they leave your site (and they will!).

Example campaigns: Giveaways, free shipping, coupon codes, secret sales, free gifts, etc.

Segmented Coupon Offer

Best Secondary Conversion:

Social Login

Not just emails collected -- store accounts created.

Capture more rich data than just email (with less effort).

Increase checkout conversion rates.

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Welcome!Connect with Facebook

for free shipping

| Connect

No Thanks

Trending WallEmbedded social products

Allow your visitors to see your most shared products

Increase AOV and page views

Integrate real-time social data (Likes, Tweets, Pins, Wants, etc)

Customize to match your brand

SEO indexable fresh content

1st Party Social Data made actionable

What data can you get from Social Login?

First Name / Last NamePeter Messmer

Email Addresspeter@addshoppers.com

Male / FemaleMale

Birthday4/17/1988

LocationCharlotte, NC

Klout Score58

Follow Stats Follows You

# Of Social Shares9

Profile Picture

# Of Social Clicks127

Amount Of Social Revenue$497.68

# Of Social Referrals3

Ultimate Secondary Conversion:

Incentivized Social Sharing

Increase sharing by 191% (average) or more.

Increase conversion rates (how?)

Reduce coupon searching & cart abandonment (plus improved margins)

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Case Study: Miracle Noodle

+1,994% +2,127%

Sharing Social Referral Traffic

+826%

Social Revenue

* Over 40% of these increases came from Facebook alone.

Turbocharge micro momentsSome more advanced strategies

Referring Source Targeting

captures 29% more emails

Facebook exclusive

offer!

Connect with Facebook to join our

newsletter and get $10 off your first purchase:

| Connect

No Thanks

1:1 personalized offers

Drive 9% more revenue & 600% more actions

No Thanks

Yes, Id Like $25

Happy Birthday

Mike!

On your special day, wed like to offer you

$25 towards any purchase of $100+

Mobile Abandonment Targeting

Plus personalization drives 16% higher conversion rate

Are you ready for #PopupDoomsday?

January 10th, 2017

Google is killing mobile popups.Will you be ready?

Learn More: PopupDoomsday.com

JAN 10TH

http://www.popupdoomsday.com/#doomsday-countdown

Want a free #PopupDoomsday audit from AddShoppers?

To learn more about AddShoppers, join an upcoming live demo:

addshoppers.com/live-demo

Additional Questions? Follow Up?

peter@addshoppers.com@TheBigCatSays

http://resources.addshoppers.com/live-demo-Sept-15-2016-registrationhttp://resources.addshoppers.com/live-demo-Sept-15-2016-registrationmailto:chad@addshoppers.commailto:chad@addshoppers.comhttps://twitter.com/TheBigCatSayshttps://twitter.com/TheBigCatSays