Whether you use paid advertising on Facebook, or you generally get traffic from your Facebook page clicking through to your website, you can use A1WebStats to dig deeper into what was gained from that traffic.
This is particularly important when you are using paid Facebook advertising to drive traffic to your website.
A1WebStats makes it easy for you to see:
- The numbers of people who landed on website pages as a result of visibility on Facebook.
- How many of those people went further than the page they landed on.
It can’t identify the people of course, but it will give you a general picture of what return on investment you’re getting from your Facebook activity.
Here’s the worst case scenario:
Paid traffic from Facebook goes no further than the page people landed on, and you get very poor enquiries.
In this scenario, A1WebStats will show you the number of people who came into your website via Facebook, and how many of those people went no further than the landing page. When that’s expressed as a percentage (e.g. 80% go no further than the landing page) then it’s time to take action.
This is the recommended sequence of action to take:
- Look very closely at the Facebook visibility itself – particularly if you’ve created paid advertising.
Is it hitting the right demographic at the right times of day? Could the wording or imagery be attracting the ‘wrong types of clicks’? Are you absolutely sure that people who click are the types of people likely to want to make contact with you?
- Having fixed any weaknesses in the Facebook visibility you’re then faced with the question of: “If we’re attracting the right types of clickers, then what’s stopping them from engaging when they land on our website?”.
This is when you need to put yourselves in the shoes of the website visitors to see whether your website landing page, and supporting pages, are truly giving them enough to make them want to engage with you.