Lessons Learned from Facebook
We recently embarked on a 6 week journey to find out if Facebook could drive conversions in the utilities industry. To read more about the test we conducted, please see my past post about the test. I’ve included our slideshare from the conference and the key take-aways of our test below. As we continue to evolve and see results from the test, we will continue to post them on our blog.
Test Objectives:
- Increase the fan/like base of the Green Mountain Energy Company fan page
- Drive prospective new customers to greenmountain.com to learn more and sign up
Results:
- 22% increase in fan/like base resulting in 376 new fans/likes in less than 6 weeks
- 693 targeted visitors driven to GreenMountain.com to learn more about their services
Takeaway #1: Test often. Test everything from your ads, offers, landing pages, and content. With real-time analytics available, there is no reason you can’t see results quickly and adjust your campaigns accordingly.
Takeaway #2: Smaller commitments in your campaigns lead to faster results. When asking a visitor to do something, keep the commitment small so it is a ‘no-brainer.’ For example, instead of asking them to switch service providers right now (i.e. “Sign up now!”), try asking them to set up a time to learn more and get them into the sales funnel.
Takeaway #3: Follow Facebook ad best practices. Avoid using your logo, rotate your tab landing pagesand keep your Facebook ads fresh by switching them out often to keep your CTR (clickthrough rate) high.
Thank you to Green Mountain Energy for letting us partner with you on this project and to NorthSocial for all of the great tools. We also want to thank Conferences Connect for allowing us to speak with Green Mountain Energy about the test.
