Facebook mobile is the future of the platform.
We talk a lot about selling in the places your customers hang out. These days, that means tailoring your Facebook shopping experience to Facebook mobile.
The market here is gigantic. As of 2019, Facebook has 2.45 billion monthly active users. Most of these users access the site using a range of devices, but 96% of them use Facebook mobile as least some of the time.
If your business isn’t actively tailoring the buying experience to Facebook mobile users, you could be pouring resources into your Facebook shopping channel and getting significantly lower returns than you would otherwise.
Millennials, in particular, check their phones at five times the rate of older generations and over half of them only access Facebook via mobile. If your customer base leans younger, you need to target them the right way.
The fact of the matter is this: mobile shopping is a different animal to the desktop experience. Facebook shopping happens on the go and in the space between other activities. It moves fast, and standing out can feel cutthroat.
So how can you actively connect to these users and make sales? We’ve put together some tips and tricks to grow your conversions on Facebook mobile.
Facebook Mobile Shopping Tip 1: Visuals are Key
We scroll quickly on social media, and between status updates, ads, pictures, and video, it’s easy for individual posts to get lost in the shuffle. This is especially true over the past couple years, as non-paid posts from businesses have dropped in priority in Facebook’s algorithm.
Whether you’re creating an advertisement or just going through the usual posting schedule for your business page, you need to tailor the imagery you use to the platform.
For example, because Facebook’s overall color scheme is blue and white, using these tones too heavily can camouflage your content. Focusing on a different color palette, on the other hand, can make your content pop.
As a general rule of thumb, you’ll want to include images in anything you post- even if it’s just a quick status. In particular, images of happy people and pets tend to get a lot of engagement. Look for ways to organically bring this kind of imagery into your posts and ads.
Video can be a great tool for connecting with Facebook mobile users, and it’s highly prioritized in Facebook’s algorithm. For best results, make sure the information can get across even without sound. Add subtitles to your videos, and consider creating some video content based largely on words appearing on the screen. This is a priority because mobile use happens on the go, and you want your content to land, even if the user doesn’t have headphones.
One note specifically on Facebook shopping ads. While it can be tempting to cram as much information as possible into each ad, it’s worth keeping the actual text on the image to a minimum.
Facebook allows you to cover as much as 20% of an ad image with text. They won’t approve your ads if they go over that amount. Smaller mobile screens will make it difficult to read anyway, which looks messy and unprofessional.
Read: How to Sell on Facebook
Facebook Mobile Shopping Tip 2: Keep Your Posts Short
This morning as I rose from my slumber and sipped a coffee on the porch, I quietly ruminated on the serene nature of the mountainside and prepared for the day’s- TL: DR.
“Too long; didn’t read” is common internet shorthand for a reason. We move quickly online, and especially on social media. If we feel like content is dragging along too slowly, we’ll drop it for something that meets our needs more quickly.
Imagine if you saw that sentence from a brand you follow. Would you take the time to read through and engage?
While bringing the personal, human aspects of your business to the forefront can be a great strategy, you need to prioritize your audience’s time above everything else.
Keep your copy short, snappy, and to the point. Let the visual capture their attention, and use your written copy to hold it. When you want to write a longer post, make that clear at the beginning (i.e. Long post coming up!), or consider posting a video or linking to a blog instead.
For standard posts, you can cut back your word count by including pertinent information in the picture attached to the post.
Creating simple images highlighting some of your favorite quotes, for example, can get information across in a really clear, simple way, while encouraging discussion and engagement.
If you’re looking for more tips on creating great posts for social media, check out what we have to offer here.
Facebook Mobile Shopping Tip 3: Optimize Your Site Speed
Site speed is incredibly important to businesses for a range of reasons, but it doesn’t get talked about much in relation to Facebook shopping and Facebook mobile. It’s probably best known to many small businesses as a factor used by Google to rank sites in search.
In the Facebook shopping context, it can have a big impact on conversion. In fact, every second that it takes a page to load decreases conversions by 7% and nearly three quarters of mobile users will leave a site that doesn’t load in five seconds or less.
Five seconds might not sound that long, especially if you lived through the era of dial-up. In modern internet terms, though, it’s a pretty huge wait. Let’s take the perspective of a potential customer- me.
I’m scrolling Facebook at a restaurant while waiting for a friend. An item in one of your posts piques my interest. I click to see the product details and flip through a couple images, then click the link to check out on your site.
Then, I spend the next four seconds staring at a blank screen. Did my phone plan run out of data? Will the whole process move this slowly? I already have an Amazon account- maybe I can find a similar item more reliably there.
By the time the site would have loaded, I’ve already Googled a similar item and started hunting through the search results. Really- a sluggish load time can be all it takes to lose this potential sale.
How do you keep your website trim and athletic?
There are a whole range of factors that can slow down your site, but let’s break down some of the common culprits.
Too many widgets and plugins
While widgets and plugins can be really helpful tools, installing too many can wreak havoc on your loading speed. Pay attention to how many of these you put onto your site, prioritize the ones that lead to conversion, and delete anything that you don’t use regularly.
Lack of mobile optimization
This one isn’t a problem for Selz users as all Selz stores, including Facebook stores, are mobile-optimized. It is a common issue, though, especially with older websites.
Pages that aren’t optimized for mobile will load slowly, and individual elements will format improperly or may not load at all.
Too much media
While you need high-quality images to show off your products, overloading your homepage with too much heavy content (video in particular) can slow down your load times.
Balancing product images on your homepage with simple graphics can help you avoid long load times. You can also use smaller, compressed images wherever possible for a better site experience.
You get what you pay for when it comes to web hosting. If you’re cutting corners with your bandwidth, your customers will feel the impact as well. Check out this post for a breakdown of some of the different hosting services out there.
Not sure where your online store lands in relation to the rest of the web? PageSpeed Insights is a useful tool for checking your site speed in seconds. Simply type in the url of your site and this helpful resource will calculate how long it takes for your site to load as well as pinpointing the different factors that could be slowing it down.
Facebook Mobile Shopping Tip 4: Create Multiple Touchpoints for Each Sale
One key to successfully selling online is recognizing that most people don’t buy the first time they interact with a product. You need to move them through your marketing funnel to get to the sale.
Let’s look at some ways this can apply to the Facebook mobile experience.
Facebook mobile customers spend a lot of time researching products, but have a broader range of distractions than desktop customers. Again, there’s the fact that mobile use tends to happen on the go. Mobile customers also have calls and texts competing for screen space with your products, not to mention apps and push notifications from other social media.
You’ll need to build up a range of contact points with your customers, and a multichannel approach is vital to making this work. Let’s look at it in terms of a marketing funnel.
Crafting a Marketing Funnel for Facebook Mobile
Many businesses start by creating helpful content on a blog, podcast, or Youtube channel. By making your content useful, engaging, and easy to share, you can grow your brand reputation and help potential customers find you online. To target mobile users, you’ll want to keep this content quick and concise.
From there, content builds interest in your product line and drives traffic to sales pages and social media. Social media makes it easier to engage with these potential customers and develop a brand conversation.
Some customers will convert from these channels. After all, Facebook shopping streamlines the process of connecting interested customers to products. For others, though, you’ll need to go a little further.
If your small businesses already has a sales team, these are viable leads to pursue.
You can also drive more sales by leaning into paid advertising. The Facebook Pixel can help you create retargeting ads, which are useful for focusing your efforts on the right audience. By using a range of factors, such as whether a Facebook user has visited your site in the past, the Pixel can narrow down the users that have the best chance of converting from your advertising.
The other great thing about retargeting is it can follow potential customers across platforms, hitting them on Facebook mobile, desktop, and Instagram.
Over time, you’ll get a better sense of which behaviors signal genuine interest in your product line, and you’ll be able to focus more of your efforts there.
Moral of the story: play the long game with your customers. They’re trying to make the best purchase possible for their needs, so your marketing funnel needs to educate, engage, and remind them to come back.
Don’t get discouraged if it takes a while for your marketing funnel to start working at full capacity. Keep close tabs on what works and what doesn’t, and allocate time and resources from there.
Selz is built for multichannel selling, so you can list your products through every step of the funnel. Not already a Selz user? You can try us free for 14 days here.
Facebook Mobile Shopping Tip 5: Streamline, Streamline, Streamline
At heart, Facebook mobile shopping works on the same basic principle as all ecommerce: creating a smooth, hassle-free experience so buying is a joy for your customers. Let’s end with some action points to help your business optimize its approach to Facebook shopping for Facebook mobile customers.
Map out your customer’s Facebook shopping journey from beginning to end
Look at the ways you’re engaging with your customers at the top of the funnel, then follow that down to the eventual sale. Where do you see potential friction arising? Where does the process feel clunky, and where might a potential customer lose interest?
Refine your approach to social posting
A standard Facebook feed is loaded with information, and there are a ton of different voices all competing for your customer’s attention. Use any information you have about your ideal customer’s interests, needs, and pain points to connect your messaging more closely to their interests.
This will likely mean asking open-ended questions, creating polls, and generally working to build a conversation.
Harness user-generated content and, if it’s a good fit for your brand, consider connecting with a social media influencer or two.
Make mobile a consistent topic of discussion
While it’s important for every part of your business, prioritizing the mobile experience is particularly vital to Facebook shopping. Any conversations or planning around social media should start from an understanding that mobile will be the main touchpoint for your customers.
Best of luck out there- we’re with you all the way.