With SEO (search engine optimisation) and "appearing high on Goggle" becoming increasingly more difficult in a world full of businesses and competition for keywords, it's vitally important that the journey from your social profiles through to your website is seamless.
According to statista.com - 67% of the population of the UK have some form of social media account, so it's already obvious that brands should be doing all that they can through their business social accounts to capture attention and convert leads.
But are they providing a seamless journey from post to purchase? Here are 5 top tips on how YOU could make your customer journey clean, clear and simple:
1. MAINTAIN VISUAL IDENTITY
Ensure your branding throughout your social media posts compliments the branding on your website. If it suddenly flips to a different "vibe" with different colours fonts and tone of voice, then you're likely to confuse your potential customers and their trust levels will decrease. The journey needs to feel seamless and it needs to be immediately clear that they've arrived at the right website!
2. MAKE THE PURCHASING JOURNEY EASIER
If you sell physical products then ensure you've enabled Facebook / Instagram shopping. It's relatively easy to set up, but if you can't do it then your Web Developer should be able to help out. It means you have a direct link through to your website, in-context, when you're posting about a specific product.
People are busy and scrolling fast, so if you can provide a direct link through to your website for your customer to purchase, then you're far more likely to convert that customer into a sale!
Don’t forget to use these tags in your stories as well!
Even better – get to that magical 10k followers and you can use the “swipe up” functionality – getting people to any URL you choose immediately!
3. LINK IN BIO
An obvious one, I know, but ensure the link is in your bio and that it’s in the right format and actually tappable! There is a “website” field under “Edit profile” so make sure you’ve put it here and then it will be tappable. It sounds simple but I’ve had clients put it in the “bio” section and then it can’t be tapped so is rendered completely pointless!
I’m going to touch on something I feel passionate about again here, and that’s the use of LinkTree. I have another blog post about this, so all I’ll say here is BEWARE. People are busy, they are in a HURRY, and LinkTree just slows people down. If you must use it, then only use a few links and make sure they are obvious enough for people scanning. The best option would be to host these links on your own website or ensure your navigation is good enough that you don’t need to use it at all!
4. CALL TO ACTIONS
Whichever way you are sending people to your website – be that using swipe ups, tagged products, tagged stories or just captions saying “link is in bio!”, make sure you’re associating it with an action. Just randomly spouting “link is in bio” without any context or reason to go there is likely going to result in it being ignored. If you’ve got a new offer, or a new sign up page, or a new service you want people to check out – make sure you’re giving them the context of this action, so they know exactly why they’re going there!
“New product alert! BUY NOW” – swipe up
“I’ve opened bookings for new consultations, head to my website now to SIGN UP to the waiting list” - link in bio post
5. OPTIMISE YOUR WEBSITE FOR MOBILE
With a lot of the DIY website builders focusing on the desktop site first and foremost, it’s imperative that you remember to go in and optimise the mobile version of your website. This is where people are going to go from your link in bio, swipe-up or tagged Instagram product. If it’s not optimised for mobile then it’s going to look confusing, ugly and uninspiring. It’s just going to lower your brand trust and put people straight off.
Ensure the first page they land on is inspiring and clear. It should have consistent branding and the flow should be immediately easy to follow and enticing to browse!