Case Study: How I Converted 51.54% Of Returning Visitors Into Email Subscribers With This Facebook Retargeting Strategy
Let me guess...
You've heard all about how fantastic Facebook Ads are and want to get involved, right?
But you aren't sure how to get started.
Because the Facebook Ads layout and set up is confusing as hell.
And I mean what do you write in your ads, right?
And what images do you actually use?
Or you've tried FB Ads already....
And it swallowed your money quicker than a fat kid eating a Big Mac.
Yep, that all happened to me too to begin with.
Losing money left, right and center on ads.
With no idea what I was supposed to be doing or trying to achieve.
And paying WAY over the odds for traffic from them.
But recently I've been experimenting more with retargeting.
And using the retargeting pixel to send website visitors back to my email optin page.
And even with really basic ads.
With crappy stock images.
And simple ad copy that's so basic my mother could have written it.
And sending them to a super basic, ugly, landing page.
That looked out of date in the 1990s.
I've been converting a huge 51.54% of all retargeted visitors into new email subscribers.
For MUCH cheaper than an email subscriber is worth to me over their life time.
So I'm getting new email subscribers and profiting from them straight off the bat.
If you are interested in learning:
How you can retarget your website visitors to drive traffic back to your site.
What ad images and ad copy work.
And how you can get cheap email subscribers.
Then read my Facebook retargeting strategy case study...
What You'll Learn:
- Why you need to be using retargeting on your website visitors if you want to grow your traffic and email subscribers.
- The 'secret' to knowing whether your Facebook Ads are REALLY profitable or not.
- The basic ad images and copy that convert your website visitors into new subscribers.
- How I converted 51.54% of returning visitors into profitable new email subscribers and how you can too.
(P.S. If you'd like to download a free checklist of 31 traffic hacks click here or the image below)
What Is Retargeting and Why Should You Use It:
As you're probably already aware...
Facebook allows you to place a 'pixel'.
Or in other words a small piece of code on your website.
Then it “tags” any visitors to your website and tracks them.
Allowing you to display ads, on Facebook, to your previous website visitors that are tagged by this pixel.
This is useful because anyone who's already visited your website is warmed up to you and your content.
So displaying ads to warmed up visitors meaning they are more likely to click.
And more likely to return to your website (traffic).
Plus ads to retargeted website visitors are MUCH cheaper than targeting NEW visitors.
As new visitors are NOT warmed up to you and your content.
And less likely to click your ads.
So retargeting allows you to get to grips with Facebook Ads much cheaper than if you were targeting new people.
It can be a cheap and easy way to drive traffic back to your site.
And also a good way to increase conversions to sign up pages.
And increase sales of your products.
As the more times a person is exposed to a sign up or sales page.
The more likely they are to sign up or buy.
Why You Need To Know Your Numbers BEFORE You Start Paying For Traffic
An important note:
Before you start paying for traffic like Facebook Ads or any other.
It's essential you know your numbers first.
You must know how much a subscriber or new customer is worth to you first.
Because if you don't know how much they are worth.
How will you know how much to spend to acquire a new one?
If you're spending $3 to get a new customer.
But that customer is only worth $1 to you over their lifetime.
Then you're LOSING $2 for every new customer you get.
And that's a quick way to go broke.
Work out the life time value of your subscriber / customer FIRST.
This could easily be a whole post in it's self so instead of trying to explain all the ins and outs of it here's 2 good resources:
These explain it far better than I ever could.
Get to know your numbers BEFORE you start buying traffic.
Summary of case study:
- Aim: Get new email subscribers for 1781 niches lead magnet.
- Who targeting: Everyone who visited NicheHacks
- Duration: 90 days
- Ads Displayed: 25,657
- Traffic back to site: 1,519
- CTR: 1.30%
- Cost: £720 / $1,017.28
- Total leads: 783
- Lead conversion rate: 51.54%
- Average cost per lead: £0.92 / $1.29
- My customer lifetime value: $2.90 over a 3 month period.
Ok so now down to the nitty gritty...the data and results!
My aim was to get new email subscribers to my main lead magnet (1781 niches list).
I retargeted EVERYONE who visited the website back to my 1781 niches opt in page.
And the reason I retargeted instead of targeting completely new people was I knew it would be cheaper.
And I could get a grip on which adverts worked whilst spending less.
Before rolling the ads out to new people who had never visited the site.
I ran this experiment over 90 days (ish) from 1st January to 1st April.
My ads were shown to 25,657 people in total all who had visited NicheHacks previously.
Total traffic that came back to the site from the ads was just 1,519.
Which is a low 1.30% click through rate.
Not exceptional by any means especially seeing as these are warmed up visitors.
So my ads obviously need work before I target NEW people as I'll be paying through the nose for them.
And not getting the results I want.
So whilst none of the initial figures look good they aren't actually overly important right now.
My aim here was to get subscribers for my lead magnet.
And even though only 1,519 came back to my site.
The amazing thing is...
783 of those became subscribers
Which is a 51.54% conversion rate.
Which IS a great number.
And seeing as I spent £720 / $1,017.28 on these ads.
To get 783 new subscribers.
That means each new subscriber cost me £0.92 / $1.29.
And as a new subscriber is worth on average $2.90 to me (I know my numbers)
That means I can pay anything up to $2.90 to acquire a new one.
And still be breaking even.
At $1.29 per subscriber I'm winning.
I really wish I could tell you EXACTLY how many of those subscribers became paying customers over the 90 day experiment period.
But the tracking pixel that was supposed to record sales didn't work for some reason.
And I only noticed after this experiment was finished.
So to Summarize:
- I re-targeted ALL website visitors back to an email opt in page.
- Whilst my click through rate was super low at just 1.30%.
- My optin rate for those visitors that did return was 51.54%.
- And cost me $1.29 per subscriber.
- With each subscriber being worth $2.90 to me I'm ahead.
The Ads, Copy And Landing Pages I Used and Sent Them To
Now I'm no genius when it comes to creating Facebook Ads.
You saw above I only managed a 1.30% click through rate from already warmed up subscribers.
Which is pretty poor.
But the ones that came back DID convert like I was aiming for.
So that's what counts.
So here's the type of ads I used to get them back to the landing page:
All these are taken from Facebook's free stock image library.
I tried many different ads and consistently these shocked people (and cats) ones were the best performing.
I guess it's because it draws attention.
Humans and animals get people looking.
And the shocked / surprised element makes you want to look closer.
I tried using shocked looking attractive women in the ads assuming that my mostly male audience would pay closer attention to these.
They didn't prove to be any more effective than using a shocked man.
I also tried to use people who fit in with the main age range of my audience (40-55) in the images.
These didn't perform any better either.
Younger men, looking shocked, outperformed them.
I also tried many other images of everything from clouds with the word “niche” in them to piggie banks
Don't ask why I don't know either I was experimenting lol.
These had terrible results and I ended up paying 10x more for a subscriber with them.
I'll not pretend I have worked out EXACTLY why some image work and other's bomb.
Even with the shocked / surprised people some worked well.
And other's despite being similar.
I have no concrete conclusions yet about which ones will work and which won't.
But on the whole shocked people have proven to continually work better than other stock images I've used.
Headlines and Ad Copy:
My headlines and sub-text were straight to the point.
And benefit driven.
Benefit: “Stop wasting your time doing stupid niche research”.
I knew this headline worked best from my opt in boxes and pages on the site.
And it was consistent with the headline on the landing page they saw after clicking the ad.
Straight to the point: “Download 1781 niche market ideas”,
And that's EXACTLY what you get when you land on the page.
Which is why conversion rate was high at 51.54%.
Summary of Ads That Convert:
- Images of shocked or surprised people work well because they draw attention.
- Surprised looking cats too, who doesn't love cats?
- At first I thought using attractive women, looking shocked, would give the best results but over time it showed this wasn't the case.
- Shocked men and women both work.
- Using Facebook's free stock images is fine, it's not essential to design custom ad images.
- Ads don't have to be congruent with the landing page design (my images don't match anything they see on the landing page).
- Straight to the point headlines and sub-text.
- Benefit driven headlines work.
(P.S. If you'd like to download a free checklist of 31 traffic hacks click here or the image below)
Wrapping Things Up
In this short Facebook retargeting strategy case study I've shared...
What Facebook retargeting is and WHY it's important for you.
Why you need to know your numbers BEFORE you start.
And I've shown:
How despite pretty basic ads with low click through rate.
I've managed to convert those that did come back to my site at over 50% into email subscribers.
At a cost MUCH lower than an email subscriber is worth to me on average.
And what type of ad images and copy work.
So you can try a similar technique and ad types for yourself.
Before you go can you do me one thing?
Tell me in the comments below about your experience with FB retargeting and Ads?
How's it worked for you so far?