Grow Faster With Facebook - Part 3: The Conversion Funnel
The Conversion Funnel
Grow Faster with Facebook is a ten-part series about how an event organizer can use Facebook to get more out of Facebook Business Manager. In this part you'll read about the conversion funnel.
When you’re setting up a good ad campaign, there are a number of steps you should go through before your visitors can start buying tickets to your event.
Selling tickets to your events could be compared to dating in the sense that you need to ‘flirt’ with your potential visitors in order to lure them in. To explain this process we will make use of the AIDA(R)-model, which serves as a good method through which to familiarise yourself with the concept of the so-called conversion funnel.
The Conversion Funnel
Attention - Be visible! Make sure that potential visitors know your event exists and are exposed to it.
Interest - Rouse interest! Make sure you are interesting to the target audience you have in mind. Make sure to underline what makes you unique by making use of Unique Selling Points (USP).
Desire - Create desire! You need to instil your visitors with the sense that they will really be missing something if they don’t go to your event.
Action - Open the doors! Your target audience sees the allure of your event and there is no more getting around you. Your visitors purchase their tickets.
Retention - Be like a magnet! The AIDA-model is the basis but as an organiser, you will be very likely to welcome back recurring visitors, which is why we have added ‘Retention’ to the conversion funnel. Retention is as important as each of the previous statements.
This first phase is very important; you must ensure that you are visible and map out where you expect your visitors to come from. Think about what content you would like to use in order to create a good advertisement; simply saying “Get your tickets now!” won’t work in this preliminary stage as people will not be familiar with your event, or know what to expect, let alone have any connection with it. Make your content impressive, which will ensure that people can’t get around your event. Keep in mind that content is only useful if it is relevant to your potential visitors.
The goal of the Interest phase is to create a connection with the target audience. When a visitor clicks on a message or a link, you will be informed of this by the Facebook Pixel. Using this information you can start retargeting and creating a desire. After all, you know that users are interested, but you will gain insight into why people are interested.
In this phase you will continue to butter up your target audience; you know who is interested, but now you need to imbue all your potential visitors with FOMO (Fear Of Missing Out). An example of how to do this could be to focus on people who have been in the ticket shop but haven't placed an order yet and to try and connect with these people again through retargeting.
Your visitor has turned to action and placed an order in your ticket shop; this means they have successfully been led through your conversion funnel. This is what is commonly called a ‘customer journey’; in other words, the path a customer takes to go from being your target audience to become a visitor of your event.
The phase of the returning visitors. Your event has passed but you want to stay on your visitor’s minds, but how? One of the ways in which you can do so is by sending your audience a series of slick after-movies. Don’t just stick to one, but invest in the content that you would like to share with your visitors; if you have multiple stages make a different after-movie for each one, each stage will often have its own ambience and attract its own crowd.
Dividing your visitors is essential to setting up a focused ad campaign. You can separate your visitors by using the different tools which are integrated into Eventix’ dashboard. An example would be the tracking links which you can attach to your social media outputs. By using tracking links you can see who purchased a ticket as a result of your posts. So, if you reveal the line-up for a particular stage - for instance, on a stage where you have booked a number of techno acts - you can adapt the content to the target audience who bought a ticket as a result; such as the after-movies we mentioned before.
As shown before, the AIDA-model is a funnel through which visitors are drawn; between each phase, more and more people drop off. There can be a number of reasons for this: a person may have ended up in the funnel by accident and has no further interest, or your funnel hasn’t been fully optimised. You can optimise your conversion funnel by using the Facebook Pixel and Google Tag Manager to see where your visitors are from - and more importantly - what phase they dropped out at.
If you have more questions or feedback after reading about the AIDA-model and conversion funnel, please feel free to contact us through the chat in the bottom-right of your screen.