The Facebook Post-Click User Experience and how it affects you.
Have you ever stopped and thought about what your customers, clients or potential leads experience when they visit your website or eCommerce Store?
That’s right, Facebook actually cares, thinks about and analyses what their users experience when they click on your ad. This is what Facebook calls their post-click user experience. Facebook’s bots scan the destination that your ad is directing your audience towards and then rates what they believe the post-click user experience is.
This might not seem like much at first but it actually has a significant impact on your digital marketing. It can either positively or negatively affect the conversion rate, click through rate and cost per impression results among others of your digital marketing campaigns. It also directly affects the price it costs to show your ads on Facebook and Instagram.
Who remembers the first time they stepped foot into an Apple Store, the “bricks and mortar” kind? I sure do. But it was several years between when I first started using Apple products (self-confessed Apple fanboy) and when I first stood inside the newly opened Apple Store in George Street, Sydney.
I have always admired the simplicity of everything Apple. Their branding is strong, elegant and simple, their products innovative (well, at least they used to be) and the obvious careful consideration and development of their end users experience.
But this little article isn’t intended to be about all things apple and my obsession with the juggernaut company. But is meant to highlight some of the key points that so many people we speak with just don’t get. And that is… User-Experience, or UX for short.
My Post-click user experience with Apple, in this case, was stepping foot in their store in Sydney.
What would it have been like if my “post-click user experience” at the Apple store was walking into a store that was cluttered with junk, hard to navigate and walk around in, sales staff constantly jumping out of nowhere and demanding my details, pressure selling and staff that simply did not care that I was in their shop?
The same needs to be considered when someone visits your site. Simple but crucial things can make a huge difference.
One example of this is the loading time of your site. Facebook has found that up to 40% of website visitors abandon a site if there is a delay of just 3 seconds. So a quick loading time is crucial to retain website visitors.
Another example is Pop-ups, and they are a huge bug-bear of mine. I liken pop-ups to that extremely annoying salesperson that you know is stalking you around a store, but all of a sudden they seemingly jump out of nowhere and demand you listen to their sales pitch or give them your details.
If your site has pop-ups that constantly require the Users to have to click them away, or pressure them into giving you their details, guess what? Your users will most likely not just click them away but they will also click away from your entire site. Of course, this isn’t a hard and fast rule, and pop-ups do have their place. But maybe it’s worth considering if that place is on your landing page within 1 sec of landing.
Here is one of the things Facebook has said regarding their Post-Click User Experience:
“Our system also learns what makes for negative ad experiences and applies those learnings to improve ad quality. Therefore, we also take into account the content on landing pages that people have told us they don’t want to see.”
No matter how amazing your ads are, if the Post-Click User Experience is lacking, you are at minimum adversely affecting the success of your marketing and potentially losing customers, clients and therefore sales.
So here are 3 simple things that you can do to improve your post-click user experience.
- The loading speed of your site. Make sure that your page loads within the optimal 3-second timeframe.
- Pop-Ups. Although they have their place, maybe the best use isn’t on your landing page as soon as a visitor arrives. Let them first look at what they came there for. (you can always add a delay to the pop-up if you really need it).
- Don’t bombard them with more ads, whether that be your own or a third party. If you are delivering ads on your site make sure the number of ads is in reasonable proportion to the actual content.
- Shocking and sexually suggestive content goes against Facebooks Terms of Service.
By thinking through your own users Post-Click Experience you are not only helping to ensure that your Facebook ads are being served more successfully (and cheaper) but you are also streamlining your own sales funnel and removing obstacles that could potentially be stopping people from purchasing your product and service.
If you would like to know any more or if you have found this helpful, drop me an email at firstname.lastname@example.org l would love to hear from you. ?