Use This Smart Trick to Get More Conversions from Facebook Ads

One of the best ways to boost your conversion rate from paid ads is to start segmenting your audience.

Once you have enough information to do so, you can target specific ads to specific groups of people.

You can also tailor products or services accordingly — for example, you might have a Basic paid subscription level for your SaaS aimed at small startups, and a Premium level for larger enterprise customers.

But how do you get the information you need for this kind of segmentation?

One approach is to simply ask your audience members what category they fit into.

Let them self-select, then go from there.

You'll start getting some useful insights into what kind of customer personae you're dealing with.

For example, let's say you have a SaaS company for businesses.

You might find that your audience fits into roughly three main categories: freelance consultants, marketing agencies, and large companies with in-house marketing departments.

These are three kinds of customers you'll want to target differently.

In a recent article, AdEspresso offers some tips for finding ways to let your audience sort themselves into these kinds of groupings.

Help multiple personas self-select

Let’s say you’ve got the same product or service (more or less), that might appeal to multiple segments.

The easiest method might be to simply help those people self-select.

Give them the option to ‘identify’ themselves to you, so everything can be properly recorded and segmented in your database.

For example, Work the System helps businesses implement, well, systems.

So the service (and page) doesn’t change, but they present different options for different segments (brick-and-mortar vs. online-based) directly on the services page:

[image source: AdEspresso]

Before you’re allowed to sign up or opt-in, you gotta click on one of those big green buttons.

And when you do, your background is saved and applied from here on out.

Software companies, like Wix, do an excellent job of this on their Pricing pages.

Here they list five different buyer types, from VIP down to the most casual of users.

[image source: AdEspresso]

(image source)

This persona-based pricing is in stark contrast to the nameless, faceless, (and meaningless) “Gold, Silver, Bronze” split you typically see.

The same vague pricing plan problem used to plague Bidsketch in the past, too.

“Premium and Basic doesn’t mean anything to a potential customer, other than saying that one plan is cheap and the other expensive. Actually, looking at both price points, it’s more like cheap and cheap,” remarked Ruben.

However, after digging deeper into surveying his customer base, he was able to update pricing plans with feature sets and names that better reflected their actual needs (Freelancer vs. Studio. Vs. Agency).

And it resulted in the single biggest revenue increase his app saw (even larger than being featured by FreshBooks in front of a million people).

SEO consultant John Doherty did something similar with his service, Credo, splitting plans by customer size so they instantly understand which plan they fit into.

[image source: AdEspresso]

So now your job is easy.

You just sit back, relax, and wait for visitors to tell you which ‘bucket’ they fall into.