Don’t Drain Conversions: Identify Leaks Using These 4 Facebook Metrics
Picture this: You’ve invested significantly in crafting captivating ad creatives and perfecting your Facebook ad strategy. The goal? Displaying them to the right audience, at the right time. Would you want potential buyers to start their purchasing journey with your brand and then drop off? Spotting funnel leaks is as vital as driving traffic! Now, how can you identify these leaks as effectively as agencies do?
Enter 4 Facebook metrics revealing your funnel’s pulse. They empower you to tackle weak points, enhance performance, and skyrocket conversion rates.
OBC/LPV (Outbound Clicks to Landing Page Views)
The OBC/LPV metric is like a detective, revealing how many people who clicked on your ad actually ended up on your landing page.The OBC/LPV metric is like a detective, revealing how many people who clicked on your ad actually ended up on your landing page.
Check where: Facebook ad manager
Benchmark: 75% | Of every 100 people who click on the ad, 75 should reach the site
The most common culprits
- OBC-LPV of all/most campaigns below benchmark? Check your website speed, broken links
- OBC-LPV of a few campaigns low? Diagnose your audience quality, rethink your targeting
- OBC-LPV associated with only one or a few creatives super low? Check if you are promising something ‘click-bait”-y in your ad creative
VC/ATC (View Content to Add to Cart)
They clicked on the ad, they checked the product page, next you want them to add it to their cart. And this is where the most notorious leak happens. People drop off.
Check where: Facebook ad manager
Benchmark: 10%+ is great, less than 5% is worrying
The most common culprits
- Your product story (description + pointers + content) is not strong enough.
- Landing pages aren’t conversion optimised. Read our blog on crafting winning landing pages here : LINK
- Ad creatives and landing pages not aligned. Your ad promised something, your landing page does not build on that storyline, it takes a different tangent.
- Product pictures unappealing or unclear.
- Trust badges missing.
- You do not have a sticky Add-to-cart button.
ATC/IC (Add to Cart to Initiate Checkout)
Are your customers adding products to their carts but not completing the checkout? You might have a leak in your sales funnel! Here’s where the ATC/IC metric comes in and shows how many people who added items to their cart actually initiated the checkout.
Check where: Facebook ad manager
Benchmark: 50%+ is great, less than 30% is worrying
The most common culprits
- Your website does not have a cart-drawer.
- Your checkout process requires a login.
- You are using an unfamiliar checkout process. Simple is best.
- You are pushing out ineffective upsell/cross-sell options in your checkout and prolonging the process.
- You are adding unexpected costs at checkout.
Install Microsoft Clarity. Observe consumer behaviour and come up with hypotheses. Test hypotheses one at a time.
LPV/VC (Landing Page Views to View Content) IC/Pur (Initiate Checkout to Purchase)
They were ready to check-out, they only needed to finish one more step, and they dropped off!
By pinpointing pesky obstacles like hidden shipping costs, confusing payment options, or annoying technical glitches, you can smoothen the purchase process. You can offer transparent pricing, multiple payment methods, and a user-friendly interface to give that final push and boost your conversion rates.
Check where: Facebook ad manager
Benchmark: 50%+ is great, less than 30% is worrying
Navigating the digital landscape isn’t only about targeting and communication design – it’s also about understanding the roadblocks and making smoother journeys for your customers. The metrics OBC/LPV, VC/ATC, ATC/IC, and IC/Pur are your map to where things go right and where they veer off. So, keep your finger on these pulse points and let data guide you toward that coveted conversion jackpot.