5 tips to increase purchases with Facebook ads

For e-commerce brands getting great results from Facebook platforms can be challenging.

As advertisers, you’re always looking for ways to improve your conversions and boost sales.

Let’s take a look at 5 quick and simple tips that you can test with your ads to improve conversions and increase purchases on Facebook.

These tips may not always be on the mind of advertisers, but they are frequently discussed among marketers as potential challenges or areas of disagreement.

Remember, the focus here is on conversion and purchase, so let's dive in and see how we can improve these metrics!

Increase conversion by showing price

Price is an important factor for most people when they’re considering making a purchase.

It’s often one of the last considerations a potential customer will have before deciding to buy.

To help increase conversions, you can show the price of your product or service more noticeably in your content.

This can be done by using a splash or sticker that is in high contrast, or by using a large and bold number to draw attention to the price.

Another pro tip is to make sure to show the price on pay day, when people are more likely to be thinking about making a purchase.

If showing the price in your ad increases performance, then it must be good to show other things like your logo right?

Don’t show your logo

While your logo is an important part of your brand identity, it may not always lead to better performance for your Facebook ads.

In some cases, it can actually hurt your conversions!

This is because the logo takes up valuable space in the ad that could be used to show the product or offer instead.

Instead of using your logo, try using other brand elements such as colors, fonts, slogans, characters, or design elements to make your ad stand out.

The logo is one of many pieces in your design kit that helps consumers to recognize your brand.

So try to not show your logo in your content because it can decrease performance.

Knowing what to show in your ads is important to avoid performance issues.

But showing logo’s isn't the only thing brands are doing that’s actually hurting performance.

Avoid CTA’s on your content

CTA’s, or call-to-actions, are often seen as a must-have for any successful ad.

Marketers love to make them bigger and bolder, thinking that this will make people more likely to click and buy.

However, designers often hate them because they can be distracting and pushy.

In the case of Facebook ads, it’s important to avoid adding CTA’s to the content of your ad.

Facebook and other platforms already have built-in CTA’s, so adding more can be redundant and potentially confusing for the viewer.

Avoid using a CTA in your content as this can decrease your conversions.

There seems to be a lot of things you shouldn’t show in your content…but there are still some things you SHOULD include in your content to improve performance.

Let’s take a look!

Using humans in your content increase conversion

As humans, our primal brain is wired to pay attention to faces.

This is why using humans in your content, whether it's in the form of images or videos, can increase conversion rates on your Facebook ads.

This is especially true for fashion companies, as our attention is naturally drawn to faces and clothing.

Check out our previous blog post about fashion ads for more information on how using humans in your content can boost your sales.

In general, using humans/faces in your content significantly increases conversions.

Seeing faces can sometimes make us feel comfortable and more relaxed when it comes to ads.

But there’s also something else that can make your content feel less like an ad and more personal.

Surprising effects of emojis effect on conversions

You might not expect it, but using emojis in the body of your Facebook ads, rather than in the ad content, can actually increase conversions.

This is because emojis are more noticeable and don't feel as much like an advertisement.

The use of emojis in ads can be effective because they are associated with different emotions and are able to activate the same areas of the brain as facial expressions.

This suggests that our brains have a connection between emojis and the emotions they represent due to our ability to associate them with those emotions.

This ability, known as associative learning, can help make ad copy more lively and engaging.

So, consider using emojis in your ad body to grab your audience's attention and boost your sales.

Try these simple tips out for yourself

These 5 tips are simple to implement into your Facebook ads and can have a big impact on your sales.

To summarize what to show and what not to show in your content:

Price (show)
Logo (don’t show)
CTA (don’t show)
Humans (show)
Emojis (show in ad body)

Try them out and see the difference they make for your business!

Data section

The dataset from this article is based on 5.6B+ impressions and 6k+ pieces of individual content on Meta (Facebook) platforms. It takes into account data from all countries and only e-commerce brands, with the campaign objective of Conversions. The period is from 1st of September 2021 - 16th of September 2021. Numbers are looking at correlation only, not causation. Remember to check your own data: numbers for different brands, industries, and contexts will vary. If you were intrigued about a specific insight, you can go in-depth into the various dimensions and how data can be segmented in Confect, here.