Facebook Custom Audience: 12 Strategies to Increase CTR and Conversions Up to 300%

Let’s Start

We heard a lot, and with good reasons, about Facebook Advertising Audience: but what is it? And how do we practically implement it? Which are some of the way to use it? We’ll talk about all of this in this guide, starting from some successful statistics about using this function.

+300% more conversions, +75% CTR, -65% Cost per Action: Is it a miracle? No, it’s Facebook Advertising Custom Audience [5 case histories]

You read it on the title, this are the proofs: according to an Ampush study, Facebook retargeting, made (as we’ll see) through the function “Custom Audience” it has been able to triplicate the conversion rate and decrease down to 65% the CPA of campaigns that use other targeting tools on Facebook.

ampush pubblico facebook

It’s not just Ampush that take advantage of Facebook Custom Audience: according to an AdEspresso report, Facebook Custom Audiences have let various companies to increase their CTR and conversion rate and decrease the client acquisition cost:

  • KingNet had +75% more CTR, +46.6% of conversion rate and 43.37% less CPA;
  • OpenSky increased up to +30% its conversion rate;
  • JackThreads decreased down to 30% the membership subscription CPA;
  • Kixeye doubled the conversions, and increased up to 5.5X the LifeTime Value;

[bctt tweet=”+300% more conversions, +75% CTR, -65% CPA with Facebook Custom Audience”]

How are these results possible? Using the various Facebook Audience functions.

In this post we’ll see:

  • What Facebook Advertising Audience is and 3 typologies of Audience you can create (Custom, Lookalike and Saved);
  • 10 Creative strategies, unusual sometimes, but effective, of Facebook Ads Custom Audience application;
  • How to create a Custom, Lookalike and Saved Audience step by step.

Let’s start from a definition: what’s a Facebook Advertising Custom Audience? We could say it is a powerful targeting modality of the Facebook advertising tool, that lets you obtain various target typologies and implement various strategies: let’s start from here and let’s see which ones.

12 Creative, Effective & Unusual Strategies to use Facebook Advertising Custom, Lookalike and Saved Audience

Startegy#1: Find (again) clients and potential clients on Facebook, through their emails or telephone number using Custom Audience

Let’s imagine you have a company that wants to start a web marketing activity on Facebook: with good possibilities you’d have an email list of subscribers to your newsletter.

Through Facebook Advertising Custom Audience, you can start from that list, directing Ads on Facebook to them with an evident advantage: who subscribed, chose to do it, he knows you, so it will be easier to address a commercial offer to who knows you, rather then address it to someone who has to understand if you, your product and your service are what he needs.

You know it too: it’s easier and cheaper to convert a users that already has purchased or that knows you.

Strategy #2: Connecting (again) to users that visited the website, using Facebook Remarketing

How many people, among the ones that everyday go to a shop, buy for the first time? A few of them, not the majority.

This fact happens online too, where the statistics confirm how a small part of who enters the website for the first time converts, in other words buys a product on your ecommerce or gives you his contacts.

Because of this it’s essential to connect to the user once he access the website.

Gaining the contact of a potential client who has not decided yet if you and your product are what he needs has an evident economic advantage: this gives you the possibility of not losing a potential client who entered your website through a paid ad, forever.

There are three way of connecting to a user that access to our website:

  1. Asking him his email address, offering a lead magnet;
  2. Making him “like” our Facebook page;
  3. Connecting to him through remarketing;

Facebook Custom Audience lets us, thanks to conversion tracking pixel, to activate the remarking, proposing again an ad to who visited our website without converting, remembering to him his visit and stimulating him to come back to the website.

Here’s an image that shows the remarking (or retargeting) process, through Facebook Advertising Custom Audience:


The ways to do remarketing using Facebook Custom Audience include the possibility to show the ad to:

  • Whoever visits the website;
  • People that visit specific web pages;
  • People that visit specific web pages, but other specific ones;
  • People that did not visited the website for a certain time; this last function gives you the possibility of including people that did visited your website in the last 180 days, but did not come back in the last 30 (or another number) days.
  • A custom combination of the previous ones.

Strategy #3: Find (again) on Facebook our LinkedIn contacts through Custom Audience

Finding on Facebook our LinkedIn contacts is not a very known function, but if you think about it, it’s completely possible: you can download the complete list of your LinkedIn contacts and their email addresses, exporting it in a CSV file, or on outlook or other email providers.

This way, with the gained email addresses, you could use the Facebook Advertising Custom Audience to show your ad to your LinkedIn contacts, in a non intrusive way.

Despite this strategy does not let you reach an high number of people (given the fact that the email address used to sign up to LinkedIn must not be the same used to sign up to Facebook), the results, according to an AdEspresso research are good: creating a Custom Audience through LinkedIn emails, took to AdEspresso a 6 times better CTR and a cost per conversion way minor ($0.686 vs $3.689), compared to another targeting made using a bigger audience:


ADESPRESSO linkedin facebook pubblico

Strategy#4: Finding on Facebook people similar to your clients through Lookalike Audience

You have your clients email list, right?

Do you know them well? Maybe you do, but an algorithm may know them better than you do.

Starting from a list of email that you used to create a Custom Audience, the Facebook Advertising Lookalike Audience lets you take through an algorithm the common characteristics of these last ones and find on Facebook similar people, so probably more likely to buy.

Strategy #5: Regain who abandoned his shopping cart on your ecommerce (without buying)

If you have an ecommerce you surely know: one of the main reasons of failed purchase is shopping cart leaving.

If someone adds a product to the shopping cart… and leaves the website without finishing the transaction.

How do you make these people remember to complete the purchase? Through 3 steps:

  1. Create a Custom Audience inserting a conversion tracking pixel on the shopping cart page;
  2. Create a Custom Audience inserting conversion tracking pixel on the page where the visitor that purchased landed.
  3. At this point it will be just enough to create an ad to the Audience using a custom combination: who visited the shopping cart, leaving out who visited the page where who purchased lands (The Thank You Page).

Here’s how:


abbandono carrello pubblico facebook advertising

Strategy #6: Optimize the ad creation time using Saved Audience

As you know, Facebook Advertising offers many targeting options: you can choose age, sex, place, interests of your target.

But doing it costs a lot of time: using the Saved Audience, as you will see later, you can save a bunch of your target characteristics, choosing them easily through a drop down menu when you create an ad:

gruppi di pubblico salvati facebook ads

Strategy #7: Regain an inactive contact

When you send a newsletter, using, for instance, a professional tool such as Get Response or Aweber, or using an autoresponder, you can see if there are subscribers who do not open your email since long time.

Thanks to Facebook Ads Custom Audience you can re-engage your inactive users.

Strategy #8: Directing an ad to a user interested in a specific category (to segment)

Here on Web Marketing Academy I have different article categories: there are articles that talk about Facebook Advertising, such as this one, about Email Marketing, SEO and so on.

On your ecommerce or website you could have a similar situation.

Let’s imagine that you want to address an ad to a user that visits a certain category of articles or product, for example in order to sell a related product or service: thanks to remarketing through Facebook Adverting Custom Audience you can show the ad to who visits just a certain part of your website that could be interested to that theme or product.

You can segment your visitor, increasing the possibilities of showing him a coherent product.

Strategy #9: Doing Cross Selling

Let’s imagine that you have various products to sell. Who visits your website buy one of them and, once he completed the transaction, lands to the thank you page.

At this point you could track him through conversion tracking pixel and show him an ad with a product that is similar to the one he just bought.

In few words, you can use the Custom Audience and the Facebook Ads remarking to do cross selling.

Strategy #10: Doing Remarking on Mail Chimp lists using Custom Audience

When you import emails on the Custom Audience, you can do it from the Mail Chimp lists too: the email addresses from your Mail Chimp list will be combined to the people on Facebook in order to create an Audience and as Facebook confirms “your contacts will not receive a notification about being added to the Audience”.

Strategy #11: Is it avoided to send customized newsletter to your ecommerce clients? Reach them by using Custom Audience!

This one’s new: The privacy guarantor states how it is not possible anymore to send customized newsletter to the clients of an ecommerce without them agreeing on receiving them.

No Problem: You can reach them thanks to Facebook Custom Audience.

Strategy #12: Finding people similar to your likes

Beyond finding people similar to the ones on a Custom Audience previously created or to people who visited a web page from your web site, you can find people similar to the ones that liked your Facebook Page through the Lookalike Audience.

How to create an Audience on Facebook Advertising: a step by step guide

At this point let’s see how to create an Audience.

Starting from the ADS manager select from the drop down menu “Tools”, you’re going to find two options:

  • Audience;
  • Audience Insights, the statistics on various typologies of Audience that you created.

pubblico facebook ads

Let’s come into the first sections “Audience”, we see 3 possible typologies of Audience that can be created:

  • Custom Audience;
  • Lookalike Audience;
  • Saved Target Group Audience.

pubblico personalizzato simile salvato facebook ads

Let’s analyze the characteristics and the potentiality of these 3 Facebook Advertising Audiences.

Custom Audience: How to find your contacts (emails, phone numbers, LinkedIn) on Facebook

The Facebook Ads Audience typology most known and used is, without a doubt, the custom audience:

pubblico personalizzato facebook ads

In the related screen you’ll notice that you can create a custom audience starting from different sources: let’s see them together.

Client list

The first possibility of Custom Audience creation lets you using some datas that you already have, that could be:

  • Email addresses that you already have;
  • Telephone numbers that you already have;
  • Facebook Users ID of people that already used your app.

Let’s see in detail the first 2 functions, considered that it is possible that every company has emails and phone numbers.

How to find your email and phone contacts on Facebook using Custom Audience

Let’s imagine that you have an email addresses or phone numbers list, the classic commercial contacts that you could have obtained from list building and online or offline lead generation: thanks to Custom Audience, you can redirect your ad on Facebook Advertising to these contacts, but only if the email address that you have is the same they used to sign up on Facebook.

If you have not any email address or you want to obtain new ones to take advantage of this function, I suggest you to read these 2 articles:

At this point you can import your contact on Facebook, through 3 ways:

  1. Loading a file that contains the email addresses and the telephone numbers: you can load a .csv or .txt file, they can contain elements on separated lines or a list of elements separated by a comma.
  2. Copy and pasting the email addresses and the telephone numbers or the  Facebook user’s ID to a excel file or a text file. You can copy the column from an excel file containing an element per line or a list of elements separated by a comma.
  3. Importing the email addresses from Mail Chimp: using this function, the email addresses of your Mail Chimp list will be combined with the people on Facebook to create an Audience.

Once you’ve loaded the email addresses, the phone numbers or the Facebook user’s IDs, Facebook Advertising will search for Facebook users that signed up using that email or phone number, or whom ID corresponds to the one you inserted.

Saved Audience (Saved Target Group): How to save time in creating Facebook Ads

What is the Facebook Ads Saved Audience and how is it different from the Custom one? It’s simple.

When you create a Facebook Advertising Ad, the first section, after you chose the goal for your campaign, is dedicated to choosing the characteristics that the addressees will have.

Now, let’s imagine that you have a target used a lot for your insertions, for instance, you often create Facebook ads, addressed to:

  • women;
  • from 20 to 40 years old;
  • that live in Milan or nearby for 20km;
  • that are interested in fashion etc.

Without setting these characteristics each time, Facebook gives you the possibility to save them in an Audience, creating a Saved Audience indeed.

 crea un pubblico salvato facebook advertising

You could, for instance, call it “Women 20 40 Milan Fashion”. Once you saved it, you could easily recall it on the first part of the audience defining screen, in the drop down menu section “Audience”.

Lookalike Audience: How to find new people similar to your most important clients on Facebook

We’re not over yet: a great Facebook Advertising function lets you create an Audience that looks like to one that you already created, starting from:

  • a Custom Audience that you already created;
  • a Facebook Page in which you are admin;
  • a conversion tracking pixel.

crea un pubblico simile facebook advertising

Let’s try to understand these 3 options together.

Creating a Lookalike Audience means searching on Facebook similar people to the one that made up a Custom Audience, searching likes on a Facebook Page or searching people that acceded to a webpage where I inserted my conversion tracking pixel.

As you can see in the previous screen, I can create a Lookalike Audience in 3 steps:

  1. I have to select the origin, from which source I want to search similar people;
  2. I have to select the country of destination of my ad;
  3. I have to select the dimension of the audience that variates from 1% to 10% of total population of a country: 1% is people who most look a like to the original audience.

How does Facebook create an Audience that looks like the starting one? It considers the characteristics that people of the original audience have in common with the one he search for, in the country that you specific.

And what after you created the Audience? Screen and creating the ad.

Once found a conformity among the inserted parameter, whether they are email addresses, phone number (on Custom Audience) or specific targeting options (on Saved Audience) Facebook will create an Audience in the following way:

pubblico personalizzato dashboard

As you can see, in this screen that shows the various typologies of Audience, you have different columns:


It’s the name you give to the audience you created. For example, I use “Web Site Visitors” to indicate all the people who visited a certain website (and to whom I could do remarketing, as we’re about to see) or “Look a like Web Site” to indicate a Lookalike Audience to another one (as we’re about to see too);


It’s the type of the Audience: as you can notice from the screen, the typologies are the 3 we’ve already talked about: Custom, Lookalike, Saved.


It’s the dimension of your audience. If you inserted, for instance, 1000 emails, to how many of these did Facebook find a correspondence among the users? Or how many people do correspond to the targeting options you inserted in the Saved Audience? You see the answer on the “dimension” section;


In this case, you have 3 possibilities. It is possibile that your audience is:

  • Ready: It means that Facebook found enough correspondence between the datas you insert and the users;
  • Audience too small: the audience must include at least 20 people if you want to use it for the ads;
  • Low correspondence rate: it appears in the case the datas you insert do not find enough correspondence among the Facebook users.
Creation Date

The Date of creation of your Audience.

Once you created an Audience, whether it is Custom, Lookalike or Saved, you can direct to this target your ad.

Audience Insights

It’s not over yet: in the “Insights” section, once selected an audience composed by at least 1000 people, you could see some of your audience characteristics, such as:

  • age;
  • sex;
  • lifestyle;
  • realtionships status;
  • education level;
  • professional title.

All this information may be useful to better define your target or to build Buyer Personas:

insights pubblico facebook ads

Now it’s up to you!

If you think about how many people are signed up on Facebook, you well understand that the ads on Facebook are an extremely powerful way of advertising, this guide showed to you a particular point of view, the email for Facebook.

Now it’s up to you: have you ever used the Facebook Audience? Have you some way of using it to suggest?

Let’s talk about it on the comment section!

8 Tools & 4 Killer Strategies to Increase your Newsletter Subscribers

Gaining subscribers is one of your website primary goals?

We may say yes, if we consider:

  • Email ROI;
  • The fact that the emails are a good way to connect to visitors, that would exit without turning back otherwise: about this I suggest you to read my article.

But let’s proceed in steps and let’s start from the first one: email ROI.

What’s the email ROI?

Here are 3 statistics that show email ROI:

email marketing roi


[bctt tweet=”ROI of email marketing is $39.40″]

[bctt tweet=”for every $1 spent in email marketing, the medium ROI is $44.25″]

If this isn’t enough, according to a QuickSprout.com statistic:

[bctt tweet=”emails drive 40% of  the blogs revenue”]

[bctt tweet=”email subscribers are responsibile for 35.7% the blog comments”]

[bctt tweet=”34% of social shares came from email newsletter”]

So, subscribers, through comments, sharing and clients, may become the most attached readers of you website.

statistiche iscritti newsletter quicksprout

Now that we learned the ROI, let’s see the second most important reason why is fundamental to gain email contacts from your visitors.

Why is it essential to make your visitors subscribe?

Statistics are divergent, in this case, but they all agree that

[bctt tweet=”a greta part of your website visitors will not return to your website”]

Do you understand the point?

To lead visitors to your website you need time and money: money spent on Google Adwords, Facebook Advertising or other tools, or simply time spent in creating contents and rank them to gain more organic traffic, in a word, time for SEO.

And what if once the visitor goes out, he never comes back?

Wasted time and money, that should be reinvested to lead another targeted visitor to the website.

Is it a vicious circle? So let’s try to make the visitor stay, by making him subscribe to the newsletter.

Emails are a great way to connect to the visitor, before him going out from the website, let’s see its pros and its cons:


  • Emails arrive: ok, some of them can arrive in the spam section, in the updates section or in the gmail promotions, or get rejected by the server, but it actually come;
  • Emails can be customized: Unlike remarketing, that is intrusive and less “human”, through your newsletter you can create a new human relationship with your subscriber, that is direct;


Do you know what the problem is?

That people do not randomly subscribe to your newsletter, they only do if they have a reason. This reason is called lead magnet, topic that will be discussed later.

So you’ll need to create something to give in exchange of your website visitor’s email.

A good goal? A subscribing tax of 5%

Ok, we already understand some of the reasons why it is important to gain your website visitor’s email.

But what goal should you set in the collection of emaill addresses for your website or blog?

Maybe you think more goal is better, but some of the statistics gives us an idea of how our gaining subscribing strategy is going: according to Neil Patel, a good result should be the 5% of subscribers, in other words, every 100 people that enter your website, 5 should subscribe to your mailing list:

ctr 5% iscritti newsletter

The Tool Box: 4 Tools that are useful to your newsletter subscribers

Do you want to start creating a mailing list with your website visitors? Well, you’ll need 4 tools:

#1: Traffic

If people do not enter your website, they can’t subscribe either. So you’ll need traffic sources.

Here’s where your website visitors can come:

  • Google: organic traffic is an important component to the growth of your newsletter. If your website has a blog or is a blog, writing long articles, optimized by the keywords, you can transmit a lot of visitors to your website, that could subscribe to your mailing list through the tools we’re about to see.

According to a statistic published by Gregory Ciotty, the growth of the organic traffic is analogous to the growth of subscribers:

la crescita del traffico organico viaggia parallela alla crescita degli iscritti alla newsletter

  • la crescita del traffico organico viaggia parallela alla crescita degli iscritti alla newsletterSocial: Facebook, Twitter, Google+, LinkedIn are just some of the social from who you can increase visitors that can subscribe to your newsletter;
  • Ads: Google Adwords, Facebook Ads, Twitter Advertising, LinkedIn Ads are just some of the advertising tools from who you can generate visitors to rise the number of subscribers to your newsletter, with the help from a particular kind of landing page, the squeeze page;

#2: Tools of mail acquisition or a Landing Page

Once you’ve chosen how to gain visitors to your website in order to increase the subscribers of your mailing list, you have to possibilities:

  • You can lead them to your website, where you can collect email addresses with some acquisition tools as Pop Up (like Optin Monster) or others;
  • You can lead them to a squeeze page, a page made with the purpose of collecting email addresses;

#3: A Lead Magnet

Whatever decision you make about the traffic source and the method to gain emails, you’ll need a lead magnet, something to give in exchange of the email.

But… Wait… Isn’t enough to say “subscribe”? 🙂

Let’s say that’s not the most effective method, at least according to a MarketingSherpa research:

MarketingSherpa 2013 Email Marketing Benchmark Report

What can you use as a lead magnet? In other words, what do you offer?

The solutions are various: let’s see some of them.

4 Lead Magnet ideas to gain subscribers to your newsletter

Idea 1: An informative content: ebook, video lessons

It’s one of the most used methods, I use 4 unreleased videos myself as lead magnet for the sign up of the Web Marketing Academy newsletter.

You can offer an ebook to download or a case study… A few years ago, thanks to the downloading of an ebook, the SEO guide 2011, I succeeded in gaining 1000 qualified email addresses:


GUIDA SEO 2011 lead magnet

Idea 2: A Coupon

In the case of an commerce, a coupon on the first purchase may be a good strategy to gain email addresses.

Here’s how Zalando.it does it:

zalando newsletter

Idea 3: A trial

If you have a software, you may offer it in a trial version, for a certain time period, prior the insertion of the email.

Idea 4: A free ticket

I used this strategies many times, always with extraordinary results: if you have a company and it participates to a fair, you could increase the subscriber by offering to them a free or almost free ticket.

If you have a shop, you could offer a little gift or a discount on the launch of your new place.

This strategies gave me the opportunity of gaining 427 email addresses in 30 days.

#4: An email marketing professional tool

Whether subscribers are from a Pop Up or through a contact form in a landing page, you’ll need a professional software in order to collect and send newsletter.

The solutions are various, starting from the known Mail Chimp (free till 2000 subscribers), to other solutions as Get response and Aweber.

Get Response

GetResponse is an email marketing solution full of functionalities and totally reducible and able to manage from little to big lists (over 1 million subscribers). In activity since over 10 years, it gives applications to create and manage email, newsletter and autoresponder that convert contacts in clients.

Through practices and the relationships established with the main Internet and anti-spam email Service Provider, GetResponsive maintained the most high email delivery standard possible, guaranteeing that the sent messages offer the best performance possible.


Aweber is one of the most common tool for the sending of newsletter. It gives you the necessaries tools to send email: from list to campaign creation, to autoresponder.

It is possibile to free try it for 30 days, then the prices start from 19 dollars.

8 Methods to increase the email subscribers on WordPress

Do you remember the tool box? We already saw how the second tool to gain more subscribers is using an email marketing professional tool tool.

Whatever tool you choose (I’m going to suggest you some tool after, because there are a lot, KissMetric classified 67 tools to build an email list even other as IncomeMesh), there are 8 different methods that you can use to gain your visitor’s mail: let’s see them together.

1: Pop Up

Pop ups are one of the most used methods. You could say that’s intrusive. But it’s effectiveness is just being intrusive and capturing the website visitor’s attention, especially when it has some special effect as vibration or movement animation.

You can insert a pop up dedicated to email collection on your website using various methods: here are two of them that I used

 Bloom by Elegant Themes

Boom is a premium plugin from our WordPress theme website, Elegant Themes.

It allows you to create a pop up to collect email choosing between different graphics.

bloom elegant themes

Optin Monster

I personally use Optin Monster, right now, to generate collecting emails pop ups.

Differently from Bloom, there’s the possibility to use effects to grab the user’s attention and to do AB Test:


2: Horizontal Bar (Hello Bar)

One of the most used methods is the horizontal bar, that appears over or under you post: this bar ofter “follows” you event when you scroll the page.

You can insert the bar using these 4 tools:

  • Optin Monster, again: It lets you create a bar that stays visible even when the user scrolls the page, and you can test different versions of it through AB Test:
  • Hello Bar: it’s the most famous and free collecting emails bar. You can sign up freely and easily insert it on your website.

Hello Bar

Here are 3 more tools to create a collecting email bar:

3: Il Welcome MAT by SumoMe

Besides the pop up and the horizontal bar, another effective system to gain email contacts is Mat by SumoMe.

I call it with its name because it’s not a pop up, it’s not a bar, it’s a free optic function that you can create through the website SumoMe using the PlugMatter Feature Box.

How does it work? When a user enter the website, before even seeing the article’s title, sees a screen that ask him his email address, like this:

welcome mat sumome

4: Fullscreen with Exit Intent

Another great function to gain visitors’ email contact is using Fullscreen with Exit Intent.

What is it? It’s a screen that appears fullscreen asking you to leave the email. The interesting function is Exit intent: thanks to Optin Monster, you can make this screen appear only when the visitor is leading the mouse closer to the tab closing button of the browser, in other words when he’s trying to exit the page.

Here a Fullscreen with exit intent that I use in Web Marketing Academy:


fullscreen exit intent

5: Opt In on the Home Page

What’s the most visited page on your website?

Isn’t it the home page? So why don’t you take advantage of this to insert a collecting email tool?

Here’s an example taken by the home page of Backlinko:

optin home page backlinko

6: Locked Content

Another way to collect email contacts?

Giving a “locked” content, that unlocks only when someone inserts its email. You can do it always using the Bloom plugin:



7: The Opt In in the Barra Laterale

You can insert a form to collect email addresses even in the lateral bar of your website thanks to Optin Monster, in the Widget/WordPress Text section.

Thanks to a free plugin as Q2W3 Fixed Widget you can fix the widget so that who reads your article will always have the possibility of subscribing visible:


sidebar raccolta mail fixed

8: Content Upgrade

Let’s see the last function: do you know what’s the most effective way to capture your visitor’s attention leading him leaving his email?

Giving something strictly related to the content of the article.

Let’s imagine a visitor entering in this article: thanks to the content upgrade technique, you can give him a content that’s related and integrative to the one he’s reading, in exchange he has to give his email address.

Here’s another example of this technique application: as you can notice, in the yellow space, at the bottom of the image, a document that shows how to apply the 16 technique mentioned in the title of the article, is given.

content upgrade backlinko

How can you practically insert this function on your website?

Using Optin Monster or Lead Pages, for instance.


4 Strategies + 4 Case Histories to increase the number of subscribers to your newsletter

Ok, let’s resume all we have said until now:

  • We started seeing the importance of collecting your website visitors’ emails, according to the ROI of email marketing and to the fact that if you don’t make a connection with your visitors, you may never see him again.
  • We continued seeing what’s on our tool box, what you’ll need to create a mailing list: essentially traffic, an email acquisition system, a lead magnet (I suggested you 4 of them) and, at last, a professional software to manage your newsletter as Get response.
  • In the end, we saw 7 methods to collect emails, and all the relative tools to this function.

At this point you have all you need to start building the emails on your newsletter.

Do you really have anything? No, the strategies are missing. Let’s see together some successful cases, from which you can be inspired.

Strategy #1: Give your visitors various mailing list subscription possibilities

Buffer App doubled its subscribers in 30 days: how?

Simply giving more subscription possibilities. In other words: not only pop ups, but also locked contents; not only the fullscreen method, but the opt in the lateral bar too… and  so on:


If you look at the tools you see here, you have 8 possibilities of choice.

Which are the best? According to my tests: Fullscreen with Exit Intent, The Bar and Pop Ups.

Strategy #2: Give the visitor what he wants

Do you remember when we talked about Upgrade Content? If you don’t remember, it’s a technique that consists of making the user download an integration of the content he’s reading.

Does it work? It seems like it does, according to the results:

How come does it work? Because it gives the visitor what he’s looking  for.

For example: if I enter an article that is about how to make muffins, I’m interested in knowing how to make muffins.

If you propose to me to subscribe to your newsletter and you give me another dessert recipe, I’ll always have a content related to desserts, but, right now, I want to know how to make muffins.

You could create a perfect match between supply and demand, offering your visitor a guide on how to make muffins in 3 steps, or a guide to the right tools… Something strictly related.

As we’ve already seen talking about Lead Generation, the relation between  the pay per click ad and the landing page brings to more conversions.

In a few words, coherence converts.

Strategy #3: Test, Test, Test

Do you want to know what’s the best method to increase the number of subscribers?

I don’t know, and you don’t know it either. The secret is testing: the one that works better at the test, is the one that works better.

How? Using Split Tests.

For instance: Which one of these 3 versions converted more, in your opinion?


ab test A


AB test C


ab test B

And the winner is…


Why? Maybe the clear copywriting, direct to the point and briefer than the others.

What about the second place? A and B versions are different from each other only because of the Call To Action color: well, the winner in this case is the A Version, maybe because of the green that grabs more attention.

How did I know which one worked best? Testing!

Strategy #4:Different source, same message

In the same way we changed our message, according the content, we should do it according to the visitor’s source.

Option Monster lets you do that: for example you could want to show a certain message to visitor’s that comes from Google or the ones that come from a certain blog: thanks to the referrer detection function you can do it.


referrer detection optin monster

How to increase the number of subscribers exporting the registered users by WordPress using 3 Plugins

Let’s end with an automatic and simple method to increase the number of subscribers: exporting the registered users’ email to your WordPress.

Exporting the registered users and commenters on a “Powered by WordPress” website is a particular need, that has an important advantage and may be made through few and simple steps.

Before we mention why we should export the registered users of WordPress, it’s useful to remember that a user has the possibility of signing  up on our WordPress website, in order to do other action than just reading the article, for example, commenting (in the case you ask for the visitor to sign up, to comment) or to insert an article on your website, as happens on article marketing websites, tools to link building or in the case of a forum built using BBPress.

Let’s imagine your website having a big quantity of registered users, in one of the allowed roles. Who signs up on a WordPress website must insert a username and an email. necessaries to enter the website.

Username (Or the “name” field) and email may be exported and used. How? Let’s try to answer these questions.

Why do you need to export registered users on WordPress?

Why export name/username and emails of the registered users on WordPress?

Because that’s a simple way to create a qualified and targeted email list, so a quick method, ready and free, to do list building for email marketing, with the following advantages:

  • The email addresses are freely available;
  • The email addresses have been signed up from your website (they’ve not been taken using lists) so they know it and they will be more willing to receive an eventual DEM;

Do not forget privacy: make sure of sending material only to those addresses that asked to receive it!

If you use the registered users on your WordPress website, it may be an effective and quick method to build an email list for a newsletter or direct email marketing, let’s see how.

How to export registered users on WordPress

The possibilities are, basically, two: giving the job to a professional figure, a web developer who knows about database and WordPress, or using a plugin for WordPress (free or paid).

The second possibility is to use a plugin that does this automatically. Looking in the WordPress plugin directory you  can find various plugins that let you export contacts as username, email and name on a CSV file.

But most of them are old and not working. We tested some of them and here are the best solutions.

SP User Export

SP User Export WordPress

Let’s start from the most updated one, even if you must pay to get it. With a small investment (more or less 10 dollars) SP User Export let’s you export user’s datas via email or FTP as a CSV file, with the possibility of exports scheduled in time. It’s possible to choose the desired fields and integrate it to a multisite.

Export Users to CSV

Minimal but effective plugin, that lets you export on a CSV file even big quantity of registered users selecting the role and a date range.  Free solution.

Users To CSV

Free plugin by Yoast.com, well-know WordPress expert, author of the famous SEO plugin.


Increasing the subscribers number it’s a gradual course, made of tests, mistakes and successes. It needs traffic, the right tools, creativity. And you? How do you collect email addresses on your website? Let’s talk about it on the comment section!


How to Create Landing Pages and Lead ADS for Lead Generation with Facebook: A Complete Guide

Social medias as Facebook, Twitter, SlideShare or Youtube are often used on web marketing as tools to generate goals as brand awareness or encouraging the engagement on certain contents.

But what if I tell you that it’s possible to do lead generation using social medias, Facebook in particular? I’m not talking about vague strategies that may indirectly generate leads, as potential clients contacts, I’m talking about concrete tools that you can implement inside a social network to gain potential clients contact, as name, email, telephone number.

How? Let’s start discovering how from the king of social networks, Facebook.

1+2 methods to do lead generation on Facebook

To do lead generation on Facebook you can basically follow 2 ways: going out from Facebook or staying in it.

Out of Facebook

If you want  to do lead generation out from Facebook you have to create a landing page outside Facebook, making the traffic flow into a Facebook Advertising campaign;

Inside Facebook

If you want to gain potential clients contacts without going out from Facebook, you have two possibilities:

  • You can create a landing page inside the same Facebook Page on a TAB;
  • You can to do lead generation without going out from Facebook with the goal of Lead Ads/Gaining Contacts in Power Editor.

Let’s see together these three methods, starting from the first one.

How to do lead generation “Outside Facebook”

It’s the most classic method to obtain contacts with the help of Facebook.

In this case you’ll need three things:

  • A landing page or a squeeze page hosted on your website: in this case you can make a landing page or use other landing pages creating services as LeadPages or Unbounce;
  • A Facebook Advertising campaign: to spread the targeted traffic to your landing page you can use goals as “Increase conversions on your website” o “Get people to claim your offer“;
  • A lead magnet: if you want to obtain contacts as email addresses, for instance to build a newsletter, you need a commodity, a lead magnet indeed, that can be a formative content or a coupon (as in the ecommerce case).


How to do lead generation “inside” Facebook

As we said before, obtaining contact datas of potential clients inside Facebook, demand different tools and strategies compared to when we spread visitors outside Facebook, towards an external website.

In particular, as we have to stay inside Facebook, I will need a Landing Page that’s in the Facebook Page itself, that, as we’ll see, we can easily create adding a customized TAB to our fan page.

It is possible to do lead generation even without a landing page, with the Facebook Advertising goal called Lead ADS.

But let’s proceed with order and let’s try to understand 4 ways to create a landing page inside Facebook.

4 Tools to create a landing page to do lead generation on Facebook

As we’ve already seen, to do lead generation using Facebook we need a landing page, to make our visitors “land”, visitors that could come from a Facebook Advertising campaign or be fan of the page.

To create a landing page inside our Facebook Page you can use some tools that we’re about to see.

Let’s start from the first one, Pagemodo.

#1: How to create a customized tab on Facebook using Pagemodo


Pagemodo allows you to create a customized tab on you Facebook Page, where you can insert a landing page of your choice. It’s free up to a single Facebook Page: if you want to use it for more pages, the prices are cheap.

Once inside, it’s just enough to choose “Custom Tab”:


Pagemodo.com custom tab

At this point Pagemodo gives you the chance to choose between different templates, some made for the contact data collection, as the ones you see here:

Pagemodo facebook tab

#2: How to to do lead generation on Facebook, assimilating from Mail Chimp in 3 steps:

If you don’t want to use Pagemodo and you usually collect your email contacts, for instance the subscribers to your newsletter, using Mail Chimp, you can easily assimilate the newsletter software in your Facebook Page, creating a tab that includes a contact form. Let’s see how to do it.

Firstly you must have a premium account on Mail Chimp, otherwise you can’t use this function.

Once you logged in, go to Account / Integrations:


Integrations Panel MailChimp Facebook

At this point choose “Facebook” in the integrations list and fill in this way the fields that are requested:

  • In the field “page to Use” you must insert the Facebook Page that will be integrated with the contact form tab;
  • In the field “list to use” is enough to insert the email contact list in Mail Chimp, where the email of the user that registers on the tab will go;
  • In “use signup form tab” you have to click the “yes” box in order to create a tab on your Facebook Page;
  • In “tab label” you have to insert the call to action of your tab.

Here’s how to do it:

Integrations Panel MailChimp facebook 2

And here’s how it will appear inside your Facebook Page: as you see Mail Chimp has created an added tab, that you can customize by integrating a call to action, “Receive 4 free web marketing videos” in this case

Web Marketing Academy tab mail chimp

If I click inside the tab, here’s the contact form that I created thanks to Mail Chimp:
Web Marketing Academy tab mail chimp 2

#3: Creating a landing page on Facebook using Static HTML: iframe tabs

Static HTML iframe tabs su Facebook


A third option to create a landing page inside our Facebook Page in order to collect some contact data, is using an app, Static HTML: iframe tabs, that allows you to add a tab using an HTML code of your choice, that you’ll insert.

Once chosen the page on which you’ll create your additional tab, where you’ll add the landing page, it will be enough to add the HTML code of your choice:


Thunderpenny Static HTML tab facebook

#4: How to create a landing page on Facebook using LeadPages

The fourth method to create a landing page on Facebook that we’re about to see, is all about LeadPages.

If you don’t know it yet, LeadPages is one of the best services to create landing pages and lets you create one inside your Facebook Page, as in the following example:

landing page Facebook tab LeadPages™

Recap: we saw 4 possible ways to create a landing page on Facebook: any way you choose, an additional tab on your Facebook page will always be created.

Once you created it, I suggest you to use the cover photo to focus the attention on the tab you just created, for example pointing out the section using an arrow or something indicating it, as Wishpond does on your Facebook Page:

 call to action facebook tab wishpond

How to do lead generation on Facebook using Lead ADS

As we said before, to do lead generation without going out from Facebook, you can also use a new Facebook Advertising function, that you can only use just from the Power Editor: Lead Ads.

Lead ads are a specifically created goal in Facebook Advertising to obtain potential clients contacts.

Whether your goal is to encourage people in subscribing to a newsletter, to an offer or an event or updates on your product, the Lead Ads allows you to simplify the subscribing process of the visitor, letting you acquire contact datas in the most easy, direct and effective way compared to the other Lead Generation ways on Facebook.


As you’ll see, Lead ADS seem a classic sponsored ad from Facebook Advertising, with other prefilled fields, like name, surname and email address.

As this prefilled fields could be modified from the user, this leads to important advantages to the potential clients contacts acquisition, let’s see which ones.

6 advantages of lead ads on Facebook

Advantage #1: You don’t have to go out from Facebook

We already saw how you can do lead generation using Facebook, for instance, through Facebook Advertising, to bring visitors to an internal or external landing page.

Here is the first advantage of lead ads: the user does not go out from Facebook.

And, as you know, the less the steps to do, the more the conversion is.

Advantage #2: Fields are Pre-Filled

When a user has to fill a contact form, the more fields he has to fill, the less probability he has to go till the end.

According to a statistic from Ascend2, that we already deeply analyzed  in the article called 10 Strategies (+3 tools) to improve your contact form (and gain more clients):

numero campi mail Ascend2 Email List Growth Survey Summary Report

In this case Lead ADS, by having their fields pre-filled, allow the user to do less steps, so he will easily arrive to conversion.

Advantage #3: There is no landing page

The third advantage is not having any landing page.

How? We said that the landing page helps with the user’s conversion. Yes, if it’s good, but what if it is a bad landing page? If it’s not exactly responsive?

With Lead ADS the problem is solved, the user never goes out from Facebook to go to an external landing page, but stays inside the social network.

Advantage #4: 2 steps to obtain the user’s contact

As we saw before, lead ads allow to automatically insert certain contact information which are shared from Facebook users.

This makes possible the filling of the contact form in 2 easy steps:

  •  Opening the ad;
  •  Sending the automatically filled contact form.

One more time, less steps, more conversions.

Advantage #5: You have the chance to customize through questions

Even if they don’t use a landing page, lead ads are not firm, but give the possibility to customize all the forms with open questions or multiple ones, as we’re about to see.

Advantage #6: You can integrate them with CRM and marketing platforms

Contact datas collected by lead ads can be integrated through using Eloqua, Driftrock, Marketo, Maropost, Sailthru e Salesforce, softwares that can be integrated with Mail Chimp or other email marketing softwares.

This way an immediate and personalized answers can be given to the user that subscribes.

Alternatively, you can download the gained information on potential clients manually by collecting them in a CSV file and integrating them to an autoresponder

Ok, we saw 6 reasons why you should think about using lead ads for your lead generation initiative.

But how does this tool work? Let’s see it.

How to use the lead ads or Lead ADS on Facebook

To use this function you can:

  • Enter in the ads manager and clicking on Power Editor:

 Gestione inserzioni power editor

At this point, when you’ll create a new campaign, you could choose the Lead Ads goal:

Power Editor acquisizione di contatti lead ads

At this point you’ll have to choose the ad addressee, creating a new audience or choosing a custom audience previously saved.

If it’s the first time you choose Lead Ads as goal on Facebook Advertising, you have to create a contact gaining form, that lets you choose:

  • If you’ll obtain just the email and the name and surname of your contact;
  • If adding to this datas, a number up to 3 questions.

Power Editor modulo acquisizione contatti lead ads facebook ads

The 3 questions you can ask to the user, may be customized, you decide what to write or you can base them on a topic list that Facebook suggests you inside specific sectors, as:

  • Automotive: Marca di auto, Modello di auto, Allestimento, Anno di costruzione, Concessionario di automobili;
  • Istruzione: Ambito di studi di interesse, Ambito di studi attuale, Livello più alto di istruzione, Quando pensi di iscriverti?, Corso di interesse, Posizione del campus, Quale titolo di studio ti interessa?
  • E-commerce: Con quale frequenza vuoi ricevere i nostri aggiornamenti?, Seleziona una categoria
  • B2B: Dimensioni dell’azienda, Dimensioni del team addetto alle vendite, Attività principale
  • Servizi professionali: Tipo di servizio legale
  • Assicurazione sanitaria: Stato relativo alla copertura dell’assicurazione sanitaria
  • Assicurazione auto: Chilometraggio annuale
  • Hai bisogno di assistenza?:  Hai bisogno di assistenza?, Cosa stai cercando?, Qual è il problema? Seleziona i servizi
  • Intenzioni di acquisto: Data di acquisto, Data di iscrizione, Budget, Lista di attesa

Even if some of those areas better apply to american market, you can still use these questions for every market. How? Here are some tips.

4 possible applications of Lead Ads questions

Lead Generation in Automotive sector/ Car insurance

Automotive/Car insurance: if you have a car dealer, or you sell car insurance services, you could use these questions to do lead generation on your area of interest. An advantage: if you think about Google Adwords CPC in this area, it could be much more cheap.

Lead Generation for e-commerce

Obtaining a contact list can have different purposes:

  • It lets you build an email database that you can manage through an autoresponder, this way you can avoid the cold sell;

To do it, I suggest you to give something as commodity, the most classical example for an e-commerce, lead magnet as it’s called, is a coupon, as Zalando does.

Lead Generation for B2B

You can use questions about B2B to do lead generation, as an alternative for the expensive (and less targetable) LinkedIn Advertising.

How to create an ad on Lead ADS

Once you filled the question, you have to choose:

  • The ad, in other words, the creative contents of your ad;
  • The url of the page to the privacy treatment, that you can generate using a plugin like this:
  • The ways of super visioning, or conversion tracking pixel.

Power Editor contenuti creativi acquisizione di contatti lead ads


Power Editor pixel monitoraggio acquisizione di contatti lead ads

Once you collected the leads, you can download them through your Facebook Page:

  • Go to “publishing tools” on the upper navigation;
  • Click on “lead ads forms ” and “forms library”. At this point you can download the contacts from the download link.

moduli delle inserzioni per acquisizione contatti lead ads

4 successful cases of the application of lead ads.

Does gaining contacts using lead ads work?

In which case can be used?

Land Rover

Land Rover’s goal with Lead Ads was gaining the contacts of all the people interested in receiving more information on Land Rover.

Here’s how that went, from the Kim Kyaw’s testimony, Manage, Digital Marketing and Social Media by Land Rover:

“Through a first AB test, lead ads that are born on Facebook, went beyond the performance of links that took to the page of the website in which was possibile to fill the form for the lead ads in terms of total potential clients and conversion rate, reducing up to 4 times the potential cost per client, compared to the previous strategies.”

Kyaw’s testimony gives us some interesting ideas to use lead ads:

  • Test them through an AB test: as we saw, you can do lead generation on Facebook even in other ways, for instance taking the traffic from Facebook to your landing page. Does this way work better? You can only know this testing the 2 ads, the one with lead ads and the one without it, through an AB test, about which we talked deeply in this article:How To Increase the Conversion up to 304% using an AB test: A Complete Guide


  • Monitor the leads, but the conversion rate and the cost of acquisition per client too, this information will give you a complete idea of your ads performance.

Stuart Weitzman

In the same way, Stuart Weitzman used the lead ads to find people who wanted to receive emails on products and recent offers.

Here’s Susan Duffy’s testimony, Stuart Weitzman’s Chief Marketing Officier:

“We offer to  the newsletter subscribers the access to esclusive updates and the chance to give a look inside Stuart Weitzman’s world. Email marketing is a precious tool to extend the reach of our stories told through images and increasing the selling. Compared to other gaining activities, lead ads did increase the effectiveness of cost per potential client up to 52% on national and international markets.”


The estate company Properati used lead ads to gain contacts, reducing the cost per client by 4 times. Here’s how they did it, according to Gabriel Gruber’s words:

“The lead ads have been a revolutionary product to Properati. In the past, we’ve tested similar products by other channels, that haven’t been effective to us. After testing lead ads, we registered a reduction of the cost per potential clients in the amount of 4 times and an increase of the number of potential clients in Brasil in the amount of 3 time”.


Finally, René Fielder Marketing Director of Sona Med Spa:

“Thanks to this publicity product, our initiatives of gaining new clients on Facebook reached the next level. The lead ads generated a remarkable traffic, reducing in the same time the purchasing costs to 50% compared to other similar publicity platforms. We’re very happy to continue to grow thanks to this product”

Now it’s up to you

If you didn’t think about Facebook as an effective Lead generation tool, the time has come.

You can choose if:

  • Use Facebook Advertising to direct your contacts to an external landing page;
  • Use a landing page inside your Facebook Page;
  • Use lead ads to gain contacts.

Independently from the tool you’re going to use, remember to monitor:

  • What works best, with an AB test;
  • The acquisition cost per lead;
  • The conversion rate.

And you? Have you ever used these methods of contact gaining an lead generation through Facebook? Let’s talk about it in the comment section.


Come Aumentare le Conversioni del 304% con AB Test e Split Test: Guida Completa

Cos’è un AB Test (o Split Test)

Bonus Gratuito per te: Ho preparato 4 Video Inediti che ti guidano alla scoperta della migliore strategia di web marketing per il tuo sito: Scaricali qui ora!

Un AB Test, chiamato anche split test, è un esperimento che consiste nel confrontare 2 o più versioni per capire quale performa meglio.

Su cosa si può fare un AB Test? Solitamente uno split test viene effettuato tra 2 pagine Web, ma questo metodo può essere anche applicato, come vedremo, anche alle newsletter, agli annunci pubblicitari, ai pop up per la raccolta degli indirizzi email.

Ma andiamo a vedere nel dettaglio su cosa possiamo compiere dei Test AB e con che obiettivi.ab test

Immagine da ConversionXL

AB Test o Test Multivariato?

A differenza del AB test, quando vuoi testare diversi elementi in una pagina puoi usare un test multivariato.

Con un test multivariato non testi 2 versioni differenti di una pagina come nell’AB test ma differenti versioni degli elementi all’interno di una singola pagina.

Un test multivariato serve a capire quali elementi di una pagina giocano il ruolo maggiore nel farti raggiungere i tuoi obiettivi.


Immagine da ConversionXL

7 elementi che puoi testare con i Test AB e Split Test

Un AB Test non riguarda solo un sito web o una landing page: tutto può essere testato, dalle email alle campagne di advertising.

In questa sezione vediamo i 6 elementi che puoi testare con i Test AB, ovvero come fare un:

  • AB test di 2 o più pagine Web o Landing Pages
  • AB test di 2 o più oggetti (e mittenti) di una newsletter con Mail Chimp
  • AB test di 2 o più pop up di raccolta email con Optin Monster
  • AB Test con 2 o più annunci Facebook Ads
  • AB Test con Google Adwords
  • AB Test con WordPress
  • AB Test di 2 annunci Google Adsense

AB test di 2 o più pagine Web o Landing Pages

Come anticipavo qualche riga sopra, l’applicazione più classica di un AB Test è tra due pagine web di un sito o due Landing Pages.

In questo caso vengono veicolati lo stesso numero di visitatori a due versioni differenti di una pagina o due pagine differenti (la A e la B appunto) per vedere quale delle 2, a parità di condizioni (ovvero di visitatori), performa meglio sotto vari punti di vista.

Ecco un esempio tipico: come puoi vedere nell’immagine:

  • il 50% dei visitatori viene inviato alla Versione A;
  • il restante 50% dei visitatori viene inviato alla Versione B;
  • la versione A performa meglio.

ab test pagine web

Capisci il concetto? A parità di condizioni, un AB Test o Split Test ti consente di verificare quale di 2 versioni di una Pagina del sito o landing page performa meglio.

Ma sotto quali punti di vista? Ovvero, cosa cerchiamo di verificare quando confrontiamo 2 versioni di una pagina web?

Quando si effettua un AB Test ci sono obiettivi più generali e più specifici.

L’obiettivo generale nel nostro caso potrebbe essere la conversione, ovvero il nostro AB Test ha l’obiettivo di verificare quale delle 2 versioni converte di più, che questa significhi vende di più (come nel caso di un ecommerce) o è capace di acquisire più dati di contatto (nel caso di una lead generation).

AB test di 2 o più oggetti (e mittenti) di una newsletter con Mail Chimp

ab test email marketing

Qual’è l’elemento che influisce di più sul fatto che il destinatario della tua email la apra e la legga o la cestini direttamente? L’oggetto della mail (oltre al mittente), ovvero gli unici 2 campi che il destinatario della tua email vede quando riceve una mail.

Ok, ma qual’è l’oggetto che funziona meglio, ovvero che fa aprire di più le newsletter che invii? Ci sono varie tecniche per migliorare l’oggetto delle tue email per migliorare i tassi di apertura (a questo proposito ti consiglio di leggere il mio articolo: 11 Strategie per le tue Newsletter: Guida Definitiva all’Email Marketing) ma sai 

[bctt tweet=”qual’è il modo migliore per trovare l’oggetto che fa aprire più mail? Testarlo con un AB test.”]

Come fare uno split test con Mail Chimp in 4 steps

Sì, puoi fare un AB Test con qualsiasi software di email marketing: vediamo come farlo con Mail Chimp in 4 steps.


A B Testing MailChimp

Step 1

Innanzitutto puoi decidere se testare 2 o più tra:

  • oggetti della mail;
  • mittente;
  • contenuto;
  • orario di invio.

Step 2

Una volta scelto cosa vuoi testare, puoi decidere quanto è grande il primo gruppo a cui invierai la versione A e B: Mail Chimp di default ti consiglia di inviare al 50%, che significa che invierai al 25% dei tuoi contatti la versione A e al restante 25% la versione B.

Step 3

Mail Chimp determinerà la versione vincitrice dopo un tot di ore, di default 4, ma puoi decidere quanto aspettare: Zapier consiglia di attendere fino a 4-5 giorni prima di determinare il vincitore del nostro AB Test.

Step 4

Una volta determinata la versione vincitrice, ad esempio l’oggetto che ha generato più aperture, Mail Chimp la invierà al restante gruppo (il 50% ad esempio).

AB test di 2 o più pop up di raccolta email con Optin Monster

OptinMonster Optin Monster è il software che uso in Web Marketing Academy per la raccolta degli indirizzi email. Per ogni sua funzione,  Optin Monster consente di testarla con un AB test.

Ad esempio, puoi testare:

  • il colore del bottone;
  • il testo del pop up;
  • il numero di campi;

AB Test e Split Test con 2 o più annunci Facebook Ads

Ovviamente puoi anche testare 2 o più annunci pubblicitari, ad esempio di Facebook Ads e Google Adwords, al fine di vedere quale dei 2 performa meglio in termini di CTR.

AdEspresso, grazie ad un AB test con Facebook AdS è riuscito ad aumentare il tasso di conversione, il CTR e diminuire il costo per lead:

Facebook Ads A B Test adespresso

Puoi eseguire un AB test con Facebook ADS con strumenti come:

  • Wishpond;
  • lo stesso Adespresso.

AB Test con Google Adwords

Puoi fare uno split test dei tuoi annunci Google Adwords

AB Test con WordPress

Puoi fare un AB test anche con WordPress grazie a plugin come:

AB Test di 2 annunci Google Adsense

Un test AB ti permette anche di testare il rendimento di due annunci pubblicitari Google Adsense: andando nella sezione “i miei annunci” e cliccando su “esperimenti”, puoi creare un test che confronta l’annuncio originale con  una sua variazione.

Google Adsense ruoterà 2 annunci per capire quale dei 2, a parità di visualizzazioni, riceve più clic e quindi più guadagni. Se vuoi approfondire l’argomento ti consiglio di leggere il mio articolo: Come Guadagnare 100 € al Giorno con Adsense: la Formula Definitiva.

ab test Google AdSense

5 elementi fondamentali da testare in una Landing Page

Ma come mai nell’esempio sopra la versione A performa meglio della versione B?

Detto in altre parole, quali sono gli elementi da testare  e i cambiamenti da effettuare alla pagina affinchè converta di più?

Ecco una carrellata dei tipici elementi di cui si può verificare la performance:


l’headline è la parte fondamentale in una landing page. Per farti capire l’importanza di testare l’headline, sappi che le statistiche confermano come:

  • un’headline efficace può incrementare l’efficacia del tuo contenuto fino al 500%;

Puoi trovare maggiori informazioni su come scrivere in modo efficace una headline in questo articolo:

Headline: 12 Tecniche per Aumentare del 500% Clic, Condivisioni e Conversioni

Il caso Highrise: +30% conversioni

Una nota case history di applicazione di un AB test sulla headline è il caso del software Highrise, che ha testato 2 versioni differenti di headline, scoprendo che “30 giorni di prova gratuita per tutti gli accounts” ha generato incremento del 30%  di iscrizioni rispetto all’originale “Apri un account Highrise”:

highrise ab test headline 1

highrise ab test headline 2

Il caso CareLogger: + 31% conversioni

Un altro esempio di applicazione di un AB Test su una headline ci viene da CareLogger, che ha aumentato del 31% il tasso di conversione semplicemente cambiando la propria headline:

carelogger headline ab test 1

carelogger headline ab test 2

Il motivo? Probabilmente, come vedremo qui sotto con un altro esempio, lo spostamento del focus dalla malattia (“Diabetes”) alla “Optimal Health”.


Il sottotitolo, in una landing page, riprende il problema esposto nella headline e anticipa la soluzione.

Un AB test sul sottotitolo della nostra landing page può consentirci di capire quale performa meglio. La dimostrazione ci viene ancora una volta da Highrise: la stessa headline, con un sottotitolo diverso, ha consentito un aumento del tasso di iscrizioni dal 27% al 30%.

highrise ab test sottotitolo

E’ bastato cambiare il sottotitolo da “Pay as you go. No Long term contracts. No Hidden fees. No surprises” a “Signup takes less thank 60 seconds. Plick a plan to get started”. Come possiamo spiegare questo miglioramento?

Probabilmente con il passaggio da un sottotitolo che esprime delle negazioni a un sottotitolo che esprime dei benefici, con una chiara call to action.

Porre l’attenzione dell’utente su dei potenziali problemi (contratti di lungo termine, tariffe nascoste, sorprese non gradite) nel sottotitolo, anche solo per negarli, potrebbe aver avuto un effeto peggiore che spostare l’attenzione su un beneficio chiaro (ti iscrivi in meno di 60 secondi) e di un’altrettanto chiara call to action (scegli un piano e inizia).

Call To Action

La call to action, ovvero “invito all’azione” è quella frase che in una landing page ti “spinge all’azione”, che sia acquistare il prodotto o lasciare i tuoi dati di contatto, come avviene in una strategia di Lead Generation nel contesto di un landing page particolare detta Squeeze Page.

Soocial: da 14.5 a 18.6% di conversioni

Una semplice aggiunta di parola può far aumentare il tasso di conversione del 28% in una call tuo action? Sembrerebbe di sì, almeno secondo l’AB Test compiuto da Soocial: la semplice aggiunta di “It’s free” ha consentito di passare da un 14.5% a un 18.6% di conversioni.

 A B test soocial call to action

Carelogger: +34% di conversioni

Non è necessario testare il testo della tua call to action per ottenere dei benefici: basta anche cambiare il colore del bottone, come dimostra CareLogger, che ha migliorato del 34% il tasso di conversione semplicemente testando un pulsante verde e rosso:

carelogger ab test call to action colore bottone

Performable: +21% CTR

Un risultato analogo da parte di Performable, che testando 2 versioni del bottone di call to action ha avuto un incremento del 21% del CTR sul bottone rosso:

performable call to action ab test

Cosa ci insegna quest’ultimo AB Test? Che il rosso va sempre bene?

No! Ci insegna a non avere pregiudizi: il colore rosso viene tradizionalmente associato al pericolo, all’errore. Solo testando senza pregiudizi queste 2 versioni con uno split test Performable è stato in grado di trovare la versione più performante.

Lunghezza di una Landing Page

Converte di più una landing page corta o lunga? Dipende. E la maniera migliore di capirlo è proprio con un AB Test.

Solitamente si consiglia di usare una landing page di lunghezza proporzionale alla complessità dell’offerta che proponiamo:

lunghezza landing page


Nonostante questo suggerimento, uno split test può consertirci di capire la lunghezza ottimale per la nostra pagina.

Moz è riuscito ad aumentare gli iscritti al proprio software fino a 1 milione di dollari in più all’anno lavorando proprio su alcune modifiche che hanno coinvolto tra l’altro anche la lunghezza della pagina di vendita:

moz split test lunghezza landing page

Modulo di Contatto

Un altro elemento che puoi testare con un AB Test nella tua pagina è il modulo di contatto. Ne ho parlato nell’articolo: 10 Strategie (+ 3 Strumenti) per Migliorare il Tuo Modulo di Contatto (e Ottenere + Clienti).

Che cosa puoi testare in un modulo di contatto? Ecco qualche idea:

Testa la quantità di campi che richiedi

Le statistiche confermano come più informazioni chiedi di compilare, meno le persone le compilano.

Potresti testare ad esempio:

  • 2 versioni diverse del tuo modulo di contatto, una con più e una con meno campi da compilare;

Neil Patel testando 2 versioni del proprio modulo di contatto, una con 3 e una con 4 campi, è riuscito ad aumentare il tasso di conversione del suo modulo di contatto del 27%  semplicemente riducendo il campo “online revenue”:

ab test modulo contatto neil patel

Testa la posizione del tuo modulo di contatto

Dove lo mettiamo il modulo di contatto in una landing page o squeeze page?

In alto a destra, rigorosamente above the fold no?

Un AB Test compiuto da Content Verve ha portato un aumento delle conversioni del 304% posizionando il modulo di contatto in fondo alla pagina:

AB Testing posizione modulo contatto form

Come compiere AB test con landing Page

Come puoi realizzare un AB Test o split test con una Landing Page? Fondamentalmente in 2 modi:

  • o con che software specializzati in AB Test, come VWO, Google Analytics o Optimizely;
  • o con gli strumenti per AB test forniti da alcuni siti che ti aiutano a realizzare landing pages;

Vediamo insieme queste la prima di queste 2 opzioni.

3 software per compiere AB testing

OK, quali sono i software che ci possono aiutare nei nostri AB Testing?

Partendo da Google Analytics per proseguire con VWO e Optimizely, vediamo una carrellata dei 3 principali software per fare split test.

Come creare un AB Test con gli esperimenti di Google Analytics in 3 semplici passaggi

Google Analytics consente di compiere AB Test creando degli esperimenti in pochi semplici passaggi.

Queste funzionalità hanno sostituito dal 2012 il ruolo svolto da Google Website Optimizer.

Il primo step è andare nella sezione Comportamenti / Esperimenti:

Esperimenti Google Analytics

Una volta cliccato su “Crea Esperimento” in alto, è necessario inserire alcuni campi, tra cui:

  • il nome dell’esperimento;
  • l’obiettivo dell’esperimento, ovvero la metrica in base alla quale viene valutato l’esperimento e viene scelta la pagina vincente;
  • Percentuale di traffico su cui eseguire l’esperimento, ovvero quanti utenti, tra quelli che visitano il sito, visualizzano una delle pagine di test, inclusa la pagina originale. Tutti gli altri visualizzeranno la pagina originale;
  • la possibilità di distribuire uniformemente il traffico su tutte le varianti, per assegnare una quantità di traffico uguale a ogni variante per tutta la durata dell’esperimento;
  • la durata minima per l’esecuzione dell’esperimento:  Analytics non dichiarerà un vincitore prima che questo tempo minimo sia trascorso;
  • una soglia di affidabilità, ovvero la soglia minima di affidabilità che deve essere raggiunta prima che Analytics possa dichiarare un vincitore.

Crea un nuovo esperimento Google Analytics

Nella sezione successiva sarà possibile inserire le varianti da testare, oltre che il codice di monitoraggio dell’esperimento:

Crea un nuovo esperimento 2 Google Analytics

Oltre a Google Analytics puoi utilizzare altri software per creare degli split test: trovi una lista completa degli strumenti per compiere AB Test qui, in ogni caso i più noti sono:

Vmo (Visual Website Optimizer)

VWO Visual Website Optimizer

Visual Website Optimizer è uno strumento facile da usare per compiere A/B testing che consente di creare differenti versioni di siti e landing page usando un editor e vedere quale versione produce maggiori conversioni o vendite.

VWO consente inoltre di creare test multivariati, heatmaps e altre 1000 funzionalità.

Puoi provare VWO con un trial gratuito di 30 giorni.


Optimizely A B Testing Personalization Platform

Optimizely consente, analogamente a VWO, la creazione di AB test e test multivariati.

Come Calcolare quando uno Split Test è significativo?

Ipotizziamo tu abbia testato 2 differenti versioni della tua landing page con uno split test o un test multivariato.

Quando i risultati ottenuti possono dirsi affidabili? Ovvero, detto in altre parole, in che modo posso accertare la validità e rilevanza statistica del mio test?

2 strumenti ci possono aiutare: vediamoli insieme.

2 strumenti per calcolare Validità e rilevanza statistica di uno split test

A/B Split Test Significance Calculator di VWO

A B testing statistical significance calculator Visual Website Optimizer

A partire dal numero di visitatori e di conversioni, consente di capire se il risultato ottenuto è statisticamente affidabile o meno.

A/B Split and Multivariate Test Duration Calculator

A B Split and Multivariate test duration calculator Visual Website Optimizer

Quanto deve durare il nostro AB Test per essere significativo?

Questo strumento ci dà la risposta, semplicemente inserendo alcuni dati come il tasso di conversione stimato, il numero e la percentuale di visitatori inclusi nel test.

Altri esperimenti e Test AB da consultare

In rete si possono trovare una grande quantità di test AB, in ogni caso per approfondire ti consiglio di leggere i seguenti articoli:

Ora tocca a te

E tu hai realizzato degli AB Test? Che risultati hai ottenuto? Parliamone nei commenti!


How to Get More Likes on Facebook Page: The 4 (-2) Best Ways To Increase Likes

How to get more likes on your Facebook Page: this is one of the basic needs of people who are new to Facebook Marketing with their own Business Page. Is it really so important to increase like on Facebook in a logic of social media marketing? And, what are the best ways, strategies and techniques to get more Facebook likes, free and paid? In this article we try to answer to these questions.

Let’s start with an assumption: let’s think about among customers who start for the first time to do marketing on Facebook; their priority seems to be: “how can I get more likes on my Facebook Page?” or “how can I increase likes on my Facebook Page more than my competitor?”.

From this point of view there are 2 important points to note:

  • to increase likes on your Facebook Page, even if it’s important, it isn’t the main goal to look for in a Facebook Marketing Strategy;
  • to get more likes on your Facebook Page is an action to do in a serious and strategic way, looking for the quality of the likes obtained (where “quality” means in the first instace “targeting“) before the quantity and avoiding easy shortcuts or tricks as “auto likes” indiscriminante buying of Facebook Page Likes.

Let’s try to further explain together there two points.

Why to get more likes on your Facebook Page isn’t the first (nor only) goal in your Facebook Marketing Strategy

If it is not clear from the title, it is worth repeating:

Do a good marketing on Facebook means not only to increase your Facebook Page Likes?

Who works in social media marketing fields knows it,  but will also have to confirm that “get more likes on a Facebook Page” it’s one of the most frequently heard by the customers needs.  However, let’s try to explain why, even if it is important, to increase likes on your Business Page it’s not the first goal to be achieved ina Facebook Marketing campaign.

As we all know, the starting point of a Facebook Marketing strategy is the Facebook Business Page.

Once you have created your Facebook Page, the marketing initiatives that follow may be represented as a table with three legs , which are the three principles governing the marketing on social media.

The 3 legs of Facebook marketing

3 legs of the facebook marketing table

As we said, once you opened your Facebook Page, these are 3 “legs” that support the “table”, that is a metaphor of Facebook marketing:

  • The WHO: the first leg of the table is who likes your Page. To increase likes on you Facebook Business Page is one of the goals of your Facebook Marketing but be careful: quality before quantity, it means that your “fans” (as they previously the “likes”were called) have to be targeted with your business.
  • The WHAT: I mean what you will tell to the people who clicked “like” on your Page, in other words the contents you’ll publish on your Facebook Page. Create an editorial line for your Facebook Page is an essential point to reach the power of Facebook Marketing.
  • The HOW, how you communicate to the people who clicked “like” on your Facebook Page. The communication on your Facebook Page is perhaps a feature more important than the 2 previous legs, because it is the cause of the “social crisis”, the epic fails that happen to some big Brands on Facebook. On the other side, an effective management of communication in your Facebook Page, expecially if you are not a big brand, is essential to create involvement with your likes, commonly named “engagement”.

Why I used the metaphor of a table with 3 legs?

It’s simple: in a table with 3 legs, if you take away one of the 3 legs, whatever it is, the table falls.

That’s where I want to bring you: increase likes on your Facebook Page, even if it is one the legs of the Facebook Marketing Table,  is important the same as to create a good editorial line for your page and to communicate effectively in order to create engagement with the likes you increased in your business Page.

If your Marketing efforts on Facebook are just getting more likes, you are losing the opportunity to take full of the effectiveness of Facebook.

Just think about it: according to a statistic

[bctt tweet=”for every fan you engage, there are 34 more reachable friends”]

engagement amici fan

To get more like without considering the creation of an editorial line of contents to conveyed to your like nor considering how to communicate to create engagement, limits, if not sterilizes, your Facebook Marketing activities.

Do you know why people click “like” on a Page?

Have you ever wondered what makes people click “like” on a page?  Ti sei mai chiesto cosa spinge le persone a cliccare “mi piace” su una Pagina? Here’s a nice infographic published by Lab42 that describes what drive people to click like on a Facebook Page of a Brand.

Here are the main reasons:

[bctt tweet=”75% of people click like to feel more connected to the brand on Facebook”]

[bctt tweet=”69% of people have liked a Brand just because a friend did”]

[bctt tweet=”50% of people who click like thinks that the Brand Facebook Page is more useful than the website”]

perchè le persone cliccano mi piace facebook

Among the reasons why people click like there are:

  • for the 34% promotions and discounts;
  • for the 21% free giveaways;
  • for the 14% the loyal customer;
  • for the 11% the brand trust;
  • for a remaining 20% other reasons.

A research by Mashable confirms some reasons why people click like on a Facebook Business Page:

perchè cliccare like

Among the main reasons, you can see that;

[bctt tweet=”49% of people click like to support brand”]

[bctt tweet=”42% of people click like to get a coupon or discount”]

[bctt tweet=”41% of people click like to receive regular updates from brands”]

How to get more target likes on your Facebook Page: 3 preliminary steps

We talked about the importance of getting likes in the context of a strategy finalized also to create contents for the people who like the page and to create engagement on these contents.

Now it’s time to see 3 steps to do before starting to get more likes.

Step #1: define your goal

What is the goal of your marketing on Facebook?

  • interact with your customers in a direct way?
  • increase sales?
  • something else?

Whatever it is, it is really important for you to define your goa, because depending on your goal you’ll choose the most appropriate tool and target to increase your likes.

Step #2: define your target

Before you hit the ground running with the strategies to increase likes on your Page , take a moment and ask yourself:

Who is my target audience?

Ok, “target” is not a gorgeous term. It evokes battles, prey and hunters, concepts far from the spirit of social media, where your “fan” is anything but a “prey” to hunt, but not only is at your same level. In technical terms , it is said to be a prosumer , not a consumer , that is not the passive consumer of a TV commercial but an active consumer who can express in real time what he thinks of you and your content.

Ask yourself: what features have the people who will like on your Page?

  • age?
  • interests?
  • where they live?
  • are there other features you are interested in?

You have to define your target audience before, otherwise you risk to grow an audience not in target.

Step #3: define the strategies that you want to put in place to increase likes on your Facebook Page

Once you have defined in a clear way WHO will be your target audience, you just have to take action: what are the action that you will implement in view of your goal?

If I could  share the most effective methods to increase like on your Facebook Page, I could say that a first distinction is between free and paid methods. Increase likes on Facebook free is possibile, but you need a lot of patience.

Otherwise, the (serious) methods to increase likes paying are faster and more effective in view of the construction of a large number of targeted fans.

But let’s look at both ways.

The 4 (-2) Best Ways to increase likes on your Facebook Page

# 1: Promote your Page with Facebook Advertising

Let’s start from the technique most effective, in my opinion, in order to get more likes on your Facebook Page:  the promotion through the advertising program of Facebook, Facebook Advertising.

Why Facebook Advertising is the most effective technique in order to increase likes? First, you can have an high control of an aspect fundamental for our goal: the targeting of your fan.

But let’s start from the beginning: as you well know, when you go to the home of Facebook Ads, you can choose from many advertising objectives /results:

facebook ads campaign objectives

Be careful: you can increase likes on your Page indirectly any goal you choose on Facebook Advertising: this is due to the fact that even if you choose to use the tool of Facebook Advertising to convey visitors to your site (similar to what would you do with Google Adwords) , Facebook Advertising gives you the ability to connect your Facebook Page, thus indirectly promote it :

connect facebook page to increase like facebook ads

In any case, the objective finalized more specifically to increase like on Facebook is “Promote your Page”. When you select it, you have 3 sections to fill:

  • target: who do you want your ads to reach?
  • budget: it is the budget for your campaign to get more likes on your Page;
  • Ad: it is the place where you’ll write your ad.

Let’s start from the first section, the target audience.

How to choose the target audience for your Likes: a concrete example

How should be the “likes” of your Page? Only you can know it.

You can choose from many targeting options, for example:

  • age of your likes;
  • where they live;
  • if they are male or female;
  • interests, behaviours and many other things.

Let’s take a concrete example . Let’s assume you have an esthetician business in the province of a big city.

  • your goal is to connect to potential customers;
  • your target audience lives in a chilometric range of 20 km far from your business place, is woman, has an age range between 20 and 60 years old, and probably has interests like beauty, self care…how do you know these informations? You know them, as you know your customers! I suggest you to  to create a model, a profile, an archetype of your customer with “Buyer Personas”: you can learn more about it in this article: How to Create Detailed Buyer Personas for Your Business.

Now it’s time to fill these informations on the audience definition area in Facebook Advertising:

Facebook audience definition


As you can see, in this area you can choose:

  • the “locations” field: usually small businesses have customers who live in the neighborhood;
  • the “age” field;
  • the “interests” field.

As you can see, Facebook Advertising, on the right, lets you know the potential reach, otherwise the number of people who fall into these audience details.

This is a concrete example of the way you can define your target audience in Facebook Advertising.

After you select the budget you want to invest in your campaign to increase like, you just have to complete the final, very important section: the ad.

But let’s study in deep the most efficient ways to create a target audience with another strategy: the custom audiences.

How to choose the target audience of your likes: the Custom and Look a Like Audiences

In addition to the traditional options you can target your future like audience choosing, for example:

  • those who have visited your website;
  • the subscribers to your mailing list;

What are the advantages of this approach? Anyone who has visited your website or is registered to your newsletter has already established a contact with you, he has already shown interest in your site: so, ultimately, he could be more in line with the target audience of your Facebook Page.

With “Custom Audience” in Facebook Ads you can show your ads to those who have visited your website or who joined Facebook with the same email with which they registered your newsletter.


Just select:

  • “customer list” to find customers on Facebook from a list of email subscribers, phone numbers;
  • “website traffic” to find customers on Facebook from a list of people who have visited your website or specific web pages;

As you can see from the image, you can:

  • import a list of email and phone numbers, that probably you already own in your CRM;
  • find on Facebook these people;
  • show directly to them your ad.

Do you understand the effectiveness of this system? Instead of going in search of a potential target customer for your page, you can show your ad directly to your email or phone contacts or guests visiting the site .

But there’s more: thanks to the “Look a like Audience”, you can let Facebook Advertising finds a set of people similar to the ones you have:


Find new people on Facebook similar to your most important customers: this is the purpose of the Look a Like audience, that, starting from a source, which can be a Custom Audience previously created, a Business Page or the results data from the conversion tracking pixel, allows the identification of people similar to your original audience.

How to create an effective Ad to get more likes

Ok , we have seen how to effectively choose the target audience to which show your Facebook  Ad in order to increase the “fans” of your page. Now let’s go onto the announcement itself.

When you create an Ad on Facebook on the “Text and Link” section, you have three essential fields to fill in:

  • the headline;
  • the text;
  • the newsfeed link description;
  • the image.

text links facebook ads

The fundamental aspects are the 2nd and the 3rd. Let’s see how to optimize them.

What’s the goal of your ad? To convince your target audience to click “like” on your Facebook Page.  

Let’s start from the text: you have 90 characters, a few just to tell you the truth. In these characters you will have to:

  1. explain what you are proposing: it should be clear what it’s about your page;
  2. indicate a benefit : why should people click like on your page ?
  3. indicate a call to action: a small call to action like “click like.”

And the picture ? Use more than one representative image on your page, being careful not to violate the rule that there can’t be more than 20% of text. Why you should use more pictures?

Because, you will compare how’s going your campaign to increase like, in terms of:

  • cost per click;
  • CTR;
  • frequency , the average number of times your listing has been displayed to each person;

You may find that the ad with the image “A” works better than the others and put it in competition with another ad, optimizing your ads.

To what end? Improve the CTR and therefore the costs and effectiveness of your campaign.

How to increase likes with Boost Your Post / Page Post Engagement

As we have seen, the Facebook Ads objective more focused to get more likes on the Page is “Promote your page”.

I also anticipated you that you can increase your likes in your page indirectly with almost every Facebook Advertising objective.

One of these “indirect” ways to get more likes with Facebook Ads is Boost Your Post / Page Post Engagement objective.

boost your posts page post engagement facebook ads


As you may have guessed, this function aims to increase the visibility of your news or your status updates on Facebook Advertising.

When you give more visibility to your content, people can click the link contained in it, share it, or comment on it, in short, create engagement.

But they can also go into your page and click “like” on it: even if the Sponsored Posts are not intended primarily to increase likes on the page, the likes obtained through this method of promotion, however less than “Promote Your Page” objective, are maybe worth more.

Why? Because people:

  • appreciate your content;
  • make an extra step and go to your page;
  • and there they click “like” on it;

People who make these 3 steps have consciously chosen to appreciate your page, making multiple passes and so we can say they are more motivated and interested in your Page.

And as you know, when an user has to do multiple passages to arrive to a specific point, he could lose himself before the conversion.

So a user who comes indirectly to click like on your page from a sponsored content could be a “like” more motivated, aware and on target.

But let’s step back and let’s talk about the other ways to have more like on the page.

# 2 A free and effective method to increase the page likes: the Page Plugin (former Like Box)

Facebook provides, for the owners of Page, some tools, called Social Plugins, that you can implement on your site. One of these tools is the Page Plugin, formerly known as Like Box.

By entering the URL of your Facebook page and changing the height, width and other parameters, you can generate your own page Page Plugin, the “Find us on Facebook”, so to speak.

Page Plugin Social Plugins facebook

The Page Plugin can be inserted in your site, for example in the sidebar in a text widget, if you use WordPress.

Why the Page Plugin is an effective and free method to get more likes on your page?

It’s simple: all who enter your site, seeing the Page Plugin top right in your sidebar, can click “like”.

Ok, but does it work? All right. Let’s see a case history about it.

From 0 to 1,700 Likes thanks to the Page Plugin (with 0 expense in Facebook Ads)

Is the Page Plugin useful to increase likes on you Facebook Page?

In my opinion, yes it is.

I manage, along with other friends, a blog devoted to Philosophy, Filosofia Blog.

On Filosofia Blog we never spent a penny in Facebook Advertising.

The Likes growt in the blog has been natural and progressive, from 0 to nearly 1700 today. How? Thanks to Page Plugin.

The most of the traffic on the site is organic and made by new visitors. When a new visitor of Filosofia Blog come in, reads the article and appreciates the high quality of the content, then he clicks “like” on the Page Plugin, which is pretty visible.

It is not just the high visibility to make the Page Plugin an effective tool for the growth of the likes on the Facebook Page, but also a persuasive law, the Social Proof: in fat, when you come into a site and see the Page Plugin, you’ll notice 2 things:

  1. the number of the “likes” on the page;
  2. and, if you are logged into Facebook, the smiling faces of your friends that have clicked like on the page, as well as their numbers.

Filosofia Blog page plugin

These two aspects act in a persuasive way, stimulating us to like the page , especially if they are our friends on Facebook.

# 3 More Engagement means More Fans

When you have a few likes on your page , you can take advantage of the viral power of Facebook to engage others.

How?  Stimulating the engagement of the people who liked your Page. According to statistics of OpenForum.com:

[bctt tweet=”for every fan you engage , there are 34 more reachable friends”]

engagement amici fan

If you think it is plausible enough: friends on Facebook are often also friends in real life, and as such they share tastes, preferences … then it is possible that when a fan of your Page likes an update on your Page, someone else among his friends could appreciate it.

# 4 Take advantage of everything you have to get more likes

Without starting from so far away, why don’t you start to promote your page on traditional media you use regularly?

For example, you may advertise it on:

  • the signature of your email or newsletter;
  • your business cards;
  • your flyers or billboards;
  • brochures and letterhead;
  • your website;
  • and so on.

In this regard, keep account of two suggestions:

  • Enter the full url of the Facebook Page: if you ever tried to look for something in the internal Facebook search, you may have noticied that is not that simple. After all, Facebook is a social network, not a search engine :-). That said, enter the full URL of the page to click like, as https://www.facebook.com/www.webmarketing.academy
  • Include a call to action: why should people click like on your page? Tell them why with a call to action, such as “Click like to stay updated on articles, guides and tutorials on Web Marketing: https://www.facebook.com/www.webmarketing.academy/”

How to increase Likes on Your Page: 2 Don’t

Let’s recap: we saw 4 methods to increase likes on the page.

  1. use Facebook Advertising (paid);
  2. use of Page Plugin (free);
  3. create engagement (free);
  4. use traditional advertising (free).

Are there other methods to increase the like on the page? All right, but they are poorly effective or counterproductive: let’s see a couple of them together.

Invite your friends to click like on your Facebook Page: do or don’t?

Invite your friends to click “Like” will not last long, your friends will end sooner or later, right?

Buy Like on Facebook

Online you can find numerous services that offer, at competitive prices, huge packs of likes. Even if these “selling fans”services have evolved and now provide a minimum of targeting audience, buying them will increase the likes on the page, but these likes will not be really interested to your Page. In short, choose quality, not quantity.

Auto Liker and other automated softwares to get more likes

There are automated systems to get more likes, ad the “auto likers”: the limit of these tools is the automation and the lack of targeting.

How to monitor the increase of likes on your business Page: Facebook Insights

How do I know if my efforts to get more likes on the Page are bearing fruit? Look at the Insight section of the page.

In this section, given a certain period, you can monitor:

  • the total number of page likes;
  • the “net likes”, that shows the number of new likes minus the number of likes;
  • where your page likes happened.

total likes facebook insights

likes facebook insights


We reached the end of this long tutorial on how to get more likes on the Facebook Page.

Let’s recap together two essential points that have emerged:

Though it is a fundamental objective, increasing likes is not the first nor only goal of your marketing on Facebook: you need to develop proper engagement and to create and effective editorial line;
There are many ways to increase Facebook fans: we have seen how to do it with Facebook Advertising and in some free ways, using the Page Plugin, traditional advertising, engagement on content.
And you? How did you get more likes on your Facebook page? Let’s talk about it in the comments!