If you’ve logged into your Facebook account lately, I’m sure you’ve seen an ad in your news feed. This is because Facebook recently rolled out with a new way for businesses to advertise inside Facebook.
The placement of these ads have been absolutely killing it for the advertisers compared to the normal placement on the right-hand sidebar. According to a new one billion-impression ad study by AdRoll, news feed ads have an incredible 49 times higher click-through rate then Facebook’s right-hand sidebar ads.
It’s a win-win for both Facebook and the businesses placing these ads. This means more brand awareness, increased revenues, social engagement, etc. for the businesses placing the ads & more revenue for Facebook since more ads are being purchased!
Since Facebook ads have been sky-rocketing, LinkedIn has noticed and they just recently rolled out with what they’re calling “Sponsored Updates”. This allows LinkedIn users to post updates directly in the LinkedIn streams of their target audience. Watch this video to learn more about LinkedIn Sponsored Updates.
You might be asking yourself, “How does this help my business other than me purchasing an ad on Facebook or LinkedIn?” Well, when 2 of the top most visited websites in the world are starting to implement a new strategy for placing ads… we should be learning from this.
We, as website visitors, are bombarded with ads and signup forms every single day on the sidebars of each website. They’re are so many ads that we’re starting to ignore these sections of the website. It’s what I like to call “Sidebar Blindness.”
Facebook and LinkedIn noticed this “Sidebar Blindness” and they knew that had to make a change for their advertisers. You should be making the change also!
I don’t necessarily think you should have ads directly inside the copy of every post/page of your website (this might get annoying for your visitors), but I do think every page you have a sign-up form on the sidebar you should test, track and measure the conversion rate when you place the sign-up form inside the copy of that post/page.
Here’s an example:
Did you notice that currently on this page I have a sign-up form on the right-hand sidebar, so everyone reading this post can join my mailing list? This is the most important “conversion” for this page. I want to capture my visitors email address so I can follow-up with them in the future with more posts, special offers, etc.
With “Sidebar Blindness” odds are you probably didn’t. Maybe 1 in 10 noticed this sign-up form. But, did you notice the sign-up form above embedded in this post? I’m sure you did and probably about 90% of you will take an extra second to see what it’s all about before you continue reading the rest of this article.
So, if my main goal for this page is to capture the email address of my visitors… do you think I would have a better conversion rate if 90% of my visitors saw the sign-up form, or 10%? I hope you said 90% 🙂
Go to your website and figure out which of your most important pages you can move “your desired conversion/goal” from the sidebar and instead, embed it inside the copy of your page(s). Track and measure the results! I’m willing to bet you will see much better results when you make the switch.
I hope this article helps increase your website conversions, leads, and revenue. If you have any questions, please let me know in the comments below.
To Your Success,
Internet Marketing Solutions Group
P.S. After you test this strategy, come back and let us know the %’s in the comments below.