Test week - the results
Michael Apte
Before we go live I wanted to get a feel for what messages, channels and creative would have an impact. Here is some of what I’m learning.
- People will sign up.
Which is pleasing. The numbers? Last night I approved our 50th member!
- Conversion is really poor
Traffic to the site from some test ads has been strong but conversion is low. I am still learning about and setting up the basics like GA4, reminding myself how the Meta Business Suite works and learning LinkedIn Advertising for the first time.
Really though, I suspect conversion is low as the website doesn’t have a lot of social proof or even tangible content yet. Peer recommendation is going to be key in these early days, otherwise it’s a leap of faith to sign up. The Blog and Contact Us are some small steps to communicate more of the story.
- Join now is a stronger call to action than a survey
I thought a survey would be a better entry point but actually… the “Join now” ads are working better. It could be that it’s a simpler proposition.
- People are following social more than I thought.
Relatively speaking, Insta is a hit. I guessed our audience would primarily be there rather than Facebook but we’ve got all of three posts and a couple of basic test ads and yet… already 66 followers. I *think* they are genuine. Meta is steering 80%+ of traffic to Insta so clearly it’s getting the better response vs Facebook.
Our LinkedIn page is up to 119 followers as at today. Mix of tactics - I used the “Invite to follow” you can use on business pages to ask some of my network so it’s a combo of that, a test ad and maybe some organic driving take-up. I hope the LinkedIn followers will be particularly important when we go live, the social proof of someone you know already following the page. We shall see, first time really using page rather than my own profile.
A lot learnt!
