In order to achieve this, you might have starkly different call-to-action on your social media content and landing page. The CTA on your social profile might read something like:
“Click to learn more!”
While the CTA on your e-commerce a landing page might say:
“Buy your energy efficient LEDs today!”
There is zero consistency between the two CTAs. When people engage with your social media post, they are not psychologically prepared to follow through with the conversion goal on your landing page. They were probably just expecting to visit your site to learn more about their options. You will be fighting an uphill battle trying to get them to make a purchase, because you didn’t prepare them for that expectation.
Your conversion rates will be higher if you bridge their expectations by following through with the same long-term goal. You might want to change the call to action on your social media content to resemble something like this:
