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Hack Your Facebook Page for More Clicks

| January 16, 2014
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Today, Bryan Kern, a research expert here at UserTesting, shows us some neat tricks to get more click-throughs on our Facebook pages. Enjoy!

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Facebook, am I right?

With more than 42 million Facebook pages out there already, how do you get yours to stand out more? You can see that people are hitting your Facebook page from the awesome tips you gained from a UserTesting post earlier this summer. (I strongly suggest reading that post before reading this one! It will give you an introduction for how to best use UserTesting’s tool to test your Facebook page.)

So you’ve made it this far, and you want to figure out why people are not clicking through to your actual website from your Facebook Page.

Who you gonna call?

UserTesting!

Since you don’t have any control over Facebook, unless you are Facebook (in which case we would be having a completely different discussion), you’ll need to know the right way to post content to your Facebook page to get users to click through to your actual website.

Know the most effective, totally awesome way to post pictures.

Our research team here at UserTesting ran a test to see how users behaved when interacting with Facebook pages. Specifically, we were interested in finding out whether users would click through links in Facebook posts to get to a website. We found (to no surprise) that people wanted to click on pictures. Pictures! Who would have thought pictures are things people want to click on? Well, Facebook doesn’t make it that easy to do this.

 The issue was that users would click on a picture:

pic1

But this would happen:

Notice that there is a link to the website in each picture, but clicking on the picture does not lead a user to the website — it takes them to a photo album within Facebook.

Notice that there is a link to the website in each picture, but clicking on the picture does not lead a user to the website — it takes them to a photo album within Facebook.

The picture above shows a post with a link inherent in the post, but the picture does not link to the client’s website! Booooooo!

But wait, don’t panic! There is a way to get pictures to link to a webpage. Instead of adding a photo to Facebook and then putting a link in the description, go to your page and simply enter a link into your status bar. Facebook will “scoop up” the images from the webpage and present them to you as thumbnails. You can then select the thumbnail you want and share the link as a picture. Cool hack!

For an example, we can look at Unbounce’s Facebook page here:

Example of a clickable picture that brings followers to a webpage.

Example of a clickable picture that brings followers to a webpage

pic4

If you were to click on the picture in the post above, it brings you to this website. This is exactly where you want your followers to go!

Pro Tip: Do you want to make sure the right image gets shared every time someone else posts a link to your site? The Open Graph image tag (og:image) tells Facebook which image should be shared for each page. This is a meta tag that can be placed in the head of each page and looks like this: <meta property=”og:image” content=”/yourimage.jpg”/>

If you want to check what Facebook sees when you post a link, use their debugger tool. This will tell you whether your post has an open graph image, what the image is, and any other problems that might be on your page.

If you want to learn even more about manipulating pictures in Facebook, read this article, which gives an advanced way to modify pictures utilizing Facebook’s debugger.

Know how to post using just text.

    Ask yourself these questions before posting a picture to your Facebook page: “Do I want users to get to my actual website?” and “Are the pictures helpful for this given post?” Sometimes, you may decide to leave pictures out if they aren’t reinforcing what you want your followers to do.

    If you are going the route of picture-less posts, but still want users to click through to your website, make sure that you keep the goals of your post in mind. Most importantly, make the link the focal point of the post! If you consciously show your followers that you want them to make it to your website, then don’t discredit your link – get creative.

    Most Facebook pages wait until the very end of post to provide the link. Why not try a different approach: make the posts shorter. When asking users about which posts they pay attention to, most said, “Not the ones with text, especially if there is a lot of text.”

    Which post would you be more likely to click on? I know which one I would…

    Which post would you be more likely to click on? I know which one I would…

     

    Short, succinct phrases are easy to digest – and there will be more of a chance for your followers to click through to your site!

    To wrap up, always keep these things in mind:

    1. Know what you want to do. Think about the goals and objectives of content you’re posting on your Facebook page. Is it able to be easily digested by your followers? If not, change it!

    2. There’s more than one way to post a picture. If you want users to click through to your website, know that uploading is not the only way to bring in pictures to your post. A user would rather click once than twice. So if they have already clicked once to see a picture, they’re less likely to click through to your website link in the photo description. Stick with links to encourage click-throughs.

    3. Keep it short. If you are relying on just text to push people to your website, remember that short, succinct posts will grab users more than long-winded posts.

    4. Always test your Facebook pages! The more you know about what your users are thinking, the more you know about what to modify on your Facebook Page.

    As a bonus, here’s an article that ranks the best Facebook pages from September 2013. It’s always a good idea to see how other pages are getting more and more followers!