How To Use Social Listening To Improve Your CRO.

Listen to online conversations to make changes to your Conversion Rate Optimization strategy.
Rebecca Barnatt-Smith
November 23, 2021 - 7 min. read

In a post-pandemic world where the online sphere has become the hub for all things eCommerce, it’s no surprise that social media has become a key player in determining the success of your business.

With 4 billion global users, social media platforms are some of the world’s most influential leaders. Shaping opinions and constantly creating new trends, these populated platforms can act as an encyclopedia to a smart marketer.

If you know what to track and where to look, you can use your own social media platforms to help boost your business and stay on top of your competitors.

Read on to find out how to engage in social listening and use your social media analytics to help generate sales leads that will stick.

Why does social listening matter?

Without social media listening, we can never be truly in touch with our audiences’ needs and gratifications. Without a detailed understanding of your demographic, you are much more likely to see dips in conversions and often a smaller ROI.

Put simply, if your content strategy is not feeding your audience what it wants, your engagement will drop.

64% of business leaders say that social media monitoring has made a significant difference to their company, with 37% also using it to not only monitor their own success but also competitors for a more in-depth insight into what their niche demographic is craving.

Can social listening extend beyond social media?

Social listening has quickly become the new smart marketing trend on the block. Defined as an analytical strategy that scans your brand’s social media platforms for conversations and mentions, this form of research looks past the numbers and gauges a feel for what your audience is thinking.

  • What are the trends right now?
  • What product is being discussed the most?
  • Which social posts have received positive or negative comments?

These are some of the questions to ask yourself as you begin to listen to your audience.

However, the real question is, can it extend beyond a social media marketing strategy and aid other forms of business success? The answer is yes. If you are looking to improve your marketing strategy and boost your conversion rate optimization, listening to your audience could be the key to success.

Don’t just take our word for it, though. Seven out of ten marketing experts suggest that social listening is an important contributor to their eCommerce strategic success. Putting a literal spin on the ‘customer is always right’ adage pays off in the form of strong sales leads, a higher CTR and of course CRO improvements.

Using audience opinion and trending social topics to shape your campaigns, product, and website design can significantly improve your success when battling your eCommerce competitors. Engaging in conversational marketing and listening to what your demographic needs is a great way to enhance your tactics and create products and services that will sell.

Before we jump into the strategy, let’s have a look at the fundamentals of social listening and explain why it has become the new smart marketing trend on the block.

Is social listening the key to improving your CRO?

The question is, just how much of an impact can social listening have on the future of your business success outside of social media?

Well, you’d be surprised just how powerful this one smart marketing strategy is. Prioritizing customer satisfaction from the root (brand discovery) to the end of the sales string (the checkout) is one of the simplest ways to gain audience trust and improve your conversion rate optimization.

If you’re new to the game, Conversion Rate Optimisation or CRO is a key player in a successful marketing strategy. Defined by Hotjar as “the practice of increasing the percentage of users who perform a desired action on a website”, conversion rate optimization is all about driving your consumers to your site, hooking them in, and making sure they stay to perform your desired actions.

Coversion rate optimization

(Image Source: Hotjar)

As you can see above, CRO is all about optimizing those site drivers and reducing the barriers that turn people away from your desired destination.

This is where social listening comes into play. With social media channels proving to be this generation’s biggest driver to eCommerce websites, social listening is vital if you want to increase the number of visitors clicking on that link.

Better still, aspects of social listening can also be applied to your website to reduce the barriers that lose you a purchase. Look into your site’s CTR and add a feedback page within your UX design to gather information on how to remove those sales hurdles.

How to improve your CRO using social listening.

If you think social listening could be the game-changer for your CRO success, we’re here to help. Read on to find out our top tips on how to improve your own social listening and start skyrocketing those conversions.

1. Widen your listening.

It’s time to widen your platform monitoring using tools such as Google analytics and Finteza and start social listening wherever you can. Depending on your demographic’s age, gender, and lifestyle, your specific social listening platforms may differ from the classic Facebook and Instagram.

For a younger audience, it might be time to head onto TikTok and start searching for mentions across your For You Page. Alternatively, for an older business-focused audience, why not try LinkedIn for different styles of conversation?

This not only widens your listening, but each platform carries new styles of communication. Knowing where your audience is engaging with your business most will also make it easier to join the conversation and effectively target paid social campaigns.

Falcon’s Listen | Powered by Brandwatch can also help you have your ear on what the world is talking about right now and monitor brands across 100 million online sources.How to Generate Leads on Social Media Through Social Listening.

2. Extend your listening beyond social media.

The key for CRO success is customer experience, so using your social listening skills for conversion optimization could mean taking a trip away from standard social platforms.

Use your listening skills to track audience traffic and engagement on your actual website too. Introducing conversational marketing strategies such as chatbots, feedback forms, and spaces for reviews will also give you an insight into what is both wrong and right with your products, making it easier to change them for future success.

3. Learn to love change.

Once you have social listening in play, you’ll learn to love change. As one of the most fast-paced environments on the globe, the social media landscape is constantly evolving, creating new trends, new platforms, and of course, new conversations.

If you find that you’re seeing major changes in interaction and negative conversations about your brand, it might be time to change things up again.

The key here is to change with the trends and continue to stay on top of what is in and what is out, keeping your brand relevant for your audience. For CRO success, you might want to look further into your website design:

  • Is your UX design in line with the current demographic trends?
  • How is your website readability? Is engagement enjoyable?
  • Are you using your listening to address your customer’s needs?

look feel usability
(Image source: Digital Marketing Temple)

4. Listen to your competition.

While you might want to spend your time focussing on your own social listening, learning to listen to your competition too could gather more success.

See what they are doing right and most importantly see where they are going wrong. If you share the same audience, make sure you’re showing them that whatever they can’t do, you can do better.

Benchmark competitors

Falcon’s Benchmark module helps you see how you stack up against your competition. 

5. Start taking action for CRO success.

If you want to remain an active social listener, you need to start turning your insights into conversions. Active social listening is about more than metrics, it is about engaging with your customers to either fix or enhance their conversation both on social platforms and your website.

Focus on analyzing customer trends over a period of time. This will allow you to see a pattern within customer conversation, making it easier for you to act accordingly.

The key here is to not only listen but act on these conversations in order to see changes in your business success. Take this time to learn about what your customer needs and start applying that to your CRO strategy. Whether this is an entire website revamp, or simply some UX and readability improvements, listening to what your customers are asking you will set you apart from competitors and improve your sale retention.

Whether you revamp your content tactics or add a new product to the market, these insights will continue to guide your business strategy into success.

About the author

Rebecca is a freelance journalist and multimedia marketing executive with over 5 years of experience in the field. She specializes in the future of social media strategy and post-covid marketing techniques in an ever-growing e-commerce environment.