Based on Google Analytics data, the average engagement time per active user coming from paid social is significantly lower (11 seconds) compared to organic social (30 seconds). This indicates that users acquired through paid social campaigns are engaging less with the website content, potentially leading to higher bounce rates or lower conversions.
To address this discrepancy, consider creating custom landing pages tailored to each social media channel. These pages should align with the messaging, content, and intent of the specific paid and organic social campaigns. For paid social, the landing pages should:
- Offer clear, concise calls to action (CTAs) that immediately capture the visitor’s attention.
- Be optimized for faster loading times to prevent drop-offs within the first few seconds.
- Contain content that closely matches the ad copy or creative to ensure a seamless user experience.
For organic social, where users tend to spend more time, the landing pages can provide richer content and additional opportunities for engagement, such as related articles, videos, or detailed product descriptions. By creating different pathways for paid and organic traffic, you can better cater to user intent and improve engagement across both acquisition channels.
By aligning the content and structure of the landing pages with user expectations, we can increase the average engagement time for paid social users and enhance conversion opportunities for both paid and organic traffic.