What are realistic conversion rates for entertaiment apps using FB?

Chris Carruth VP/Director. Strategy | Business Development | Operations | Product | Solutions

June 8th, 2015

Looking for some reasonable and conservative rates for:

a) click through rates to web site using targeted FB ads

b) click through once at site to respond to call to action (not purchase)

We are looking to do a very, very small trial for a new concept. Goal is to spend as little as possible to end up with 100 responses to the call for action. In this case the action is filling out a web form that analyzes their inputs and shows what they can save using our app. No cost to them to do so. Only cost is if they want to "use" the app.

I can find published information but in this case am looking for proof points that are in the video on demand/entertainment space.

Alex Konov

June 8th, 2015

a) CTR - would depend a lot on the picture / headline used in your ad, and how well you would guess your demographic settings, but if I were you I would assume 0.15 - 0.3% CTR

b) Conversion Rate - the longer your form, the smaller it is ... assume 5%. If the form is longer than 3 input fields, try to split it into 2 pages, 1st page would only take their email, without hinting for the 2nd page, once they submit, show them the 2nd form with some convincing messaging to encourage them to make an effort and fill the page 2 as well and get their gratification (i.e. see "what they can save"). If they would fall off on the page 2, then at least you could email them later with the link to page 2 asking them to complete page 2

Based on these assumptions, to get 100 forms filled, you would need 100 / (0.05 * 0.0015) = 1.3 M impressions and 2,000 clicks on your ad