10 Facebook Optimization Tips for Merchants

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It’s been a little more than a year since Facebook first introduced the now ubiquitous Like button, and a significant update three months ago has given users the ability to add comments and increased the button’s visibility for the benefit of merchants, marketers and brands.

But how does the Like button impact e-commerce websites where it counts most, in terms of traffic volume, conversions and revenue? Not surprisingly, Facebook recently shared some favorable statistics of its own, along with some tips on how to best leverage the Like button. Separately, Facebook marketing platform Buddy Media recently released some similar case studies as well as suggestions for how to propel your Facebook content to the top of the News Feed.

We have consolidated much of that data here because it is definitely a worthwhile look for merchants, but we would also like to hear about your own experiences with the Like button and Facebook social plugins in the comments section below.

Optimization tips

1. Allowing users to add comments will significantly increase the number of clicks on the Like button

2. Display Like buttons at both the top and bottom of your posted content

3. Clicks increase dramatically when Like buttons appear near videos, images, infographics and other visual content

4. Like buttons that display thumbnail images of friends will receive three to five times more clicks than versions that don’t

5. Ask questions of users on your Fan pages, such as “Would you like …?” and “Would you prefer … ?”

6. Post fun and interactive content such as games, trivia questions and polls

7. Incorporate coupons and discounts on your Wall

8. Post time-sensitive content and relate to current events

9. Post videos

10. Include links to additional content

Success stories

1. In February 2011, Pretzel Crisps gained more than 3,500 fans and a 53-percent jump in growth within 24 hours of introducing an exclusive coupon for Facebook fans only

2. Outdoor sporting goods retailer Giantnerd.com experienced a 100-percent increase in revenue from Facebook within two weeks of adding the Like button

3. Children’s clothing retailer Tea Collection saw daily revenues increase 10 times after adding the Like button to its sale merchandise

4. Since letting users login to its site from Facebook, ShoeDazzle has learned that those Facebook-connected shoppers are 50-percent more likely to make repeat purchases every month than other shoppers

5. Since adding the Like button to every product on its retail site, American Eagle found that Facebook-referred visitors spend on average 57 percent more than other shoppers

6. Levi’s has seen its referral traffic from Facebook increase by 40 times since implementing the Like button in April 2010

7. After placing the Like button above and below its videos, video site Metacafe’s daily referral traffic from Facebook doubled, going from approximately 60,000 to approximately 120,000

8. LeWeb’s Facebook fan base grew by more than 100 percent after instituting a contest for tickets to its European Internet conference in which users had to Like LeWeb’s Facebook page to enter

9. Ticketmaster found that every time a user posts an event to Facebook it generates $5.30 of direct ticket sales

10. Online ticketing service Eventbrite revealed in October 2010 that each time someone shares a link to an event with their Facebook friends (today’s version of clicking the Like button), it results in $2.52 worth of ticket sales

So, how about you? Are you loving the Like button and Facebook’s other social plugins for commerce, or not so much – and why?

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