Trending this month



May 16, 2011

Online Sales Conversion: Web Site Vs Facebook Store

 
 
 
 
According to a Webtrends, Facebook stores now have the same sales conversion rates as e-commerce Web sites. “The Effect of Social Networks and the Mobile Web on Website Traffic and the Inevitable Rise of Facebook Commerce” was created in conjunction with Adgregate Markets, a leader in distributed Web commerce that creates Facebook storefronts for its customers.

  • Among the 44 companies examined, 18 of them (about 40%) exhibited extremely high traffic to their Facebook page compared to their Web site for a 3 month period

  • Of the 22 categorized as ‘Non-E-commerce’, 13 companies (about 65%) received more unique visits to their Facebook page versus their Web site:
  • One month after store launch, the base level of traffic equals 1 to 10% of fan base.
  • Facebook stores on average generate a 17% social engagement rate (merchandise “likes” and “shares” per visitor).
  • Facebook stores generated on average Earned Media Reach to friends of fans equal to 25% of fan base. (Earned Media Reach is defined as additional reach to friends of fans through fan activity within a store, e.g. when visitors “like” and “share” products.).
  • Facebook stores are efficient at acquiring visitors cheaply through wall posts, with post-launch wall posts generating on average 1,673% spikes in store traffic
    SOURCE: BOOZ & COMPANY

  • Facebook stores generated on average 5.9 pages views per visiT Facebook store dwell times average 2:50 per visit, growing 50% over last three monthsFacebook commerce conversion rates range from 2% to 4% and are on par with e-Commerce websites. (avg. 3.4% Forrester/Shop.org2)
    • Average order value of $104 with 24% growth month over month (largely dependent upon retail vertical
    •  Facebook stores generated on average 5.9 pages views per visit.
    • Facebook store dwell times average 2:50 per visit, growing 50% over the last three months.
    • Facebook commerce conversion rates range from 2% to 4% and are on par with e-Commerce Web sites. (avg. 3.4%, according to Forrester/Shop.org).