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Personera.com allows people around the world to design and order print products personalized with their Facebook content. This presentation outlines the best practices that we use in our implementation of Facebook Connect.
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www.personera.com
FACEBOOK CONNECT BEST PRACTICES For Commerce Sites
Launched November 2009. Facebook-personalized, useful consumer print products.
WHAT IS PERSONERA.COM
• Only sign-in system on site • Simplifies account admin • Pull user content for products
FB Connect
Designing for Connect
• Market scalability? Facebook at 350m users and growing… • Customers aren’t used to buying Facebook-related goods yet • Users require directions, guide their attention, and do it fast
2. Clearly explain tie-in with Facebook
3. User understands, then connects
1. Display BIG call to action button
WEBSITES FOR FACEBOOK-BASED COMMERCE
DATA GATHERING & OPTIMIZATION
Data collected at login • Automatic: Name, profile pic, birthday, sex • Permission: Photos, friend’s birthdays, events • User input: Email address (key for commerce sites)
Birthdays, Events Photos
Bottleneck Problem • Many photos take long to download from Facebook • Birthdays for users with many (1000+) friends • Request photo data from FB over HTTP can be slow
“Permission” data stored temporarily.
Goal: show instant personalized product preview
Optimization Solution • Do fetch operations in parallel (no queue) • Tip: Perform fetch operations in background
Show new users auto-filled product previews after login – personalized experience!
• Returning users see custom dashboard
Add user’s name and profile picture to welcome message
CREATE USER ENGAGEMENT
• Use Facebook Ads to generate qualified leads (i.e. Facebook users) • Average CPC = $0.50 • 50% of visitors (from ads) sign-up via Facebook Connect • 77% of logged in users create projects, plenty check out • 100% of user orders from Facebook ad visits use special discount (e.g. “FB40”) • Use ads to easily increase fan page community
1. Catchy headline 2. Colorful graphic 3. Exclusive offer
Extra tip: Show fan box widget on homepage!
Site Ad Fan Page Ad Ad Tips:
USER ACQUISITION
TRAFFIC: CLICK THROUGHS ON STORIES Publish stories back to user’s Facebook feed to increase free traffic
• Test #1: Stream post after user logs in:
Analysis: • Avg. 6 clicks per post and growing! • 2nd highest source of new users • Tip: Upon checkout, post to stream
Posts custom site preview to user’s stream!
Analysis: • Avg. 1.5 clicks per post • Slow growth in click-throughs • Not attention grabbing enough
• Test #2: Stream post after checks out:
Contact: Sheraan Amod CEO, Personera http://www.personera.com sheraan@personera.com Office: +27 (0)21 409-7019 Cell: +27 (0)83 786-8310 Twitter: @personera
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