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