Organic Wall Posts Impact Facebook Store Sales

Last week, I explored the impact adding the “Shop Now” call-to-action button had on Facebook store sales and engagement.

The results showed that the button led to a drastic increase in both Facebook store sales and impressions. The call-to-action button’s appearance on mobile phones is likely the main reason for it’s success, but we wanted to take this experiment a bit further by adding Facebook wall posts to the mix.

The question we were trying to answer was this: What happens when you pair the call-to-action button with product promotions on your Facebook wall? 

When we ran the test, we wanted to count the number of sales, but we also wanted to measure interest and engagement.

We took a look at the ShopTab Performance Dashboard to see store views, social activity, and the number of times people added Facebook store items to their cart.

On two days, we measured the impact of product promotions on one of our client’s walls to see if we could correlate the posts to activity in the store.

Can you guess which two days we posted based on the image below?

organic reach Facebook store

Yep, that’s right.

On the two days that we posted about products, activity in the Facebook store nearly doubled. In this case, the posts were completely organic, meaning we didn’t pay money to “boost” the post through Facebook.

Here’s an example of one of the wall posts. Nothing fancy, just a brief post describing one of the deals in the Facebook store.

Shed Head post 1

138 likes, 12 comments, and 12 shares. Sales after this post skyrocketed, and the interest/engagement were noticeably larger in the Facebook store compared to days where products were not mentioned.

We’re going to take this test one step further.

Instead of just testing organic posts, we’re going to test paid posts (“boosting” the product promotions using Facebook’s ads platform) to see what impact that has on Facebook store activity.

Come back next week to see what impact paid promotions have on our featured Facebook store!




Zach Beattie

Zach Beattie

Hi, I'm Zach! Welcome to the ShopTab blog, the best place to get the latest and greatest tips and tricks for Facebook selling and marketing your Facebook shop. Feel free to email me at zach (at) (yep, that's a real email) if you want to connect. I'd love to hear from you.