For the past few weeks, we’ve been exploring the impact different types of Facebook wall promotions (organic vs. paid, product vs. full store) have had on Facebook store activity and engagement.
First, we explored the impact of the call-to-action button on store sales and product interest.
Then, we took things a step further by testing the impact of organic Facebook posts about store products.
This is Part 3 of our study, an in-depth look at the impact of paid Facebook promotions (both for individual products and for the store as a whole). We’ll show you how the paid promotions impact store activity, and we’ll pair that information with data from organic promotions.
Let’s dive right into the results!
As you can see from the image below, over a period of about 3 weeks, we tested four different types of Facebook posts:
- Organic, small product image
- Organic, large product image
- Paid ($5), large product image
- Paid ($20), large store image
The top graph shows daily page views in the Facebook store, and the bottom graph shows “Buy Clicks” in the Facebook store.
While it’s quite impressive that the two organic posts were able to drive measurable traffic and engagement in the store, the winner here was the $5 paid post with the large product image. The $5 post led to 485 page views and a significant increase in Buy Clicks.
You may be asking: How did the $20 paid promotion perform worse in terms of Buy Clicks when compared to the $5 post?
The answer lies in the type of promotion.
The $5 promotion was for a specific product and the $20 promotion was for generic store promotion.
The key to take away here is that individual product promotions and deals seem to have better results, and that makes perfect sense. Potential customers are more likely to respond to posts when they are promoting one individual item. If you just post about your entire store, potential customers may pass up the post and think, “I don’t have time to browse an entire store.”
Something we didn’t test is increasing the $ amount for the paid promotion of an individual item. We only use $5. If you’re able to have results comparable to the results above with just $5, you’ll easily make back the cost of the promotion (depending on how many of those Buy Clicks finish the sale).
If you don’t know how to promote a product, see this post we wrote about boosting your Facebook posts.
It’s also important to note here that you can use organic posts to test for what type of post performs the best, and then use that type of post for a paid promotion.
For instance, if you have an organic post that does well and leads to sales you should promote it to a wider audience to gain even more sales. If the organic post does ok (but not great), you can wait a few days and then try another product that might perform better. If the organic post does poorly (let’s say you have page views but no sales), you might want to try a discount or a different strategy with you organic posts all together until you find the best-performer.
You’ll want to continue testing different approaches on your own, but this data is extremely promising. With just a few product promotions on your Facebook wall, you can dramatically impact the number of interactions and sales inside of your Facebook store.