Home  › Social › Social Media
fab-shops2

Fab.com Doubles Facebook Referrals

  |  April 5, 2012   |  Comments

Fashion e-tailer has leaned on the social site to dramatically increase customers.

fab-shops2Fab.com has doubled referrals from Facebook since going live with the social site's Open Graph platform in January, while also dramtically lifting members from 1.8 million to 3.2 million. Those metrics from the fashion deals site were released today in a blog post by Facebook developer Piyush Mangalick.

Open Graph has made it easier for people to share Fab.com products via their Facebook news feeds and, more recently, Timelines. Mangalick touted Fab.com for using action verbs, including "bought" and "faved," to bolster sharing.

He pointed out a pair of other tactics that retailers may be able learn from. Fab.com has pushed limited-time promotional credits on Facebook, incentivizing users to add favorites to their pages. The e-tail company has been able to increase Facebook impressions in the user news feeds and Timelines, leading to a big referrals increase. 

Timeline Study: Cover Images And Pinning Matter Little

Meanwhile, an eye-tracking study by Simple Usability suggests that brands shouldn't obsess about their Facebook Timeline cover images. The research examined what elements numerous Facebook users were drawn to, distracted by, and engaged with. Timelines for American Express, Pizza Hut, Manchester United, Gap, Coldplay, and Coca-Cola were part of the study.

Simple Usability found that Facebook users paid little attention to the cover and profile images - despite some industry assertions that these are important branding tools. Users seemed to view the cover image as corporate messaging and ignore it, Simple Usability says. While they viewed the Timeline, they focused on the previous month, implying it's important to keep the page fresh.

On one level, Simple Usability's research contrasts a study recently released by Simply Measured, which said that the pinning posts feature was helping brands increase engagement rates on their Facebook Timelines. Simple Usability contends that users failed to notice pinned posts.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs