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 Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

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

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Writer
      Web Writer (Money Map Press) - BaltimoreDo you have a passion for the markets and investing, and writing? Do you want to spend your days providing...
    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...