Facebook: Low conversion rate for online sales
Online sales data published this week demonstrates that Facebook can significantly help brands to get online visibility, but would have little influence on the purchasing decisions of consumers.
A study published this week by lab24 (http://blog.lab42.com/like-us)
shows the strength of the social network to popularize brands. The market analyst surveyed a thousand users, and 50% of them found the Facebook page of a brand is more useful the latter website.
However, the same study demonstrates that 69% of people who appreciate the brand presence on the social network, have "liked" a product just by imitation, because one of their friends has done the same. In addition, 22% are too embarrassed to click on the "like" button of certain brands, especially those related to diet, health, adult sites ... undermining the idea that users are happy to share everything on Facebook.
In addition, the latest study by Forrester Research, published on the 25th September, over the influences of online shopping, shows that despite the increasing use of social media, only 1% of transactions came from sites like Twitter, Facebook or Pinterest.
According to Forrester, in the vast majority of cases, consumers have a pretty clear idea of what they want to buy, and go directly to the site in question to fulfill their purchase.