Facebook has recently made an announcement that it is testing a buy button on ads and page posts to purchase a product directly from a business.
But why you should care and how will it affect you as a marketer?
The new buy button will keep users inside Facebook, means fewer purchase steps. It would lead to shorter sales funnel and higher conversion rate, especially in case of mobile users which are growing in numbers by every second.
People are spending more and more time on mobiles today and most of the time its on social sites. Facebook’s ads have already been found to be efficient. With the new buy button, it is leveraging the social audience and providing one more tool to marketers.
Josh Constine from TechCrunch, who was also a Lead writer of Inside Facebook, says “You just click Buy, and click again to confirm, and the item is on its way to your door. It’s like the candy they sell in the grocery line. You’re already at checkout with your credit card out, so it’s easy to make an impulse purchase.”
Mairead Ridge, a senior manager of marketing at Offerpop, wrote for AllFacebook, “It’s worth noting that the buy button may not be for everyone. Large retailers might be committed to retaining a single system of payment and hesitate to allow transactions to be processed through Facebook.”
Here are some of the takeaways for marketers from her article:
- It’s an easy way to convert your audience where they’re spending time
- It’s a smart tactic for demonstrating Facebook’s return on investment
- Scores of social data = super-targeted ad campaigns
- Facebook recognizes that shopping has become more social