Facebook has announced that it’s testing a new feature that will let users buy products from businesses directly through the site or mobile app. This addition has the potential to make increasing sales through Facebook easier for businesses and could increase conversion rates for ads and posts.
What we Know About the FeatureImage source.
We don’t know very much about this new feature yet, except that it will add a “buy” button to some Facebook ads and posts. This way, people can buy products through Facebook without leaving the site or app.
Facebook explained that the payment will be secure and users will be able to store their credit card information on the site or check out without saving payment information. It also states that payment information used on Facebook won’t be shared with other advertisers.
According to the announcement, the feature is currently being tested with some small and medium-sized businesses in the United States. Facebook says it will be assessing feedback, so it may be safe to assume that if the feature works well it could be available to businesses everywhere.
You can find out more about the test on the news section of the Facebook for business website.
How Businesses will Benefit
While this new feature hasn’t been expanded for all businesses and Facebook advertisers, it is an interesting development that could benefit your business later. Facebook seems eager to stay relevant and to entice more businesses to use the service and buy ads. If the tests go well, and the new feature is unrolled for all businesses, you could use it as a major part of your social media marketing campaign.
The addition of the “buy” button would give you a way to include a very visual and clear call to action. When you advertise products or just post information about them to your page, you could make it much easier for people to make a purchase.
Conversion rates could increase because making purchases would be faster and easier and customers could buy things as they use Facebook. People may be more inclined to make spur-of-the-moment purchases, especially if they don’t have to stop what they are doing.
Currently, advertisers can include links to their website and product pages, which makes it easier to convert people into buyers, but does require some extra work. The ads need to be enticing enough to convince someone that they are worth clicking on and exploring further. With the new button, some of that inconvenience could disappear.
How to Make more Sales Now
In the meantime, you can make sure your ads and posts are as optimised as possible to increase sales. Start by using ads that are appealing to your target market and make the shopping experience better. Link directly to a page where users can make a purchase and make sure the checkout process is easy.
To enhance your page, work to build a following of people who are likely to become customers and then post strategically so people will be interested in visiting your website where you can convert them to customers.
We’ll keep an eye on this test and keep you posted as it develops and if it becomes more widely available to businesses.