Goodbye Clutter—Hello Increased Conversions: 4 Things You Can Learn from Facebook’s Newsfeed Makeover
“Goodbye Clutter.” The title that Facebook chose for their newsfeed makeover page says it all—the company is getting serious about user experience. While Facebook has made some changes in the past in order to accommodate more images and video, it seems that now they even took it one notch higher.
If you are into user experience, it’s great to be working for Facebook. Every day, hundreds of millions of highly engaged users spend hours on Facebook, making it one of the largest usability labs on earth. On top of this, Facebook has the money and experts to analyze the data and come up with powerful usability insights.
So, Facebook has done the research, got the insights and built their new look. What works for Facebook can also work for you! What can you learn from the Facebook newsfeed makeover that can increase conversion rates on your website?
1. Vibrant visuals bring your site to life
A picture is worth a thousand words… And Facebook decided to change their newsfeed to reflect that. Facebook has decided to put more emphasis on visuals and take some of the emphasis away from text with its new look. I guess that nearly all of us had the experience where our images got far more shares, likes and comments as compared to our status updates without images.
Therefore, we need to learn from the new Facebook user experience to get more images to our sites. Great visuals to add can range from product images to illustrations and eye catching infographics. Like in Facebook, images generate engagement and higher engagement leads to higher a conversion rate.
2. Videos are here—big time
If a picture is worth a thousand words, imagine what 30 frames per second can do! Videos are now taking center stage and are more inviting and engaging than ever. The reason for this is probably that Facebook learned that videos leave people on the site for longer and get more feedback.
Do you have videos on your site? Do you have a plan for creating a video blog or video presentations for your products or services? Professional looking videos are now easier to produce than ever, so take this advice from Facebook and get more videos on your site.
3. Give people choice
Remember the guy from high school that’s constantly updating his feed and never stops? Now you don’t have to see his updates anymore. The days of one feed fits all are long gone and now you can choose which feed you want to see. Your choice can range from all friends, most recent, music, games and more.
Is your website one size fits all? A case study from Magazine.co.uk shows that making it easier for users to navigate to the magazine that they are looking for boosted overall magazine sales by 28%. Making sure that your visitors find it easy to navigate to the pages that they find interesting is likely to lower your bounce rate and increase the time users spend on your site.
4. Go mobile
One of the major changes in the new makeover is a cleaner look for mobile. Mobile is becoming a major source for traffic and should be on every site owner’s mind. Yet, mobile user experience is very different from the desktop one. Hand gestures instead of clicks mean that you need to optimize your site differently for mobile users, so follow the Facebook example and make sure that you are mobile friendly.
Do you like the new look?
Whether you like it or not, Facebook’s new look is here to stay. Nevertheless, Facebook is one of the largest usability labs in the world, so make sure that you take the best insights that led to the newsfeed makeover and apply them to your site.
Tweet your takeaways from the Facebook newsfeed makeover using #ClickTale
Web analytics are a major investment for any online website both in terms of tools and personnel. However, web analytics teams and tools face the challenge of actually showing their contribution to the top line in order to compete for budget. More specifically, the challenge is to take all of the advice and suggestions for improvement and show how much incremental revenue they contributed to the company.
Can web analytics experts just sit idle when organizations are scrutinizing every investment and CEOs are looking for higher ROI? How can web analytics increase accountability and turn its perception from a cost center to a revenue generating machine? Avinash Kaushik and Jesse Nichols suggest that it is time to start calculating the ROI, or as Nichols calls it, “Return on Analytics” (ROA).
It seems that everyone is jumping on the ROI bandwagon these days. Marketing is measured by Return on Ad Spend and new product features are measured on incremental sales. Internal tools are measured on the work (and cost) that they save to the organization.
According to Kaushik and Nichols, the challenge in Web Analytics is that it improves the ROI and performance of other teams which makes it hard to calculate its contribution directly. For example, if an analyst improved conversion rate by 50%, marketing can then say that ROI on ad spend is 50% higher and therefore more budget should be allocated to Marketing.
Kaushik and Nichols have a different suggestion. Their solution is to sum up the improvement over a period of time and divide it by the total investment in analytics.
For example, let’s imagine company is investing $30k in analytics and gets a return of $120k in monthly sales—or overall a 400% ROI. Now, they hire a web analytics expert that is able to take the same investment in marketing increase conversion rate and user experience and turn it in to $180k in revenue.
The challenge is that right now, the Marketing team actually claim credit for the improvement, while it is hard for the analytics team to be recognized for it. However, by calculating the ROA, the web analytics team can show their true worth.
Let’s assume that the company invests $5k per months in web analytics tools and services. So a monthly improvement of $60k in revenue and $5k in cost delivers an ROI of 1,200%. You don’t need to be a finance professor to know that is a great return.
To get the place they deserve in the organization’s totem pole, the analytics team need to be able to show indecisively the contribution that they are making to the organization’s top line. If they would like to justify the investment in more sophisticated tools they should compete with the other departments on ROI or ROA.
Adobe Omniture Digital Marketing Summit EMEA 2012
Battersea Evolution, Battersea Park
Come join us at Europe’s leading digital marketing and advertising event, home to over 1,500 digital marketing, ecommerce and web analytics professionals. This is a great venue to gain insights into industry specific business challenges and money making best practices so you don’t want to miss out.
And, of course, we would love to see you there Comment below to schedule a time to meet.