Facebook marketing has already gone through a lot of transformations and most of these are geared to enable e-commerce sites to gain more from their social media presence.
Facebook pages for business and Facebook ads have somehow contributed greatly in connecting businesses to their targeted audiences. But it looks like it doesn’t just stop there. Recently, Facebook tested a way for advertisers to create a direct sales pitch to consumers through the Facebook ‘Buy’ button.
The Facebook ‘Buy’ Button
As of now the Facebook ‘Buy’ button is still in testing phase using a small number of companies. Only Modify Watches is vocal about using the ‘Buy’ button while the others were refused to be named.
How it Works:
The Facebook ‘Buy’ button has a simple purchasing flow. Once the ‘Buy’ button is clicked, Facebook users will be able to view a product image that is of higher quality. Those who will choose to check out will then have to proceed through three more steps which include the shipping information, payment information and check out.
According to the people behind this new Facebook feature, the ‘Buy’ button could be the game-changer for advertisers and retailers but while it’s still in testing period, it is important to look at its pros and cons to be able to analyze how it can be of value to e-commerce site owners.
- It allows marketers and advertisers to directly pitch a sale to their target clients.
- Users are enabled to complete a transaction without leaving Facebook and with greater privacy.
- Transactions that were not completed after clicking the ‘Buy’ button can be used to determine the people who are interested in a particular type of product.
- The Facebook Buy button’s payment does not appeal to a global community. While payment systems vary greatly by country, Facebook should consider that Paypal, Visa, and American Express may work in America but not in places that give greater preference to other payment methods .
- As the Buy button requires a credit card at checkout, it can be a major turnoff for countries with low number of credit card users.
How Facebook ‘Buy’ Button Differs from other E-Commerce Apps
The Facebook ‘Buy’ button may be compared with other apps that Facebook uses such as ‘Sponsored Stories’ and ‘Facebook Gifts’. But there are differences that set them apart.
Sponsored Stories are built around user activity and advertisers simply pay to draw attention to an action that users have taken on Facebook or using a Facebook-connected app. The action is then shown on the sidebar or News Feed and made available for the friends of the users.
Facebook Gifts on the other hand offers a way for users to purchase items for others without leaving Facebook. However in spite of the resemblance, a Facebook Insider revealed that the difference will be on the conversion flow, and that is something that people should look forward to once the launch of the Facebook ‘Buy’ button becomes formal.
The Facebook ‘Buy’ button offers an option for e-commerce sites to make Facebook one of the social media tools that that can leverage lead generation and bring greater conversions. It is an app that submits to the demands of the social consumers especially those who are looking for privacy and security in their transactions, as well as those who want a simpler way to purchase without leaving Facebook. As it paves the way for simpler transactions that adhere with the preferences of consumers, e-commerce sites can expect greater benefits once the Facebook ‘Buy’ button is formally launched. Let’s just hope that it won’t take too long for Facebook to finally make the ‘Buy’ button available for all!