Practical Ecommerce

Conversion Tip: Put Facebook ‘Like’ on Product Detail Pages

Editor’s Note: Charles Nicholls is an ecommerce conversion expert and the founder and chief technical officer of SeeWhy, a conversion and abandonment-recovery firm. The “Conversion Tip” below continues our series from Nicholls on his ideas to convert more ecommerce visitors to buyers.

More than 100,000 sites had implemented the Facebook “Like” button within six weeks of its launch. With Like, Facebook is set to challenge Google. Like is rapidly becoming an index of content on the web, where the index is built based on mass popularity, as opposed to an arbitrary Google algorithm. The impact of this cannot be underestimated.

Facebook is the number one website in the world by page views, and it already refers more than twice the traffic to news and media sites than Google. Web users spend more time on Facebook than all the time spent on Google, Yahoo!, YouTube, Microsoft/Bing, Wikipedia and Amazon combined.

If Facebook is the next Google, then Facebook’s social plugins are your search-engine-optimization tool kit for optimizing social commerce. Of these, Facebook Like is, by far, the most important. It’s also the easiest to implement with just one line of HTML. If you don’t yet have Facebook Like on your product detail pages, it’s time to do it.

Charles Nicholls

Charles Nicholls

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Comments ( 3 )

  1. Manish Chowdhary September 4, 2010 Reply

    Hi Charles,

    Excellent post! Facebook Like button is an excellent concept and really brings the power of the social networks in the day to day life. There are several formats of the Like and Share button, one can use. Have you all done any research on which one performs best? The same with the Twitter’s Tweet button.

    Thanks,
    Manish Chowdhary @GoECart

  2. jammoody September 7, 2010 Reply

    Good post…do you have any example of websites where this is working?

    Thanks

  3. Jagath Narayan September 7, 2010 Reply

    Good suggestion. I have seen non-ecommerce sites use this idea. Take a look at Hubspot’s http://grader.com/ for example.

    Manish, I like your point too. But I think "Like" button is psychologically easier to understand for most people than the Share/ReTweet buttons. With "Like" you are just saying that "I like this product". It is a passive act. Very different from "Share" or "ReTweet" where you are pushing that product to the whole world. I think Share/ReTweet implies more user commitment than the Like button. I agree that the Like button is also a kind of megaphone because it shows up in your facebook feed, but it seems less intrusive. Just my personal opinion. I am interested in seeing the comparison statistics too.