Forrester Research has released a report that basically tells us that Facebook is not entirely effective right now in driving e-commerce sales. “The study found that Saudi Arabia Email Address Facebook’s average click-through rate is 1%, and its conversion rate is 2%. E-mail marketing, in comparison, has an 11% click-through rate and an average rate of 4% ”.
The reason for all this is obvious, people do not go to Facebook as if it were shopping. Its main function is to go catch up with friends or play games. Sucharita Mulpuru, an analyst at Forrester, recognizes that the page goes to the pages of the brands on Facebook in order to obtain a coupon and therefore the interest of consumers is temporary, with which it will not have an impact on future sales.
Mulpuru at the same time makes a very interesting comment: “when retailers put the ‘like’ buttons Canada people on their products, are they really thinking? Your competitors can see which products users like the most. Do they expose the sales information this way? With what need?”. Without a doubt, very interesting and deserves to be taken into account.
Is it really a concern? Yes, it is very serious to publish the information that, in theory, should be kept at home. The report, in turn, indicates that companies that sell digital products are more suitable for Facebook e-commerce.