Interesting Conversion Rate Metrics from Adobe Students Facebook Campaign

adobegameAs more marketers evaluate the Facebook marketing landscape, new data from a recent Adobe educational software awareness campaign sheds light on Facebook Page campaign performance.

Adobe created a game called “Real or Fake” on their Facebook Page that challenged users to determine whether a photo was real or edited with Adobe’s flagship Photoshop product. At the end of the game, users were presented with information about student editions of Adobe Software and 3 calls to action: 1) “Buy Now”, 2) “Play Again” and 3) “Share” the game with others. The game was up for one month, and supported by a Facebook Social Ads buy.

The results?

  • 10% of Page visitors played the game. This was before the page redesign, so marketers could expect this to be higher if they default the campaign landing tab to a specific game or experience.
  • Of those who played, 6% clicked the “Share” button at the end of the game, and 6% clicked the “Buy Now” button at the end of the game. (No data was shared on actual purchase conversion rate.)
  • The Adobe Students page got 6,000 new fans during the campaign.

The Adobe case is a good example of how marketers can create appropriate content and engaging experiences, without (hopefully) breaking the bank.

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3 Responses to “Interesting Conversion Rate Metrics from Adobe Students Facebook Campaign”

  1. Medium Happiness says:

    One thing worth noting: once a person becomes a fan of a page the marketers loose the ability to direct them to a certain tab.

    Before the redesign, everyone landed on what is now the Boxes tab by default. Now, only people who aren’t fans land on the Boxes tab. Once you become a fan you will land on the Wall page.

    “10% of Page visitors played the game. This was before the page redesign, so marketers could expect this to be higher if they default the campaign landing tab to a specific game or experience.”

    It seems to me that you could expect these numbers to be worse with the redesign.

  2. Facebook Shoots for All Time Startup Funding Record says:

    [...] at all their money woes from another angle, consider if one in ten Facebook users click on something, anything. If 6 percent of those actually [...]

  3. Facebook, Facebook should I go or should I stay? says:

    [...] quote concerning a 47% conversion rate for Facebook pages with a Customized Landing Tab, to Adobe Student’s Facebook Campaign, and Mashable’s Stats on which Facebook ad types are [...]

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