While Facebook’s Buy button might be “The Next Big Thing,” it doesn’t necessarily cater to the company’s global user base. At least not right now.
While the Buy button is still in testing by a small number of companies, it’s current format doesn’t sit well with the global community. One company says this is because the Buy button is very American. What does that mean?
Ralph Dangelmaier, CEO of BlueSnap, explained to Inside Facebook that payment systems vary greatly by country. Options like Paypal, Visa, and American Express aren’t payment options the world over, so having a Buy button that requires a credit card at checkout is a major turnoff for someone, say, in Germany.
Earlier this year, news broke that Facebook was testing a mobile payments platform that would allow users to log in for e-commerce transactions using the social network. If you had purchased an in-game credit or a Facebook Gift, your credit card information is already stored with Facebook. The company has been working on a way for Facebook users to utilize Facebook as a one-tap login mechanism, making it so users don’t have to get out their credit cards if they want to purchase something via mobile.
According to AllThingsD and TechCrunch, Facebook is rolling out this capability now for the iOS apps of JackThreads and Mosaic.
Many apps and websites have found success using Facebook as a login platform. A recent study and infographic by Gigya, a Facebook Preferred Marketing Developer in apps, examines just how prevalent Facebook login is across the internet.
Gigya found that 52 percent of social logins happen through Facebook, with Google taking 24 percent (and that figure is rising), and Yahoo at 17 percent.
Facebook is far and away the most popular social login mode for e-commerce sites and apps, taking 79 percent of the pie. However, when people want to share from an e-commerce site, they choose Pinterest (41 percent) over Facebook (37 percent).
Facebook advertising isn’t just for the Starbucks and Coca-Colas of the world. In the past few years, small businesses have taken to Facebook not only to connect with loyal fans, but to advertise to future customers.
Facebook announced two weeks ago that more than 1 million advertisers have purchased some kind of ad unit within the past 28 days. This is huge for the company, and shows that there’s an ecosystem of businesses big and small on the site. Facebook Director of Small Business Dan Levy chatted with InsideFacebook.com about how advertising through the site has proven beneficial for small businesses, and what the company plans to do in the future to continue to help these advertisers who don’t have millions of dollars or a marketing department.
Facebook today announced that its new version of Offers with larger images and calls to action are now available on Android.
In February, the social network began testing the new layout on desktop with an option to shop immediately or get a reminder before the promotion ends. The interface also lets users decide if and when to share the offer with friends. We started seeing this on iOS in early April, and the company officially announced it a few weeks later. Now, the product is uniform across desktop and mobile, including Android.
Overall, the new design is likely to increase conversions on Offers posts because of the cleaner design and more prominent buttons to “Get offer” or “Shop now.” The “Remind Me” button available for some retailers working with Facebook directly allows companies to prompt users to redeem their offer at a later date through a notification on Facebook.
Commerce and payments platform Marqeta today announced that it is the company providing the technology behind the Facebook Card, a gift card that can hold balances for a number of retailers or restaurants simultaneously.
Marqeta had agreed with Facebook not to disclose this until now. The announcement came as part of news about Marqeta’s latest round of funding: a $14 million Series B from Greylock IL, Granite Ventures, Commerce Ventures and a number of new angel and strategic investors.
The company’s +M Platform connects online and offline commerce through prepaid loyalty programs, similar to the Starbucks Card. It also allows prepaid amounts from multiple merchants, which is what Facebook is taking advantage of for its card. Facebook Card is a resusable gift card that can be loaded with balances for different businesses when a user’s friends buy them gifts through the social network.
Facebook is continuing its test with a few global retailers to make Offers more effective in generating online sales. Part of this includes a new “remind me” button on offers that appear in the mobile feed.
When we found Facebook is testing a new version of Offers in February, the options to shop immediately or get a reminder before the promotion ends were only available on desktop. Now we’ve seen this on mobile, too. The “remind me” button could be especially useful here since the prominence of mobile ads leads to a lot of clicks, but users might not be as likely to complete a purchase on their phones.
As part of a recent test that gives users a dedicated section of the site to collect offers they’ve claimed, Facebook is now recommending other offers that users might be interested in.
Last week we saw Facebook testing a new version of its Offers product, which gives users the option to shop immediately or get a reminder before the promotion ends. The new offers, which are being tested with a few select retailers, feature larger images and the interface lets users decide if and when to share the offer with friends. Offers are saved to a new section of a user’s account, which they can access from an Offers bookmark in the left-hand menu.
This week the social network began suggesting additional offers in the My Offers section of the site. Beneath offers that users have already claimed, users may see “Recommended Offers” from other retailers that have promotions going on. Facebook is perhaps hoping to turn this section into a destination for deal-hunting consumers.
E-commerce customers who were targeted with Facebook Exchange remarketing ads after first seeing a traditional Facebook ad generated 89 percent more in sales revenue than customers who entered the remarketing pool through non-Facebook channels, according to a study by Nanigans.
In a four-month study of an online retailer that generated $1.2 million in sales revenue from 5,188 customers who were retargeted through the Facebook Exchange, Nanigans found that the combination of FBX ads and native Facebook audience targeting through the Ads API was more effective in generating sales than either tactic alone.
Facebook is testing a new version of its Offers product, which gives users the option to shop immediately or get a reminder before the promotion ends. The interface also lets users decide if and when to share the offer with friends.
The new implementation could be more effective in leading to direct sales for retailers, while helping users remember to take advantage of the offers they’re interested in and giving them more control over how their activity is shared.
A Facebook spokesperson says the company is working with a few global retailers for this test, but for now other pages aren’t affected and their offers will continue to appear in the original format.