If you’re using the web then I guarantee you’ve been prompted with the opportunity to deposit your personal information by means of a form. It’s a way for companies to learn a little bit about you, and to have a way to connect with you down the road. In contrast to this approach, we provide our clients with rich data about their customers using our application for Facebook.
However, we’ve had a few inquiries from clients regarding the methodology we use to collect data through our Facebook application. Some are under the impression that by asking their customers to accept our permissions, it’s causing them to abandon the process altogether. Fearful of the misconception that potential customers are in jeopardy, they might claim that form fields are a superior alternative.
Are they right? Could a Facebook app be scaring away all of their customers?
It came to my attention that we are not the only ones who have had clients voice concern on this issue. AgoraPulse experienced customer concerns similar to our own, so they pulled their app data to investigate. Specifically, they were looking to compare forms to Facebook applications, and how conversion rates varied between the two.
The comparisons were made across three different campaigns: Sweepstakes, Instant Win, and Fan Vote. The Instant Win category in particular had a noteworthy turnout of over 24,000 visitors, and the results showed that the Facebook app conversion rate was 88.3%, while the form field had a completion rate of only 27.3%. At CoupSmart, we average a 92% opt-in rate for high value coupon offers.
Furthermore, in the 2014 Formstack Form Conversion Report, they calculated the percent of successfully submitted forms for the top industries that use their service. On the list included “Small Business”, with an average form conversion rate of 13%, as well as “Marketing/Consulting”, averaging at only 7%.
Still concerned that using a Facebook app will drive away potential customers?
A conversion rate of 100% is unrealistic. That being said, there are many reasons why Facebook app authorization, although not perfect, is still the ideal option.
- It’s an easier and less time consuming alternative. Customers literally click a button and avoid the grief of having to fill out a questionnaire.
- The information you collect is more likely to be legitimate, as opposed to a form where someone can easily submit inaccurate/false information.
- You will collect a lot more information. Every question in a form pushes you further and further away from the likelihood that a customer will actually complete the form. But through the application on Facebook, you can list out what information users are giving you access to before they give their permission.
- They are already on social media, so there’s a much greater likelihood that they will share their experience with people in their network.
So what can be done to ensure that you get the best results?
Less is more.
At CoupSmart, we only ask for data that is absolutely needed. By requesting less information, a customer is more likely to follow through.
Trust. Trust. Trust.
In The Truth About Facebook App Conversion Rates, the author identifies components that make up your trust factor.
- Your brand’s intrinsic credibility
- Your campaign’s credibility
- Your transparency on how your participants’ data will be used
You’re not (or at least hopefully not) using their data in a malicious manner. As discussed in my previous blog, consumer data is mutually beneficial to both parties. So make sure that your intentions are transparent, and you will give the consumer the confidence they need to provide the data you are looking for.