Friday, 30 March 2012

Dart’s data--from Facebook timeline to cart abandonment

In light of the news that Facebook timeline becomes mandatory today for all Facebook accounts, I’ve found some recent stats that focus on this area.  A study by social media marketing platform Vitrue found that 52 percent of brands saw a reduction in engagement rate when they made the shift to Facebook timeline.
However, through implementing best practices for brand pages, such as sharable content, better visuals and prioritising timeline milestones, 27 percent of brands saw an engagement rate increase of more than 20 percent. Some brands have seen as much as a 190 percent lift in engagement rate per fan.

Another report that crossed my desk in recent days is research conducted by the International Fraud Prevention Research Centre for Experian, which estimates that £1.02 billion worth of online shopping transactions were abandoned last year by UK consumers frustrated by old and inefficient identity measures. One in five of these abandoned transactions were not taken elsewhere as individuals cancelled their shopping attempt altogether, resulting in £214 million worth of net lost revenue for UK retailers. The study also revealed that 44 percent of UK shoppers have abandoned at least one online shopping transaction in the last year after becoming frustrated with the length and complexity of older forms of identity verification.--JD

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