When it comes to the layout and design of a business or branded Facebook page, there isn't much room for imagination. Aside from a customizable profile image, everything on screen carries a standardized look and feel. Heck, even the profile image appears in the same spot for all pages.
That's why it's so important to post images and content that gets you noticed right away. EyeTrackShop, a New York-based startup that measures the effectiveness of print and online ad campaigns by charting eye movement, recently conducted a study that sought answers to what people specifically look at on Facebook-brand pages.
Here are EyeTrackShop's findings and my takeaways for your business:
The wall on all brand pages attracts almost all respondents' gazes. What you post matters. If you consistently create and publish great content -- items that really matter to your fans and add value to their day or contain an appropriate call-to-action -- you're more likely to attract and retain those readers.
Walls also attract the viewer's attention for the longest amount of time. Again, this reinforces the need for compelling content that builds on itself. Working in reverse chronological order (because that's how posts appear), Wall posts should compel the user to scroll down the page, keeping their focus and attention on your Wall. You should cross-reference previous status updates as a way to get visitors to scroll down the page and consume more of your content.
Small pictures get attention, as 85 percent of those surveyed look at the smaller pictures just above the wall. As with all content on a branded page, pictures should be relatable to your audience and speak to a need or curiosity your visitors have.
Three quarters of viewers look at the larger picture of the brand's product. Regardless of how long the user gazes at your profile image, having a great image makes a lot of sense. Look at EyeTrackShop's own profile image and you'll see how it isolates multiple images within the same profile picture. Now that's smart. Follow their lead with your own profile image -- include a photo and messaging or a call-to-action.
If you're a merchant who doesn't even bother with a Facebook page, you may be interested in a study EyeTrackShop recently completed on the layout and content of storefront window displays for brick-and-mortar retail shops. That study suggests that time spent by shoppers looking at a window display has a direct correlation to sales. The most successful window displays, according to EyeTrackShop, are those that hold the viewer's eye the longest. Lots of intricate detail is good -- and if it has motion, all the better. The longer a passerby is looking, the more likely that shopper will make a purchase.
How have you boosted the stickiness of your business's Facebook page? Leave a comment and let us know.
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Comments:
Hi Mr. Taylor, I thought that maybe I could provide some insight in response to your question. Ideally, what any company should aim for is a connection between their different social media outlets. You don't want customers who only look at your Facebook page to miss out on the cool promotion that you are offering on your Twitter page. On your Facebook page, post links to your blog articles. This will get traffic moving between your sites. At the same time, you don't want customers who follow all of your pages to be bored by seeing the same content on each one. It sounds like you are using your blog and your Twitter for their ideal purposes. One thing that Facebook has, which is unique, is the potential to organize photos in easily-accessible albums. While you can post photos on both Twitter and your blog, they are more scattered and harder to access at once. On your Facebook page, create albums with different samples of your work. One album could contain examples of your t-shirt designs, another could contain screen shots of different websites you have designed, etc. Or you can think of another way to organize it. This really depends on your company and its needs. As with Twitter, use your Facebook statuses to reach your viewers and give them a glimpse into the day-to-day life of your company. Post photos of your staff, if you want to. Post links to articles and movies and artwork that you stumble upon on the web and think that your customers would be interested in. Trying to reach a younger, hip audience? Create a soundtrack of your employees' favorite songs and post it to your wall. Trying to reach a professional audience? Use your wall design and your posts to show them how your company can mesh with their needs. Make it unique. The important thing to remember with all of these sites is that your goal should be to keep the posts coming! A frequently-updated page is exciting to your viewers. It helps them get to know you and your company. It is free advertising that can reach hundreds of thousands, and that is so exciting. Best of luck to you! Abigail
Great article... I have a question about posting to your wall on Facebook. Should you make the same post on your wall that you do in your blog or should these be different. My company has a blog where we post in-depth articles and we have Twitter for those quick updates but I'm never sure what I should be putting on Facebook. I want to connect with my customers/viewers but my Facebook page, even to me, seems like just an ongoing ad. Any Advice. We are working on a custom Facebook welcome page but it's not finished yet. However, maybe by the time someone clicks on this it will be finished. http://www.facebook.com/Vision5Studios?sk=app_275179805878801
Debbie, people may only go to your welcome page once, but that is the first impression that they get; which you can never do too well. What I really hate is when people use the free apps that say "created with free app whatever" at the bottom. Man, lets print CHEEP-O all over your first impression then try to give a professional appearance. What do you think of my welcome page? https://www.facebook.com/hummingbirdhollowcreations#!/hummingbirdhollowcreations Great blog, I am certainly going to go read more : )
These are the most important factors which can boost your fan page.
good to read this article, this is very informative for me.
good to read this article, this is very informative for me.
This information is very good for me . Very spacial thanks to Author of this article
Generally people only go to your Page one time. Once they LIKE it and become a Fan they have little to no reason to go back. It's similar to your Wall for Profiles. Think of how seldom you go to the wall of your friends. Instead you see their status updates, photos, shared links, etc in your newsfeed. Facebook has made a lot of changes recently and these changes are causing Fan Page posts to show up much less frequently in people's newsfeeds. Businesses need to stay on top of these changes and find ways to get their fans to interact (Like, comment, share) because interaction is key to having your posts seen in their newsfeeds. Content is even more important today than ever. I hope you'll fan my page http://www.facebook.com/BizBuzzNH for more information. I look forward to checking out the Fan Pages of others who comment here as well.
Also I find, pictures do much better than video on our page, although I haven't quite figured out why yet.
Wow.....never knew small images get attention. Very good information a must read.
EyeTrackShop only has 567 likes with only 73 people talking about them, about 15%......take that for what it is.
Don't forget that you can add your entire website to your Facebook page as well with the MyWebees app - once you direct users there, I'm pretty sure they'll stay on your page longer :)
Hi Mikale! It is really very impressive post. Your way of explanation about the pages that are attractive in the Facebook is very interesting. Keep updating.
Really Impressive article. I wonder what will ever become of mankind. Seems like that quick and resourceful will outlive all of our smart people :) By the way, thanks for posted an very interesting post, just turn around here and hope for finding more useful content. Nice topic, and good luck!
How to get a Welcome page like that? Do I need HTML?
Companies that do give-a-ways always get people interested in joining their page.
Ohhh, thanks Robert Pruitt....
Content is still king, but publishing great photos and having an interesting looking social profile are still important. For small businesses selling a product, appearances really do matter. Thanks for the read. Lauren at Volusion www.volusion.com
All great points, but what I find in our own Facebook community that just recently surpassed 33,000 members, keeping the fans engaged and making them and their input a part of the Facebook experience.
Looks like valuable contents is the key to attract visitors to come back again and again ...
Look at you ~ the very first poster. I'd say you read it on time, before most anybody else. P.S. - I think Google + has it better.
Yeah I hope to read this next months on time still waiting on my past 2 issues. Thanks Entrepreneur you run a great company.