There's no denying it: mobile devices are becoming increasingly present in people's lives. No other product in the history of communication has had such rapid adoption. And this is changing the way we connect with each other and discover new things. Companies, however, are still in the midst of this transition.
The biggest challenge for advertisers is reaching their customers and increasing sales on mobile devices. The shopping experience on these devices is still difficult: navigation is not user-friendly, pages don't load quickly, and there are many steps before payment is completed.
Facebook realized that people access Facebook not only to connect with friends and family, but also with products and brands. In fact, research suggested that almost half of them use the platform to actively search for products—most of them discovering something new in their News Feed, Pages, and Groups.
This behavior, which already occurs on Facebook, offers the opportunity to improve the experiences of more people and advertisers. Facebook wants to build native experiences that facilitate product discovery on mobile devices for people and boost sales for businesses. The opportunity is huge. Most of the time people spend on mobile devices is in apps, including... Facebook and the Instagram
Some of the updates have already been released and are improving the mobile experience. Others are in early testing phases, evolving as they receive feedback and suggestions from users.
Proven solutions for boosting sales.
Last year, it was launched carousel format, which allows advertisers to display multiple product images and links in a single ad.
Based on initial tests, advertisers noted that the cost per conversion drops between 30 and 50% with carousel link ads. They also took the carousel ads for Instagram And recently, videos for this format.
Retailers are seeing positive results when using the carousel format to bring their creatives to life in dynamic product ads. With dynamic product ads, advertisers can upload their product catalog and allow Facebook to automatically deliver the products most relevant to people.
They can display multiple products in a carousel format, allowing people to easily browse and make discoveries on their mobile devices.
Testing ad experiences to make shopping easier.
Canvas: A new native way to navigate from ads.
When people click on products from ads in their News Feeds, the websites they are directed to often take a while to load and are not mobile-friendly. All of this increases the chances that the person will abandon their purchase.
That's why Facebook is testing a new advertising experience called Canvas, which helps companies drive any advertising objective, from brand building to sales generation.
Canvas It has been tested with some companies since its initial launch in June. After clicking on an ad, the page loads in full screen and faster, showing a variety of products before accessing the company's website to make a purchase.
Call-to-action button “Buy”: making it easier to buy on mobile devices.
Facebook is already testing this feature in ads to offer advertisers an easier way to boost sales among people interested in their products. With this format, people can click the button. “"Buy"” in ads in the News Feed and finalize the transaction directly on a company's website without having to leave the Facebook environment.
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Pages as a mobile solution for retailers: Store section
To the Facebook Pages They receive over a billion visits per month, so we're adding more ways for Page owners to showcase their products, including a section Newly announced store.
Companies can choose whether they prefer this section to be linked to their own sales website or they can test a way for people to... to buy directly from their Pages.
New shopping feature in Favorites
We also noticed that people discover new products in various areas of Facebook — News Feed, Pages and Groups. In the coming weeks, Facebook will begin testing a single place for people to more easily discover, share, and buy products. This test is being conducted with a small group of businesses in the US, who are also testing the section. Shop on Pages.
The products from these companies will be eligible to appear in this section. Over time, we will explore incorporating additional content into this experience, such as items listed for sale in... Facebook Groups.
