You may have heard that the majority of Facebook users no longer go to the actual pages of the brands they like. In fact, ExactTarget has reported that 51% of Facebook fans say that they rarely or never visit a company’s page after liking them.
So, now I am going to completely contradict that last stat and tell you that the look and feel of your page matters now more than ever..at least in one respect. Here's why...
If you have embarked on a Facebook advertising campaign before that was focused on building page likes, you already know that the conversion rate of clicks to page likes is even more important of a metric than clickthrough rates. After all, your goal is more likes and you are paying for clicks, so you should be keyed in on optimizing your campaign for the highest conversion rate.
You will always get a number of users that will like your page directly from your ad. That number obviously skews higher if you have a popular and recognizable brand. You also have a solid chunk of more selective users that will click through your ad and check out your page before deciding whether or not to like you. This goes for both traditional Facebook advertising and sponsored stories. Yes, sponsored stories have a higher like conversion rate than traditional, but you still want optimize for window-shoppers.
Image Credit: tlgragg