Forrester Research just released a new report called “Will Facebook Ever Drive eCommerce?” and the folks at the Wall Street Journal have given us a sneak peek.
The report basically states that right now Facebook is not at all effective for driving eCommerce sales.
The study found that the average Facebook metrics are a 1% click-through rate and a 2% conversion rate. E-mail marketing, by comparison, has an 11% click-through rate and a 4% average conversion rate.
The reason for this is obvious. People don’t go to Facebook to shop. They primarily go to catch up with friends or play games. Forrester Research analyst Sucharita Mulpuru acknowledges that people will go to a Facebook brand page and “like” it in order to get a coupon, but that’s a fleeting interest that may have no impact on future sales (except, I suppose the sale connected to the one-time coupon use.)