Real-Life Landing Page Stories: Facebook ‘Don’t Allow’ Testing and Tracking

Real-Life Landing Page Stories: Facebook ‘Don’t Allow’ Testing and Tracking:

Have you ever started to use a Facebook app, but were scared away by the “Request for Permission” message that you’re required to “Allow” before you can proceed?

If you want to play a game or use an application, you’ll be asked to allow the app access to your personal information and the app will request permission to send you emails. You may ask yourself, “Do I really want use the The Golden Girls Quote Generator that badly?” Probably not, but what if we twisted your arm just a bit?

Facebook allows you to control the page the user lands on after they click “Don’t Allow.” Typically, one that clicks “Don’t Allow” will be directed to their profile’s home page. One of our customers (that is in no way, shape or form related to the Golden Girls) came to us with a neat request. The conversion metric for this customer is when a user allows the application then completes a game tutorial in Facebook. The customer wanted to test serving-up a landing page to respondents that click “Don’t Allow” against the redirect to their profile’s homepage. No problem!

In LiveBall, we have landing page templates that meet the spec size requirements for Facebook’s tab i-frame. A landing page was rolled out using this template. Messaging on the page assured the user that their personal information wouldn’t be shared and reinforced how cool the app is. The page also included a social widget that lets the user go ahead and “like” the app. If the user decides to proceed, the landing page links them back to the “Request for Permission” screen. Pretty neat, right?

The customer is able to track Facebook conversions back to their LiveBall console by placing a LiveBall tracking pixel on the final page of their tutorial. They can also see if a user drops-off during the multi-step tutorial by adding a tag pixel to each step in the process. The way the respondent navigates through their funnel and the conversion metric can all be kicked-back to LiveBall in real-time and analyzed to create optimized version of the “Don’t Allow” page.

The cool thing about pulling LiveBall creative into Facebook’s i-frame editors is the ability to easily test and optimize. Testing pages in Facebook is as straightforward as testing a standard landing page. To split test, you can allocate traffic across a test group with just a couple clicks. LiveBall will split the traffic for you at the URL. You can easily set up Multivariate tests for your Facebook pages too.

In this case, we needed to see if the 50% of users that are driven back to their Facebook homepage ever decide to allow the app after all, without the gentle arm twisting of the landing page. Setting up the test was a breeze. Here’s how we guided the customer through the set up:

1. The customer added LiveBall’s tag and conversion pixels to their app.
2. They created a tracking URL in LiveBall that allocates half the traffic to the Test page and the other half to an automatic redirect to the user’s Facebook home page.
3. This tracking URL was pulled into Facebook via their i-frame editor and we let the testing begin!

We’re seeing more and more customers leverage LiveBall for testing in Facebook and we see a steady stream of customers adding social proof to their pages.

LiveBall supports FaceBook Connect, which allows users to post to their FaceBook news feed from your landing page. There are also really slick and easy-to-use LiveBall widgets available so visitors can “like”, tweet and share across social platforms. I don’t know what Blanche, Dorothy, Rose and Sophia would say about this since I never allowed that Golden Girls app, but we here at ion think it’s awesome.