Retail Study: 1 Facebook Fan = 20 Visits To Your Website

A UK based study by Hitwise analyzed data from the top 100 retailers to find how much additional web traffic was generated by each Facebook fan.  The metrics showed that each fan of a Facebook page produced an extra 20 visits to the website.  In order to generate this number, Facebook traffic was analyzed and compared against Facebook Page data from Techlightenment.

The study also found that brands utilizing Facebook the most saw increased brand searches on Google, Yahoo! and Bing.  A top UK retailer, Topshop,  saw brand searches  increase by 54% after a visit to Facebook.  This was a trend that stayed true for all of the top 10 brands, with brand searches increasing from 19% to 54% if a user previously visited their Facebook page.

See the Hitwise report for full stats.

Related Topics: Channel: Social | Facebook


About The Author: is the Chief Marketing Officer for Cypress North, a company that specializes in social media and search marketing services and web-based application development. He has been in the Internet marketing industry for 6+ years and specializes in Social Media Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

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  • MXD

    The survey does not seem to be comparing like-with-like. When I do this, the effect vanishes.

    The issues are that Fashion retail searches after FB visits are increased:
    * by 103.5% because of the greater number of women in the sample.
    * by 114% because of the greater number of young people in the sample.
    * by 114% because both are more common at non-work times.

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