In a new study that benchmarked website visits against the number of fans on their respective Facebook pages, Hitwise analyst Robin Goad has revealed that “within retail, each new fan acquired will drive an additional 20 visits to a retailer’s website.” Furthermore, Goad found that web users are 54 percent more likely to search for a retailer website after visiting its Facebook page. From Hitwise:
Our data shows that for the top retailers, even if they have no Facebook fans they can still expect to receive on average 62,000 visits from Facebook each month. However, by utilising this new service, brands can more rapidly build a fan base within Facebook and therefore drive more traffic to their website. Within retail each new fan acquired will drive an additional 20 visits to a retailer’s websites, which in turn will generate extra sales both online and offline.