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BizReport : Social Marketing : July 17, 2012
Facebook Timeline has adverse effect on Custom Tab views
Could the new Timeline design on Facebook be having an adverse effect on how much of your Facebook Page users explore? Yes, according to new research from Facebook analytics firm PageLever.
Have you noticed a drop-off in custom tab views since Facebook released Timeline? PageLever has. They noticed that, as the roll-out of Timeline went from opt-in to mandatory, the number of custom tab views declined drastically.
From pre-Timeline to date, PageLever saw a 53% drop in custom tab views.
"Without the option to set a custom tab as the default view, most users will never see a tab again," writes PageLever co-found Jeff Widman, on the company blog. "We've heard from several users they didn't even realize tabs still existed with Timeline."
The problem with the Timeline design is two-fold. First, setting a custom tab as the default landing page is no longer an option. Second, finding custom tabs isn't nearly as easy as it was pre-Timeline.
It looks like more research will come of PageLever's findings. While analyzing the data for custom tab views, consistent 2-day spikes were observed. These spikes, says Widman, occur at weekends when, it seems, Facebook users spend more time exploring Facebook Pages and, as a result, view more tabs per visit.
Have you noticed a difference in custom tab views since the introduction of Timeline?
Tags: Facebook, social marketing, Timeline
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