GoCentral + Facebook
Creating awareness of and enabling users to connect or create a Facebook Page without leaving GoCentral
How do we make the process of creating or connecting a Facebook Page easy for GoCentral users? How could we make the process simpler by utilizing information we already knew about their site?
In late 2016, GoDaddy redesigned its Website Builder into a suite of products focused on building, maintaining and growing small business owners' online presence. The new suite was dubbed GoCentral and included plans for personal, business and ecommerce use complete with SEO, email marketing, and social media tools built in.
About half of all GoCentral users had an existing Facebook Page but didn’t have an easy way to connect and update it with their new site content and imagery. The other half of users were missing out on a great opportunity to expand their online presence and meet their customers where they already were.
Take the pain out of creating or updating a Facebook Page by allowing users to do so in as few steps as possible, all without ever leaving the GoCentral app.
Creating a Page on Facebook could take up to 17 steps, was difficult to find and made GoCentral users re-enter all their information. An analysis of the existing Social Connect app exposed the core areas of friction from qualitative unmoderated user testing and quantitative data in MixPanel.
Competitive analysis showed that while there were a lot of great solutions for linking to a social network within website builders, none of them focused on making that process easier for users within their own apps.
Integrating with GoCentral
Just as you edit your site, you edit your Facebook Page so it made sense to try the first iteration of the design integrated fully into the GoCentral editor.
RETHINKING OUTSIDE OF THE EDITOR
We found that placing this feature within the editor made it hard to discover and didn't make sense as it was a post-publish task. I went back to the drawing board and reworked it as a separate app that could be accessed from the dashboard.
User testing early wireframes revealed the following:
- Users were confused over the "connect with Facebook" button as it didn't explicitly state that it would be creating a new page or connecting an existing one
- Even though a confirmation message stated that their page was live on Facebook, users desired proof that new pages were created and existing pages were updated
- Users expressed delight at the ease of creation, number of steps, and simplicity of the flow
After many iterations and solutions explored and tested, GoCentral users can now create a Facebook Page in just a few steps compared to Facebook’s lengthy input-heavy process. Users with an existing Facebook Page are able to connect their GoCentral site and choose what details to sync. The pattern created is part of a bigger digital marketing plan and can be applied to other networks like Yelp, Instagram and Google My Business.
The connect flow
This flow was slightly different from create in that:
- A list of pages attached to the user's Facebook account were displayed in a drop down to choose from and connect.
- The review screen proved to confuse users as they didn't know which information they were looking at - what's currently on their Facebook Page or their site
- 72% of connected Facebook Pages had a difference in data from their GoCentral site, so a way to update their information was needed
GoCentral users are now able to create a new Facebook Page or update an existing one in less than a minute.
The Facebook Page create flow resulted in a 65% completion rate which was 30% better than the previous Social Connect app.
User testing resulted in:
- 100% of users rated the process of creating a page very easy
- 80% of users rated the GoCentral feature useful or very useful
- Users want more features: Posting to Facebook, updating an existing page, creating pages on other social networks, and sharing their new page.
- Errors with third party APIs: There are a lot more errors the Facebook API can serve up than we originally addressed. If I could go back I would’ve spent more time anticipating and designing for those issues upfront to alleviate the stress of users not being able to create a new page.
- Accommodate for many pages: After launch, we found that of users with an existing Facebook Page, about 5% had more than 5 pages. These users were primarily social media marketers and tended to have upwards of 20 pages that they maintained which made the initial page selection layout cluttered. I’ve since developed a new layout for users with more than 5 pages that includes a filterable list.
To date, this feature has helped publish 6,000 Facebook Pages per month. Check it out live on GoDaddy's GoCentral Business Plus and Online Store plans.