Small Business Home Website - Facebook

The majority of business users on Facebook are Small Businesses. The way that we have historically communicated to them has been the same as a large global advertiser on Facebook Business. Given the hypothesis that a more tailored experience leads to better value for users, we created a web surface as Small Businesses one stop shop for education and training within Facebook Business’s domain.

This project was multi faceted, including a website migration of the Boost with Facebook microsite, product-type pages specific to free and paid tools, learning content, and events. As well as personalized on-boarding plans for newly created Pages, and new Advertisers on the platform.

The success of this project was measured through a A/B test to Facebook Business’s website. The audience segment was logged-in, SMB page admins and advertisers globally. The results of the experience was a lift of 2.6%+ in Tenured Active Advertisers over a 35 day period, as well as a lift of 2.8%+ of Monthly Active Advertisers over a 28 day period.

I led the website development of this project, leading a team of engineers and web developers on execution. Partnered closely with UX and Visual design to create a consistent user experience from Facebook Business to the Small Business Home. Collaborated closely with Marketing and Business stakeholders for overall strategy and measurement.

The experience is not gated and can be viewed publicly here, with an example of an on-boarding plan here.