Ecommerce solutions provider PowerReviews today releases a new feature of its OnSite Suite that allows users submitting product reviews through the websites of its clients’ to easily Like the site’s Facebook Page. By adding a Like Button to the product review flow, ecommerce merchants can capture their most engaged customers as fans.
The PowerReviews OnSite Suite lets ecommerce sites set up a Facebook integration for registration, login, user profiles, commenting, and news feed distribution. Founded in 2006, the San Francisco-based company has 90 employees, has received $27 million in funding, and currently serves over 30 clients with the OnSite Suite including Callaway Golf, Diapers.com, ECCO, UGGs, and Advanced Auto Parts.
While many buzzed-about new services such as Payvment, ShopTab, Beetailer and Zibaba focus on helping merchants bring their storefront within the Facebook canvas, fewer are designed to bring Facebook functionality back to established merchant websites.
PowerReviews has to compete with BigCommerce, which offers a wide breadth of services, including some PowerReviews lacks including store design, hosting and security, shipping, and product syndication to marketplaces such as eBay.
When users go to add a review to an ecommerce websites using the OnSite Suite, users are given the option to register via Facebook. Once they’ve granted the extended permissions, they can add information to their auto-populated site profile, submit reviews or comments using their authenticated identity, and publish these reviews and comments to Facebook.
Fan Accelerator adds a Like button for the merchant’s site to the bottom of the review flow. Since these users have already taken the time to write a review, they’re probably willing to Like a Page as well, making it a high-conversion spot to place a Like button. The integration is a bit dry, though, and could benefit from allowing merchants to add copy or images explaining why the user should Like their Page.
With so many options for implementing Like buttons, as we’ve detailed in our Like button style guide and walk-through of Open Graph meta tags, there may be a healthy market for turn-key Facebook integration solutions. If PowerReviews can produce data showing the significant positive impact on user generated content production and Facebook referral traffic from its OnSite Suite, a wide range of merchants might consider it as a conservative alternative, or a complement, to ecommerce within Facebook.