18 11 / 2011
Facebook Tab Application Dialog Placement
During a past Facebook tab application campaign, the user-experience required a video upload call to action on the landing page of the tab. A legal obligation also required a user to accept the application permissions dialog prior to clicking on the upload button.
This meant that users who land on the tab application are immediately prompted by the application for their first and last name and email address prior to being able to see what the tab application is about and what it’s using your information for.
After implementing this workflow you can see in the graphic above that in the first week of the campaign, only 31% of users accepted the permissions. Even as the number of impressions increased, it didn’t effect the number of accepted dialogs.
69% of people do not feel comfortable coming to an application and immediately handing over their information before seeing what it is going to be used for.
Tab applications should have at least one page explaining the application before requesting permissions to make users feel comfortable about where there info is going. Users are becoming more aware of where their private information goes, which is a good thing, but application experiences must compensate for the shift in the thinking.
