I decided a couple of days ago to add Facebook’s like button to this blog and then to our website’s homepage. Seeing as how it’s part of Facebook’s vision of the future of the web I thought it’d be really straightforward to do. It turns out it is, but the documentation on Facebook itself is really unclear so I made a lot of mistakes along the way. Read on and learn from mine so you don’t waste your own time too.

Here are the steps you need to take to get ready to add a Facebook like button to one of your pages, be it a web application, a blog, or something else.

1. Decide who is going to administrate your page

You need a Facebook ID to get this working. Since Facebook’s terms and conditions mean you can only have one account yourself, you either need to use your existing account, or set up a new one for someone in your office who doesn’t have one already. Otherwise you run the risk of having the account with administrator privileges deleted unexpectedly.

Bear in mind that the person who administrates your page may not work for you forever, so be careful who you choose, and ideally you should have more than one administrator.

To get your Facebook ID go to your own profile and click on your Facebook profile picture. Your ID will be at the end of the URL in your browser’s address box.

2. Add Open Graph meta tags

If you want people to like a webpage that isn’t a Facebook page itself then you’ll need to add Open Graph meta tags to its <head> section. The tags you need can be found on the like button page on Facebook. Here are the tags for our blog’s homepage:

<meta property="og:title" content="WhatClinic.com Blog Homepage"/>
<meta property="og:type" content="blog"/>
<meta property="og:image" content="http://blog.whatclinic.com/wp-content/uploads/2010/08/facebook-logo.png"/>
<meta property="og:url" content="http://blog.whatclinic.com/"/>
<meta property="og:site_name" content="WhatClinic.com Blog"/>
<meta property="fb:admins" content="587106975"/>

Go back to the like button page and use their widget to generate the code you need to add the button to your page. There are a few basic choices for font, colour scheme, size and so on, but you’re probably best off sticking with the defaults (except for width, which you should adjust for the width of the page you’re adding the button to).

The iframe version of the code for our blog homepage looks like this:

<iframe src="http://www.facebook.com/plugins/like.php?href=http%3A%2F%2Fblog.whatclinic.com%2F&layout=standard&show_faces=true&width=292&action=like&colorscheme=light&height=80" scrolling="no" frameborder="0" style="border:none; overflow:hidden; width:600px; height:80px;" allowTransparency="true"></iframe>

There is also what is called the XFBML version of the code which is much simpler but requires you to use the Javascript SDK. The XFBML version would look like this:

<fb:like href="http://blog.whatclinic.com/" width="292"></fb:like>

Once you’ve added the meta tags (including the Facebook ID of your administrator), and added the iframe or XFBML code to your page you should be ready to go.

Adding like buttons to a WordPress blog

Getting the Facebook like button onto every page of your WordPress blog is easy – you could just paste the code you’ve created above into one of your template files or a sidebar widget. There are potential problems with this though, in that you need to specify the URL of the page to be liked, and if you include the like buttons for posts on the homepage that gets a little complicated.

What I’ve done is put the overall like button for the blog in a widget on the right hand side of the page and used a WordPress plugin called WP Facebook Like to add the like button to the bottom of the content on individual posts’ pages.

The only problem with this is that the plugin (and the other one I tested) only added two of the Open Graph meta tags needed. I added the missing (generic) meta tags using the All in One SEO plugin.

Problems

When I set about doing this I found a lot of the Facebook pages were unclear about what was needed to get started. I kept seeing references to having a Facebook App ID. This isn’t necessary to get started with Facebook like buttons. You just need your Facebook user ID as described above.

As an aside, if you are building an app go to the Facebook app setup page on developers.facebook.com and fill in your details. Every time I used it I ended up getting an error page, so I thought it hadn’t worked. By accident I ended up on another developers page at www.facebook.com/developers/ and it turned out that even though I’d received an error message each time I used the previous page, it had actually setup the apps and given them IDs and so on.

I had also just set up a Facebook page for WhatClinic.com just before I started looking into the like buttons. This added a certain amount of confusion to the process too. I added a like button to the website’s homepage, including adding the required meta tags, and without telling me anything Facebook created a new WhatClinic.com Homepage page, which I was the administrator of. I thought this would be confusing for people who had already liked WhatClinic.com, so I deleted this new page and pointed the like button at the original Facebook page for WhatClinic.com instead.

Nothing too difficult in that, but it leaves me with one unanswered question: seeing as I setup the like button for blog.whatclinic.com I should be the admin for it too, but I’m not. This might have something to do with trying to set it up with a Facebook app ID the first time I tried, but now I have no idea who is the administrator of that page (or even if a page exists for it!). I’ll be contacting Facebook support about this and asking them but I’m not holding out much hope for a fast response…

Have your say

Have you added Facebook like buttons to your own app or site? Did it all go smoothly or did you run into some of the same problems? Let us know in the comments below.

New Prices And Reviews Pages

WhatClinic.com navigation tabs

We’ve just added a new set of navigation tabs to our search results pages after A/B testing them for a week. They didn’t improve conversion by any significant amount but by adding them we give ourselves the flexibility to add new ways of slicing our data, and hopefully capturing more traffic.

First of all, we’ve moved the map link which was on the top right hand side of the page into one of the tabs. This has already increased usage of the maps pages on the site. Secondly, we added two new types of pages, one which pulls together all the reviews for the clinics in the search results, the other all the prices.

These two tabs are brand new pages with their own URLs and are SEO’d to capture traffic relating to reviews and ratings of clinics and treatment prices. This is an SEO experiment in itself. All of the data on these pages exists on other pages. For instance, all the reviews of each clinic exist in their own profile, but these new pages pull together what we think are a useful set of reviews so they can be compared in one place. The same goes for the prices.

Here’s what a normal search results page looks like: Dentists in Dublin

Here’s the reviews page: Reviews of Dentists in Dublin

And here’s the prices page: Prices of Dentists in Dublin

Time will tell whether or not the search engines think these pages are useful, but we’ll be keeping a close eye on how their traffic and usage grows in the coming months.

Have you any experience with re-slicing your own data? How did it work out for you? Leave us a comment below.

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Linking To Our Search Results

We’ve had quite a lot of interest in the last couple of days about our name change. If you’re thinking of writing a blog post or tweeting or sharing on Facebook, why not give an example of why the site might be useful?

For instance, my friends are always asking me about finding a good dentist in Dublin so I point them at:

http://www.whatclinic.com/dentists/ireland/county-dublin/dublin

No one I know admits to using Botox, but if they did they might like to see the list of Botox Clinics in the UK:

http://www.whatclinic.com/beauty-clinics/uk/botox

Just do a search on our homepage for any treatment in your location and copy the resutling URL to get your link.

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Worst. Feature. Ever.

Worst. Feature. Ever.

Sometimes you just get it wrong, and in this instance by God were we wrong.

Letting visitors create a shortlist of clinics they were interested in comparing and contacting was a feature we’d been discussing almost since the beginning of the company. It would come up for discussion every couple of months and eventually we got so fed up talking about it we decided to just try it out.

As features go it was pretty simple. All we needed was a link added to each clinic’s search result, one in their profile, and a page to display the visitor’s chosen shortlist. We thought it was a good idea that would be useful to our visitors.

This obviously wasn’t an original idea, and there were plenty of sites that had implemented similar features we could look to for some inspiration. Kayak.com and HostelWorld.com both had directly comparable features, and we also looked at shopping carts on ecommerce sites as well as light boxes on photograph websites.

We planned and rolled out the feature within a week and sat back waiting to see a truckload of visitors happily creating shortlists and coming back to them to compare their options.

That wasn’t exactly what happened.

The Result

We were able to get a pretty good picture in a very short space of time as we have a lot of traffic coming to site. Things weren’t looking good after an hour, and after a full day it became clear that close to no one was using the feature.

We’d had 22,000 visitors over the course of that 24 hour period and only 80 people (0.3%) had added any clinics to their short list. To make matters worse only 17 of those people (0.08%) had subsequently gone back and viewed their short list.

We decided to enter EMERGENCY FEATURE RESCUE MODE. Everyone in the office had their own opinion as to why it wasn’t working. These included:

  • The call to action – ‘Add to Shortlist’ wasn’t immediately understandable
  • People could not see the call to action link
  • It was a crap feature

We changed the call to action text to “Save this Clinic”, pushed it out and waited…

101 people added a clinic to their shortlist on day two. Now normally an uplift of 25% in usage is a cause for celebration. However, when only 0.4% of your visitors want to use a feature it can only mean one thing: turn it off.

So that’s what we did. Two days after launching a feature that we had great hopes for it ended up in the trash can.

Sometimes you just have to work harder on a feature, refining it over time to increase its usage, and other times you just have to accept that you were wrong in the first place and bin the idea. In this instance we figured that no end of finessing was going to create a feature that resonated with our visitors.

Not All In Vain

Over the last three years we’ve gotten pretty used to the idea of launching features that don’t get adopted. A lot of people would look at the effort that we put into these feature as a waste of time but that is not the way we think about it.

Every feature that we decide to develop we regard as a learning exercise. The purpose isn’t to create a fantastic feature; the purpose is to learn something new about our visitors. If you build something and it doesn’t add to the overall knowledge of the company then you’ve missed the lion’s share of the value.

To make this possible we have learned code as lightweight as possible and our processes are now fairly efficient. When we roll out a new feature now we try to expend as little effort as possible getting it to the stage that we can test whether the basic premise is viable or not. Once we decide it is viable we go ahead and refine and improve it.

What was the worst feature you ever rolled out, and how long did you leave it run for? Share your experiences in the comments below.

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Introducing WhatClinic.com

WhatClinic.com

On August 10th we are changing our name from RevaHealth.com to WhatClinic.com.

The reasons behind the change are very straightforward. WhatClinic.com is easier to remember, easier to spell, and it does a much better job of explaining what the website does.

These reasons are important because each of them helps increase the traffic to our website, which now stands at over 500,000 people per month, up from 190,000 at the start of the year.

We really want these visitors to remember the name of “that really useful website with all the clinics on it” so they can come back and use us again in the future, helping us to cement a solid user base over time.

Once our visitors can remember our name then they can also recommend us to their friends, and that means even more traffic. With such a simple name there should also be no confusion over the spelling, maximising the effect of any word of mouth recommendations.

For new visitors the name gives a really good indication that the website provides a choice of clinics, which will lead to even higher organic click through from search engine users and help us continue to grow our traffic in yet another way.

In the three years since RevaHealth.com launched we have made fantastic progress towards providing comprehensive information about English speaking health clinics in the UK, Ireland and further afield. As WhatClinic.com we will be taking on that challenge on a global scale.

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