Facebook “Call-To-Action” Buttons On Business Pages

Kwiecień 23, 2015

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In addition to recent new tools for publishers, Facebook has announced the debut of seven “call-to-action” buttons for Pages. Call-to-action buttons link to any destination on or off Facebook that aligns with a business’s goals to bring a company’s most important objective to the forefront. (This post was updated on 1/8/15 – Some pages have started to see call to action buttons on Facebook).

Facebook “Call-To-Action” Buttons On Business Pages

7 calls to action

The call-to-action feature will roll out in the US over the next few weeks and worldwide next year. Page admins can select from a group of call-to-action buttons — like Shop Now or Sign Up — to add to the top of their Page.

Facebook has rolled out their call to actions button

The 7 Facebook “Calls to action” are:

1) Book Now: Possibly for theater tickets, restaurant reservations, haircut appointments.

2) Contact Us: Simple form on a website.

3) Use App: Link to an app on your mobile phone or tablet (either via the app store or Android store)

4) Play Game: Probably will end up with more people addicted to Clash of Clans (we’ve got a massive addiction at the office), but most likely to play Facebook-native games like Mafia Wars.

5) Shop Now: This would be great for retailers like the Gap when offering special deals.

6) Zapisz się: We’d use this to get you to signup for Socialdraft.

7) Watch Video: Video to see a video on a brand. This will be very interesting since there is an update coming to make Facebook look more like YouTube (read more here).

Dodatkowo, a Facebook Preferred Marketing Developer noted that page admins can choose the destinations that users who click the call-to-action buttons on iOS and Android devices will be directed to.

Facebook said in introducing the feature

“Pages are an important destination for people on Facebook, and we’re building new ways for people to interact with businesses through them. dzisiaj, we’re announcing a new call-to-action feature that will help pages drive business objectives.

“Designed to bring a business’ most important objective to the forefront of its Facebook presence, call-to-action buttons link to any destination on or off Facebook that aligns with a business’s goals.”

Online retailer Dollar Shave Club was given beta access to the new feature and chose to place a “Sign Up” button linking to their homepage. After a three-week test in beta, Dollar Shave Club’s director of acquisition Brian Kim reported a boost in customer acquisition efforts as a result of the CTA.

He told Facebook, “Over the course of a three-week test, the Sign-Up call-to-action button delivered a 2.5x higher conversion rate versus other comparable social placements aimed to drive new user acquisition.”

As Lindsay Kolowich zwraca uwagę, the location of the CTA button makes your cover photo all the more important.

“Be sure the color and design of your photo isn’t making the button less visible to Facebook Fans who aren’t accustomed to seeing it there. At the time of publishing, the CTA buttons don’t yet appear on the mobile app — so note that it might be confusing to mobile users if you integrate the cover photo design with the new CTA.”

While this feature isn’t available to everyone, it should roll out in the U.S. over the next few weeks and worldwide starting in 2015. Keep checking your Facebook Page so you can take advantage of this feature as soon as it becomes available.

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