Facebook CTA

Facebook has been rolling out tons of new features aimed at improving business pages lately, but the most recent feature could be the most important of them all. Yesterday, the social media site announced it would be launching call-to-action buttons visible on business pages.

As the announcement explains:

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

This new feature allows users to more quickly make the action they are most likely to be looking for, and you can more efficiently direct visitors on your page to your most valuable destination. Whether you want users to sign up for your mailing list, browse your e-commerce store, or book a reservation, there’s a button to fit your needs.

Matt Southern broke down the 7 call-to-action button options announced so far, along with briefly explaining what each is likely to be used for. Facebook’s announcement did not go into details beyond the names of the buttons, but you can get an idea what to expect below:

  • Book Now: To direct visitors to book a table at your restaurant or, a room in a hotel, or a similar kind of reservation.
  • Contact Us: You can likely use this to direct visitors to a contact form, or if you’re brave perhaps it could be a button to email you directly.
  • Use App: If your company has its own app this could be a button to open the app on your mobile device.
  • Play Game: If you’re a mobile app development company this could be a link to play your latest game.
  • Shop Now: Direct visitors to your e-commerce store.
  • Sign Up: Direct visitors to your mailing list sign up page, or a webinar sign up page, or something like that.
  • Watch Video: Pretty self-explanatory, direct visitors to watch a video of your choice.

For an example of how these buttons will work, you can see the business page for Dollar Shave Club, who has had access to these call-to-action buttons already. Apparently it is working well for them:

“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.”

These buttons will roll out in the US over the next few weeks and worldwide next year.

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