Facebook Pages’ New Call to Action Buttons
Facebook Pages will offer the following call to action buttons for marketers: "Book Now," "Contact Us," "Use App," "Play Game," "Shop Now," "Sign Up" and "Watch Video." Facebook for Business announced the option in a post on Thursday.
"Designed to bring a business's 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," reads the post. "Page admins can select from a group of call to action buttons … to add to the top of their Page."
It will take a few weeks to implement the CTA buttons in the U.S., and international marketers will have the option next year, Facebook says.
The post highlights a testimonial from Dollar Shave Club's Brian Kim, the director of acquisition. The club has a "Sign Up" button on its page.
"Over the course of a three-week test, the 'Sign Up' call-to-action button delivered a 2.5-time higher conversion rate vs. other comparable social placements aimed to drive new user acquisition," Kim says.
In comments below the post, Facebook Page users cite pros and cons:
- "Donate Now" is missing for nonprofits;
- "Apply Now" is absent for educational institutions; and
- "This is an exciting follow up to the oncoming change with reduction in promotional page posts in the newsfeeds," comments Kim S. Hawkins. "Looking forward to the rollout!"
In the comments section of the InsideFacebook post about the rollout:
- Krishna De writes that international Facebook users can't see the Dollar Shave Club's "Sign Up" button; and
- "This is great," says Zach Beattie, director of product solutions at ShopTab. "We've been hoping Facebook would roll out a mobile shop button for a long time … because it allows our customers to post links to their Facebook shops, without the need to continuously 'pin' the Facebook shop link to the top of their wall. I still think the majority of 'business objectives' will be accomplished on the Facebook News Feed, but this is nice for those 15 percent of fans that decide to frequent the fan pages." (A Dec. 3 InsideFacebook post says many marketers have already been placing buttons on their news feed ads, using one of these options: "Shop Now," "Book Now," "Learn More," "Sign Up" and "Download.")
An AllFacebook post walks readers through screenshots regarding how to set up CTAs on the pages.