Facebook Adds Call-To-Action Buttons For Business Pages
Pages will soon be able to display seven CTAs -- Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up and Watch Video -- that link on or off Facebook.
One of Facebook’s answers to marketers’ laments about plunging organic reach is to encourage them to think of Facebook Pages as a destination — a “cornerstone of their online identity” — rather than merely a publishing platform.
To emphasize the point Facebook noted last month that nearly a billion people visited Facebook Pages in October.
And today, Facebook announced a new option for Pages to display to those visitors — the ability to add call-to-action buttons to the top of Pages. The buttons — Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up, Watch Video — can link to any destination on or off Facebook. Dollar Shave Club tested a Sign Up button and was pleased with the results, Brian Kim, the company’s director of acquisition, said in the Facebook blog post announcing the new feature.
“Over the course of a three-week test,” Kim said, “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.”
Facebook said the feature will be rolled out in the United States in the next few weeks, with a global release set for early 2015.