Facebook Introduces Call-to-Action Buttons on Business Pages

Published on January 5, 2015

December has been a great month for digital marketers. While Twitter has been getting a substantial amount of press for its new Twitter Cards marketing platform, Facebook introduced another great prospect for digital marketers earlier this month.

Ladies and gentlemen, say hello to Facebook's newest phenomenon - Call-to-Action buttons.

This feature, detailed in Hubspot, will serve to drive more traffic from your Facebook page directly to your website.

This feature will be unveiled for worldwide use in 2015, so if you don't yet see this feature in your Page yet, never fear. It's coming.

What a "Call-to-Action" Button is, and How it Works

The Call-to-Action button Facebook is introducing takes its form in one of 7 pre-made options:

  1. "Sign up"
  2. "Shop now"
  3. "Contact us"
  4. "Book now"
  5. "Use app"
  6. "Watch video"
  7. "Play game"

This button resides right up at the top of your page, right next to the the "Like" and "Message" buttons.

You can link these buttons to any destination on or off of Facebook, so long as it aligns with official goals. These links will be monitored in the same way that current links are monitored, accompanied with the ability for users to report Pages with malicious links.

To get a sneak peak of what this looks like, take a look a Dollar Shave Club's Facebook Page who is running the beta feature now. In a report to Facebook, executive director of acquisition Brian Kim noticed a higher conversion rate after a three-week test:

"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."

Be sure and take advantage of this feature when it comes available to you! Let us know what results you find.