Businesses can now include a direct call-to-action button on their Facebook pages, which will appear to the left of the page’s Like button.
The new featured was announced Dec 11th, which it’s a “a new way for people to interact and respond to businesses.” With just one click, Facebook users will be able to book a reservation, play a game, make purchases, sign up for subscription services, seminars or shop online among many other options.
“Businesses like yours now have a better way to get people to their websites,” the company wrote in a blog post announcing the new feature, adding that its inclusion will “help your audience clearly understand the action you want them to take after seeing the ad.” (There are currently seven distinct call-to-action options: Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up, and Watch Video.)
The Dollar Shave Club, a retailer that delivers shaving supplies by mail, tested the feature in a three-week trial, and (in a blog post on Facebook) gave it a glowing review: “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.” — Brian Kim, Director of Acquisition, Dollar Shave Club
For businesses, this new feature is a welcome improvement, allowing users to more seamlessly do whatever the selected call-to-action button specifies.
And of course, there’s always something in the new feature for Facebook, as well. As The Wall Street Journal post, the call-to-action button allows the social network to easily track how users interact with businesses outside its platform — ex. how they spend their time and more importantly, their money.
Facebook Team announced: “The button is visible on mobile devices in context rows. It’s not yet available on hover cards but we’re are always exploring ways to make new features more discoverable.”
Facebook’s call-to-action feature began on Dec 11th, and will appear in the U.S. over the upcoming weeks, before going international next year. The question is, how much this feature will really benefit your page, after Jan 1st changes on reduction in promotional page posts in the newsfeeds.