Every time Facebook brings out a new update or feature, a collective sigh, groan of discontent or even cries of agony ripple through the millions of Facebook users. No one likes Facebook updates.
But - hold your horses - this time, the new Call To Action button is actually a very useful nifty little feature!
Go to a Facebook page you manage and check if you already have the buttons enabled. If yes, you will see a "Create Call-to-Action" button on the bottom of your Facebook Cover Photo.
If it still says "Liked" you are not able yet to build your custom buttons - but sit tight and keep checking back.
How To Use Your Facebook Call To Action Button
The new buttons are really straight forward and easy to use. But nevertheless, you should approach them strategically.
1) Decide what you will use it for
If you are seeing the Call-to-action button, think about what the most important goal is that you have. Keep your audience in mind.
You can prompt your Facebook Fans to:
- Book Now (esp. for professional service providers offering appointments, consultations, etc.)
- Contact Us (for any local business that wants their phone to ring)
- Shop Now (drive people to your online shopping cart or Etsy store)
- Sign Up (increase your email subscribers or blog subscribers)
- Watch Video (link to an explainer video or similar)
- Use App
- Play Game
(Yes, a "Donate Now" option would be great also, I know.)
2) Build your CTA Button
Once you've decided how you will use it, click on the "Create" button and a pop-up screen will prompt you to select a button, add a website URL and give you the option to add a mobile website address. Make sure you redirect any clicks to the appropriate landing page that correlates with the button, not just your homepage. Click Next.
Now you will be asked to select a destination for mobile users on the iOS and Android phones. If you have no other destination (e.g., your website is mobile responsive and you do not have a separate page for mobile phones), you can just leave it as website. Save.
3) Create a Facebook Cover to direct users to your button
This feature is new and most users are not aware of it, so they are likely to overlook it. By creating a Facebook cover that correlates with what you are trying to achieve, you can drive more traffic to where you want them to go.
Here is one that I created for one of my clients just now:
Does it work?
Well, I don't have any analytics yet of my own, as I only got the feature enabled today on one of my sites. But the online retailer Dollar Shave Club was one of the first company pages who could try out the new feature. They used their call to action to ask fans to sign up for their email updates.
And the company saw rock-solid results:
“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