While many business owners are not very happy about the changes to promotional updates on their Page and the disappearance of the “Like Gate”, Facebook did say in a recent Blog that they were committed to Business Pages and were working on making improvements for Business Page owners.
The first exciting improvement has arrived!
Facebook is adding seven Call-to-Action buttons that will be available to Business Pages. Page Admins will be able to add a button to the top of their site. The buttons are designed to generate engagement and assist in promoting businesses. These buttons include:
- Book Now
- Contact Us
- Use App
- Play Game
- Shop Now
- Sign Up
- Watch Video
The buttons are “designed to bring a business’ most important objective to the forefront of its Facebook presence.” (Facebook Blog) The buttons also encourage engagement and interaction with customers and potential customers. Allowing the business to generate more traffic to their website, App or to encourage new customers to sign up for services or classes.
These call-to-action buttons will link to any destination, including sites off Facebook. Page Admins can link these buttons to any web page or to a location within Facebook. The call-to-action buttons are designed to help the Business Pages “drive business objectives.” (Facebook Blog)
On their blog Facebook gives an example of a Business Page using the call-to-action button with success.
“Over the course of a three-seek 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 at Dollar Shave Club.
The button will be placed in the Cover Photo area just to the left of the “Like” button. (See Dollar Shave’s Page for sample.)
With the ban on promotional Updates and direct selling in posts this provides Business Pages the opportunity to promote directly at the top of their Facebook Page.
The call-to-action buttons will be rolling out to all Business Pages over the next few weeks.