A Facebook Call-To-Action Button? What’s The Social Media World Coming To?

IS THE FACEBOOK CALL-TO-ACTION BUTTON A GAME CHANGER? WE’LL HAVE TO WAIT AND SEE.

Facebook recently announced that they’ll be launching the option to use a Call-To-Action (CTA) button on business pages. Their goal is to help drive more traffic to business websites from Facebook.

The feature is not available nationwide just yet, but you may see it being rolled out in the first quarter of 2105.

How the Facebook call-to-action button will work.

• Businesses can choose from one of seven options to use for the Call-To-Action button. The seven options are “Sign Up”, “Shop Now”, “Contact Us’, “Book Now”, “Use App”, “Watch Video” and “Play Game”.

• This button can link to any destination on or off Facebook that aligns with your business goals.

• The Call-To-Action button will appear in a predetermined location on the cover photo of your business page. Page Administrators are cautioned to take the location and color of the button into consideration when designing their cover photos to enhance the buttons visibility.

But will the button work?

• Beta testers reported a boost in customer acquisition efforts as a result of the Call-To-Action button.

• One tester reported after a three week test, the button delivered a 2.5 times higher conversion rate versus other social media targeting new customers.

Like all Facebook changes, we will all watch and see. Before recommending adding the Facebook Call-To-Action button to all business pages, we want to see how this new addition performs with a wide variety of business categories and goals.

Those who use Facebook regularly to grow their business already know that many users never come back to visit their home page after ‘liking’ it.

The engagement comes from interacting with posts that show up in users news feeds. We cannot help but wonder if this new CTA button would work better if it could be added into sponsored posts or Facebook ads.

Together we will collectively hold our breaths watching to see if the new Facebook Call-To-Action button becomes a staple in our social media tool chest.