Facebook Launches Call-To-Action Buttons For Business Pages

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Facebook Launches Call-To-Action Buttons For Business Pages

Facebook is on a roll right now when it comes to introducing useful new tools for business pages.

In case you missed it, yesterday the company announced audience targeting for organic posts and improved insights. Today Facebook announced the launch of call-to-action buttons for business pages.

Pages are an important destination for people on Facebook, and we’re building new ways for people to interact with businesses through them. Today, we’re announcing a new call-to-action feature that will help Pages drive business objectives.

These buttons are designed with the intention of directing visitors to your Facebook page towards your most valuable destination — whether that’s to sign up for your mailing list, shop in your e-commerce store, or various things like that.

Here’s a full list of the 7 call-to-action buttons that were announced, along with my best interpretation of what they can be used for. Facebook didn’t provide any further details beyond just the names of these buttons.

  • Book Now: To direct visitors to book a table at your restaurant or, a room in a hotel, or a similar kind of reservation.
  • Contact Us: You can likely use this to direct visitors to a contact form, or if you’re brave perhaps it could be a button to email you directly.
  • Use App: If your company has its own app this could be a button to open the app on your mobile device.
  • Play Game: If you’re a mobile app development company this could be a link to play your latest game.
  • Shop Now: Direct visitors to your e-commerce store.
  • Sign Up: Direct visitors to your mailing list sign up page, or a webinar sign up page, or something like that.
  • Watch Video: Pretty self explanatory, direct visitors to watch a video of your choice.

Dollar Shave Club has been using these call-to-action buttons already, and is apparently seeing good 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.

These buttons will roll out in the US over the next few weeks and worldwide next year.

Matt Southern
Matt Southern has been the lead news writer at Search Engine Journal since 2013. His passion for helping people in all aspects of online marketing... Read Full Bio
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  • Tarun Gupta

    Matt, it’s great indeed. A big sigh of relief for marketers who run their business page via facebook. Hope it’ll increase engagement levels and transaction frequency. Keep updating when the feature becomes available for Indian users.

  • Lakhyajyoti

    It is a great feature added by Facebook. Thanks for the awesome share.

  • Joe Sturgess

    Great addition, reducing that one step in order to sign up to a service is a great move. However SEO’s everywhere may evacuate their bowels at the sight of a traffic drop!

  • Nick Stamoulis

    It’s great to have this option. A Facebook page is at the top of the search results for a branded search. This allows someone to take action right there instead of clicking over to the website.

    • Mike Lowry

      Much helpful for a new user to directly take action from Facebook link.

  • Jeremy Miller

    Do we know if the CTA button can trigger a Marketo form to be launched? This way we’re not only securing the inquiry but also potentially more information on the user as well as integrating them into a relevant communication plan.

  • Liam Randall

    Really great new addition that will offer another way for a potential customer to proceed to the company’s business goal. It’s going to be a great opportunity for these who run their business mostly via Facebook.

  • Tim Dugan

    Nice to see some free features on the organic side – thanks for the update, look forward to using it!

  • vseo

    This only means they want companies to send more traffic to the Facebook page. Lets see how long does it takes to be a relevant factor for facebook algorithm

  • Jen

    Thanks for the article.

    I tried the Shop Now button for a few hours. We get a lot of new likes from FB’s page suggestion feature. When I activated the Shop Now button, the new likes halted. I removed the button, and am slowly getting my new likes back up. Has anyone tried the Shop Now button? Did it effect your new likes and reach?