Boost Conversions with Facebook’s Call to Action Button

One of the most underused features we’ve seen on Facebook is their Call to Action button. It’s not a new feature, having been out for over a year, but it’s one that can help a lot of campaigns increase conversions and good results.

Facebook has given us the ability to place their Call to Action button on our Ads and now our Pages. It’s a simple process to install them, and doing so can offer some nice-sized benefits for your marketing efforts on Facebook.

If you aren’t using it yet, here’s why you should, and how to do it.

Why Facebook’s Call to Action Button Matters

A strong call to action (CTA) can be enough to motivate users to take the action you want them to, whether that’s visiting your page or making a purchase. With most online social media and ad platforms, we’re forced to make our call to action stick out in text and, in some cases, the image of our ad.

Facebook’s call to action button—which you can put on your ads and your Page—helps your CTA stand out quickly and effectively. The more your CTA stands out, the more it gets noticed. And the more it gets noticed, the more actions are likely to be taken.

These call to action buttons are mobile optimized, both on Pages and on ads.

Facebook's call to action button

Facebook’s Call to Action of “Learn More” on an Ad that shows up in the Newsfeed.

You have seven options to choose from when it comes to your chosen call to action:

  • Book Now
  • Contact Us
  • Use App
  • Play Game
  • Learn More
  • Shop Now
  • Sign Up
  • Watch Video

Having a clear, defined space for your CTA gives you a space where you can tell your users exactly what you want them to do in a place that they’re likely to notice it. More than that, it’s a clickable button, making it easy for them to take that action and prompting them to do so.

Facebook's call to action button for ads

An Ad with a call to action button (“show now”).

A Facebook ad without a call to action button.

 

 

 

 

 

 

 

 

 

Remember when you were about four years old and you always wanted to push the elevator button, or ring the doorbell, or really push any button that you could? I’m pretty sure we retain even a small dose of that as adults. Putting your CTA on a clickable button might just be tempting enough for users to click.

The benefits of having Facebook’s call to action button on your Page can’t be overstated. The call to action button for Pages is a new change—we actually don’t even have access to it just yet. On Pages, you can advertise with your posts, but having that CTA button at the top of your Page, where users can always find it, can help drive business objectives forward. This call to action button can link to any page on or off of Facebook that aligns with your business’s goals.

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The CTA button in a mobile ad.

At the end of the day, anything that has the chance to make your marketing more effective should be tested and strongly considered at the very least.

How to Add Facebook’s Call to Action Button to Your Ads

While your ads may already be converting well, having a clearly defined “shop now” or “contact us” that stands out can help boost conversions further and push those users sitting on the fence right off of it.

For a screen-capture walkthrough, you can watch our video below.

To add a call to action button to your ads, you’re going to start your ad like you normally would—going to the ads create tool, selecting your objective (selecting from clicks to website or conversions), choosing your image, targeting, and ad placement. You know the drill (and if you don’t, make sure to read our Beginner’s Guide here).

You do want to select “clicks to website” or “conversions on your website” as your objective since you’ll be using the CTA button to send users to a landing page of some sort. To install the conversion tracking pixel to track these conversions, you can read our blog post here.

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In the section where you select your image, off to the side you’ll see options like “connect Facebook Page” and boxes for you to enter the text and headline for your ad. Underneath these, you’ll see “Call to Action Button.”

Screen Shot 2014-12-30 at 10.18.39 AM

Select which button you want to install on your ad, and then create the rest of your ad as you normally would.

Screen Shot 2014-12-30 at 10.18.45 AM

As you start adding CTA buttons to your ads, make sure you utilize the conversion tracking pixel to monitor your campaigns and evaluate the affect different CTAs work for you and your audience. In our ad, for example, we easily could have chosen either “sign up” or “learn more.” In some cases, “learn more” sounds more innocuous and could get more clicks. Just as with every other part of your ad, testing and split testing is crucial to success.

Screen Shot 2014-12-30 at 10.20.00 AM

How to Add Facebook’s Call to Action Button to Your Page

Here’s how to add the call to action button to your page:

Facebook has also provided us with an example of a business that saw an increase in conversions when they utilized the new feature on their Page.

facebook's call to action button

Dollar Shave had early access to this feature, and showed a 2.5x higher conversion rate. They prompt users to sing up on their Page…

facebook's call to action button for Pages

You can see the call to action of “Sign Up.”

And then send them to a designated landing page.

facebook's call to action for Pages

Dollar Shave’s successful landing page.

With the CTA button for Pages, you don’t have to rely on frequently posting links to your site and landing Pages. Your CTA– and a link to your landing page– will be one of the first things people see when they click on your Page. You don’t have to hope they click on your About section, or that they see the link to your website off to the side. A link to your landing page is right there, front and center.

With Facebook’s call to action button for Pages being new, we’re still waiting to be able to access the feature, too. We’ll upload the images walking you through installing the call to action button on your Page as soon as we get it, but for now, we can tell you how to add it, and what it looks like.

You’re going to go to your Page’s cover photo. You’ll select “Create Call-to-Action” where it prompts you to do so.

You’ll then choose your desired CTA (“shop now” or “learn more”) before adding the destination URL or landing page that you want the button to send users to. Facebook says they will automatically choose the best destination based on our specific web addresses, but we can edit these suggested destinations.

Click create.

You (and users who visit your page) will see the CTA button appear next to where users can like or follow your Page.

Conclusion

We’ve already seen positive results that come from using Facebook’s call to action button on our ads, and Facebook has shown us an example of the call to action button on a Page. This feature has the potential to be another nice advantage Facebook offers over competing social media platforms. I’m excited to see how much it actually increases conversions once we gain access to it.

Do you have the call to action option installed on your Page? What do you prompt your followers to do?