Dear Facebook page admins, did you notice the call-to-action buttons?
Facebook has announced seven “call to action” buttons for Pages. Admins can choose one of the verbs that can get them the most conversion.
The options are: Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up, Watch Video.
Why is this a big deal for page owners? It turns out a native call-to-action button is good for higher click-through rates.
With this feature, the page admin can set the destination to forward users who click the call-to-action buttons on iOS and Android devices. The destinations URLs can be within the social network or off Facebook.
In a statement Facebook said: “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. Designed to bring a business’ most important objective to the forefront of its Facebook presence, call-to-action buttons link to any destination on or off Facebook that aligns with a business’s goals.”
Dollar Shave Club, an online shaving supply retailer, who tested this Facebook feature said, “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.”
On a similar line, Facebook has launched a set of tools for publishers.
Interest Targeting – a tool that helps your Facebook page post to reach precisely the right people. It offers the ability to target posts to a subset of the people that like your Page.
Post End Date – this allows Page Admins to specify a day and time to stop showing a post in News Feed. For instance, a publisher can use this to remove yesterday’s cricket score from News Feed of people who like your page. But the cricket score update will continue to appear on your Page where it was originally posted.
Smart Publishing – this tries to address the challenging for large publishers to predict which stories will resonate with their audience.
“Once you enable the setting, frequently shared links to your website can appear in News Feed for people who like your Page. Those posts will not appear on your Page, but you’ll have access to a new dashboard in Insights to see analytics, moderate comments and choose which you want to post to your Page.”
At present, Smart Publishing is available for a limited number of media organizations. Facebook says they hope to make it more broadly available in the coming months.