Calls-to-Action on Facebook Business Pages

Originally published on Website Magazine on January 28, 2015 By Allison Howen.
Facebook introduced calls-to-action for Pages back in December, and it seems as if the feature is finally beginning to show up on the social network.

The feature enables Page Administrators to drive business objectives by including a call-to-action on the cover photo section of their Page (see image). According to Facebook’s December announcement, the feature is designed to bring a business’s most important objective to the forefront of its Facebook presence. In fact, the calls-to-action can link to any destination on or off Facebook.
With the feature, Page admins can choose from a group of seven calls-to-action, which include “Shop Now,” “Sign Up,” “Book Now,” “Contact Us,” “Use App,” Play Game” and “Watch Video.”
Dollar Shave Club was among the first Pages able to leverage the new feature, and according to the company, its “Sign Up” call-to-action delivered an increase in conversions. It is important to note that Facebook’s initial announcement said the feature would be rolling out worldwide in 2015. Pages with the functionality will be prompted by Facebook to add a call-to-action when admins visit the Page.