19FEB2015

Call-to-action button for Facebook Pages

Posted in: Digital marketing

Last December, Facebook announced a new feature for Facebook Business Pages providing the opportunity to add a call-to-action button to a Page. This new button first became available in the US, and has gradually been incorporated into Pages from other countries. The aim of this new button is to encourage followers to carry out an action from the Page. This action could be making a purchase, or signing up for example. Below, we explain which types of buttons are available and how to apply them to your Pages. We also provide some tips for getting the most out of this button.

Description of the call-to-action Facebook button

Facebook Pages have become one of the most-used channels for brands and businesses to communicate with their followers and clients. With the aim of providing companies new ways of interacting with followers of their brand, Facebook has incorporated the possibility of adding a call-to-action button to all Facebook Pages.

 

Where is the button located?

As can be seen in the following image, the button is located in the cover image – one of the most visible parts of the page.

Facebook Call to action button

 

How is it configured?

Currently, Facebook permits you to select from seven types of button, depending on the objectives of the page and including the following calls to action:

  • Reserve
  • Contact us
  • Use application
  • Play
  • Buy
  • Register
  • See video

In this way, when activating the button, administrators can decide which type of button they wish to use. The button can be changed at any time, in accordance with the objectives of each moment.

Page administrators can also decide the destination of the button – the page to which they wish to redirect users who click on the button. To do this, the administrator can enter the URL of the destination website. It is also possible to differentiate the mobile connections by entering a specific URL for your mobile website.

Facebook Call to action button

How to analyze the impact of the button

With the aim of being able to analyze the performance of the button, you have the following methods for measuring its effectiveness:

  • Facebook’s own Page statistics, which indicate the number of clicks the button has received. The statistics are shown for each week. They also show how the number of clicks has evolved.Facebook Call to action button
  • You can use your own tracking system, to measure how many users have reached the destination page via the button. To do this, you just need to add UTM_source, UTM_medium y UTM_campaign to the destination URL that you have configured for the button. This will allow you to find out how many of the users who reach the destination page come via the button on your Facebook Page.

 

How to get the most out of the button in your sweepstakes, contests and promotions

The call-to-action button is a new tool for Facebook Page administrators, designed to help them dynamize the community of users and encourage them to carry out specific actions on the Page. These actions could consist in buying one of the brand’s products, signing up to a webpage, or even participating in contest, sweepstake and promotion applications.

If organizing a promotion or contest, you can take advantage of the potential of the call to action and convert it into a new channel for attracting more users to your promotion and thus capturing more participants.

To do this, at the moment of activating the button, you only need to use the main promotion link, to which you can also add UTM tracking parameters in order to find out how many participants have come via the button on your Facebook Page (option available for Premium and White Label Easypromos promotions).

See the December 2014 Facebook announcement here.

 

Carles Bonfill

Easypromos CEO and co-funder

Publication date: 2015-02-19