Boost Conversions: Add Call to Action Button on a Facebook Post

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 add the Call to Action button on a Facebook post, 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 ads. 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.

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 being able to add a call to action button to a Facebook post or Page shouldn’t be underestimated. The call to action button for Pages is a new change. 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.

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.

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.

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.

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 the “Call to Action Button.”

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

As you start adding CTA buttons to your ads, make sure you utilize the conversion tracking pixel to monitor your campaigns and evaluate the effect 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 are crucial to success.

How to Add Facebook’s 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.

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

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

And then send them to a designated 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.

  • 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 being able to add a call to action button to a Facebook post or 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.

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