In December 2014, Facebook began the roll out of call-to-action buttons for Facebook Pages. Initially available for Page managers in the US, it is set to be introduced to Pages in the rest of the world later on this year.
In this post, I'm going to explain everything you need to know about Facebook Page cover photo call-to-actions: what their purpose is, how to set one up, and some best practices to help make your button as successful as possible.
Why create a Facebook Page cover photo call-to-action button?
Facebook Pages are important hubs for many businesses, and the cover photo - large and immediate - is often the first thing that visitors will see. A call-to-action button provides new ways for your customers to interact, and for you to drive business objectives like encouraging people to shop in your online store, book an appointment, sign up to your mailing list, and more.
How to create a Facebook Page call-to-action button
1. Visit your Facebook Page and click the "Create Call-to-Action" button.
2. Choose the wording for your button according to your goals (Shop Now, Book Now, Contact Us, etc.), and enter the link you want to push people to when they click.
3. You'll also be given the options of where to send mobile users - either to a website (mobile or desktop) or to an app. Pictured below ar for iOS users, but there's one for Android as well.
Will Facebook Page call-to-action buttons make a difference to my botom line?
It's early days, but initial indications appear to show that yes, the new call-to-action buttons can positively impact your business strategy. Three weeks after Dollar Shave Club added the "Sign Up" call-to-action button to its Page, reports showed that it "delivered a 2.5x higher conversion rate versus other comparable social placements aimed to drive new user acquisition.”
Facebook Page Cover Photo call-to-action button best practices
- Pair your call-to-action button with a stellar cover photo image that catches people's attention and, therefore, helps to get the button noticed.
- If it works with your design, consider pointing to the CTA button with an arrow to point visitors towards it.
- Carefully match your CTA with your marketing objectives, and experiment to see if one button outperforms others.
- Keep an eye on your Inisghts to see how many clicks your CTA button receives.
Over to you
Will you be giving Facebook Page cover photo call-to-action buttons a go? From my perspective, it seems like you've got nothing to lose! Let me know how you get on in the comments below.