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There used to be a time when Facebook positively frowned upon businesses using calls to action on Facebook Pages, in the coming months they are rolling them out as a norm.

Just before Christmas, Facebook announced the release of a new call to action feature designed to help “Pages drive business objectives.”

Already popping up on US-based Facebook pages, the functionality will be rolled-out worldwide in the coming weeks and months.

The new call-to-action buttons will appear at the bottom of the header image and link to destinations both on and off of Facebook. Page admins will have the choice to select from a group of seven call-to-action buttons:

  • Book Now
  • Contact Us
  • Use App
  • Play Game
  • Shop Now
  • Sign Up
  • Watch Video

As the launch article from Facebook revealed, online retailer Dollar Shave Club had great success in pre-launch trials using the call-to-action button, reporting a 2.5 times higher conversion rate.

facebook call to action button

Dollar Shave Club’s call to action button

What it does suggest is that Facebook continues to push the platform as a place to do business, although this latest addition will probably only get big rewards with investment in Facebook ads with the every spiralling decline of organic reach for Facebook pages. That said, it is another example of why businesses can’t afford to be ignoring the benefits Facebook offers in promoting your offering, increasing brand awareness and engaging with existing and potential new customers.

Have you got call to action functionality on your page yet? We’d love to hear from you if you have and how it is working for you.

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