Call to Action buttons is the core of our business. Something we are specialized in since Agendize foundation in 2003. We’ve been strengthening our offer with apps like the Online Scheduling, Click to call, and more to help businesses connect with their consumers online and mostly from their website interface. On December 11th, Facebook confirmed that our solution was worth the investment by adding call-to-action buttons to their pages proving that customer engagement applications can bring more conversion value to businesses on social media.
New call-to-action (CTA) buttons on Facebook Pages
These new CTA buttons aren’t completely new as Facebook launched it early in 2014 for ads and posts. What’s interesting is that now businesses can add one of the following CTA buttons at the bottom right of their timeline and make it visible for any people visiting their Facebook page:
• Book Now
• Contact Us
• Use App
• Play Game
• Shop Now
• Sign Up
• Watch Video
A three-week test was ran on the Dollar Shave Club Facebook page to analyse the potential impact of such engagement tools. Brian Kim, Director of Acquisition of Dollar Shave Club stated that “the Sign Up call-to-action button delivered a 2.5x higher conversion rate versus other comparable social placements…”. Customer engagement apps seem to have their place on social media. And Facebook is just the beginning!
What benefits for businesses using customer engagement apps on Facebook?
Customer engagement apps help businesses connect with their prospects online, from their website to their Facebook page. And from our expertise, applications like the Online Scheduling button, or “Book now” as Facebook calls it, allow businesses to:
• Grow sales as consumers get the opportunity to finalize and take actions directly from a Facebook post, ad and now page.
• Drive more traffic to the business website.
• Get audience to take direct actions such as booking an appointment.
• Collect customer data and unify it in an integrated CRM.
• Drive more calls to the business with Click to Call buttons.
New Facebook call-to-action buttons drive business objectives!
In October 2014, AdRoll – a retargeting platform – conducted an analysis of the 7 Facebook call to action buttons. The main results showed that businesses integrating CTA buttons to their Facebook page had 2.85x more volumes of click through rate than those who didn’t. If we llook at the details of which segment is integrating which CTA button, the “Shop now” is the most integrated CTA button with 74% of businesses implementing it to their Facebook page including apparel, consumer electronics, home, crafts & hobbies companies. If we focus on the CTA buttons agendize is specialized in, here are the integration results:
• “Book now”, similar to Agendize Online Scheduling solution: 8% of companies chose to implement it on their Facebook page including travel and real estate.
• “Sign up”, the equivalent of agendize form builder tool: 4% of companies decided to integrate it and especially companies from the Tech and Media & Entertainment field.
As Facebook mentions in its press release, new CTAs are “designed to bring a business’s most important objective to the forefront of its Facebook presence”. These new buttons are linked to “any destination on or off Facebook that aligns with a business’s goals”.
Here is the full AdRoll infographic on the analysis they conducted over October 2014 on Facebook CTAs adoption and impact.
Built-in Facebook CTA buttons or specialized conversion apps?
Agendize Online Scheduling and Click to Call apps are also available for Facebook pages and go beyond simple call-to-action buttons. Though, on top of giving users the opportunity to add a click to call or an appointment scheduling button on their Facebook page, users can also automatically nurture customer database with an integrated CRM. Regarding the Agendize online scheduling, businesses get more options to automatize their appointment management like reminders and notifications, real-time calendar syncs with existing calendars like iCal. It’s more than a simple one-shot booking system.
Built-in CTA buttons integration like Facebook’s is to take into consideration for SMBs that want their online visitors to turn into active customers. But don’t you think that customer engagement experts can bring more value to businesses and help them better track and analyze their online consumer’s behavior?