You’ve got your Facebook business page optimized and a strong Facebook Ads campaign set up. You’ve already been through several great call to action ideas (CTA) and now need to ensure you’re maximizing conversions by correctly using the Facebook call to action button. 

Fortunately, Facebook wants you to succeed. This is why they have created options for every type of business. No secret or magic trick is involved; you just need to know how to choose the one that works best for you. 

Let’s explore each option so you can be confident you’re using the appropriate call to action button for your business and campaign.

Facebook CTA buttons and how they work

Call to action buttons are an important part of your social media tools. Facebook CTA buttons offer a clear and concise call to action to encourage a Facebook user on your page or ad to take a specific next step. They are visually appealing and stand out from other content, helping increase your conversion rate.

The best ways to use Facebook’s call to action button options

Before we cover the available Facebook CTA options, you need to consider a few things that will impact your choice. Think about what action you want your visitor to take and why. Analyze what your visitors need. 

Do they need more information about a new industry or product? Do they know the product but need more information about your company? Do they have all the information they need and are ready to make a purchase?

Let’s explore some Facebook call to action examples to determine the right choice for you.

Book now

This CTA button works best for businesses that offer a service by appointment. The ideal potential customer in this example is well-informed about the service and your business and is ready to take action now. This CTA button works well for businesses like hotels, restaurants, hair salons, and tour companies.

When the visitor clicks on the button, you can redirect them to a third-party scheduling app, the booking page on your website, or a reservation chatbot. Choose the most suitable option for you, but make sure they can book an appointment immediately because this is what they will expect.

Contact us

You should use the “Contact Us” CTA button if the visitor needs more information before purchasing. This is commonly used by companies that offer bespoke products or services. 

Businesses like accounting firms, web design companies, or those that need to get more information from a customer before they give them a quote would use this CTA. After the user clicks the CTA button, you can link them to a live chat, give a clickable phone number for mobile users, or direct them to a contact form. 

Sign up

The “Sign Up” button is a great way to grow your email list with Facebook. Visitors are usually attracted to sign up for a promotional offer or a freebie. These are called lead magnets and are typically sent to users via email marketing once they have provided their contact information. 

Businesses seeking to establish their authority within an industry often offer a free ebook or whitepaper in exchange for an email address. You can also attract users to use your app or SaaS (Software as a Service) product by having them sign up for early access. This is a great CTA button to use for lead generation.

Shop now

Businesses selling products online should consider using the “Shop Now” call to action button. The goal of this CTA is to drive immediate sales. This means targeting customers who are ready to make a purchase. You can link them to your website’s store or a third-party app like Amazon or Etsy. Offering a limited-time discount will increase urgency and help your conversion rate.

If you sell products online but need to give your customers more information before they purchase, you may consider starting with the following option instead of “Shop Now.”

Watch video

Showing people a video is a great way to provide more information about a product, service, or business as a whole. For example, people selling online courses often utilize Facebook-targeted ads to link a prospect to an informative webinar. 

If you’re selling a physical product, you could link to an advert or product demonstration. “Watch Now” is a great way to give your potential customers more information to encourage them to purchase a product or service they may be unfamiliar with.

Donate now

This CTA button is very similar to “Shop Now.” It targets people who are ready to make a transaction online now. The difference is that this CTA button is used for charitable organizations or crowdfunding activities. The “Donate Now” button lets you receive donations directly through the Facebook platform.

Learn more

This is the most general Facebook call to action button. You can use this if you have a new product, service, or company. At this stage, potential customers or clients need more information before they decide to purchase. You can direct them to a dedicated landing page with all the necessary information. Businesses that are trying to increase brand awareness should choose this CTA.

How to add a Facebook call to action button

There are two ways to add a CTA button to your Facebook page, depending on whether you use a Classic Page or a New Page Experience.

Classic Page

  1. Go to your business’s Facebook page.
  2. Below your cover image, click “+ Add a button.”
  3. Choose your CTA button from the dropdown menu and then follow the instructions.
  4. Click save.
When a Classic Page owner clicks on “+ Add a Button,” Facebook opens a dropdown menu that shows all of its CTA button options.

New Page experience

  1. Go to your Facebook business page.
  2. Click on the three dots.
  3. Click “Add Page Button.”
  4. Select your button from the dropdown menu and click next.
  5. Follow the instructions on the screen.
  6. Click save.

If you are adding a button to a Facebook Ad, this will be part of the workflow. There are a few things to consider, though.

  1. Collection and Instant Experience Ad formats aren’t compatible with CTA buttons.
  2. If you have your objective set as “Awareness,” click “Add a destination” and then “Website” to bring up the CTA dropdown menu.
  3. If you are running Facebook Ads for a non-profit and plan to use “Donate Now,” you must register your charitable organization with Facebook Payments first.

Make sure these elements are in place before you consider how to scale Facebook ads

Get started with your Facebook CTA buttons

Choosing the right Facebook call to action buttons will help to maximize your campaign conversions. Once you’ve clearly defined your goals and determined what stage of the decision-making process your audience is at, choosing which CTA buttons to use will be easy.