New for Facebook Pages: Calls to Action

Pages are an important destination for people on Facebook, and we’re building new ways for people to interact with businesses through them. Today, we’re announcing a new call-to-action feature that will help Pages drive business objectives.
Designed to bring a business’s most important objective to the forefront of its Facebook presence, call-to-action buttons link to any destination on or off Facebook that aligns with a business’s goals.

Page admins can select from a group of call-to-action buttons — like Shop Now or Sign Up — to add to the top of their Page. The seven calls to action available are:

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

For online retailer Dollar Shave Club, using the call-to-action button helped boost its customer acquisition efforts:

“Over the course of a three-week test, the Sign Up call-to-action button delivered a 2.5x higher conversion rate versus other comparable social placements aimed to drive new user acquisition.” — Brian Kim, Director of Acquisition, Dollar Shave Club

https://www.facebook.com/business/news/call-to-action-button