Are You Benefitting from Facebook’s ‘Book Now’ Button?

by Kyla Steeves

If you’re using the Checkfront plugin for Facebook already, you know that having the “Online Bookings” tab displayed at the top of the page is beneficial. It allows customers to book right on your page without becoming distracted and leaving your site.

But Facebook has another way to prompt customers — through a call to action button that sits right on your cover image — front and center and appealing.

Here’s how to set it up:

1: Log into your Facebook page’s admin panel and hit “Add a Button”

Facebook admin page of Zipline Tour Company for Add a Button

 

2: Select your call to action

To make this choice easier, Facebook provides a list of options to match your intention for the button with. Each comes with a drop down arrow where you will find a suitable call to action. Of course, we like the ‘Book Now’ label found under the ‘Book with you’ option.

But there are a handful of options to choose from and depending on your marketing goals, you will need to give this decision some thought. Think about how you want to use Facebook in your buyer’s journey. Do you want them to visit your website, engage with your content or make an immediate booking?

Don’t stress, however. You can always try out a call to action for a short period of time and then try another to compare results (see more information below).

Facebook add button option list

 

3: Choose a Destination

A call to action should send a user to the right section of your website. It would be frustrating if they clicked on the ‘book now’ button and were only directed to your website’s home page. Once there, they might lost interest if they have to find the reservation page on their own. This is why it is important to streamline the process as much as possible.

Select ‘Link to Website’ and enter the URL for your reservation page. Make sure to click save and then finish.

Facebook link to website option

 

4: Track your conversions

Now that your button is set-up, you can see and track how many people have clicked on your call to action. To test and analyze results, click on Insights located in the top menu bar of your admin page. On the side bar, find Actions on Page and then scroll down to People who clicked Action Button.

Using this graph, you can filter the number of clicks by age and gender, country, city and device. This will give you great insight into whether or not you are reaching your target audience. And you will find it interesting to see how many customers book with a mobile device.

As mentioned previously, the ‘book now’ button doesn’t have to be your only choice. Test it out for a month and analyze the results. If you want to see how others do, try out another button like ‘learn more’ and repeat the process. You may find that users respond better to gathering more information about your service before making the decision to book. Soon you will find the best call to action for your business.

 

Call to action for Facebook advertising

Not only can you benefit from a ‘book now’ button on your business page, but with your Facebook advertising as well. Creating a Facebook ad is a great way to reach a wider audience. But you want to make sure your compelling advertisement encourages the user to look further. No surprise, you can also use a call to action feature here!

After following the steps to create a Facebook ad, you will be prompted to select an appropriate call to action. This is an opportunity to use the ‘book now’ button again.

However, you may find the ‘learn more’ button to be more useful here. A user will happen upon your advertisement in their newsfeed and if they don’t know anything about your business yet, they are not likely to book right away. Instead, use the ‘learn more’ option and direct users to a landing page on your website. With more information, they are more likely to convert into customers.

Creating an advertisement on Facebook with call to action button

With a prominent call to action button on your Facebook business page and advertising, you will encourage more customers to engage and book with you. It’s a quick way to increase both traffic and conversions, so create one today!

Interested in other ways to grow your business using Facebook? Check out our post: How to Leverage Facebook for Online Bookings