Facebook has made a number of recent updates to the structure and design of their business Pages. These updates further validate the importance of mobile to both your marketing and a customer’s experience with your business. Facebook cites a survey that suggests nearly half of people intentionally visit Facebook to seek out products – and the majority discovering them in their News Feed, on business Pages, and in Groups.
With this information in mind (and the fact that 87% of their users are mobile), Facebook has made a number of updates to Pages in order to help businesses engage with their customers more easily on their platform of choice. One billion people visit Pages every month, and the following updates will help build more trust in your brand.
Updated Messaging Capabilities
Responsiveness is one of the best ways you can build trust with your customers. Facebook is helping businesses improve their communication with Page visitors through new private messaging features and responsiveness badges. Updates include:
- People can send private messages to a Page directly from a Local Awareness Ad (by including a “Send Message” call-to-action within the ad).
- Pages can reply to public comments with a private message, helping businesses resolve customer service issues more directly.
- Pages are now given a “Very responsive to messages” badge on their Page if they respond to 90% of their messages with a median response time of 5 minutes or less.
- New tools to manage messages, such as having saved responses for commonly asked questions and including more actions that make it easier to keep track of your inbox.
New and More Prominent Call-to-Action Buttons
Understanding the ways visitors want to engage with your business from mobile devices, Facebook has redesigned Page call-to-action buttons to make them bigger, brighter, and altogether more prominent. Facebook is now testing “Call Now,” “Send Message,” and “Contact Us” buttons for mobile devices. (Tip: if you’re going to use a Call Now button, use a trackable phone number so you’re able to attribute calls back to your Page the same way you’d be able to for any click-throughs to your website.)
Improved Page Layout
These updates help streamline how visitors navigate your Page and ease any frustration they may have by not being able to find the information they want.
- New sections (such as Shop and Services) help businesses showcase their products or menu of services directly from Facebook. This minimizes the extra step of having to click through to a website and instead gives visitors immediate access to your offerings.
- All sections now have their own tab, which are found near the top of the Page. On a mobile device there is limited page real estate and no visitor wants to scroll and scroll to find information. Section tabs help clean up and organize your profile, offerings, and business information.
- Since it’s your landing page from any Facebook advertising, the Home section provides a brief snippet of the other tabbed sections of your Page. Here visitors can get the highlights of your business and which section they may need to navigate to.
The bottom line: if Facebook is trying to help businesses optimize for mobile, it means something. So take advantage of these updates. Then you can check out this tip guide if you want to learn more Facebook ad strategies to convert mobile-first shoppers.