Facebook is rolling out some new call-to-action features, which are designed to help Page owners drive specific business objectives. They include “Shop Now, “Book Now,” “Contact Us,” “Sign Up,” “Use App,” “Play Game,” and “Watch Video.” In the coming weeks, Page administrations should be able to select from these new call-to-action buttons to add to the top of their Page. In recent tests, Facebook said the new buttons have been a boon for merchants. Over the course of a three-week test, for example, a Sign Up button on Dollar Shave Club’s Page delivered a 250% higher conversion rate versus other comparable social placements.

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As more brands utilize social media as an entryway to shoppers, how can we differentiate with a value exchange that’s unique and ownable? #MarsTalk