Customizing Facebook Business Pages
Facebook allows businesses to customize the CTA their followers and other Page visitors see. Unfortunately, very few users were doing so. Upon reviewing the existing experience, I identified the following problems:
The feature was being referred to as “Page button,” which did not align with what we call it across the Facebook family of apps (e.g., Instagram)
The value for users was not clear and neither was the illustration
I believed this to be a contributor to low adoption.
Ask
How might we get Page owners to customize the CTA that their followers and Page visitors see?
Solution
Update the content with the appropriate terminology and focus on the value prop. Use content as well as design to help users understand the concept of an action button.
Process
Collaborated with product, design and engineers to align on content. Participated in user testing and applied learnings.
Impact
The updated experience will ship to users by the end of Q2 2021.
Before…
The prompt had no value prop, the wrong terminology and an illustration that wasn’t clear. The correct term is “action button,” not “Page button.”
After…
I updated the term to “action button” and focused on the value it could bring to users. We also scrapped the illustration and went with a standard prompt.
Before…
The header was the wrong style and the radio buttons + content did a poor job of conveying what an action button is to users.
After…
I updated the header to sentence case per our latest style guide and worked with design to not just tell users what an action button is, but to show them.