Call 2 actions buttons that will make pages more actionable
Over the past years Facebook has been building a range of commerce tools and capabilities to push traffic to online and offline transactions. October 2016, Facebook announced a number of new call 2 actions buttons that will make pages more actionable for both businesses and consumers.
They want to be the mobile solution for local businesses. It also sees itself increasingly as a local commerce platform for consumers. Some of the last year added features are:
Request an appointment:
Book your appointment straight from the Facebook business’ page. They’ll then get back to you on Messenger to confirm your appointment.
Get a quote:
the “Get Quote” button at the top of the business page lets customers easily and quickly request a quote.
Get tickets to movies and events:
you can buy movie tickets straight from the Facebook page. Facebook set up a partnership with Ticketmaster and Eventbrite. People can also get tickets to other events — free or paid — directly from the event page on Facebook.
Order food for pick-up or delivery, directly using the Facebook app
Mid October, Facebook “officially launched” food ordering on Facebook. The platform is working with delivery aggregators and restaurant chains directly in order to be comprehensive.
“Their philosophy: ordering food for takeout or delivery should be simple.”
Somehow it’s gotten complicated. First you need to decide what to eat, then you have to sift through a bunch of options and services. From local spots to national chains, Facebook connects you with old favorites and new discoveries in just a few taps. You can even check out what your friends have to say about a restaurant before you order your food.
Since People are already using Facebook, they’re officially launching the ability to order food for pick-up or delivery, directly using the app.
Facebook focuses optimising user experience
Everything is managed within the Facebook app. They anticipate you’ll search for food, read reviews and then complete the transaction all through the app. This kind of end-to-end experience adds greater value for consumers and ultimately generates more revenue for Facebook via paid media.
Is Facebook taking on Amazon?
Food ordering should be seen in the context of a larger and longer-term evolution at Facebook. Beyond its transition over time into a media company, Facebook has been building commerce tools and capabilities.
Last year in October they launched Marketplace and this year they’re expanding to Europe: Austria, Belgium, the Czech Republic, Denmark, Finland, France, Germany, Hungary, Ireland, Italy, Luxembourg, Netherlands, Norway, Portugal, Spain, Sweden and Switzerland.
Until now Marketplace has been a peer-to-peer marketplace, not a source for deals from third-party websites, like eBay. Recent discovery has shown Facebook testing featuring daily deals from eBay for a selection of its US user base.
Facebook confirmed they’ll be expanding the scope and content available to users and will also be introducing new categories that will be more business-centric:
- jobs (live now — US, Canada, Mexico)
- daily deals (eBay partnership test)
- tickets (Eventbrite and Ticketmaster), which are also presented on event pages
- shops (products from Shop section of business Pages)
“Our goal is to make it easy to interact and complete a transaction. It’s about how you make that last mile connection.” - Deb Lui Facebook Marketplace responsible
For now, Facebook is focused on getting the user experience right and establishing Marketplace as a valuable tool for buyers and sellers. It can afford to take its time.