Since launching adverts in 2013, we've seen a positive response from the community to the products, apps and services advertised on Instagram. And while we didn't offer direct response advert units at the time, consumers found their own ways to take action from adverts. With this demand for action, from both consumers and advertisers, on Instagram, we launched adverts dedicated to making it easier for all businesses to drive specific action from consumers.

In addition to running campaigns that drive website clicks and mobile app installs, you can now run campaigns that are optimised for website conversions. This means that you can get people to take a specific action on your website, such as submitting a lead or completing a purchase. To help consumers clearly understand the action you want them to take, you can select a call-to-action button that complements your campaign, such as: Shop Now, Book Now, Learn More, Sign Up, Download, Watch Now, Contact Us, Apply Now.

Now that advertisers can optimise for website conversions on Instagram, businesses are already seeing conversions from their campaigns. Lifestyle fashion company JustFab turned to Instagram to drive sales amongst new and existing customers. Now that Instagram has the same targeting, creative and measurement capabilities as Facebook, JustFab felt confident that running a website conversion advert on Instagram would produce the same level of success. Through a series of photo adverts targeting women aged 18+, JustFab not only met its goals, but exceeded them with Instagram, driving a 10 to 15% conversion lift over other benchmarks.

Small e-commerce business Easy Canvas Prints turned to Instagram to drive sales of its custom canvas prints during the festive season. It optimised its photo adverts for website conversions and included a prominent "Shop Now" call-to-action button that directed customers to its site, helping drive conversions in a major way.

And online dating service Match wanted a way to drive registrations amongst a new generation of people who are actively dating. Because Match acquires clients primarily on mobile, it decided to run a website conversions campaign on Instagram. During the website conversions campaign, Match increased its registration volume by 20%.

If you want to drive conversions on your website, using the Website Conversions objective is the easiest and most effective way. To create an advert that's optimised for website conversions, simply select "Increase conversions on your website" when choosing your campaign objective in Facebook's Adverts Manager. From there, you can target your adverts and customise the call-to-action button based on the action you want consumers to take.