eCommerce is now highly competitive, and standing out from your competition requires a good strategy and brand. Many brands are still yet to discover the benefits behind Messenger marketing and Chatbot’s for their eCommerce store, but believe it or not, Chatbot’s and Messenger marketing can greatly improve your conversion rate, customer service and sales for your eCommerce store. Here are my top reasons behind why you should adopt the technology:
Starting with the obvious one, a Chatbot will help to automate a lot of your customer service. Focus on what’s important, and delegate those tasks like answering delivery queries to a Chatbot.
Chatbot’s are now so advanced, you can train them on how to respond to questions from your customers. Some of the best customer enquiries that a bot could answer could include:
- Delivery and returns polices: Train your bot to understand how to deliver the correct delivery information and returns policies to your users. You probably have this information already displayed on your site, so either copy that into your bot, or direct users to that page on your site.
- Where is my order? When is my delivery due? Your bot can answer these questions by using the API’s provided by your courier service. Ask the user for their tracking number, and send this through the API. You should be able to respond to them with the response that the API sends back. A more simple solution here would be to direct users to a tracking page.
- Any other questions that you’re commonly asked which can automatically be answered. I often create bot responses based on pre-written FAQs. Just copy them into your bot and add keywords which link with the responses.
Audience growth & segmentation
If you didn’t already know, tools like ManyChat allow you to segment your audiences. You do this by adding a tag to each user, based on some buying interests, and demographics. Some great examples could include:
- Segment your audiences based on age, gender and locations. This works well when you want to run targeted Messenger campaigns to certain types of audiences.
- Group your subscribers by most active buyers. I’m a strong believer in looking after your most loyal customers, so why not create a VIP tag to send exclusive offers to those who have been there for you, right from the start.
- Retarget your Messenger subscribers through FaceBook ads. Did you know, you can export PSID’s? Sounds complicated, but it’s a simple ID connected to someone who interacts with your Messenger inbox. Export all of these users, and retarget them! You could even create a look a like audience, to further build your Messenger list.
- Segmenting your audiences will let you send product recommendations based on their demographics. Track the types of products your subscribers are buying from you, and then group these people into categories where you can then later broadcast product recommendations to.
If your store has the ability for customers to review your products, then a Chatbot can be a great way to encourage users to leave product reviews. The best way to do this would be to integrate a button on your checkout success page with your Chatbot. There are apps and integrations available with Shopify which will link the customers order ID with their FaceBook profile.
You then just need to create some rules, so that the bot follows up with the user, a week after they have received the product.
Reviews on your products will greatly help to increase the conversion rate across your store.
Abandoned cart recovery:
Traditional abandoned cart strategies are done through email, and retargeting through paid ads, but adding in new channels for retargeting those abandoned carts will help to increase your conversion rate. Sometimes an email gets lost, and sometimes ads are ignored because they’re displayed at the wrong time. Messenger is a whole lot different, as you have much greater open rates, and the Message stays with the user in their inbox.
Pairing with FaceBook Messenger also provides your store for a way to communicate with customers who don’t provide their email address.
In my experience, it’s best to send both a Messenger cart recovery message and email recovery at the same time. My latest client is seeing 210% more abandoned cart revenue by implementing both.
Order in Messenger
Allowing your customers to place orders within Messenger isn’t as hard as it sounds, in fact well known brand H&M offer this with their Kik bot.
Start with a simple flow asking your users what they’re looking for. If you sell fashion, then you could ask what type of outfit they’re looking for. As your users begin to go through a number of options, you can slowly build a cart for them.
Once they reach the end of the flow, insert a call to action button which allows them to directly purchase the products from a pre-built cart.
You can setup a pre-built cart in advance containing different product bundles, and then create different flows with these product bundles.
This enables you to provide your customers with a quick way to make a purchase.
I highly encourage you to implement this with your eCommerce store, if you haven’t already. Being one step ahead of the game is always going to help you stand out from the competition.
If you’re interested in learning more about Chatbots and Messenger marketing for eCommerce then feel free to send me an email, I’d be more than happy to show you a live demo and answer any questions that you have! firstname.lastname@example.org