Chatbots are designed to imitate the interactive communication with visitors of your website. They are usually based on popular messenger platforms such as Telegram, WhatsApp, or Viber, which your target audience use for texting with friends and family.
There are three main areas of ecommerce where chatbots are effective: marketing, sales and client support. Let’s take a closer look at how they can automate the consumer interaction.
The main task for this method of digital marketing consists in providing potential customers full and accessible information on products or services. This is often performed through a variety of platforms, such as social media, blogs, emails, or themed forums. The choice depends on results you wish to achieve and the audience your messages are focused on.
Each platform can produce certain results. For example, messengers and chatbots can resolve a problem of low coverage. They allow you reach out to 80% of your subscribers from a single click.
This tool can post the content automatically on a regular basis and only takes the algorithm developed for customer interaction and a chatbot that includes a 24/7 option. A correctly implemented and time execution chatbot will perform all your pre-planned actions with nothing missed, so your visitors have a quality experience.
The main phase of any purchase is making the purchasing decision. That is the reason why you should be responsive in reacting to requests from your website visitors, and why you should convince customers to choose your products or services before your competitors do this.
On this phase, the chatbot functions are very diverse:
- answering clients’ questions;
- providing URLs to the best articles;
- presenting the comparative characteristics;
- recommending popular goods, and so on.
Depending on the type of your business, you may have to ask your visitor up to 30 questions about their needs before the purchase has been completed. If a customer is already loyal to your brand, this suffices to know they are looking for your products. As customers proceed through the sale process and inquire about a product, a chatbot may take the initiative and lead a client to the ordering stage, after detecting their needs.
Your chatbot will learn from the data collected if you plan the content and will answer your customers systematically. This is an excellent opportunity to serve the users requests by copying the archive data. This approach lets you focus on concerned clients that need your support directly, with no need to answering identical questions day by day.
Communicating with customers via chatbots has many advantages.
1. High level of engagement
According to the CTIA research, the average time for viewing a message within messenger apps is around 90 seconds, while in email – 90 minutes. Therefore, messenger chatbots are a far more prompt way of communicating with clients.
2. Functionality and cost
Many companies still use SMS campaigns, when the capabilities for inserting images, video or links are very limited there. In opposition to this, messenger chatbots can contain buttons, GIFs and other call-to-action methods. Besides, after you implement or outsource the development of a chatbot once, you don’t need to spend additional marketing funds on each campaign.
Unlike traditional advertising channels with one-way interaction, like television, magazines, radio and so forth, chatbots are able to interact with the audience in real time and provide them with the possibility of choice.
Incoming messages in a chatbot can be redirected to a certain specialist of your support team to make the conversation more personal-oriented. This is the type of communication people expect from companies that they do business with.
Each realm of business has its special aspects. That is why you should conduct tests, analyze and improve your performance. Your objective must be to make your website visitors believe that a chatbot is an effective support solution in solving their problem.
To ensure a chatbot satisfies expectations, you must provide your clients with useful information, and make them feel you care and resolve any concerns. Explore who your potential clients are, find out what messengers they use, and revise your interaction strategy. As a result, you will be able to send them content they need: personal discounts, goods or services reviews, news, and answers to their questions.