Conversational commerce a hugely profitable CRM strategy still very unutilised by businesses
When people think about engaging with the company, the most natural way they think about is conversation because that is how we mostly communicate.
As e-commerce, you have many web visitors without a history connected to your business/brand. Without previous purchases or some data proactively submitted by the visitor, you have no data that can be used to convert the visitor into a customer. And if you do not want to wait for the “miracle,” there is this THING called conversational commerce. This THING might be one of the most effective tools to convert your anonymous visitors into well-known customers to increase the potential of strengthening your regular customer database.
What’s the best way to start the conversation?
People usually need help, especially when the product is more complex or bit more expensive. Beds and sofas doesn’t need to be a car, but something more complex than a yogurt. To move people closer to conversion, they often need help with product specifications. These pieces of information usually come in product descriptions, blog articles, or other content that can be found on the internet. But why wouldn’t you take advantage of the situation and proactively ask the visitor if there is anything you can help with?
Benefits of conversational commerce:
- Gathering valuable customer data
- Building the customer and brand connection by being helpful in the buying process
- Include the buying process into the chat window, reducing abandonment rates
- Availability 24/7, thanks to innovative technology, driving the conversations without person needed
Decide what will be your conversational commerce strategy
Engaging customers on a personal level needs to be backed with a good CRM strategy that makes sense for you and the customer. Asking non-relevant questions can work against your intent. First of all, you need to know your audience and their relationship to the products you are selling. Let’s have a quick example of how you can use conversational commerce to get contact information from web visitors.
Imagine you are selling health equipment, for instance, rollators assisting the elderly with movement. When a visitor arrives and checks the rollator category, browsing products for a few minutes, that might be the best time to engage with a pop-up message willing to advise on choosing the right rollator. Rollator height is a crucial measurement that gives its user stability and lowers the risk of falling. When the visitor engages with the message, you will proceed with the conversation for a few more steps. In the end, you will offer a 5-step guide on choosing the best rollator that can be sent to a visitor’s email address if a visitor is willing to give away his contact information (email address).
It’s all about offering your visitors relevant advice while browsing your website
Customer is asking a question, and you are answering with relevant advice. So how to turn customers needs to decide on purchasing a product, and cover their acknowledgment. Start a conversation while browsing and offer them the key advice. If you engage them at the right time, you can collect contact information, continue in conversations and most likely convert them into customers.