One of the metrics used to measure the success of online marketing strategies is conversion rate. This metric represents the percentage of leads that make a purchase and, thus, become your customers. As any marketer knows, it is becoming increasingly harder to obtain a good conversion rate at an affordable total cost.
People are constantly lured in and distracted by your competitors. They are busy and have shorter and shorter attention spans. Although the engagement was promising, along the conversion path many leads go astray and can be lost forever.
Chatbots and Facebook Advertising: The Dynamic Duo to the Rescue
This may sound like a grim perspective, but you, as a business owner, are not completely helpless. You have the means to figuratively grab the stray leads by the hand and bring them back to the conversion path. One way to do this is by investing in carefully targeted Facebook ads.
And now one more ally comes to serve you: chatbots. Messenger chatbots are the future of customer engagement and customer service. They are always available to answer questions and they have the answer ready—even if it is in the form of a link where the customers can find the information they need.
What happens when you get Facebook ads and Messenger chatbots to work together? Your conversion rates increase without having to substantially increase your digital ad spending.
Here are a few ways to do it:
- Remarketing Ads Follow Chatbot Conversation
Remarketing ads are a form of reminder for leads. After leads have taken action by visiting your website or discussing with your Messenger chatbot, you can remind them that there is still more to find out, and special offers to enjoy.
Why do remarketing ads work so well? Because they do not come out of nowhere before the eyes of a person who never heard about your business. On the contrary, you should schedule your remarketing Facebook ads as soon as possible after the trigger event took place while the memory is fresh in the lead’s mind.
- Reduce Cart Abandonment Rate by Simplifying the Shopping Procedure
According to a survey, the top reasons people abandon an online shopping cart are:
- 28% unexpected shipping cost
- 23% creating a new account, which takes time
- 16% not really shopping, just conducting research
A messenger chatbot can help with the second most frequent reason for cart abandonment. Instead of getting people through the boring process of filling up a form, a chatbot can obtain the necessary information during an engaging conversation and help the client set up their account.
- If it is in Messenger, it Doesn’t Look like an Ad
Ads are disruptive, no matter how well you integrate them in your prospect’s news feed. They are perceived as something interrupting the regular browsing of content, and are scrolled past.
However, in a direct chat window, things are different. Any exchange of information is perceived as a conversation. Thus, if your leads are usually talking to your company chatbot to learn about products and special offers, they will not feel a short promotional message as a disruption. Instead, they will feel that they have received a tailored offer, made just for them.
- Improve Your Lead Screening Process
A good conversion rate depends on the quality of the leads you start with. If you do not apply the customer persona criteria carefully, you will lose money on ads and incentives for people who are unlikely to ever buy your products.
Chatbots can help you in the screening process. By asking each lead a few questions concerning their needs, problems, the reasons why they interacted with the brand, etc., you can determine whether they are a qualified lead or not. Remember, it is equally important to be selective as it is to be careful in nurturing leads.
- Save the Best for Last
Chatbots can be programmed to deliver special offers to qualified and nurtured leads at the moment when they have almost reached the end of the conversion path. Instead of serving them a general-purpose ad, prepare an enticing new client offer, which will be delivered to them through private, instant chat.
Just like the remarketing ad, it will make the lead feel special—and this is one of the key ingredients for achieving conversion. No matter how many customers you have, make every one of them feel that they are your number one and best customer.