Every day, e-Commerce stores and big brands are adopting a new buzz in online marketing – Conversational Marketing. Facebook Messenger is the biggest player in conversational marketing. And transforming businesses to new levels of profitability, and boosting convenience and ease with which people can buy online. And it’s playing a huge role in recovering abandoned shopping carts in e-Commerce stores.
What is Conversational Marketing?
Conversational marketing is a buzz word coined in 2015 by Chris Messina, an ex-Uber employee. Chris predicted that messaging services like Facebook Messenger, WhatsApp and others would transform e-Commerce to a more convenient, conversational manner. And it’s likely to become the primary way people transact online on mobile devices. Chris described it this way:
Conversational commerce is about delivering convenience, personalization, and decision support while people are on the go, with only partial attention to spare.
What role does email play in recovering abandoned carts?
It’s nothing new – for many years, brands and e-Commerce stores have relied solely on email to communicate with their clients. They use email as a primary tool to recover abandoned carts. But that email can go to the spam folder. If it doesn’t, your customer might notice it tomorrow, when it might already be too late. This is where messaging apps take over. In fact, messaging apps surpassed social in 2015.
Facebook Messenger has taken its solid place as the leader in conversational marketing. So how can you use it to boost sales in your e-Commerce store?
How to use Facebook Messenger to boost sales
Lisa friend is getting married and can’t wait for the big day. She can’t stop thinking about it, and she’s looking for a cute dress for the bridal party when she lands on your online store while at the office in the afternoon.
That little checkbox “Send to Messenger” below the “Add to Cart” button gives you permission to follow up with Lisa.
She likes what she sees, and is ready to buy. She checks the “Send to Messenger” checkbox.
Just as she clicks on “Add to Cart”, her boss calls her for a meeting.
The rest of her day flows through the usual busy schedule, and she forgets that she had started buying her favorite dress.
She finally gets home and settles down to relax for the evening.
This is where Facebook Messenger changes the game.
In traditional e-Commerce, Lisa would receive an email reminder (if she had provided he email already) about her purchase. Maybe the email could have gone to her spam folder. Or go completely un-noticed until tomorrow.
But thanks to Facebook Messenger and the permission you got to contact Lisa, you are able to send her an actual phone notification.
One where her phone goes “ding!”, vibrates and her screen lights up.
Lisa checks her phone and finds a welcome reminder through Facebook Messenger:
She unlocks her phone and to read the full message:
Unknown to Lisa, this message has been triggered by PoaCart installed in your store.
The message offers her a discount of 15%, and she realizes she has to complete the order right away to take advantage of this offer.
She clicks the link on the message, and instantly she’s back on her checkout page. Right inside Facebook Messenger. No pages to navigate, just complete the purchase.
Just as she’s about to complete the order, she realizes the wedding is only 2 weeks away. Will she get her dress in time?
So she replies to the abandoned cart message to ask how long it will take for her to receive the dress.
If you’ve got full-time staff monitoring these messages, she’ll instantly get a live person to provide an answer.
You can also set up a bot that will pick up keywords like “shipping” or “delivery” and so on. Instead of responding with a generic response like “Thank you for contacting us. We will get back to you as soon as possible”, she gets an answer that addresses her question:
The final hurdle that would have prevented her from placing her order has been addressed. She’s happy that her dress will arrive in time before the bridal party.
And right from Facebook Messenger, Lisa completes her purchase.
Moments later, her phone lights up again. This time, it’s a receipt confirming her order. And the receipt also contains another goodie – a new coupon if she places her next order in the next one week:
Lisa is already happy with how easy she can contact you, and the fact that she’ll receive her cute dress in time for the bridal party. The following day, her phone buzzes with a shipment confirmation:
At this point, Lisa is beyond excited. Such efficiency and easy communication!
She’s so happy she clicks the “Continue Shopping” button and starts shopping in your store for more items.
Congratulations, you just made one happy customer, and a repeat buyer who’ll probably spend hundreds of dollars in your store.
All because of conversational marketing offered by Facebook Messenger.
Two days later, she receives a new message confirming her package has arrived and it’s waiting on her front porch.
A few days later, Lisa’s phone lights up again. She picks it up and sees a notification from your store. This time, the message asks how she likes her new dress.
It also asks her to provide a quick feedback.
Right from messenger, Lisa gives you 5 stars, and leaves a nice feedback for your dress. You can then include this feedback in your store.
You can also include a link for Lisa to provide feedback online, which will open in a seamless window on Facebook Messenger.
And your next customer will have better confidence buying from your store because of the interactive experience provided by conversational marketing through Facebook Messenger.
Facebook Messenger is the future of e-Commerce marketing
Being able to manage your customers’ cart, converse with them and complete their purchase all from one location, is something that has not been seen in e-Commerce before.
Facebook Messenger is providing this sales-generating convenience that all e-Commerce stores should adopt.
If you don’t have Facebook Messenger driving sales for your e-Commerce store through conversational marketing, now is the time to adopt it with a few clicks.
The time to adopt it is now when most online stores have not caught up with this buzz, before you find yourself behind the curve and struggling to catch up with your competition.
Facebook Messenger is fast transforming businesses in delivering conversational marketing that can sky-rocket sales of your online store.
About 8 out of 10 people that visit your online store will abandon their shopping carts.
Facebook Messenger will bring these people back to complete the purchase – and deliver convenience that creates happy customers.
Customers that will keep buying from you with ease and convenience that only Facebook Messenger can provide.
Got any comments or questions? Please comment below.