In our online world, it can be difficult to connect with customers through a screen. The good news is that conversational commerce is making this easier than ever. With the right strategy and tools, you can reach customers where they are and make them feel heard.
What Is Conversational Commerce?
Conversational commerce allows online retailers to communicate with customers to increase customer service and conversions. Also known as conversational marketing, smart software and applications can bridge the virtual gap between online companies and potential customers. The objective of conversational commerce is to make it easy for customers to communicate with brands by meeting them where they are — whether it’s on their actual website or within a different application.
How Does Conversational Commerce Work?
Conversational commerce works by establishing a convenient and accessible line of communication between customers and retailers. Thanks to this line of communication, customers can ask questions and get reassurance regarding potential purchases. Although one goal is conversion, another important goal of conversational commerce is to build relationships and rapport with customers. Customers will appreciate and remember that a retailer went above and beyond compared to competitors that left them hanging.
What Are the Different Types of Conversational Commerce?
There are four different types of conversational commerce that you should know about: live chat, chatbots, messaging apps, and voice assistants. Let’s explore each one in greater detail so that you can choose the ones that are best for your business:
1. Live Chat
Live chat is all the rage these days — and it’s easy to see why! Customers no longer have to wait for a response via email or sit on hold on the phone. Instead, they can have their questions answered almost immediately through live chat.
There’s no shortage of live chat software tools out there to choose from. Some of them even have mobile capabilities so that you can chat on the go! These tools can make it easy for you or a team member to answer customer questions and concerns instantly.
2. Chatbots
Unfortunately, most small businesses won’t offer live chat 24/7 — and this is where chatbots come into play. Instead of chatting with an actual human being, customers can chat with “bots” that can answer some of their most frequently asked questions.
Chatbots can be used both online and on mobile phones through text messages. This feature is incredibly user-friendly and requires little to no technical skill. Many brands have a chatbot that initiates contact with a customer as they’re browsing online. If the customer runs into an issue or has a question, they know where to go for help!
3. Messaging Apps
If you want to take conversational commerce outside of your actual website, then you should consider messaging apps. These apps allow customers to chat with representatives using a popular and familiar method of communication. For instance, you can use Facebook Messenger or WhatsApp to communicate with customers.
One advantage of using messaging apps for conversational commerce is the casual and engaging nature of the platforms. On these apps, you’re able to go beyond just text with cool features like emojis, memes, and GIFs to build rapport and enhance the customer’s overall experience.
4. Voice Assistants
Finally, voice assistants allow customers to ask questions and get answers without having to type anything! Instead, all they have to do is ask a question out loud — just as they would do if they were speaking to an actual person. From there, artificial intelligence can process the question and come up with the right response right away. Customers are bound to be impressed and entertained by this cool conversational commerce feature.
How Is Conversational Commerce Changing the Way We Shop?
There’s no doubt that conversational commerce is changing the way we shop. At the same time, it can be hard to articulate these changes since they’re happening at such a rapid pace. So let’s try to break down these changes and discuss what they mean for retailers:
- Shopping online is comparable to shopping in the store. Thanks to conversational commerce, shopping online these days is just as good as shopping in the store since you get similar levels of support and interaction. Instead of going to a store and talking to an associate, you can just hop on your computer and chat with a live representative! Not only is this easier and more convenient, but it’s also the safer option as we continue to deal with health concerns.
- Connect and build relationships with your customers. Shopping online can feel so impersonal. And with so many options to choose from, it can be difficult to build customer relationships and loyalty from behind a computer screen. However, conversational commerce is changing this and making it easier for online brands to build virtual connections and meaningful relationships with customers.
- Earn more conversions as a result. Instead of abandoning carts due to unanswered questions and concerns, customers can quickly get their questions answered and feel confident making a purchase. Conversational commerce helps break down some of these barriers to conversions in the online shopping world.
How Can Businesses Implement Conversational Commerce?
If you want to start benefiting from conversational commerce, you need to implement some of these methods into your business model. Here’s what you need to do to get started:
- Identify problem areas and set goals: Different methods of conversational commerce address different concerns. As a result, you need to determine which areas you’re struggling in and what you can do about it. For instance, if you’re struggling with high cart abandonment rates, you may want to consider incorporating a chatbot or live chat on your website. On the other hand, if customers aren’t feeling heard or listened to, you may want to consider using a messaging app to meet them where they are and hear them out.
- Research different solutions: There’s no shortage of potential conversational commerce solutions on the market. However, you need to figure out which ones work best for your goals and within your budget. Look into different solutions online, request demos, and get price quotes. From there, you can choose the best solution for both your brand and your customers.
- Train employees and launch your tool: If you’re using live chat or messaging apps, you’re going to need to train your employees on how to utilize these tools effectively and communicate with customers. Once everyone is up to speed, it’s time to launch your tools and start conversing with customers online!
- Monitor and measure tool performance: After launch, ensure that the tool is performing as intended by monitoring and measuring key performance indicators like conversation rates, conversion rates, abandoned cart rates, etc. These KPIs should be chosen based on your initial goals. If you find that you’re falling short in one area, you can make adjustments accordingly to improve your conversational commerce strategy.
Wrap Up on Conversational Commerce
As you can see, launching conversational commerce initiatives for your brand can take time, effort, and expertise. If you are lacking in any of these areas but still want to take advantage of this revolutionary marketing concept, reach out to Greg Gillman for assistance. Greg Gillman specializes in omnichannel growth strategies — including but not limited to conversational commerce. He can help you reach your customers where they are.
Sources:
Conversational Marketing Is the New Direct Marketing | Forbes
Top 10 Best Chatbot Platform Tools to Build Chatbots for Your Business | Entrepreneur
