Let’s imagine you’re selling new cars. Your company generates a high amount of traffic to your website and can even get them to the product configuration page (where they can design their particular car to their own specifications).
You’ve also got all the usual tools in place—but your form submission conversion rate is still poor.
Start with Goal Setting:
In this case, your goal will be getting your visitors to complete submissions for test drive requests, something your company wants to see more of.
At the present, you have a Call to Action on the product page driving traffic to this form and you’re measuring the effectiveness of this particular plan on this key performance indicator (KPI).
For a more inclusive viewpoint, though, you should be thinking about additional metrics.
Set the Trigger:
For those visitors who match your audience specification, you need to decide which action will create your conversational starter.
For this example, let’s say it’s when your visitor has landed on your product configuration page, have then edited one or more options, and/or spent more than 20 seconds on your landing page.
This is the trigger for your conversational marketing strategy to begin.
Define Your Conversation Starter:
Think about which message you think will work best for this audience.
In this example case, it could be something as simple as “Would you like me to walk you through some of the options on our configuration page?”
Qualify and Filter Your Lead:
For this stage, your objective is engagement, so the chatbot should be as fast and to-the-point as you can make it.
Think about the absolute minimum you need to know to put your visitor in touch with a member of your sales team. In our example case, let’s look at some options:
Question 1: “Would you like to speak with the sales team or customer support?”
{The visitor selects ‘Sales Team”]
Question 2: “Great! Just to help me out. Are you looking for a sports car, SUV, or electric car?”
{Visitor then selects one of the three]
Question 3 (Assisted): “Perfect! Would you rather be connected via voice or chat?” OR
Question 3 (Unassisted): “Would you like to book a test drive? Just pick a dealer from the dropdown menu and schedule the date and time you’d prefer.”
This process will give your visitors a direct line to your test drive (so long as they know what they want). It will also give those visitors who aren’t certain contact with a member of your sales team who can help them make up their minds.
In our example, your sales team member, after the visitor answers relevant questions, will direct any qualified leads to your series of questions which end with them setting up a test drive.
This final part can be automated through a chatbot, or it can simply deliver them to the form with a little guidance from the sales team.
Your goal is to make this process as personal as possible, while automating whatever can be automated so you’re not wasting the sales team’s time (and so the process is more scalable).
This is only one example. There are as many different configurations and options for your page, audience, and goals as there are businesses.
You may need to run a few tests to discover what works best for your particular goals and audience, but in the end, you can make it work.
