Even if you have some experience in e-commerce, you may not have heard of the term conversational commerce. To put it simply, it’s a way to communicate with your customers, whether through chatbots, automatic e-mails or customer feedback. It can also help when working with site analytics, as to best figure out what questions will be the most likely for customers to ask.
Even in an age where information and research is easy to obtain, sometimes the aid of conversational commerce can help provide a wider perspective on how to manage an online business.
The Importance of Conversational Commerce
Following on from that, being as specific as possible is important for modern customers who are often spoilt for choice. If you can get to the root of any issues people have with your site, you can stop them from jumping ship to one of the millions of other e-commerce sites waiting for them with open arms.
This makes having some sort of FAQ or query system essential in making a customer satisfied, which is where conversational commerce comes in. By having somewhere in which they can ask some questions and quickly find an answer, you avoid the tedious process of talking on the phone to a customer service agent, or the even more tedious process of searching for a fix online- or the feared “finding another site”.
Statistics also show the growth of messaging apps, of which chatbots completely run the show for companies. The top 4 messaging apps have found more active users than the top 4 social networks as of 2017, showing the potential utilising this conversation option can hold.
Another thing to consider would be the cost-effectiveness. Putting in place a chatbot to answer an infinite number of customers at any time will mean far fewer workers will be needed to be hired for customer support teams. It will also take far more stress off this support team, with their use being reserved for more complex tasks a bot isn’t capable of doing.
How to Utilise Conversational Commerce
With all that said, having a responsive chat feature will definitely raise the likelihood of making a successful sale with the customer, rather than them getting fed up with a lack of support and leaving your site.
But how should your chat function? One of the main features to take into consideration is making it proactive in asking customers about their experiences and need for help. With a helpful and energetic approach, people will openly tell you about anything they like and dislike about your site. Conversational copy is another important point, as people tend to be more honest when they’re more comfortable.
Improving Mobile Sales
Anyone who’s learned anything about e-commerce will know that optimising your website for mobile users is essential for gaining traction. Assuming you’ve already taken that step, it’s time to optimise commercial commerce for the mobile app. With mobile e-commerce sales expected to make up over 54% of e-commerce sales by 2021, it’s an area that can’t be ignored.
There are a lot of small bugs that can come through, and it’s useful to be on top of them. Make sure to make it easy to report a problem, and make sure you fix them fast, and you’re good.
In many cases, people will hear about your products through social media apps on their mobiles, so making the transition to your site smooth rather than forcing them to get on their laptop to use it properly is something to take into consideration.
It’s quite a vague term, but conversational commerce is essential for every business out there.
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