Here’s the truth.
This is the longest I’ve been off of Slack and iMessage all day.
(I needed to close out of both of those apps in order to finally sit down and finish this post.)
And I know I’m not alone.
Messaging runs our lives today. It’s how we communicate with each other all day long.
And because we’re used to using messaging to talk to our friends and family all day, we now expect to communicate with businesses that way too.
But just take a look around.
The majority of businesses still rely on cold calls and emails to get our attention as consumers (I bet you’ll receive at least one cold email during the time it takes you to read this).
And this presents a big opportunity for your business.
By adapting to this shift in how people prefer to communicate with your business, you can tap into a new channel for driving revenue.
So with Black Friday, Cyber Monday, and the start of the holiday season upon us, we wanted to share three simple ways you can take advantage of this shift and start using messaging to generate more sales from your website.
None of these tips require a change in strategy or an overhaul to your business. They are all simple changes you can make to match the way that people behave online today.
OK, let’s get to them.
How You Can Use Messaging To Generate More Sales
1) Start by showing your face.
Over the last few years, businesses have used sales and marketing software to help automate just about every part of the customer experience (we were doing it too).
But on this quest to automate everything, we’ve forgotten about the single most important part of doing business in the first place: people.
Marketing automation is amazing.
But marketing automation software makes it really easy to focus on moving leads further down the funnel at all costs instead of treating leads like what they actually are: people.
That’s Jon from Digital Jolt. He tripled conversions on his site by using messaging vs. traditional forms.
You’d be surprised at how many deals you can win and customers you can delight just by saying hello, making small talk, and proving you’re a real person.
It works in real life right? So why wouldn’t you take advantage of that for your business on your website.
So instead of making people fill out forms — just show your face and let people know that you are there if they have any questions (just like you would do in person).
As Bernadette Jiwa puts it, “the platforms and tactics we use to reach our customers in a digital world keep changing, but the strategy for touching human beings who make decisions with their hearts and not their heads remains the same.”
2) Create targeted messages based on the most important pages on your site.
Just think about how you shop for new products today.
You like to poke around on your own and then ask questions when you’re ready (and sometimes, you don’t even have to talk to anyone).
And because of that (if you’re anything like me), you ignore most cold emails and never pick up the phone unless you know who’s calling.
That’s why as a business, your best leads today are the people that are already visiting your website.
You just need to reach out and let them know you’re there — and that’s where messaging comes in.
See, messaging let’s you be as targeted as you want to be.
So, for example, you can target people on the highest intent pages on your website.
For us at Drift, that’s our pricing page:
This targeted message on our pricing page has a 63% response rate.
And anyone that is visting that page can send a message to Kevin just like they would send a message to a friend — no cold email, no phone call.
The most important pages on your site will depend on what’s important to you as a business (and which pages are converting the best), but here’s one simple way to identify pages to put messages on:
Open up Google Analytics and on the left side of the page, select Behavior -> Site Content -> All Pages:
This will give you a report of all of the pages on your website:
Then you can sort by traffic volume (if you want to target messages based on high traffic pages on your site) or things like time on page (if you wanted to target messages by how long someone stays on your site) and then add that URL to your targeting conditions in Drift:
You can create triggered messages in Drift based on URL, time on page, and more.
You can even get more targeted and display a message based on where someone came from, how much time they have spent on your site, customer status, past behavior, and more.
Targeted messages can help you reduce shopping cart abandonment, too — and all it takes is putting a message on your checkout page or any product listing page.
Here’s a quick example from DMBI Online.
They sell online courses on digital media buying and advertising, and received a message from a potential customer who was having an issue while trying to purchase one of their flagship courses:
This potential customer was trying to check out and couldn’t pay.
But since DMBI had a message targeted on the URL for that course, the customer was able to send DMBI a quick message without having to pick up the phone or wait hours for an email response.
As a result, DMBI was able to fix the issue, provide great real-time customer service to win a customer over, and (most importantly) turn a lost sale into a $400 sale.
3) Put your customer support on autopilot.
Customers today don’t want to wait around for a response.
They expect answers in real-time.
But let’s be honest: you can’t put yourself on call 24/7, especially during the holiday season when things are busy and chat volume will be up.
So here are two ways you can use messaging to provide an amazing customer experience — and make sure that sales don’t stop — without having to be glued to your computer or mobile device.
Driftbot is our chatbot here at Drift, and it will help you surface links to support docs and FAQs you’ve already written:
So now, when someone writes in via chat on your website or inside of your app, Driftbot will instantly be able to give customers the help they need, which means that you can save your brain power for the bigger questions people will ask.
Here’s HelpDocs CEO Jake Peters to give you a better example of how Driftbot can help:
“Driftbot helped out a ton by managing and triaging our inbound leads. Rather than leaving people waiting without a response, Driftbot kept them in the loop with what was happening. He asked if people were looking to talk to sales or support, then routed the conversations to the right person on our team.”
Hours & Availability
In addition to Driftbot, you can also set offline hours so you’ll never miss a message even when you’re away:
But customers won’t be expecting a response back in real time:
They will be able to leave their name and a short message so you can follow up whenever you’re ready and back online.
Just because messaging is real-time doesn’t mean that it has to be real-time — it’s just all about setting expecations.
These are just three examples of simple ways you can add messaging to your website to take advantage of new traffic this holiday season.
Generating more revenue can be as easy as making sure your website matches the way people actually behave online today.
So don’t let another dollar leave your website this holiday.
And if you want to go more in-depth on this topic, we’re happy to share more ideas – just message us right here in the right corner of our blog.