Editor’s Note: The following is a guest post from Drift partner CloudTask. Interested in contributing content to the Drift blog? Email Molly Sloan at msloan@drift.com.
We all know how awesome conversational marketing is — it lets you qualify leads immediately, creates more engagement and feels more personal to the leads.
But how do you actually convert those leads into customers?
At CloudTask we’ve learned a few things managing B2B sales chat services for our clients, and generating millions of dollars in pipeline.
So how do we do it? Keep reading to learn the 5 secrets to increase your own conversation conversion rates.
1) Reply quickly
We all dread being put on hold when talking on the phone, but at least you can listen to Celine Dion while you wait (or some random 80s song).
But with live chat, what’s a visitor going to do but stare at the empty chat box wondering if there’s someone on the other side? What a terrible feeling!
That’s you on the other side, so reply quickly. Research shows that there’s a 10X decrease in your chance of making contact with a prospect after a wait time of 5 minutes.
Actually, our experience tells us that you should respond within a minute. More than that, you risk your visitor clicking away to a competitor’s website. People today want answers NOW.
In fact, studies have shown that more than 40% of people prefer live chat over other contact methods because it prevents them from being placed on hold. Chat is definitely your most important lead generation tool.
2) Mirror their style and tone
Text messaging is usually relaxed and informal, so that’s the approach most people will use when chatting online. How do you respond to them? In the same way.
Never talk down to your customers, but stay professional while mirroring their style. If they want to chit chat, that’s fine; if they’re direct, be direct back. This is a conversation, after all.
So be sure to avoid jargon and industry lingo. If you need to use technical jargon, use theirs (that’s why you should know your buyer persona and where your leads are coming from).
However, don’t assume they know your product or service. Be a resource to educate them.
If you want to increase your conversion rates, you need to engage with site visitors, and that means being friendly, relatable and human.
3) Personalize every chat
Let bots be bots and let your human warmth and creativity flow in your interactions.
First, start the conversation in an engaging manner. Instead of just saying “Hello, how are you?” in the chat box, say something like, “I’m here to help sales leaders accomplish more. How can I help you?”
Say something to pique their interest. Then try to find out their name and use it throughout. People like to be called by their names.
Also use all the information you may have at your disposal to personalize every chat. What page are they on? Are they a return visitor? Are they a current client? Are they coming from an ad campaign?
If you have a conversational marketing playbook, you probably have templates ready with answers to FAQs. These are great when you’re in a pinch. But don’t just copy and paste. Spend a few seconds customizing your answers – it will make a huge difference.
Your leads can usually tell when you’re using a template, and that creates a barrier for connection. Instead, let your brand and personality shine through your conversation. We guarantee your conversion rates will skyrocket.
4) Pace yourself
I know you want to get information from your visitors and qualify them quickly.
But, it’s best if you keep your cool and pace yourself. Don’t bombard them with too many questions.
One. At. A. Time.
When leads have the chance to answer questions without pressure and ask questions themselves, they’ll be in a better position to do business with you.
Remember that most of the time you’re just generating leads at the top of the funnel and nurturing them on their journey towards becoming customers. So there’s no need to rush things.
5) Add value
Chatting with your site visitors is more about connecting with their desires than it is about your own needs (getting contact details or booking a meeting, for example).
Chat gives buyers the ability to raise their hand, to tell you who they are and where they are in the sales cycle. It gives them the ability to get what they want now instead of going through the standard sales process.
So give your buyers something of value before trying to get their contact details or close a meeting. Answer their questions with detail and offer a solution to their problem before you ask for anything in return.
Instead of being salesy, be of service.
Convert More Traffic
These five tips might sound straightforward, but when combined with the power of a conversational marketing platform like Drift, you’re bound to convert more traffic than with static, outdated forms. Ready to get started? Check out a demo of Drift now.
