For this week’s Wicked Quick, we caught up with Larry Kim, founder of Wordstream and Facebook Messenger marketing platform MobileMonkey on how to optimize chatbots for ecommerce. Larry will be speaking on The Top 7 Chatbot Marketing Hacks of All Time at Unbounce’s Call to Action Conference in Vancouver, BC this month.
How have you seen ecommerce sites most effectively using Facebook chatbots and Messenger remarketing?
In a messenger dialog, you can ask the user various questions to qualify them and understand their needs and identity.
Next, you can “tag” users based on how they respond to questions. For example, getting a list of users who self-declare as interested in climbing gear.
Once you’ve created this segmentation, you can export the audience right back to Facebook and set up a super-customized ad for them, based on the information provided in the previous chat experience.
So messaging and chatbots provide a way to do audience segmentation in a way that is much more granular than simply bidding on the pre-made Facebook targeting parameters.
If a retailer were to build a chatbot today before Christmas, how long might that take (set up and campaign strategy), and what sequences should retailers focus on first?
Visual chatbot builder tools provide built-in chatbot templates to make this work take just a few minutes.
The most popular messaging recipes for messenger include:
- Cart abandonment reminder
- Upsell reminder message
- Order status messages
- Customer survey chatbots
- New product announcements
- Customer service
Any tips to reduce opt-outs?
My strategy is to make it super-easy for users to opt-out by providing the opt-out instructions (Type “STOP” to unsubscribe”) at the very top of the messages.
This is because it is better to make it simple and allow users to unsubscribe than to have them block you which increases your negative engagement scores and could result in getting your Facebook Page’s messaging permissions banned.
Other ways to reduce opt-outs include:
- Schedule your messages to arrive at specific times relative to their local time zone
- Mind the language settings, for example, excluding non-English speakers from your English language message campaigns
- Adjust your messaging frequency based on the strength of their pre-existing affinity to your business (eg: existing customers are more likely to be interested in consuming your content vs. random subscribers derived from Ads)
Larry’s also produced this awesome infographic, originally posted on Chatbots Magazine: