Consumers can find eCommerce shopping to be time-consuming and laborious, requiring them to search, browse, scroll, click, complete forms, compare multiple websites, and wait for responses.
But what if individuals could just ask for what they want without going through all of these procedures, whether they are seeking out a new product or assistance with a problem? A relative approach to improving online shopping experiences called conversational commerce aims to provide just that experience by placing emphasis on casual, direct conversations between customers and marketers.
Chris Messina of Uber popularized the phrase conversational commerce in a 2015 article on Medium. It’s an idea that is now really starting to take off. Conversational commerce mimics face-to-face interaction with the customer without the need for any physical presence, but many people think that means it only includes online messaging apps to facilitate businesses’ sales and dialogues.
However, conversational commerce goes beyond just using messaging apps and can use a much broader range of tools to create a better customer experience - one that will lead the next evolution of online shopping.
Conversational commerce allows businesses to interact in real-time with consumers and facilitate transactions. The notion on the market is that the most important aspect of conversational commerce has to do with the technologies used, but in reality, it's rather a "mindset" on how you design the customer journey.
Technology is constantly changing and evolving and while there are a number of cool tools available to accomplish this goal, the most important thing to think about first is the ‘why’ conversational commerce is so important and how it improves the experience for both retailers and customers.
Why conversational commerce will grow in influence
The majority of clients now value an organization's customer experience just as highly as its goods and services. Positive customer experiences are achieved through conversational commerce by enabling firms to offer each client a quick, individualized service.
Additionally, conversational commerce encourages purchases by providing customers with the details they require at each stage of the purchasing process.
Here are some instances of why e-commerce businesses might use conversational commerce at various stages of the buying process and how it benefits consumers:
Convenience and speed
Consumers receive a rapid, effective experience with conversational commerce that makes a lasting impression. Customers can interact with the e-commerce store as they would with a person, removing potential barriers that may have prevented them from making a purchase. By communicating with customers through conversation, retailers can pick up on the true intent behind customer behaviors. Making sure they are satisfied and further streamlining the online shopping experience.
Gives digital interactions a personal touch
Customers value convenience and quickness, but not at the price of the personal touch.
Customers who engage in conversational commerce feel as though they are receiving attention from someone who is knowledgeable about the brand or product and knows what matters most to the client.
Contextual understanding
Conversational commerce can help to provide more clarity on how users are experiencing your e-commerce platform and any issues they are encountering. An analytics platform might show you the percentage of abandoned carts, but conversational commerce can help you understand more about the reasoning behind the user action and add context. For example, if customers are turned off by the need to register for an account or a convoluted checkout process before they can complete the order, conversational commerce can uncover this obstacle by gaining feedback from buyers in the middle of the purchasing journey.
Both positive and negative feedback you gather from conversational commerce can be used to add context to existing data you have, and this can be utilized to make improvements and increase conversions.
Individual suggestions
It's possible to offer clients a completely customized experience with conversational commerce. For example, if you have store employees with years of knowledge and know-how in interacting with customers you have the opportunity to leverage this digitally, by involving them in the design of your conversational experience
Ecommerce businesses may learn about customers' preferences, likes, and dislikes through this approach in order to make recommendations that are specifically suited to their requirements. Additionally, retailers may look back on previous online conversations and utilize those to shape future interactions with customers.
What different kinds of conversational commerce tools can be used?
Conversational commerce tries to combine elements of personal interaction with shopping in order to simplify the purchasing experience for customers.
It connects with buyers in natural language and aims to build lasting customer relationships. Conversational commerce actually alters the way that brands conduct business for the better. But how can businesses begin to implement this strategy in their e-commerce websites and online presence?
Let’s take a look at some of the tools you can combine to create a holistic conversational commerce offering for your brand.
Chatbots
Artificial intelligence (AI) technologies that can interact with users more personally include chatbots and digital assistants. They can offer advice and serve as a reminder for customers to make shopping lists and choose which items to purchase. This opens up new possibilities for businesses to interact and connect with audiences in real-time to assist them in quickly and automatically resolving any difficulties they may be experiencing with customer service, buying goods, or product information.
By suggesting goods that suit your customer's particular needs during these chats, you may even cross-sell and upsell, simulating the in-store interaction with a representative who is an authority on your product line.
Live chat
One of the most used forms of communication is live chat. Customers can instantly obtain responses through the retailer's website, and it is simple to use. It has a significant edge over email and phone due to this functionality. With live chat, one employee may converse with two or three consumers at once, which helps companies shorten wait times and increase customer satisfaction.
Live chat applications have enormous e-commerce potential. You may use it to connect with bashful consumers who might not otherwise seek assistance and to proactively engage website visitors. Once the ice has been broken, you can direct the buyer to the relevant section of your website and provide them with tailored recommendations to aid in making a purchase. In fact, live chat has a better customer satisfaction rating even when compared to more conventional channels like phone and email.
Messaging apps
You can talk with potential customers using a messaging programme, such as Messenger or WhatsApp, and send and receive instant messages. Because they allow for private conversation, brand engagement, and online purchases, consumers are keen to utilize them. Direct messaging applications have surpassed social networks in terms of user numbers. Their user base is now around 20% larger than that of social networking sites.
Additionally, widely used messaging platforms permit the use of emoticons, GIFs, movies, and memes, which keeps the dialogue light and increases client engagement. Brands utilize messaging applications to enable more natural and individualized consumer connection, which results in improved conversion rates.
Clients who are more emotionally connected than those who are not spend twice as much with firms to which they have an emotional connection. The new Facebook Messenger for Business is already being tested by companies which are taking more enquiries than ever through the system.
Voice assistants
A voice assistant is a software that responds to user enquiries and is triggered by voice commands. Voice assistants like Siri, Alexa, Cortana, and Google Assistant are a function that is increasingly common in many modern gadgets. Customers adore them because they are practical, entertaining, and allow for multitasking.
Voice assistants are becoming more and more popular, which motivates businesses to include them into their customer service and marketing plans. Voice assistants may provide quick answers or point users to your website, both of which can help you build more awareness of your business. Certain voice assistants can identify a user's voice. When a gadget is used by several people, such as a family, this capability is extremely helpful. Natural language processing, artificial intelligence, and machine learning enable the voice assistant to learn about a specific user's preferences and offer options that fit those preferences. Marketers take advantage of this chance to customize voice adverts and increase consumer connection.
Product finders
Product finders are informational tools that assist customers in selecting items from among a wide range of related alternatives. Customers may browse your online business and choose goods that suit their requirements and wishes thanks to this interactive technology. Product finders expedite the product discovery process for online consumers in a manner similar to how an associate would assist customers in finding what they are looking for in a store.
Product finders leverage cutting-edge innovations in artificial intelligence, machine learning, and natural language processing to learn from client interactions and make pertinent suggestions. In a word, product finders speed up the product discovery process and assist clients in finding what they need.
Using one or even better a combination of these tools helps to offer customers a greater shopping experience that can help boost conversions, cross selling, up-selling and reduce returns.
Ecommerce brands can never go wrong with offering personalized shopping experiences to their customers. Accenture’s report stating that 91% of customers would prefer to buy from brands that provide relevant product recommendations is a testament to this fact.
Conversational commerce is leading the way in making online shopping more personal than ever before.
Want to get started with conversational commerce today?
We provide a number of solutions you can use to start talking with shoppers. Wheater it's a smart product-finder connected to your inventory, an AI chatbot that can answer customer questions or a live chat with your agents. Or why not the complete suite to cover the entire customer journey. Get started with a free trial today!
