Are you converting your homepage traffic?
Any good marketer knows that conversion rate is crucial to gauge whether your marketing efforts are doing great or just average. It’s a given that visitors who clicked on your website are interested in what you have to offer. It’s your job as a business owner to remove any obstacles a prospect might have when trying to purchase your offer.
One of the biggest obstacles that prospects face is that they don’t exactly know what they want or how to find it. This is where a homepage messenger bot comes in.
Picture yourself walking into a car dealership for the first time. You’re in search for the perfect set of wheels and since it’s going to be your first car, you’re not really sure about what to buy.
Which of these two situations would likely convince you to make a purchase?
Salesman: Hi, I’m Austin. What’s your name? What brings you in today?
You: I’m here to buy my first car.
Salesman: What type of vehicle can I help you find today? Are you looking for a sedan, minivan, or SUV?
You: I would like to check out your sedans.
Salesman: That’s great! Are there any specific makes or models you are interested in?
You: I’m not really sure…
Salesman: What are the top 3 things you’d love to see in your new vehicle?
Salesman: Hi, can I help you?
You: I want to buy a car.
Salesman: My desk is over there, take a look around and approach me when you’ve found something you like.
It’s pretty obvious that the chances of making a sale are higher in Scenario 1.
The car salesman greets you with enthusiasm. He begins to ask about what kind of vehicle you are looking for. After figuring out the type of car, he then narrows down the search by asking about the make or model, your budget plan, and any special features you want the vehicle to have. He also proceeds to explain the importance of the navigation system, blind spot detection, extended warranty plan, etc.
In Scenario 1, the salesman helps you feel more comfortable. He provides options and explains the things you do not understand. He wants you to know that he’s not just there to sell you a car, but to create a good relationship.
In Scenario 2, the salesman simply offers a quick greeting and leaves you alone. The problem with this is you won’t likely feel any attachment to that sales person. The lack of warm customer service will make you hesitate to ask questions. In the end, you’ll decide move on to another establishment with no information gained.
Most websites offer this unguided type of experience that prospects feel in Scenario 2.
Visitors are left to navigate on their own and find the information they need using drop-down menus to guide them. Unlike in physical stores, where a salesperson is there to help, web users have nobody in front of them to provide immediate solutions.
Thankfully, fFacebook Messenger Marketing is here to change that.
Businesses can now offer a better user experience through chatbots that appear on web pages. It is simply an automated messaging software programmed to greet and answer anticipated questions from a potential customer.
Chatbots can pop-up at relevant pages and assist visitors to find what they are looking for. Just like a car salesperson, bots ask relevant questions during the sales process until a prospect can decide on the product or service to spend their money on.
When a chatbot is set up correctly, the conversion rate can increase significantly, even if you don’t have the most optimized website. It’s a great tool help your customers convert. The best part? It is E-A-S-Y to implement.
By the end of this case study, you will understand the necessary components to convert your homepage traffic into leads for your business. We will be give you a step-by-step guide to creating a homepage Messenger Marketing guide that we used for our client, Offset Solar, to generate 1.2 million dollars in revenue within six months…
…with no ad spend.
Intrigued? Here’s how it works.
Step 1: Start By Asking a Question
Most human-to-human conversations start by asking a question or giving a compliment. The first conversation with a prospect should be no different.
If someone is on your site, they are most likely interested in your service. A homepage bot becomes very handy because you can ask them directly if they are interested in hearing more about you’re selling.
Remember, as a marketer, you want to ask the prospect in a way that makes them want to partake in your service. Using phrases like “see if you qualify,” have shown to have much higher open rates than phrases like, “are you interested?” Remember, it’s not so much of what you ask, rather, it’s about how you ask it.
Let’s talk a look at the two different chatbots that we used on the Offset Solar homepage and their respective open rates.
As you can see, the open rate for the first greeting is significantly higher than the open rate for the second homepage greeting, even though they are offering the same thing. This can be directly to the way the conversation greeting is offered.
Step 2: Be Helpful and Offer Value Immediately
Consumers are always looking for value!
When they see value, the chances of them purchasing the product or service increase significantly. If you get this right, you don’t just win a sale but you win a customer for life. In programming your bot, make sure to offer value immediately.
You know where the traffic on your site wants to go so offer to take them there. Your bot should offer to navigate people to the next logical step in their journey. It’s just like how a car salesperson recommends a certain make or model once he determines the features you need, whether it’s cruise control or spacious back seats.
In this scenario, Mr. Offset has identified three things that website visitors are usually drawn to. They can either choose to see if their home qualifies, receive the 5 Question Checklist (their Lead Magnet), or get access to valuable content by reading blogs.
Offering a Lead Magnet such as a checklist or other downloadable content is effective because you can get their email, and get them subscribed to your bot so you can follow up with them later to turn them into a lead.
We have found that it is effective to put the people who downloaded the Lead Magnet but did not become a lead into a follow-up sequence that asks them the following day if they found the Lead Magnet valuable. If they say yes to finding it valuable, you can ask them re-offer to taken them down becoming a lead sequence.
Step 3: Make Your Bot Engaging
Premium pricing and other sales perks are pretty useless if a prospect is not willing to listen your pitch!
Be engaging enough and a prospect will stay online long enough to hear what you have to say. Even a simple polite greeting can make a difference.
An engaging car salesman would first welcome a prospect and strike up a conversation to make a customer feel more at ease. He might ask about your job, hobby, family, etc. to build rapport. Once you establish that special connection, it would seem like you’re talking to a friend and not a seller.
Same thing when it comes to chatbots. It’s not about what you say rather, how you say it. The goal is to make a user feel engaged enough throughout the whole conversation until it reaches the final point. Trust us, you won’t get there using dull lines that sound robotic and repetitive.
Program your bot to be engaging and show off some personality. You may use small talk and silly questions. It can be a great opportunity to convey the voice of your brand.
This is the Mr. Offset bot.
You can write a bot as a character with likable traits and show a picture of your bot in the chat!
People are more likely to cooperate with a bot when they know they are talking to a bot. By introducing your bot in the beginning of the conversation, you are decreasing the likelihood of someone breaking your message sequence.
If someone does break the message sequence, set up an alert to a customer service rep so they can hop in and answer any questions the prospect might and help them become a lead.
Step 4: Collect Most Sensitive Piece of Information Last
A chatbot can handle the whole process of collecting basic information efficiently and then records all interactions with users. Part of its function is to retrieve, organize and analyze data, and use every bit of information to create actionable insight whenever necessary.
When it comes to data collection, request for the most sensitive piece of information last. Ask some basic qualifying questions first, to make sure they are a good prospect while getting them amped about your offer.
We can compare data collection to the rules of dating. If you ask for your date’s phone number right away before getting to know them, you run the risk of getting rejected. It’s like going in for the kiss before before shaking their hand.
It’s weird and awkward.
Worse, you get the phone number of someone you don’t want because you haven’t qualified them first.
Same with a chatbot, you have to build intimacy throughout the conversation before anyone is willing to work with it. As you can see in the image below, the Offset Solar bot asks for the most sensitive pieces of information last.
It’s important to ask prospects qualifying questions to ensure that you only have people who are likely to buy in your sales funnel. As you can see in the image above we ask the prospect for their utility company. This is a qualifying question because not all utility companies participate in the incentive program that we offer.
If the homeowner is subscribed to a utility company that does not participate, then they get an automated email saying that their home unfortunately does not qualify for our solar program. This way, our sales team is completely focused on leads who are likely to buy.
Another tip before asking the sensitive information collection questions is to ask pre-suading questions to increase the likelihood of someone giving you sensitive information.
For example: We ask people how high their electric bill is. This gets them thinking about the financial burden the electric bill brings them, thus increasing their likelihood of giving you their information so that we can offer them our energy solution.
Step 5: Follow Up & Close The Deal in Person
While bots are good at completing automated conversations, a prospect will often have a plethora of questions before signing the dotted line.
This is why it’s beneficial to have a salesman to help them complete the sale. The salesman will help the customer overcome any last minute resistance by answer any questions or concerns in a tactical and empathetic way.
At the end of our flow, we offer the prospect the ability to schedule an appointment with a sales rep.
What Were the Results?
The method was a huge success. By simply funneling leads with our Messenger bot, we have generated 1.2 million dollars in revenue.
Why Does It Work?
It increases trust.
Mr. Offset was programmed to be friendly and be positive towards a user. It respects a user’s time by offering functions that enable people to quickly access important elements. Our bot also followed a conversation flow that feels natural. As a result, customers get more comfortable engaging with Mr. Offset. It becomes easier for them to share their information to a bot than filling out a random lead form.
You can communicate the voice or tone of your brand using a bot. This is what makes it engaging. Mr. Offset has this enthusiastic and authentic personality to keep people engaged and interested until the final pitch. At the same time, it conveys a desire to change the world for the better through solar.
With a bot, you’re not really forcing anyone.
You answer questions, provide answers, and offer suggestions. It’s much easier to have a bot talk your prospect through the process than have them figure it all out on their own. First time users are usually not familiar with how solar works. So having Mr. Offset provide value and help them navigate really makes a difference.
This case study aims to help you understand two things:
Don’t underestimate the power of a simple automation tool.
Your messenger chatbot can be so simple that it doesn’t require intricate flows or Facebook ad campaigns. Yet, you can do amazing things with it. If you program your chatbot to genuinely help people, the results will be much better than what you expected it to be.
Human interaction is still necessary.
While a chatbot can build trust, a personal interaction is what really seals the deal. Even if your chatbot strategy is going well, make sure to nurture leads with real, human interaction.
This case study proves that converting homepage traffic through new tools and methods can be highly possible. You don’t always need a complicated marketing flow.
As long as you are open to trying new things and put your heart into it, you’re bound to achieve great results!
Want more strategies like this for generating leads, subscribers, and sales from Messenger Marketing? Check out ManyChat’s Messenger Marketing & Chatbot Mastery course! It’s 10+ hours of free video content, plus 15 Messenger Marketing blueprints you can implement today! Learn more here.
Austin Kueffner is a bot-making connoisseur who enjoys studying and understanding the nuisances of conversation. On the weekdays, you can find him building a full stack marketing agency, Alicedigitaldesign.com, with his best friend, Rob Schmidt. On the weekend, you can find him reading, drinking red wine, & enjoying life in the beautiful city of Austin, Texas.