Article | 3 minute read
The Missing Ingredient in Your Marketing Campaigns
Article | 3 minute read
The Missing Ingredient in Your Marketing Campaigns
Published: 2 February 2023
In this article:
Marketers are always trying to maximize the return on investment (ROI) of marketing campaigns. A live chat tool can be the missing ingredient you’ve been looking for to give you a higher return on ad spend (ROAS).
You've poured a lot of money into your marketing campaign, but will visitors stick around once they land on your landing page?
You may have achieved a high click-through rate (CTR), but what's the point if none of those clicks convert?
One strategy that works incredibly well is to make the live chat experience on your website match up with the messaging of your marketing campaigns.
Match landing pages with unique messaging
Live chat greetings are the online equivalent of a friendly hello from an in-store salesperson. And as in a physical store, the best outcome is when a website visitor becomes a paying customer.
Ad campaign visitors are already interested in your product or service, and you want to encourage that curiosity.
By matching your landing pages with a tailored chat to the specific buying situation, you can foster buying interest and keep them on your landing page – ideally starting a chat conversation that converts into a qualified lead.
Set your chat up on URL-level to make it fit to the particular context. What does that mean exactly?
You can change the message in the pop-up bubble to a specific landing page. We call this the proactive message. This is where you invite your visitors to engage proactively.
Let’s say you’re running a campaign aiming to highlight your car financing opportunities to increase sales.
Then think about what you would naturally question entering the site.
A probable question would be: What are my financing options? So, seek answers straight away to grab their attention.
Or maybe include a specific offer you want to promote in the specific campaign?
Improve campaign performance
By providing live chat as an option for customers to contact you, you'll see your campaign's performance improve.
The opportunity to interact and get help from real human beings in real time makes the online experience more satisfying, leading to more customers becoming buyers.
93%
prefer to communicate with a real human being in a buying situation
45%
prefer to communicate via chat, rather than phone and email
49%
look for a competitor if their preferred channel is not available
The experience of navigating from Google results to your site will be improved as you’re greeting them with a quick, relevant message, and the opportunity to chat with a real human being.
This increases the number of people that pay for your product or service, making your marketing dollars go further and leaving you with a higher return on your ad spending.
Pro tip!
Even when it’s not campaign related, adjusting your messaging for a specific page is a powerful yet simple trick to increase engagement and the conversation rate.
Here are two examples from our own website:
Refine and improve future campaigns
The beautiful thing about real-time conversations is that you're gathering qualitative data from your own visitors.
The data that you collect through real-time chat conversations is a valuable source of insights about your customer segment that you can use to optimize your marketing campaigns moving forward.
What specifically do they ask you about related to the campaign? What questions do they have in general about your product or service?
Data from chat conversations will help you better understand how your audience interacts with your brand and how you can improve upon it in future campaigns.
So, if you think your ads could perform better, it's time to add a dash of this missing ingredient to your campaign recipe!
Published: 2 February 2023
In this article:
Marketers are always trying to maximize the return on investment (ROI) of marketing campaigns. A live chat tool can be the missing ingredient you’ve been looking for to give you a higher return on ad spend (ROAS).
You've poured a lot of money into your marketing campaign, but will visitors stick around once they land on your landing page?
You may have achieved a high click-through rate (CTR), but what's the point if none of those clicks convert?
One strategy that works incredibly well is to make the live chat experience on your website match up with the messaging of your marketing campaigns.
Match landing pages with unique messaging
Live chat greetings are the online equivalent of a friendly hello from an in-store salesperson. And as in a physical store, the best outcome is when a website visitor becomes a paying customer.
Ad campaign visitors are already interested in your product or service, and you want to encourage that curiosity.
By matching your landing pages with a tailored chat to the specific buying situation, you can foster buying interest and keep them on your landing page – ideally starting a chat conversation that converts into a qualified lead.
Set your chat up on URL-level to make it fit to the particular context. What does that mean exactly?
You can change the message in the pop-up bubble to a specific landing page. We call this the proactive message. This is where you invite your visitors to engage proactively.
Let’s say you’re running a campaign aiming to highlight your car financing opportunities to increase sales.
Then think about what you would naturally question entering the site.
A probable question would be: What are my financing options? So, seek answers straight away to grab their attention.
Or maybe include a specific offer you want to promote in the specific campaign?
Improve campaign performance
By providing live chat as an option for customers to contact you, you'll see your campaign's performance improve.
The opportunity to interact and get help from real human beings in real time makes the online experience more satisfying, leading to more customers becoming buyers.
93%
prefer to communicate with a real human being in a buying situation
45%
prefer to communicate via chat, rather than phone and email
49%
look for a competitor if their preferred channel is not available
The experience of navigating from Google results to your site will be improved as you’re greeting them with a quick, relevant message, and the opportunity to chat with a real human being.
This increases the number of people that pay for your product or service, making your marketing dollars go further and leaving you with a higher return on your ad spending.
Pro tip!
Even when it’s not campaign related, adjusting your messaging for a specific page is a powerful yet simple trick to increase engagement and the conversation rate.
Here are two examples from our own website:
Refine and improve future campaigns
The beautiful thing about real-time conversations is that you're gathering qualitative data from your own visitors.
The data that you collect through real-time chat conversations is a valuable source of insights about your customer segment that you can use to optimize your marketing campaigns moving forward.
What specifically do they ask you about related to the campaign? What questions do they have in general about your product or service?
Data from chat conversations will help you better understand how your audience interacts with your brand and how you can improve upon it in future campaigns.
So, if you think your ads could perform better, it's time to add a dash of this missing ingredient to your campaign recipe!