In today’s world, the key to success is about more than discovering the location of your customers. You have to be able to engage them and retain them over time. While many believe that this is easier than ever because of the mound of marketing tools now available, it’s not. In fact, with so many tools, the process can get messy.
Chatbots are the newest tool marketers use, and engagement and retention have proven to be challenging. Research shows that approximately 40% of people don’t get past the first message and an additional 25% drop off after the second. But, through trial and error, some companies have been able to find new ways to increase their engagement and retention rates.
With so many different types of chatbots on the market and the huge variety of trackable metrics, it can be difficult to know what to look at to really reach and maintain your audience. As a result, I’ve highlighted some simple steps you can take to increase your chatbot’s engagement and retention rates.
Establish Your Unique Selling Point
Aside from the general objectives you have set for your company and the marketing strategy, you also need to establish your chatbot’s key values. It isn’t enough to say you want it to tell consumers about the weather or the latest pizza deal available. In other words, you need your chatbot to be unique.
When consumers communicate with your chatbot, they need to find it beneficial in some way or another, whether that be educational, funny, or just helpful. In order to find out what your chatbot does particularly well, ask your most frequent users what they love about it and why they keep on coming back for more. Once you know, make it your main focus and start implementing it as your unique selling point.
Distinguish Your Various Buyer Personas
Once you’ve decided what you want to achieve with your chatbot, you need to begin creating your various buyer personas. This will allow you to not only expand your reach but build upon your group of loyal customers, as well as knowing what they want in order to retain them.
Because you already know who your most loyal visitors are, start by categorizing them. To do so, use Facebook Audience Insights. It’s the best way to understand your audience in order to deliver them meaningful messages. With it, you can learn about:
- Your audience’s demographics
- The pages they like
- Their location and preferred languages
- Their Facebook usage
- Their buying activities
This tool will allow you to discover your various buyer personas so that you can target them directly and also personalize your messages to offer them a better user experience.
Choose A Chatbot Building Platform That Connects Directly To Your Social Media Channels
One of the best ways to use the Facebook Audience Insights tool and reach your audiences is to create your platform directly on your social media channels. Yes, you can create one dedicated to helping customers on your website, and it’s also important that you reach them where they are most likely to be…on messaging platforms.
To do so, you can use a chatbot-building platform to create a chatbot powered by artificial intelligence (AI) in a matter of minutes with no coding knowledge. All you need to do is create an account, link it to your preferred Facebook profile, and start tracking. Chatbots are able to:
- Take orders directly from Facebook Messenger, comments, and posts
- Integrate with all the major payment systems
- Push personalized offers, deals, and promotions to customers, on demand
Analyze Your Metrics
Because of the mountain of data your chatbot generates, you should consider checking your engagement metrics on a daily basis. Some of the most important ones include:
- The average number of messages in a conversation
- The average time of the sessions
- The average conversations per user
If the average number of messages in a conversation are increasing, it means that your audience is spending more time talking with your chatbot, thus increasing your engagement and retention rates. When looking at your average conversation per user, your users and conversations should be growing simultaneously. If your conversations don’t grow with your users, it could be a sign that your chatbot isn’t captivating them or isn’t providing your audiences with the right service.
Filter Your Conversations
In order for you to provide your audiences with the right service through your chatbot, you need to know their main pain points. Although more challenging to analyze, looking at your conversation steps will equip you with a mound of data to improve the interactions you have with your audiences.
There are three stages involved when filtering conversations:
- Looking at conversations that have few steps to see if your chatbot missed an opportunity to engage customers
- Looking at mid-sized conversations where your audiences’ problems were identified, but your chatbot didn’t necessarily deliver the right solutions
- Identifying longer, positive conversations where your audience or customers were satisfied with the service they received
By filtering through your conversations on a regular basis, you’ll be able to optimize your chatbot’s capabilities. This will enable you to extract patterns that will help identify where your chatbot could improve, thus increasing your engagement and retention rates.
Track Combined Metrics
Tracking metrics separately can only give you a limited amount of information about how your chatbot is truly performing. As mentioned above, the number of users you have could increase, yet if your conversations decrease, there may be an underlying problem. Once you’ve looked at all your metrics separately, track correlation data graphs to get a panoramic view of how your chatbot is performing as a whole.
Benchmark Your Bot Against Previous Technologies
Chatbots are growing in popularity in numerous industries across the world. Some say they’re taking over from mobile apps, and if so, these previous technologies and marketing methods should be used as a benchmark to measure success. Other technologies could include advertising campaigns, email, and SMS.
While these technologies are far from dead, the hype around chatbot stems from the fact that they’re able to reach consumers in their favorite messaging channels, something these previous forms of marketing can’t do.
Aside from this, they’re also a much more personal form of advertising, whereby brands can have a one-on-one conversation with their potential customers. The chatbot breaks down barriers between a consumer and a brand because it’s there in plain sight. People no longer have to peruse app stores to find what they need because chatbots have already been integrated into their favorite applications.
Start A/B Testing
Although their metrics are difficult to track, one of the biggest advantages of bots is that they’re easy to use in experiments. Now that you’ve identified your buyer personas, and have tracked and filtered through your conversations, start testing new ideas.
Start by testing different forms of onboarding. The way you start a conversation with consumers is key to engaging them quickly. As mentioned before, many users don’t get past the first message. Your mission should be to change that. If you can get through that first barrier, you may have them hooked for life.
Combine Your Chatbot With A Human Team
Despite the exceptional advancements in the AI that powers chatbots today, they do still need supervision and above all, help. Sometimes, chatbots get it wrong and it’s important you have a team of experts there to save the day. You should also give users the chance to ask for human assistance during every stage of the conversation you have with them.
By doing so, you’ll be telling your consumers you care about their needs. You’ll be engaging with them more profoundly, offering multiple solutions to their problems. Giving consumers that level of attention and engagement is sure to improve your retention rates.
As a company, it’s important that you don’t become part of that 65% that is unable to convince your audience to stick around to communicate with your chatbot. You need to run through your data and undertake the right testing in order to truly identify what a successful conversation between your chatbot and audiences looks like so that you can increase your engagement and retention rates.