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Conversational Commerce: Turn 97% of your traffic into a sales conversation

[fa icon="calendar"] 22/02/17 10:00 / by Liam Duffy

Liam Duffy

In the 21st century, our communication habits are changing faster than any other period throughout history.
 
We now know the 4 big messaging apps boast more active daily users than the big four social media platforms. However, this trend shift has only been seen in the past 12-18 months.
 
Heres what 2014 looked like:
 
Screen-Shot-2015-02-02-at-11.22.13-AM (1).png
 
Source: (Comscore)
 
2015
 
Screen-Shot-2016-06-15-at-2.47.55-PM.png
 
Source: (Nielsen)
 
And more recently, 2016
 
chartoftheday_5055_top_10_apps_in_the_world_n.jpg
 
Source: (Statista)
 
And Overtime
 
messaging app rise.jpg

Source: (Business Insider)

Facebook's rise to domination
 
Facebook now owns four of the five top spots for most-downloaded apps of 2016, with only Snapchat breaking their ownership streak. Facebook is becoming a social behemoth that is going to engulf all social interactions soon.
 
 
facebook-owned-mobile-apps.jpg
 
 
When it comes to actual usage figures across all social and messaging, Statista places "Dark Social", messaging apps, email and private browsing at around  70% of activity.
 
 
1-bmcTix-kPxqN3BWf2wYGAg.png

 

Messenger uptake is directly affected by how easy it is to facilitate conversations

Mobile had so much success in the first place because of text messaging.

The familiarity of texting drives efficiency, with a strong desire to get from A to Z in the least amount of steps.

WhatsApp hasn't been so successful because it had 1000 features, it was successful because it allowed friends and family to have groups of conversations where the history could be seen. It was text messaging 2.0.  

 

We are multi tasking across media types

We're willing to embrace anything if it lets us have a conversation with each other through multi-media & channel as long as its in real-time and convenient.

 

The psychology of social is playing a part

Facebook have released a study which shows we are now much more concerned with our posting behaviour on social media and we are going out of our way to edit or delete posts we are about to post. The care free days of sharing and posting what we want has now reached a point where we no longer feel comfortable sharing certain information in a public forum. Social media has become the centre for how we wish our lives to be viewed by our wider social circle, not a private sharing amongst friends. 

 

Messaging facilitates privacy, ease and instant gratification

Messaging offers a new "more convenient" way of sharing information with certain groups of people. Sending a picture to a set of friends in a group is very different from posting it on Facebook for everyone to see.

Messaging apps have offered us a new way to have complex or simple conversations that are private or open in an easy to control environment where the user can be relaxed.

 

So where do brands stand in this conversation?

Easy, we should be less worried about our advertising (1-way monologue) and care more about how we offer our customers the opportunity to have a real-time two-way conversation with us.

Depending on the source, companies see an average 3% conversion rate on their site. This means that at the least 97% of your website traffic arrived, browsed and then left. 

What if your marketing team offered chat, messaging, email, click-to-message, click-to-call, and was able to manage and personalise every inbound call. What kind of effect would that have on the website conversion rate?

 

Will "conversion rate" even exist by 2020. Will we care more about "conversation rate".

The question we should all be asking ourselves:  

How can we turn the remaining 97% of our website traffic into a sales conversation? 

 

Liam Duffy

Written by Liam Duffy

Head of Marketing

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