Optimising Messenger bot KPIs
Earlier than we go into the technicalities of the right way to enhance the KPIs above, there’s a principal idea to bear in mind when creating and optimising a Messenger bot constructed for buyer acquisition functions:
You’ll want to create constant ad-to-bot experiences.
The advert and the bot must be conceived collectively, since there isn’t any manner you can begin to enhance the bot if the advert just isn’t according to it. You’ll merely obtain poor visitors that you simply won’t be able to optimise for.
We now have realized this the onerous manner, when the primary assessments weren’t producing the anticipated outcomes. And the primary sign of it was a extremely low welcome message conversion fee (i.e. just a few individuals interacting with the Fb advert began to have interaction with the bot).
To know the explanation why it was occurring we did a number of UX assessments with the bots, asking customers to undergo the entire funnel and inform us what they have been anticipating, step after step. It clearly emerged that the primary purpose individuals dropped was that what they acquired on the chat was not what they have been anticipating.
And this occurred as a result of who was doing the advert (the tester) was totally different from who was creating the bot (us).
That´s after we understood that, earlier than even constructing the bot, we wanted to suppose on the entire funnel collectively, starting from the advert (and as a consequence we said designing adverts along with the bot — utilizing this tremendous cool software for advert mockups).
Having stated that, we are able to now go extra into the main points of what to take a look at when enhancing the totally different steps of the funnel.
1. Optimising the acquisition KPI (= value per click on)
These are the important thing questions we ask ourselves when the advert just isn’t performing as supposed (i.e. CPC persistently out of the anticipated vary).
- Are you utilizing Messages goal campaigns (marketing campaign stage optimisation)?
In our assessments, they’ve confirmed to carry out persistently higher than different campaigns, together with conversion campaigns.
- Are you utilizing the precise viewers (advert set stage optimisation)?
This has revealed to have a big impact on the efficiency of the advert, because it occurs in every other sort of Fb campaigns. The one facet value mentioning right here is {that a} good optimisation approach is the next: after {that a} good variety of conversations has been collected, you’ll be able to create lookalike audiences to focus on individuals just like those that already chatted along with your bot. And this works fairly effectively.
- Are you utilizing a low effort call-to-action (CTA) (advert stage optimisation)?
In our assessments, CTAs implying excessive potential effort for the person (e.g. “Ship message”) carried out worse than low effort ones (e.g. “Be taught extra”).
2. Optimising the activation KPI (= welcome message conversion fee)
These are the important thing questions we ask ourselves when the welcome message just isn’t performing as supposed (i.e. conversion fee persistently under 25%).
- Is your welcome message content material according to the advert textual content and picture?
As highlighted earlier than, the primary purpose for bot acquisition campaigns to fail is that the advert and bot expertise haven’t been thought collectively. Align the content material of the advert with the one of many welcome message.
- Are you your asking a low effort query?
The welcome message position is basically to ask the person to choose within the dialog with the bot. As a consequence you need to minimise friction as a lot as attainable. And the best way the message is phrased has a big effect. As highlights in his article, low effort asks work effectively, particularly if they’re within the type of rhetorical questions. Examples may very well be “Do you need to begin?” or “Do you need to obtain a free coupon code?”.
3. Optimise the conversion KPI (= lead conversion fee)
Being the idea of lead totally different from firm to firm, it’s troublesome to summary classes on the right way to optimise this KPI. Please preserve that in thoughts when studying the important thing questions we ask ourselves when the lead conversion fee just isn’t performing as supposed (i.e. conversion fee persistently under 25%).
- Is the dialog constructing sufficient belief for the person to go away its contact particulars?
Whereas finishing up our assessments we realised one thing we had not anticipated earlier than. We initially moved from the design assumption that shorter bots would have carried out higher than longer ones, since customers would have gone by way of much less steps.
However these brief bots weren’t performing as anticipated, and eradicating questions produced even worse outcomes. After we run UX assessments we began receiving feedback like the next:
“Feels prefer it hasn’t been sufficient questions to provide out e mail deal with”
“How is that this gonna present me a private quote with such a restricted variety of data given?”
It paradoxically appeared that customers anticipated many questions earlier than they may take into account the bot dependable and determine to supply their private particulars. In different phrases:
Questions construct belief
The truth is certainly that the bot funnel of a lead technology bot seems extra just like the one you’ll be able to see under.
- Are you explaining why you’re asking for the private data?
Earlier than you ask for an e mail or a cellphone quantity, is all the time a superb observe to clarify why you want such data and what’s going to occur after the person submits it, together with when they are going to be contacted, by whom and for which purpose (e.g. “We are going to ship you a customized quote”, “We are going to e book a go to in our residences for you”).
- Are you offering any incentive?
It’s a good observe to supply an incentive for the person to go away his private particulars, equivalent to a free quote, pattern or a top quality content material. This may be allowed already on the advert stage and emphasised on the welcome message, however ought to finally product features on the lead conversion stage.
