Turn Interested Shoppers Into Buyers with a Guided Shopping Experience in Messenger

Facebook Business

March 20, 2019

Guided shopping experiences in Messenger help people learn more about your products or services through a series of questions and prompts in conversation. And to help you build the most effective guided shopping experience for your business, we put together a list of tips to help you get started.

1. Build with your business goal in mind

In order to build a Messenger experience that's most valuable for your business, it's important to clearly define and focus on your business goal. Whether you're looking to acquire new customers who are considering a purchase, re-engage lapsed customers or increase the lifetime value of existing customers, guided shopping experiences can help you drive results for your business. Once you've identified where conversation is most valuable in achieving your business goals, be sure your Messenger experience is designed to move customers toward the action you want them to take. It's also important to identify how you'll measure the success of your Messenger experience, so you can be sure to track how it's contributing to your business' results.

2. Create an experience that feels personal

Customization is key to making customers feel heard and expediting the process of helping people find what they're looking for. Guided shopping experiences in Messenger can help you understand customer needs and make recommendations based on product lines or inventory to help shoppers find what they're mostly likely to be interested in. Instead of asking customers to navigate endless options on your website, you can use like templates or quick replies to guide customers to purchase.

And if you're looking for help building a guided shopping experience, you can connect with a Platform Development Partner who specializes in your industry.

With thousands of toys to choose from, LEGO created Ralph, a bot for Messenger with a unique, playful voice to help guests find the perfect gift based on a series of questions, including location, price range and interests. Ralph asks shoppers about the person they're buying a gift for, and then makes personalized recommendations for products that are best suited to the person who will be receiving the gift. Since launching Ralph and advertising the experience, LEGO has seen 3.4X higher return on ad spend for ads that click to the brand's Messenger experience, compared to ads that linked to the LEGO website.

3. Test, learn and optimize for what works

Once your experience is up and running, be sure to test performance, so you can understand how your customer conversations are impacting your business results, and identify ways you can improve your Messenger experience by adjusting the flow of conversation or the content. Test everything from where conversation entry points are placed on your website, to how you greet people when they land in your experience, and try to identify common drop-off points. When testing, be sure to measure based on the success metrics you identified when creating your strategy. And when comparing results of your Messenger experience to other channels, make sure it's a fair comparison. If your objective is to increase conversion of new audiences, compare Messenger conversions to mobile web conversions, or if your goal is to re-engage lapsed customers, compare your results to other efforts with the same objective such as email or SMS engagements. And once you gather insights on what's working best, you can then optimize your experience accordingly to maximize results for your business

Try using conversation to convert interested shoppers into buyers.

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