{"id":2335,"date":"2021-01-05T11:04:15","date_gmt":"2021-01-05T11:04:15","guid":{"rendered":"https:\/\/botsify.com\/blog\/?p=2335"},"modified":"2024-12-24T09:34:47","modified_gmt":"2024-12-24T09:34:47","slug":"how-conversational-commerce-can-increase-sales","status":"publish","type":"post","link":"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/","title":{"rendered":"How conversational commerce can increase sales and trust using AI"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">One of the biggest reasons why digital marketing has changed so rapidly over the past six years is because advertisers and stores are deploying more complex tools than they ever have before. Due to the sophistication of these systems, there can be a tendency to see them as essentially technological solutions \u2013 tools that allow you to gather and analyze data on your customers, rather than increasing your ability to actually engage with them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While some of these tools are focused on providing this kind of functionality, others have been designed to increase the level of trust that your customers place in you. The canonical example of this is the chatbot, which can automate many aspects of the customer journey, and allow you to focus on providing a great service to your most valuable customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Approaches like this have come to be known as \u201cconversational commerce\u201d, and they <\/span><a href=\"https:\/\/botsify.com\/blog\/map-of-artificial-intelligence\/\"><span style=\"font-weight: 400;\">provide a powerful new way<\/span><\/a><span style=\"font-weight: 400;\"> of utilizing AI to drive sales.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we\u2019ll look at what conversational commerce is, how it can drive your business forward, and how to use it.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #fee22e;color:#fee22e\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #fee22e;color:#fee22e\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/#What_is_conversational_commerce\" title=\"What is conversational commerce?\">What is conversational commerce?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/#The_advantages_of_conversational_commerce\" title=\"The advantages of conversational commerce\">The advantages of conversational commerce<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/#How_to_use_conversational_commerce_to_increase_sales\" title=\"How to use conversational commerce to increase sales\">How to use conversational commerce to increase sales<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/#Retail_sales\" title=\"Retail sales\">Retail sales<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/#Driving_subscriptions\" title=\"Driving subscriptions\">Driving subscriptions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/#Affiliate_marketing\" title=\"Affiliate marketing\">Affiliate marketing<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/#The_bottom_line\" title=\"The bottom line\">The bottom line<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_conversational_commerce\"><\/span><span style=\"font-weight: 400;\">What is conversational commerce?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The term &#8220;conversational commerce&#8221; was first used in 2015. However, the concept behind this \u201cnew\u201d form of advertising is not new. Essentially, conversational commerce attempts to replicate the experience of interacting with an in-store sales assistant, but via online systems. It uses chat, messaging, or other natural language interfaces to facilitate interaction between people, brands, and services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The central idea behind conversational commerce is drawn from a crucial realization that there is a <\/span><a href=\"https:\/\/www.waveapps.com\/blog\/entrepreneurship\/the-right-and-wrong-way-to-use-bots\"><span style=\"font-weight: 400;\">right and a wrong way to use bots<\/span><\/a><span style=\"font-weight: 400;\">: chatbots are not, primarily, an extension of your analytics and segmentation systems, but are best looked at as semi-autonomous sales assistants in themselves.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In case this rather general definition is still vague, it can help to look at some examples of conversational commerce. Today, you really don\u2019t have to look far to find successful examples of conversational approaches, because many of the biggest and most innovative brands in the world are using the technique.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sephora&#8217;s virtual artist, for instance, is a chatbot that <\/span><a href=\"https:\/\/www.techrepublic.com\/article\/how-sephora-is-leveraging-ar-and-ai-to-transform-retail-and-help-customers-buy-cosmetics\/\"><span style=\"font-weight: 400;\">also includes elements of augmented reality<\/span><\/a><span style=\"font-weight: 400;\"> to allow users to use selfies to \u2018try on\u2019 makeup. Similarly, Kik bot utilizes a customer&#8217;s history to generate personalized recommendations. Both tools require users to fill in a basic questionnaire, which is then fed as input to their recommendation engine. However, after the completion of this initial step, customers\u2019 interactions with these systems are completely (and convincingly) conversational.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_advantages_of_conversational_commerce\"><\/span><span style=\"font-weight: 400;\">The advantages of conversational commerce<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are several key advantages to using conversational techniques for eCommerce retailers, and this approach Is useful in different ways for different retailers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, moving to a conversational on-site marketing system \u2013 such as by having a chatbot engage with customers as soon as they land on your estore \u2013 can be very effective for eCommerce stores that are going through a period of rapid growth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Without careful design, adding dozens (or even hundreds) of new product lines to your store can quickly leave your customers feeling confused. A chatbot that is able to direct them to the product they are looking for, in a way that <\/span><a href=\"https:\/\/uxstudioteam.com\/ux-blog\/chatbot-design\/\"><span style=\"font-weight: 400;\">is both friendly and engaging<\/span><\/a><span style=\"font-weight: 400;\">, can help to avoid this.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, some companies take a different approach and are focused on selling one product. The challenge faced by these firms is a different one \u2013 how to explain the advantages of their product in a way that is responsive to the needs of individual consumers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Conversational approaches are also useful here and have been used to great effect by one of the best examples of growth marketing in the last year \u2013 Zoom, which has seen installations <\/span><a href=\"https:\/\/getcodeless.com\/growth-marketing\/\"><span style=\"font-weight: 400;\">rise by over 700%<\/span><\/a><span style=\"font-weight: 400;\"> since last March. By deploying a chatbot that can take potential customers through the key features of their software, the company was able to capture a large share of the video conferencing market this year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finally, whatever the current objectives of your business, it\u2019s important to recognize that the way in which people interact with brands is changing. Specifically, the meteoric rise of voice assistants in the last few years means that consumers are far more comfortable searching for products in a conversational way, and are increasingly demanding this functionality from their favorite brands.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_use_conversational_commerce_to_increase_sales\"><\/span><span style=\"font-weight: 400;\">How to use conversational commerce to increase sales<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019ve read through the examples of conversational commerce marketing above, you\u2019ve probably already got some ideas as to how you can deploy this technique in your own business. It\u2019s important to realize, however, that conversational techniques (and, indeed, chatbots) can be usefully applied to almost any form of an eCommerce store. Here\u2019s how:<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Retail_sales\"><\/span><span style=\"font-weight: 400;\">Retail sales<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The most direct way to use chatbots is to drive sales of products directly, as this is <\/span><a href=\"https:\/\/www.business2community.com\/marketing\/how-to-use-chatbots-in-your-marketing-strategy-to-increase-sales-02346629\"><span style=\"font-weight: 400;\">one of the easiest ways<\/span><\/a><span style=\"font-weight: 400;\"> to start bringing conversational elements to your online store. By giving chatbot access to key information on your range of products, it can be used to provide a customized, conversational interface for customers visiting your website.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Driving_subscriptions\"><\/span><span style=\"font-weight: 400;\">Driving subscriptions<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Subscription models have <\/span><a href=\"https:\/\/www.weforum.org\/agenda\/2020\/10\/downturn-good-news-subscription-companies\/\"><span style=\"font-weight: 400;\">enjoyed a resurgence in popularity<\/span><\/a><span style=\"font-weight: 400;\"> this year, as the Covid-19 pandemic has driven many customers to look for curated products and content in lieu of the in-person shopping experience. As a result, technological tools that allow brands to easily implement subscription models have also done well for this very reason.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using a chatbot to encourage your customers to purchase a subscription \u2013 or to upgrade their existing subscription \u2013 can be achieved easily, and relies on the same kind of training as that used to teach conversational interfaces about a range of products.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Affiliate_marketing\"><\/span><b><span style=\"font-weight: 400;\">Affiliate marketing<\/span><\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The potential of chatbots goes far beyond directly marketing your products, however. Once you\u2019ve deployed and trained a chatbot, you have control of a very powerful marketing tool, and it could well be that other companies will pay you to send customers their way.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the most effective strategies as well as to reach out directly to the sellers of products rather than through third parties such as Amazon. As Ottawa-based website developer and online marketer Gary Stevens of <\/span><a href=\"https:\/\/hostingcanada.org\/how-to-monetize-a-website\/\"><span style=\"font-weight: 400;\">Hosting Canada<\/span><\/a><span style=\"font-weight: 400;\"> says, \u201c<\/span><span style=\"font-weight: 400;\">Amazon is the big dog here, but given <\/span><span style=\"font-weight: 400;\">Amazon\u2019s slashing of commission rate<\/span><span style=\"font-weight: 400;\">s, <\/span><span style=\"font-weight: 400;\">it\u2019s become much more profitable to go directly to the seller<\/span><span style=\"font-weight: 400;\">.\u201d<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using chatbots in this way, or essentially as a <a href=\"https:\/\/www.authorityhacker.com\/affiliate-marketing-tools\/\">tool for affiliate marketing<\/a> directly to sellers, is relatively new but already meeting with great success. The central idea, here, is that a chatbot can be used as a customer researcher \u2013 instead of just responding to queries, it can proactively reach out to customers in order to understand what kind of products will appeal to them. The customer can then (with their permission, of course) be referred to a third party who offers these products.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_bottom_line\"><\/span><span style=\"font-weight: 400;\">The bottom line<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Chatbots and conversational approaches can increase trust and sales in all the ways we\u2019ve listed above. However, it\u2019s also important to recognize that they can only take you so far \u2013 that no matter how many <\/span><a href=\"https:\/\/botsify.com\/blog\/here-are-the-cutting-edge-applications-of-ai\/\"><span style=\"font-weight: 400;\">cutting-edge applications of AI<\/span><\/a><span style=\"font-weight: 400;\"> you are using, at some point your customers will want to talk to a real human.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chatbots, by removing the requirement to spend hours explaining basic product features, help you to do that. They ensure that the conversations you have with your customers are as effective as they can be and that you are focusing on what really matters \u2013 building a relationship with your loyal consumers.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the biggest reasons why digital marketing has changed so rapidly over the past six years is because advertisers and stores are deploying more &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/\"> <span class=\"screen-reader-text\">How conversational commerce can increase sales and trust using AI<\/span> Read More \u00bb<\/a><\/p>\n","protected":false},"author":55,"featured_media":2340,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11,73],"tags":[107,145],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How conversational commerce can increase sales<\/title>\n<meta name=\"description\" content=\"Boost sales and build trust with conversational commerce. Learn how AI-powered chatbots enhance customer interactions and drive revenue\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How conversational commerce can increase sales\" \/>\n<meta property=\"og:description\" content=\"Boost sales and build trust with conversational commerce. Learn how AI-powered chatbots enhance customer interactions and drive revenue\" \/>\n<meta property=\"og:url\" content=\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/\" \/>\n<meta property=\"og:site_name\" content=\"Botsify\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/botsifyapp\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-05T11:04:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-24T09:34:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/botsify.com\/blog\/wp-content\/uploads\/2021\/01\/usingAI-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"576\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Nahla Davies\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nahla Davies\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/\"},\"author\":{\"name\":\"Nahla Davies\",\"@id\":\"https:\/\/botsify.com\/blog\/#\/schema\/person\/55575bc76a07bc41834a103b79034c04\"},\"headline\":\"How conversational commerce can increase sales and trust using AI\",\"datePublished\":\"2021-01-05T11:04:15+00:00\",\"dateModified\":\"2024-12-24T09:34:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/\"},\"wordCount\":1250,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/botsify.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/botsify.com\/blog\/wp-content\/uploads\/2021\/01\/usingAI-1.png\",\"keywords\":[\"AI\",\"Conversational commerce\"],\"articleSection\":[\"Business archives\",\"Guest Blog\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/\",\"url\":\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/\",\"name\":\"How conversational commerce can increase sales\",\"isPartOf\":{\"@id\":\"https:\/\/botsify.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/botsify.com\/blog\/how-conversational-commerce-can-increase-sales\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/botsify.com\/blog\/wp-content\/uploads\/2021\/01\/usingAI-1.png\",\"datePublished\":\"2021-01-05T11:04:15+00:00\",\"dateModified\":\"2024-12-24T09:34:47+00:00\",\"description\":\"Boost sales and build trust with conversational commerce. 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