Online engagements continue to be one of the most effective and proven ways to generate leads, collect email permissions and nudge visitors towards a sale. This is why world leading companies are focusing on online engagement more than ever before.
But many companies face challenges on implementation. Rather than adding value, pop-ups, slide-ins and engagements are too often detrimental to the user experience. So it all comes down to being smart about when to interrupt the user journey and leverage data.
Not every visitor on a website converts to value. Approximately 96-98% of visitors are not ready to purchase yet. That opens up a huge potential where intelligent engagement is needed to secure a purchase that you otherwise will lose. But for this to work, you need to engage the right visitor, with the right message at the right time. Because not every visitor needs an interruption. In fact, you can still achieve a 23% increase in new sales by only engaging with 2% of your website visitors. While leaving the rest to navigate the website as intended.
For intelligent engagement to work you need 3 essential qualities:
- To be there – “Show up” at a time where the customer has a need or desire.
- To be relevant – Only approach with relevant content on the right channel.
- To be agile – Think and act fast, speed is essential across all stages of the customer journey.
Machine learning – a breakthrough in effective customer engagement
A revolution is silently taking place in the form of machine learning and artificial learning (AI) technologies. These concepts are making a huge impact on the future of customer relations.
By implementing machine learning, you get the ability to analyse huge amount of data in real time. This making companies more agile and faster in execution. So there are many reasons why companies should invest in an intelligent engagement method. Just have a look at the table below:
With continuous optimisation you can be even more precise with the engagements – to keep the increase in combined sales, but have more visitors purchase online. Below is an example of a call-back engagement used at the right moment. The example shows the before and after conversion rate of a callback engagement both to a lead, but also to an actual sales.
As CEO of bmetric, Janus Lindau radically improves how companies should be using an intelligent omnichannel customer engagement.