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At the tender age of 18 I packed up my life, put it in a bag, and moved from the UK to Hong Kong.
It’s a huge move, right? Especially for someone who’s only just hit the age where they’re considered an “adult”.
For the 2 years I was there I didn’t cook once. Every meal was from one of the street vendors, small diners, or local restaurants.
I also never stepped foot into a supermarket, instead favoring the small 7Elevens that littered the city.
Looking back it seems almost strange to have not cooked a meal in 2 years or ever shopped in anything larger than a tiny 7Eleven.
But it also makes sense.
Hong Kong’s a busy place. People are in a hurry to get where they’re going and don’t have time to waste.
I didn’t shop in large supermarkets or cook because they’re too time-consuming. Anything that would take more than the most minimal amount of time was something I deemed a waste and would avoid.
I don’t want to say I was something of a trailblazer, but the attitude is now incredibly prevalent with your online customers.
Why Your Social Media Campaign is Failing
Take a look around at the advice for social media marketing and it generally falls not one of the below categories.
- Be engaged and engaging to build a great audience
- Ensure your paid ads do [X, Y, or Z]
- Your branding has to come through in your social media campaigns
- Automation is the easiest way to stay on top of your accounts
I agree with the majority of these. But at the same time, they’re missing out on one major element. They’re overlooking the single most important thing of running an online store.
90% of the advice on social media for ecommerce is about how to increase likes, shares, and clicks to your store. Great advice which isn’t necessarily going to increase sales.
Even if you are able to generate clicks with your campaigns and updates, the user still has to navigate the purchase journey on your website.
With every step they have to take, the chances of them completing their purchase decreases. All you have to do is look at the drop off rates for each stage of the purchase journey for ecommerce stores to see the problem.
The above is a pretty decent funnel as, generally speaking, you can expect only 2% – 3% of your ecommerce site visitors to convert.
I’m sure if you delved into your analytics you’d see something similar to the above. Basically, you’re managing to convert a very small percentage of the users who click through to your site from social media.
There are numerous reasons for this, each depending on where users are in the funnel.
Those at the top of the funnel could bounce because your homepage navigation is confusing. Those considering which of your products best suits their needs could leave thanks to poor product info. And of course there’s a huge number of people who’ll abandon at the final stage because you charge for delivery.
The list goes on.
But if you look at the top ten reasons for cart abandonment you’ll see a trend.
The reasons people fail to progress through the purchase funnel and convert generally fall into one of two categories.
- They’re focused on cost
- The funnel / next step CTA is too complex
It always comes back to it being too expensive. Either in terms of financial outlay or effort. The user is having to spend more on one of these than they’re willing to.
I can’t help with the pricing of your products, but you can drastically reduce the effort needed to make a purchase.
How? By selling directly through your social media account with an automated checkout chatbot.
Streamline the Purchase Journey for Increased Social Commerce Sales
I’m all for having a well-optimized ecommerce site, but the fact remains that it’s often a friction-filled experience for users. One which suffers from increased resistance with every next step taken.
This is where social commerce comes in to save the day.
If you compare the conversion and drop off rates across both the traditional on-site purchase journey and sales made directly through social media, you’ll see a marked difference.
A funnel that leverages chatbots through your social media accounts can provide a huge benefit to your business.
The reason I pretty simple. You’re never taking user attention away from the product. They see something they want in social media and have the opportunity to purchase it then and there. No confusing customer journeys, no difficult to navigate pages, nothing that’s more complex than it needs to be.
The real question is, how can you benefit from social commerce and set up an automated checkout bot.
How to Set Up and Automated Streamlined Social Commerce Checkout
If you’re reading this I’m assuming you already have a store set up and have established a presence on Facebook in the form of a business page.
However, if you’re promoting your products through Instagram, Youtube, or any other network, don’t worry. All you need to do is change any mentions of Facebook for your preferred network. This process will work regardless of the network, but for clarity’s sake, I’m going to approach this as if you’re focused on selling through Facebook.
So you’ve got a Facebook Page set up, now it’s time to link an automated checkout bot to it.
This is where jumper comes in.
jumper.ai turns every post you share, either paid or organic, into an automated checkout. It triggers a chatbot that collects delivery and payment details after your users comment on the post with your product in.
Here’s how to set it up, and then a quick look at what your users will see.
Step 1 is to sign up for a free jumper account. Once you’ve followed the sign up process, you’ll see the below.
Now it’s a case of connecting your Facebook and Messenger accounts. You’ll see a long list of the various services jumper integrates with, however, for now just focus on those two platforms.
FYI – Messenger will always need to be linked as that is where your automated checkout bot will send messages from.
After syncing the primary services, you’ll need to fill out your business details. There’s nothing too difficult here, but you’ve got to explain who you are so everything runs as smoothly as possible.
You’re also going to want to take the time to set up your payment details. After all, if you don’t you’re never going to get the money your users send over!
It’ll only take about 5 minutes to fill everything out on these pages.
Now comes for the fun bit. Adding your product. The below is a simple test to demonstrate what it’ll look like for you. When you’re doing this, be sure to follow the general best practices for product descriptions to make your offer as persuasive as possible.
That’s pretty much it.
If you’ve followed the steps and there’s no errors, you’re now ready to start sharing to Facebook or whichever other networks you want to.
At this point, I’d recommend giving your first product a test run so you can see how things worth both for you and the customer.
You’ll see that as soon as someone comments on your post with the right hashtag, they’ll receive a message just like the below.
That message is the start of the automated checkout bot which means you’re perfectly set up to start selling this product through jumper and direct on your social media accounts.
Your page is now not just a traffic generator, but an actual revenue driving checkout.
You no longer need to send people on a wild goose chase through your store, watching the huge majority of your prospects drop off at each stage of the purchase journey.
Now, you simply drive engagement and watch the sales roll in. But before you get too excited, here are a few things to note.
Rinse and Repeat
At this stage, you’ll have one product set up on one network.
Don’t. Stop. Now.
Keep on adding your best sellers and your most engaged networks. Rinse and repeat the process so you’re able to quickly roll out promotional campaigns for product A on Insta, product B on Youtube, and product C on Facebook.
The more products and channels you add, the more sales you’ll make.
However, you’ve got to be a little careful and strategic your approach.
One Key Difference in Social Commerce
Obviously, I want you to try Jumper. I want you to walk away from this article and set up a new account.
It would be oh so easy of me to frame the service as the single best way to become a millionaire overnight. I mean, I’ve seen jumper help everyone. We’ve helped huge brands sell thousands of products in 12 hours, small influencers add 5 figures to their monthly income, and in every case increased the potential future profit by God only knows how much.
But social commerce, and the act of selling directly on the first interaction is not always a foolproof method for driving sales.
This method of direct selling is perfect for low-cost impulse purchased. Anything up to $50 for most audiences (but could be higher if you’re targeting luxury product fans).
The reason being most people have to consider larger purchases. I mean, if I walked up to you on the street offering a new widget for $20, if it was useful to you, you might buy.
If I offered a different product for $2000, the best I could probably hope for is to get your details for a longer nurture and consideration sequence.
Social commerce and selling directly through social media update is great to get people into your upsell, cross-sell, and repeat purchase funnels.
Push products that are lower in cost, but are high in quality and value to get people to really buy into your brand.
If you can do that, you’ll be in a stronger position to add extra products that drive greater revenue further down their customer journey.
You shouldn’t be looking at this as a way to explode your sales. It can do that, but what it’s just as good at is disqualifying those who will never buy from you and getting people to become customers who, as you’ll know, are more likely to buy from you again, easier to sell to, and spend up to 300% more in each purchase.
We’re not talking just sales, but rather using social as the first touchpoint in your next best customer’s journey with your brand.
To get started, check out jumper today for a free account.