Let us break down exactly how EyeLevel.ai approaches conversions via Conversational Advertising.
Marketers have been struggling with attribution and conversion tracking since Émile de Girardin ran the first print advertisement in the Parisian newspaper, Le Presse.
On average, marketers use six distinct channels to reach their audiences. Each disparate channel tracks performance differently, which hinders your ability to accurately attribute and track conversions. Whether programmatic display, SEO, or conversational marketing, accurately and efficiently tracking conversions such that it ensures your advertisers reap a healthy Return on Ad Spend, is paramount and difficult.
At EyeLevel.ai we have developed a number of strategies and best practices to combat the everlasting thorn in our side, conversion tracking. Rather than address the beast head-on, we took a Look Forward, Reason Backward approach.
We started with a goal: To accurately and efficiently track conversions across time and browser. The first step is to break down our goal into parts.
To accurately and efficiently track…
We want to low discrepancy between our numbers and yours at the lowest cost to our clients possible.
We can’t stress enough how important it is to spend time familiarizing yourself with your client’s conversion flow. We focus on the following questions and always ensure we’re crystal clear before moving on.
What is the conversion, anyway?
It’s not all purchases and quotes. There is a multitude of conversions along the way and we have found that EyeLevel.ai we are really good at playing in the “considered conversion” space. This includes actions like lead requests, sign ups, app downloads, and subscriptions.
So the first challenge is to truly understand the conversion action you are being measured against.
The easiest way to do this is to walk through the conversion on the site with your client. Ask questions, make stops along the way, and always be thinking about what users are most likely to do at each step.
- How & where are people converting?
Depending on the conversion itself, are people likely to convert on their phones? In messenger? Or is it more of a save for later conversion. Generally, the more involved the more likely someone is to come back later on their desktop to complete the action.
Lots of steps, lots of information required, Poor mobile user experience — all reasons someone won’t convert at the moment.
2. Why are people converting?
What call to action drove them to this critical point? We’re all busy people and if someone is willing to take the time to click on an ad and engage with your site it better be worth their time.
Be upfront about the value exchange. You can get a ton of clicks by being sneaky, but few will turn into valued customers if the initial value proposition is misleading.
At EyeLevel.ai we not only use this information to help craft engaging ad copy, but more importantly to structure the conversational flows. With as few questions as possible, we want to learn as much as we can about the user’s likelihood to convert. Let’s not waste anyone’s time with irrelevant conversations and ads.
…across time and browser.
Cookies track users across time on the same browser. Over 90% of conversions occur sometime after the initial impression is served and clicked (view-thru conversions). Therefore, in a cookie filled world, we can do a pretty good job of tracking all of these view-thru conversions since most people remain loyal to one browser. However, we continue to find ourselves in more and more cookie-less environments, chatbot environment being one.
If we start with this goal in mind we can come up with some clever ideas on how to track conversions in Messenger. Simply put, we need is a mechanism to ensure the same user that clicks on an ad on day 1 is the same user that converts on day 3.
At EyeLevel.ai we experiment with various methods all the time. We found that custom coupon codes, landing pages, and phone numbers all allow us to more accurately track users after they leave the Messenger platform.
Any user that uses an EyeLevel.ai coupon code must have gotten it from one of our ads. It doesn’t matter where they started or finished the conversion. If conversion occurs on a custom landing page, the user must click on the ad before converting.
EyeLevel.ai’s platform is one of a kind for many reasons, but because our conversations don’t go anywhere, the ad doesn’t either. A user can go back into the conversation anytime and find the ad, click, and convert. Finally, custom phone numbers, like custom coupon codes, can only come from EyeLevel.ai and therefore it is easy to track.
This is by no means a perfect solution. Part of the fun of working at a start-up like EyeLevel.ai is the ability to test and iterate. We constantly test new ideas and concepts, review the results, and iterate.
While these workarounds have helped EyeLevel.ai track conversions more efficiently and accurately, which leads to improved ROAS for our clients, every advertiser is different and we strive to understand each advertiser individually and come up with a solution that fits their goals.
If you are interested in learning more about how EyeLevel.ai can help your brand speak directly with new customers, drop us a line!
Also, if you enjoyed this post please share and clap below.
Don’t forget to give us your 👏 !
How do you Track Conversions from 3rd Party Chatbots? was originally published in Chatbots Life on Medium, where people are continuing the conversation by highlighting and responding to this story.