What is Conversational Marketing and How it can Improve E-Commerce Sales

Updated: Jul 8


ORAI's blog on what is conversational marketing and how it can improve e-commerce sales.
Conversational Marketing for E-commerce

What excites a person to buy something from the same online store over and over?! Exciting offers, great products, and engaging conversations are the top factors.


These three factors are defining the level of business an e-commerce company can create online.


Conversational marketing is emerging as a powerful approach towards engaging, qualifying, converting, and managing relationships with customers.


Here, in this blog, we will explore conversational marketing and how it can boost your sales in e-commerce.


Let's start with the basics!

What is Conversational Marketing with Respect to E-Commerce?


Marketing in e-commerce revolves around creating a perfect strategy for finding consumers, helping them understand your products, and assisting them towards sales conversion. E-commerce businesses need to create a continuous cycle of customer engagement, so they keep on coming back to purchase more.


The journey of an e-commerce customer from initial engagement to conversion involves multiple hurdles. From broken communication channels to generalized engagement, each obstacle decreases the chances of sales conversions.


However, introducing an AI-enabled conversational marketing strategy into customer’s journeys can remove all the engagement and communication barriers.


Conversational marketing involves communication-driven marketing activities to engage visitors, convert leads, and retarget existing customers. This marketing strategy can be personalized and automated with the help of conversational AI platforms.

Benefits of Conversational Marketing for E-Commerce


Your current marketing strategy can easily be modified with a conversational approach across all the channels you target for customer engagement, lead generation, sales, and customer support.


When you deploy AI chatbots across all customer touchpoints, conversational marketing brings along these benefits:


1. Personalized and Omnichannel Conversations


These days, customers immediately ignore promotional messages and reward businesses that give value to them with personalized conversations. A conversational AI platform drives marketing with personalization consistent across all channels such as websites, social media, messaging platforms, and more.


2. Easy Qualification of Leads


Qualifying leads coming from various platforms is not an easy task. However, AI chatbots can effortlessly do it with real-time conversations. Hence, the sales team can spend more time nurturing those leads and increasing the conversion ratio for your business.


3. Automated Multilingual Engagement of Customers 24*7


When conversational marketing is powered by AI chatbots, they resolve the issue of language barriers between the support team and customers usually experienced in a country like India. AI bots can stay available 24*7 to automatically interact in vernacular languages while capturing prospects, assessing their details, sending notifications, and connecting customers with human agents from the right departments.

How does Conversational Marketing for E-Commerce Works?


With the above benefits, it must be clear that AI chatbots are an integral part of running a conversational marketing strategy. Now, let’s talk about the involvement of conversational AI in different stages of e-commerce marketing:


First Stage – Connecting and Engaging Consumers


An AI chatbot initiates conversations with site visitors, social media audiences, and people who click on your ads. Such conversations can start in many ways:

  • AI chatbot pops up at the corner of your website landing page greeting a site visitor to initiate conversation.

  • A customer chooses to interact with your AI bot to ask questions regarding a product you have.

  • Leads coming from multiple channels are engaged with AI-powered sales assistance.