Tawk.to Triggers to Automate Target Marketing Efficiently

Tawk.to triggers automatically initiate your chat engagement with your customers, especially those further through the sales funnel with clear buying intent landing from Google PLA campaigns. This is comparable with how brick and mortar store sales assistants approach a customers perhaps with a general question like 'how can I help you' or even something specifically related to what the person is looking at like 'Would you like me to show you the water proof version for that coat?' (... essentially an upsell).

In many cases, initiating the chat is automated. However, if the lead responds with a request, you will receive the audio notification that usually alerts you that a lead wants to initiate a call. I usually also include a chat rescuer (explained below) just in case I am unavailable to respond on time. 

In short, automate the process of monitoring your visitors by letting Tawk.to find select only your target market to get them talking.

This post illustrates the steps for setting up Tawk.to triggers. Although the basic triggers are discussed, much emphasis is placed on the advanced settings because they allow automation and strategic communication marketing with a target market.

• Go to 'Admin' in the top menu of the dashboard
• If you have several properties, use the 'Property' dropdown menu to select the property
• Click 'Triggers'
• Click 'Add Trigger' button (in the top right region of the screen)
• Select the type
• Chat rescuer. If none of your agents respond to a visitor’s question within x seconds, Chat Rescuer would automatically reply to the visitor by politely apologizing and requesting that he or she leave a message and email address. If you have a lot of agents who pick up calls in a queue, you can check in with the lead at intervals. For instance, after 30 seconds, you may explain that you someone will respond as soon as possible. After 60 seconds, you may reassure leads that you have not forgotten them and that they are still in a queue.

• Page notification (basic). This Tawk.to trigger initiates a chat when a visitor has been on a particular page for x time. The creative possibilities are endless. For instance, you can use this page for cross selling, up selling and so on. Beware however; upsell and cross sell only when your lead is in the purchase intent stage of your sales funnel, otherwise using live chat to cross sell and upsell prematurely can seem too pushy. Avoid upselling and cross selling  when the lead just lands on a page. If this page notification is inadequate, use the advanced notification (below) to target visitors most suitable for the upsell or cross sell (like those who are repeat site visitors or otherwise loyal customers).

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• Site notification (basic). This notification is similar to the page-specific notification, except that it applies more broadly to include the entire website.
• Advanced notification. This allows you to select from a set of variables to determine the appropriate behavior (message, ban, etc)

The image immediately below displays the 3 types of trigger condition from which you can choose when creating advanced notifications.

1. When a visitor has loaded the chat widget = This refers to when a visitor lands onto page where the widget automatically appears, ie loads. It does not refer to the visitor's action

2. When a visitor requests a chat = This refers to when a visitor clicks on the live chat widget. The visitor may not necessarily already begin to write or send a message

3. When a visitor sends a chat message = This refers to when the visitor has written and sent a message. 

Example: You can create mid-chat automatic responses to common questions, the most common of which relates to pricing. For this pricing example, you may set the conditions as follows with synonyms. The action will be an automatic response with the pricing information. 

Notice that the 'run trigger' field is set at 'when visitor sends a chat message'. This means that the visitor manually clicked on and activated the widget. (The alternative to this, ie where the visitor does not even click on the widget before the message appears to initiate the live chat. In this latter case, the settings must be set to 'When a visitor has loaded a chat widget'. 'Load' in this context refers to when the page loaded, as well as the widget.

Example: Advanced notifications allow you to combine the page-specific functionality of page notifications (above) with marketing considerations like loyalty and reference source. You may be particularly keen on targeting those who landed on a page from Google PLAs. Perhaps, you can cross sell and upsell in a way that will use your limited live chat human resources for leads with greater purchase intent and therefore at a farther stage of your sales funnel. With better targeting, you can even include discount codes in your message. If you have the human resources, initiate a chat using the trigger condition 'when a visitor has loaded a chat widget' (see above regarding the 3 trigger conditions). 

Below is an example of how you can set the Tawk.to trigger conditions so that leads landing on your site from Google PLAs will get a special notification.

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The sky is the limit. Combine the ideas on this page for several other purposes. For instance, initiate customers with abandoned carts after the were inactive on the cart's URL for a specified time period. The triggered message will say something like, 'Is there anything I can help you with?'   

Abandoned carts can be saved by engaging customers with live chat

Advanced trigger conditions should also be prevented if your customer is already being served. This setting enables the trigger only if the visitor is not yet served.

Below is an example of geo marketing where the marketer wants to enable chat for only leads from Spain. In other words, the widget will be hidden for all other visitors.

• Prepare for situations in which you can not get to the computer in time to answer a call. In the example below, the system automatically picks up the call, requesting patience while assuring the customer that the customer service department is trying to get an agent. When no one hears and answers the call, another note apologizes, requests the customer's email address and promises that someone will be contact. Below are screen shots of the settings for these messages.

This required 2 separate triggers. The settings for the first of the two are as follows.

Here are the settings for the second of the two triggers featured above.

• You can plan to end a live chat session in a welcoming way. When thanked, UpWork says, 'you're most welcome ...' and provides a link within the message. The link displays an image that illustrates how you could contact them easily in the future if you need help.

Below is the image to which an UpWork link sends customers when they are inviting that customer's return. 

• Remember however that less is more! Avoid bombarding your leads with too many notifications. Select only the best among your messages. Remember to focus your messages on adding value to your customer.

CONTENT RELATED TO TAWK.TO APP

• Create a new Tawk.to alias
• An intro & interview to Tawk.to
• Abanadoned Cart: Why it happens and how to prevent and or remedy it
• Third party video tutorial beginner intro
• Leads landing from Google Product Listing Ads (PLAs) are easier to convert with the help of live chat triggers. Get your PLAs right to maximize your conversion!
• Automating your live chat target marketing contributes favorably to customer experience. Now learn how to master customer experience.

Product Bundle Pricing

Product bundling is a marketing strategy with several uses and benefits (some of which are listed below). It involves selling multiple products or components together as a single, more holistic customer solution. Combinations commonly include main product components with their auxiliaries. It is therefore the alternative to selling a la carte. Common product bundles, often called 'packages' include the following.

• tickets for a cruise that include food, entertainment and destination tours (ie a main product with different but complementary products, ie 'cross-sell' products)
• the purchase of a professional camera that includes additional interchangeable lenses (ie a main product with others that amplify its value and functionality, essentially transforming the original basic product into a an 'up-sell version of itself product')
• offer deals based on minimum order volumes. Incentives may include free shipping or a gift that adds value 

Uses & Benefits

• To create pricing advantages since a single price can not be subject to line-by-line scrutiny (ie if a pricing breakdown for each component is excluded). Customers are unlikely to negotiate discounts when price product bundle pricing is used. After all, based on the brand, they are usually willing to pay the advertised price as they perceive it to offer value worthy of the single price. Bundles are particularly useful in pushing price-sensitive customers through the sales funnel more quickly.
• To provide perceived customer value regarding pricing simplicity (ie over numerous items that are priced individually which minimizes cognitive load in the buying decision-making process). Just consider how each credit card purchase is essentially an individual loan. However, a bank's single interest rate is a pricing bundle for all those loans whose calculations could make the average person's head spin.
• To up-sell items that buyers rarely use, especially for technical products. For instance, most people who buy the latest versions of entire software suites (like Apple, Microsoft, Adobe and so on) barely use more than the basic functions. Such purchases essentially finance the research and development of advanced functions for the few advanced / professional users who truly need advanced functions.
• To introduce new products within a product line.
• To up-sell items that enhance the overall perceived value of a single purchase. For instance, a dialysis customer looking for a home dialysis machine clearly has needs related to kidney health. Consequently, sellers can add value by offering water distillers that minimize the amount of his hard water intake is increasing the modes for value creation. This approach also adds value as it relates to added convenience.
• To increase your store's average order value. This is simply a matter of increasing sales volume, even if the a la carte sale value would have been higher. Bundling can be a strategic response to buyers' reservation prices.

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DOs & DON'Ts

• Do itemize the products, their unique value propositions, synergistic value propositions (but only a single price for the bundle). Customer perceived value is noteworthy because it is their primary purchase motivator. In fact, customers are usually willing to pay premiums for what they value and are therefore likely to perceive a bundle as an amazing deal. Additional, itemizing on the basis of component products and corresponding value also offers the sense of transparency that otherwise price-sensitive customers would seek. Common examples of value propositions include the following.
• Solutions: solve customer problems; prestige and image of unique products; satisfy business needs like cutting costs, raising profitability, etc
• Convenience: customer savings of time or money
• Do NOT provide itemized price breakdowns for individual products or components. This often turns off customers who may value components differently. For instance, a high end restaurant can use its brand to charge $120 for a meal with a $20 dessert. However, when shopping a la carte, when ordering the meal for $100, a customer is likely to be more resistant to buying the dessert for a separate $20. The only exception to itemizing price is that you may promote a main product bundled with something else that you call a 'free gift valued at $10', ie the retail value (which may even usually be $8 but not something someone will check or belly-ache over).
• Do analyze profitability for both bundled and unbundled options. Bundling is worthwhile only if both parties benefit; specifically if it generates higher profits for sellers and better solutions for customers.
• Do analyze your market's sensitivity to bundling with and without options to buy a la carte. Some people view bundling as pushy and even an unethical way of getting more money out of buyers. In that case, offering the option for individual product as well as bundled sales may be prudent. However, the key point is to gently help customers get more value and not aggressively push products only with your profitability in mind.
• Do use shelf-talkers and other sales promotion tools to communicate the advantage or value proposition of bundling, whether it is price advantage or otherwise (like functional benefits).

RELATED CONTENT

• Up-sell, Cross sell, Add-on and Bundle Product Offerings Explained, Compared, Contrasted & Effective Persuasion
• Add ons in Shopify without paid apps
• Minimum Advertised Pricing (MAP) and Manufacturer Suggested Retail Price (MSRP) an article by the US Small Business Administration. Value-based bundle pricing MAP and non-MAP products can sometimes counteract the effects of price-driven competition
• Bundling Decisions that consider the correlation of demand based on reservation price and marginal costs (third party video instructions)

Product Offerings:Effective Persuasion

When a shopper has only one product in mind, a marketer can often persuade him or her shopper to buy more, in value and or in volume. 

Persuasion in marketing has been called 'unethical' and it often is. In response, this post quickly mentions best practices and common forms of persuasive product offerings. If done well, both the marketer and buyer win with higher profits and solutions found, especially when the product selection challenge the buyer.

Rule #1: Get to know your customer's current problem. You likely already know the solution. When communicating with him, focus on how the offering will benefit him specifically ... (not the long list of features or product awards)

Rule #2: Admit when your product offering can not benefit him. Believe me, a trusting customer pays the premium of loyalty! Although you lose a sale on that day, you are likely to gain a customer for life.

Rule #3: Constantly update his total, including shipping costs. People do not like surprises.


Upselling

• An offering within the same product category as the buyer's initial choice but more up-market (as the name suggests) and with greater perceived value. Upsells are intrinsically related to the buyer's need and initial product choice. Driven by a need to solve a problem, buyers are likely to pay the premium required to get the product that better meets his or her needs. Not surprisingly therefore, upselling has been reported as being as considerably more effective than cross-selling before the final checkout stage, especially among existing customers. In fact, upselling can also be done in conjunction with cross-selling. Upselling examples include the following.
• the next higher model to replace the current one that the buyer has in his shopping cart (this is the most common and effective way of upselling)
• a store owner promotes an upgrade for a product the customer already has at home

Upsell DOs

• Upsell products should not exceed roughly 25% of the original product

• Upsell products should be those that generate the most positive interest like best sellers and have the most and or best reviews 

• Create default add-ons but ask customers to de-select which add-ons they do not need
• Automate the suggestive process by creating categorizing and tagging products

Cross sells

• An offer of a product that is different in form but complements the main product. Cross selling adds volume to the sale and not necessarily more intrinsic value to the buyer's main focus. Cross sell examples include the following
• car rentals offered at the 'Checkout' page when customer is about to pay for a hotel room (An upsell is different as it might have been a more luxurious room) 

This cross-sell appeared on Amazon product page for a blue bottle.

Add-ons

• An offering that complements a main product and is unlikely to exist as a stand-alone product. Once included, add-ons can essentially transform a main product into an upsell version of itself. Add-on examples include the following.

• Travel insurance that is added to an airline ticket 
• Tires that come with a car. They may be changed at any time. They are sold separately and as add-ons

• A plug in for a program, just as WooCommerce is added to WordPress and can not exist on its own

Add-on DOs  

• If you offer add-ons automatically as default options from which buyers may opt out, make this clear. If not done correctly, buyers can become distrustful.

Bundling

• An offering that packages multiple products together for a single 'combo' sale. It usually combines a main product with its auxiliary / ies. Stores may offer products only within bundles 'pure bundling' or give buyers a choice, 'mixed bundling'. Sometimes, a single main product may have several bundle variants. (See full articles dedicated to bundling)

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RELATED CONTENT

• Bundling DOs and DON'Ts

Order Confirmations for Upselling & Conversion (Mailing List Content)

According to Receiptful, the average open rate for order confirmations (which are essentially receipts) is over 70%. That is the single highest open rate for any type of email. To put this significance of this into perspective, note that other marketing emails are known to have open rates that are roughly 3 times lower.

In short, order confirmation emails offer a superb, extremely cost-effective opportunity to upsell and covert other (new) leads into buying customers. In fact, email marketing usually surpasses social media in rendering an ROI for marketers. 

Here are different examples of how order confirmations can be used strategically in ecommerce. Since there are several approaches from which to choose, be guided by your business' most pressing needs, especially as this relates to your sales funnel. However, before proceeding with any of these marketing strategies, remember to 1) thank customers for the order and 2) ensure that the 'order confirmation' message is the first prominent thing customers see and that it feels central to the email message.

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A. Incentives for Product Reviews for Higher Lead Conversion 

Since reviews increase lead conversion, the email illustrates how an order confirmation can encourage reviews. If your business is relatively new, you might consider the vast number of your market as being at the 'awareness' and or 'interest / desire' stages of your sales funnel, especially if the converted customer is unlikely to buy anything other than 'awareness' level products and can not yet generate high profit levels. However, take this approach only after your business has already figured out how to deliver very well on its promises in order to secure excellent reviews. Consequently, company reviews, especially as they relate to some key aspect of your unique selling point, like customer service can be ideal.

Since purchases are usually sincere votes of confidence and a positive experience, send this email immediately after the sale. 

Incentives may involve  

• the much like 10% discount code for future sales. This has proven very successful in encouraging customers to return.
• a chance to win something your customer will value

***
Company name

________________________

A huge thank you

for shopping with Company name

We enjoy hearing from our customers and will love to get your feedback.

If you can spare 2 minutes, we would be very grateful.

________________________

Complete this quick survey before Jan 1st and become eligible to win a ....

Winners will be notified on ......
***

B. Use Order Confirmation Emails to Upsell Highly Relevant Products 

Do not flood the message with noise, ie lots of irrelevant products. Select only a few highly relevant upsell products to be most effective. As a rule of thumb, do not exceed 5 product recommendations.

Notice how the upselling attempt appears in the right column, ie where its prominence is secondary to the more central placed information directly related to the order confirmation.

Hi Jo,
Thank you for ordering from website.com. Here is a summary of your order.

You can also use the fact that the items have not yet shipped as an excuse to upsell with some of the following messages. 

• 'Confirming your next shipment'. If you increase your order beyond $x00.00 before we ship OR before Jan 22, we will pay for shipping. This is much like the sweets and magazine stand at the retail cash register.
• 'Save on your next sale'. See incentives as those in the earlier strategy. 

C. Use Social Media to Promote Your Website 

Social media is second to email in rendering the highest possible ROI for all ecommerce marketing efforts. Essentially, buying decisions are influenced by other people, 'social media influencers'. Consequently, social media are a worthwhile element to integrate into the abovementioned approaches. Determine about 1 to 3 of the best forms of social media that will add most value to your target market.

The rules above still apply regarding the prominence of the key message of thanks and order confirmation. However, it has become acceptable for social media to be incorporated within the main body of the message.

Here are some examples:

• Contests: Encourage product reviews or company reviews, especially with video posts to social media. This can also be part of user generated content (UGC) campaigns using campaign-specific hashtags (for Twitter and Instagram) or 'page shares' (for Facebook). Customers can do this for a chance to win something that your target market values. Ultimately, this is excellent for promoting word of mouth brand awareness in your sales funnel.
• Some user-generate content (UGC) ideas include:
• Un-boxing video requests accompanied with the image of a partly opened box and the message that "we'd love to see you un-box your #BRAND order with the #UNIQUE_BRANDUnbox tag. Perhaps we'll give you something else to un-box".
• Ensure your calls to action (CTAs) offer clear benefits for subscription like 
• members-only exclusive offers on products
• tips

E. Customer Referrals Program 

Referrals help to generate new leads and paying customers because their referrals have some level of trust. 

Ask paying customers to encourage others to shop with a promotional code. All even people who do not use social media to refer others also. 

Here is a simple tagline (that can be placed after the central order confirmation message) 

• "tell your friends and earn .........." as shown in the example below from Dollar Shave Club.

D. Develop the after-sale relationship. 

Customer relationship marketing (CRM) can help to convert buying customers into repeat customers. CRM is concerned in going beyond having one-off sale transactions by encouraging repeated sales. This is an ideal aspect of the sales funnel. 

Some ways of doing this is focusing on helping customers to use the product. 

• Instructional content is an example of this content. However, you can suggest related upsells.

CONTENT RELATED TO ORDER CONFIRMATIONS

• Sales funnel