Scrolling through a web page is a lot like flipping through a magazine. Some intriguing element, like a bright product image or a quirky copy, catches the eye of the consumer, nudging them to seek more information. It could be about pulling their gaze from the index to the cover story by mentioning the page number or introducing them to the benefits of a subscription with full-page ads before showing them the form to fill. Actionable content helps prime a consumer towards following a CTA. In the digital world, brands work similarly.

Brands leverage actionable content to allow consumers to explore and engage with the brand, facilitating an easier purchase journey. Building conversations can help brands begin a journey with consumers, facilitating a bond over time. They can ask the right questions, always using the consumer’s first name, genuinely helping the process along the way. Globally, about 3 billion people use messaging apps every day. The level of interaction a chat conversation can achieve isn’t possible with a one-way ad.

Conversational ads help brands increase their personalisation efforts across potential touchpoints of a consumer’s purchase journey. Brands can use these ads to create experiences for each stage of the consumer decision journey, customising the experience with colloquial interactions. Conversational ads have actionable content elements that help brands enable product explorations, integrate e-commerce platforms and collect leads.

Facilitate product explorations through immersive experiences

With contextual messaging in a conversational ad, brands can show more offerings to consumers, facilitating deeper product explorations. It helps consumers explore more options and make well-informed decisions in their purchase journey. Here, brands can add interactive buttons like CTAs, chatbots and widgets, allowing customers to share feedback and get a response within the same visual element.

Consumers can now check for more colours and sizes of a dress, express their seat preferences for a flight or enquire about insurance offerings per their requirements. Conversational ads help brands weave in interactive elements across various touchpoints in a consumer’s purchase journey. Such immersive experiences help consumers feel heard and that their experience is being made better with more strategic product displays.

Integration of e-commerce platforms for a seamless purchase journey

When the brand knows what the consumer needs and has the tools to converse with them further, it can integrate e-commerce platforms into the conversation. It reduces the steps a consumer has to make between decision-making and adding the item to the cart, easing the purchase process and helping the brand make a sale.

Real-time discounts can help enhance the experience. Brands can understand a consumer’s purchase pattern, showing them enticing deals. Discounts personalised for consumers, based on their immediate needs, can help brands nudge them to return for more, especially for fashion and other retail categories.

Boost interaction and engagement to acquire new customers

Throughout a consumer’s purchase journey, there are various moments where they express their needs. Brands must identify these touchpoints based on consumer behaviour and purchase patterns, positioning conversational ads strategically to nudge consumers to the next step of the buying journey. It would also allow the brand to collect vital first-hand information about the consumer, making them better equipped to further create highly personalised experiences for consumers.

Data is key to enhancing consumer experiences, and conversational ads can help brands access it in abundance. Customised experiences that are relatable to the cause of the consumer can help build trust in the brand, bringing them back to shop more through targeted coupons and offerings.

Brands can leverage actionable content in several ways to enhance a consumer’s immediate interaction and overall brand experience. It could be adding an interactive button to a banner or a really attractive ad copy. Conversational ads, with the element of personalisation, are one of the impactful ways to make the most of actionable content. Huella Experiences can help brands achieve it efficiently.

To explore the best functionality and benefits of conversational ads, contact us today.