Marketing

In-App Messaging Best Practices to Get More Leads and Close Sales

By May 15, 2018 No Comments
In-app messaging best practices to get leads and close sales

There are a massive variety of bells and whistles that can be added to your website to make it a well-oiled lead machine. One of those plugins is an in-app messaging system. Although it isn’t effective for all business models, incorporating an in-app messaging system into your website can help you keep your website visitors engaged and move them through your sales funnel.

There are a few steps you should take prior to incorporating an in-app messaging system into your website. In order for an in-app messaging system to be effective, you first need to consider your goals, how your business functions and data that you’d like to collect from your customers. These 3 questions will shape how you integrate an in-app messaging system into your website and which one you choose.

3 Questions for Getting Started with In-App Messaging

1. Does an in-app messaging system make sense for your business?

In-app messaging isn’t suited for every business model. It’s intended to work for businesses whose customers make decisions on the fly, and could potentially complete the sales process without ever chatting with someone from the company. These businesses include:

  • SaaS Products
  • Ecommerce Websites
  • Subscription Services

Typically with these kinds of businesses, customers will gather their own information and make a decision based on what they find, so content and timing is key. If you fall into one of these business categories, than using in-app messaging is right for you.

2. What are your goals?

Before incorporating an in-app messaging system into your website, you need to nail down your goals. How you set up your targeting, the frequency of your messages to your website visitors and the content of your messages will all depend on your goals. First decide whether you want to target new leads or nurture existing leads to close sales. With an in-app messaging system you can do both, however you should focus on each of these campaigns separately from start to finish.

3. How will you gather data?

Before you get started learning in-app messaging best practices, you’ll also want to consider data collection. Typically, depending on the in-app messaging service you choose, you’ll have access to a massive amount of data. Figure out what data is important to you and what data you will need to drive your messages. Depending on your goals you may gather the following data:

  • Is your goal to get new leads, then you’ll track:
    • Contact information
    • Website page visits
    • Marketing content viewed
  • Is your goal to close sales, then you’ll track:
    • Repeat business
    • Marketing resources downloaded
    • Total number of sessions on your website

Based on the data you collect about a users behavior, you can specialize your message.

7 In-App Messaging Best Practices

Your in-app messaging strategy will vary based on your goals. Below we’ve outlined best practices for generating leads as well as closing sales with in-app messaging.

In-app messaging best practices for getting new leads

In-app messaging can be a great tool for turning website visitors into leads. If you’re trying to get your website visitors to the right place to become a lead, here are in-app messaging best practices to follow.

1. Share helpful resources

When your goal is to get new leads, the first way to effectively use your in-app messaging system is to share helpful resources. Use content on your website, like helpful blog posts and marketing guides to your advantage and share them at the perfect time. Use website page data that’s tracked with your in-app messaging system to send content based on what they’re currently looking at. This will help connect the dots for new leads and give them the information they’re looking for, the moment they’re looking for it.

In App Messaging Best Practices Link2. Provide a call to action

Another way to use your in-app messaging system to get more leads, is to provide a call-to-action. This will give the potential leads you’re chatting with a next step to move them to the next stage of the sales cycle. For example, if your lead has questions that can be answered by downloading a specific guide on your website, then lead them to that landing page. Or if they’re further through the sales cycle, and have a specific question about a feature of your product, maybe it’s time to send them to the free trial sign up page. Specializing the message with an actionable next step will keep your leads engaged and moving through the sales cycle.

In App Messaging Best Practices Discount3. Show personality

Potential leads are opting to use the in-app messaging system on your website because they want to talk to a person. Use these conversations as an opportunity to show personality and make your brand have a more human-like feel. No matter what your company does, people want to work with other people, so potential leads will appreciate chatting with members of your team who are nice and helpful. This will in turn make it more likely that potential leads will turn into loyal customers.

4. Provide exclusive deals

A final way to use an in-app messaging system to turn website visitors into leads is to provide exclusive deals in your message. If a potential lead is taking the time to reach out through your in-app messaging system, reward them! For example, maybe they’re at a point to sign up for a free trial on your website. Through the chat system, offer them a 20% off coupon to get started.

In-app messaging best practices for closing more sales

Using an in-app messaging system to turn leads into customers is an entirely different ball game. These final moment conversations are a pivotal part of your sales process, so it’s important to use your in-app messaging system to your advantage. Here are in-app messaging best practices for closing more sales.

1. Answer crucial closing questions

When your leads are at the pivotal part of your sales process to make their final decision, they may have a few lingering questions. These closing questions could be the last thing standing between them making their buying decision, so have an in-app messaging system ready to answer questions at opportune times is a great tool for closing sales.

In App Messaging Best Practices Conversation2. Send reminders

Depending on your sales cycle, chances are there will be some time between a lead being introduced to your company and becoming a customer. To close more sales, use your in-app messaging system as a tool to send reminders. This could include sending a sign up reminder after a free trial has expired, or reminder customers about items still in their cart but not yet purchased.

3. Provide social proof

Finally, the last way to use in-app messaging to close more sales is by using your system to share social proof. Leads are going to be more likely to become customers if they see other happy customers and learn their stories. Use your in-app messaging system to share testimonials or long-tail case studies that will seal the deal at the end of your sales cycle.

In App Messaging Best Practices Case Study


Whether your goals are to get new leads or close sales, an in-app messaging system could be the perfect tool to integrate into your website. Aligning enticing messages with the right timing can make the world of difference when refining your sales cycle. Use these in-app messaging best practices to get new leads and close sales, and let us know how it works for you.

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