WhatsApp has become an increasingly popular platform for businesses to connect with customers, as it allows for real-time, personalised communication. As a D2C business, it is essential to understand and optimise your WhatsApp metrics to maximise growth and drive customer engagement.
WhatsApp metrics are a set of measurements that provide insights into the performance and effectiveness of a business’s use of the WhatsApp platform. These metrics can include message delivery rate, response rate, average response time, open message rate, and conversion rate, among others. By tracking these metrics, businesses can understand how customers engage with their brand on WhatsApp and make informed decisions about optimising their WhatsApp business marketing strategy for maximum growth and engagement.
Why Use WhatsApp for Your Business?
Marketers are drawn to WhatsApp’s massive user base right away. This is especially true if your business is located in a country with 108 million and 390 million active consumers, like Brazil or India. The US ranks third with 75 million active users.
In addition to the number of users, there are three crucial reasons why companies should seriously consider WhatsApp business marketing.
First, WhatsApp serves as a valuable channel for customer support, enabling community managers to communicate with clients on a platform they are accustomed to. This is also free for brands.
Second, WhatsApp is a platform for online communication that is underutilised. WhatsApp Status has more than 500 million active users each day. Customer message groups allow for simultaneous contact with 256 persons, whilst 1:1 conversations can strengthen user relationships and boost brand loyalty.
Third, more businesses should be made aware of the value of WhatsApp business marketing. Marketers can use various strategies and tools to increase sales and conversions, including sponsored notifications and direct contact with prospects.
To start, let’s look at some of the key metrics to track on WhatsApp for your business:
Message Delivery Rate: This measures the percentage of messages successfully delivered to customers. A high message delivery rate indicates that your customers actively use WhatsApp to engage with your business.
Response Rate: This measures the percentage of messages that receive a response from your customers. A high response rate indicates that your customers are interested in engaging with your business and finding value in your offerings.
Average Response Time: This measures the average amount of time it takes for your business to respond to a customer’s message, one of the best WhatsApp solutions for business. A quick response time ensures customer satisfaction and maintains their trust in your brand.
Message Open Rate: This measures the percentage of messages that customers open. A high message open rate indicates that your customers actively engage with your business and find value in your communications.
Conversion Rate: This measures the percentage of customers who take a desired action, such as making a purchase or signing up for a newsletter, after receiving a message from your business. A high conversion rate indicates that your WhatsApp messaging strategy effectively drives your business results.
Now that you have a clear understanding of the critical metrics to track let’s explore some ways to optimise these WhatsApp solutions for business growth:
Personalise Your Messages: Personalised messages tend to receive a higher response rate, as customers feel their interactions with your business are more meaningful. To personalise your messages, you can use the customer’s name or incorporate details about their recent purchases.
Provide Value in Your Messages: Make sure your messages provide value to your customers by sharing relevant and helpful information. This can be through promotions, product updates, or educational content.
Use Automation Tools: Automation tools can help you manage your WhatsApp business marketing more efficiently and effectively. For example, you can use chatbots to handle frequently asked questions, freeing up your customer service team to focus on more complex inquiries.
Test and Iterate: Continuously test and iterate on your WhatsApp messaging strategy to see what works best for your business. Analyse your metrics and adjust as needed to optimise your messaging for growth.
WhatsApp has become a valuable tool for D2C businesses looking to connect with customers in real time. To maximise growth and drive customer engagement, businesses must understand and optimise their WhatsApp solutions for business. This includes using personalised messages, providing value to customers, and utilising automation tools. The key to success is continuously testing and iterating on your strategy.