Gone are the days when a good ad needed to convince the customer to click, open a website, fill out a form and only then wait for a salesperson to contact. Today, it takes two taps on the screen to start trading, literally.
With the rise of ads with the “Click to WhatsApp” button, or simply “Click to WhatsApp”, the most used messaging channel in Brazil has become a direct bridge between desire and purchase. Instead of redirecting the consumer to a page full of forms, clicking on an Instagram or Facebook campaign already starts a direct conversation with the brand on WhatsApp.
“Companies of all sizes are discovering a new shortcut to connect with their consumers, shortening the purchase journey and turning the green messenger in the new sales counter of the Brazilian internet. It is like opening the door of the store with one click. The customer is there, calling you. It is up to you to know how to meet”, summarizes Alberto Filho, CEO of Poli Digital, a Goian company specialized in the automation of service channels for SMEs.
It works like this: when seeing an ad on Instagram or Facebook, the user clicks and, instead of being taken to a traditional landing page, is led directly to a conversation on WhatsApp with the brand. And the impact is real. According to Opinion Box, three out of ten Brazilians expect a response on WhatsApp within five minutes. HubSpot goes further: responding to a lead in up to 5 minutes can increase up to 21 times the chances of conversion.
“This simplicity completely transforms the consumer journey. You eliminate friction, humanize the experience and accelerate the closure of the” sale, summarizes Alberto Filho.
During the pandemic, Espacolaser implemented Click to WhatsApp ads and, in three months, recorded an increase of 396% in conversion via WhatsApp and an increase of 137% in revenue in the channel. Already the Reserve brand reported a significant improvement in ROI when integrating personalized messages, although the exact percentage has not been publicly disclosed.
But to account for the high volume of interactions that come in the wake of this type of campaign, it takes more than will: “Automation, integrated catalogs, payment links and re-engagement tools are fundamental to ensure fluidity in service and continuity in the”, explains Filho.“O WhatsApp allows you to pre-sell, sell and after-sell, all on the same channel.”, CRM, payment systems and the use of the Meta Conversions API are only possible through a specialized platform, such as Poli, which operates via the Official WhatsApp API provided by Meta Partners (authorized Partners).
In addition, with the Meta Conversions API, already integrated into the Poli platform, it is possible to connect what happens in WhatsApp with the Facebook ads panel. In other words: if the sale happens after the click, the system identifies, sends the information to Meta and optimizes the campaigns based on real results, including offline. This advanced integration can only be performed thanks to the use of the Official WhatsApp API, made available exclusively to authorized partners such as Poli.
“O, which was once just a messaging app, became a sales channel, SAC, CRM and after-sales. With opening rates much higher than those of email and SMS, WhatsApp has consolidated itself as the preferred channel of the Brazilian consumer, and the most efficient for those who want to sell more”, says the CEO of Poli Digital.And reinforces that all this efficiency and automation are only possible thanks to the use of the Official WhatsApp API, which allows complete and secure integration via specialized platforms such as Poli.
For Alberto Filho, the secret is in the strategy: “It is not just about putting a button. You need to understand how this channel integrates into the whole journey. Test, measure, adjust. And, above all, be present where the customer is already.” He reinforces: “Because, after all, selling today is this: respond fast, speak right and be available at the right time, with just one click”.
