Telegram is growing by leaps and bounds, and we all love it. Last month, we were introduced to a new update - a WebApp inside the messenger. We tried to figure out what it is, who needs it, and how hard it is to do.
There is no doubt that with the new chatbots, Telegram will become a platform like China's WeChat. Java support makes it possible to open websites and mini-applications on its platform.
In the release of the update, Telegram cites the @DurgerKingBot as an example. This bot is an integrated site inside Telegram. We found a direct link to the original. The WebApp is a regular website that opens on top of the messenger interface. This means that the messenger can now replace almost any mobile app or website.
Bots will now be able to have a full graphical interface, which simplifies the user experience. And it allows you to make bots more sellable and emotional.
To make the interface look more native, the Telegram team has added the ability for bots to adapt to the system style that is on the device (dark/light).
How to apply it to business?
Reviews
How it works: with the help of the bot, the user studies the reviews and can leave his own.
Who it's good for: any service industry, online stores and services.
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Payments
How it works: if you're promoting an online store or any ecom-service, you can implement a full-featured storefront into it. The user goes to the bot with the showcase, reads the description, selects the desired product and can place an order right inside. All information is integrated with the CRM-system.
Who is it suitable for: any business that offers products or services.
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FMCG
How it works: If we talk about the promotion of FMCG goods, we can recall the classic promotional mechanics that are now easily built into messenger. The user registers codes and becomes a participant in the draw.
Who is it suitable for: first of all FMCG-brands. For example, you can give a measure or products to the most active customers.
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Booking
How it works: With the bot, the user selects a specific service and date, and then pays or books a slot. Inside, you can set up a reminder system so that the person doesn't ask for the request unpaid or forget about the record.
Who is it suitable for: anyone in the service sector: theaters, cafes, restaurants, online and offline schools, experts, beauty salons, and so on.
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AR Experience
How it works: for example, the same masks - a person points the camera at himself and applies a filter. The resulting photo is easy to save directly in the bot or share it
Who is it suitable for: media, e-com, FMCG and anyone who wants to work with user-generated content.§§A:5§§
What about analytics?
The new chatbots in Telegram also open up possibilities for analytics that were previously unthinkable:
At a minimum, we can see a user's IP address. If we can match the IP address from the bot with data collected from other sites, an aggregated "user portrait" can be compiled.
You can connect VK/FB pixel and set up retargeting by users who are in the bot. Works without restrictions, just like on a web site or app.
For behavioral analytics within WebApps, it is possible to add the necessary counters. For example, Yandex.Metrika. You can collect traffic sources, viewing depth, time on site, device types, analyze visitor behavior on the web viewer, set goals and events, and even analyze conversions. Basically, all the analytics we're used to is now available in WebApps.
Why do we need to implement a new type of chatbot right now?
A new approach to visual display of information allows you to make complex things simple. It greatly influences user experience and expands marketing opportunities.
New type chatbots provide:
Greater user contact time with the product
An effect of novelty and surprise that draws attention to the product/service
Increased time of contact with the user
Digitization and greater transparency of user behavior within the WebApp.
All of this allows for a more effective impact on target metrics such as leads, sales, conversions, growth in subscribers to the Telegram channel. With the right strategy, a bot can be a powerful source of revenue.
As usual, the one who will be among the first to benefit the most - while the segment is not yet crowded, and the audience is not tired of the new level of interaction. What can you do right now?
