- Nov 29, 2022
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In this article, you will learn about the specifics of traffic handling and key methods to improve its performance. We will outline the approaches in communication and workflow organization that can help increase conversions.
The Essentials of Traffic Handling
Traffic handling refers to direct communication with a lead after they have submitted a request or reached out to a manager on their own. Typically, this process takes place through messengers, phone calls, or live chats on landing pages.The main tasks of a traffic handler are to respond to requests promptly and motivate the audience toward conversion. Additionally, handlers should build trust in the product, answer questions, provide guidance on purchases, and nurture the audience depending on the promotional approach.
Traffic often requires handling when it is generated through low-cost or unconventional acquisition methods, as well as in product-based verticals such as health and wellness. For offers with immediate online payment, like iGaming platforms or utilities, dedicated handling is often unnecessary, as users complete transactions right away.
To ensure quality handling, there are several simple rules to follow:
- equipment and communication tools must function reliably
- handlers should be fluent in the audience’s language
- handlers need a clear script, including guidelines for establishing contact, identifying needs, addressing objections, and guiding the lead toward a purchase
- handlers should have access to fresh accounts or phone numbers depending on the method of communication
- handlers must receive a steady flow of new requests
Method 1: Test Different Scripts
Like affiliate marketing itself, traffic handling is flexible and requires testing different approaches. Below are several ideas to diversify scripts:- Start indirectly. When working with a cold audience, spend more time on nurturing. Get to know the user, understand their level of awareness and interest, create a profile of another buyer, and share product results over several weeks.
- Autoresponders. In cases where the audience is already prepared to purchase, an automatic reply to the first message can be helpful. Include a purchase link, request necessary details, or provide answers to common questions.
- Social proof. Handlers should always have reviews or references on hand to build trust. For chats, prepare screenshots of testimonials or messages that can be forwarded.
- Urgency. Incorporate a script that creates a sense of urgency, such as limited product availability. This is especially useful when a lead wants to postpone their decision.
- Plan B. Develop an alternative offer for those who refuse or hesitate, such as a lead magnet, discount, or promo code. This increases chances of converting undecided leads.
- Transcription tools. AI-based transcription services can help handlers better understand calls and save time on clarifications.
- FAQs. Prepare a list of frequently asked questions with answers so handlers can respond faster.
- Follow-up contacts. Have a script for cases when users are unavailable and agree on a specific time to reconnect.
Method 2: Familiarize Handlers with the Campaign
To convert effectively, handlers must understand the campaign in detail. The more they know about the audience journey, the better they can offer relevant solutions. Provide as much information as possible, such as:- audience profile, targeting settings, demographics, and languages
- links to landing pages where the audience was warmed up
- explanations of key promotional messages
- examples of creatives with updated offers, discounts, and visuals
Method 3: Accelerate Response Time
In practice, response speed plays a crucial role in traffic handling. Leads are usually ready to discuss the product immediately after submitting a request. If they do not receive a quick reply, they are likely to search for alternatives.There are several ways to accelerate response time:
- Instant notifications. Send automated messages in messengers right after receiving a request, confirming that a manager will contact them soon. Include promotional details, product links, or answers to FAQs.
- Autodialing tools. These systems connect free managers directly to leads as soon as a request is received, reducing delays and increasing efficiency.
- First-line handling. Assign a team to quickly establish contact and qualify leads before passing them to other staff. This not only accelerates processing but also allows more personalized communication.
- Outsourced operators. Keep a pool of external handlers available for peak workloads to ensure all requests are covered.