Conversion Management
Using predefined WhatsApp messages, you can track the origin of your Leads and move them through your sales funnel
Introduction
The conversions management module adds to your CRM the ability for you to track the inbound channels of your Lead.
Whether a Blog, website, an Instagram or Facebook ad - you track from the moment your Lead enters the sales funnel to the closing stage!
For this tracking to happen correctly, it is necessary to have a WhatsApp account connected to the CRM.
The Lead entry is registered by a pre-determined phrase that they must send to the number connected on the platform.
Subsequent stage changes can happen in two ways:
By sending a predefined follow-up message to your Lead;
By transitioning your lead between stages manually, via the CRM;
In addition, the Conversions Management tool has integrations with 2 other tools:
Opportunities Management - when transitioning stages in Conversions, the Lead is automatically moved to the corresponding stage in the Opportunities Management tool;
Meta Ads - when transitioning stages in Conversions, you can configure a Webhook call (event trigger) to a Meta Pixel so that your Marketing campaigns are optimized.
Disambiguation: Opportunities Management Module
Many of our partners refer to the module of Opportunities Management as "Kanban" or even "Sales Funnel". In this document, when we refer to "Funnel", we are specifically talking about the sales funnel that is configured in this Conversions Management tool.
Both tools integrate, as we explain in the topic below, but it is important to reinforce the distinction between the tools - Opportunities Management for Kanban board and Funnel for the chart of the Conversions module
Configuring the stages of your Sales Funnel
First, make sure you have a WhatsApp component with at least 1 number connected to your CRM. If you don't have one, see this guide to configure it.
Next, to configure your conversions component, you must:
1) Create the initial stage of your conversions funnel;
2) For the initial stage, define the source phrases. These phrases will cause your Lead, when sending them to you, to be registered in the CRM;
3) For subsequent stages, define the follow-up phrases. When you send one of these phrases to your Lead, they will automatically be transitioned to the stage corresponding to that phrase. (Optional);
1) Create the initial stage of your conversions funnel
I) In the partner panel, create a component of type Conversions Management tool.
Click "+ Component"
Add a Name to this component and select the type "Conversions Management"
Enter the project and access the Conversions Management component
II) Create an initial mapping
Click "Add new pipeline status"
Define the name of your initial Status. Example: "Pipeline Start", "Lead Entry".
2) Definition of sources and phrases
Click "Add trigger message"
Fill in the fields according to the guidance:
Trigger message: It is the message that, when received on the connected WhatsApp, will place the Lead in the sales funnel;
Support WhatsApp number: It is the number that, when receiving the message, will place the Lead in the sales funnel;
Source: It is the field that will be used to define the Source of the Lead. It symbolizes the entry channel by which they reached the salesperson. Examples are "Instagram", "My Website", "My Blog", etc.
The concept here is that, for each different source, I must configure a different phrase so that the Lead is properly identified in the system as coming from that channel.
For now, it is not yet possible to configure the same phrase for 2 different sources.
In the first configuration, select "Create New". For New Source Name, select the source you want to define as your first Source. For the selector "Select a Source type", choose "Custom".
The only source option available at the moment is "Custom". In the future, sources that have specific triggers will be available (e.g.: Google Ads). This means you can give any name to your Source ("Google Ads", "Meta", "YouTube", "My Blog", "Home page button of the Landing Page"), and sending the Trigger Message above will automatically classify that Lead in the corresponding source.
Click "Send"
Repeat the process for all your different sources;
#### What kind of text is accepted in the "Trigger Message"?
The text "match" is realized whenever the text, without distinction between uppercase or lowercase letters, is found exactly as written at the beginning, middle or end of the phrase sent by your Lead.
The Trigger Message cannot contain emojis.
3) Definition of follow-up phrases
Click "Add new pipeline status"
Define the name of the stage following Lead Entry and click "Send"
(Optional) Click "+ Add" to map a response phrase in the corresponding stage
(Optional) Define the trigger message and click "Save".
This message, when sent by you, will cause the Lead to be transitioned to the corresponding stage.
Repeat the process for all your different funnel stages;
The statuses related to follow-up can be reordered by dragging them up or down using the icon to the right of the accordion. The order of the statuses is indicated next to their names and is the same ordering that will be shown in the Cohort and Sales Funnel charts of the conversions Dashboard.
To test the integration:
Send a message to the connected phone with the text "Hi, I came from Instagram and wanted to know more about the product!"
From the connected phone, send the response message: "Thank you for scheduling with us! Your time is: 3:00 PM")
When navigating the Conversions Dashboard, the CRM should have recorded the Lead's entry and the passage through the stages "Lead Entry" and "Scheduling".
Once the flow's operation is confirmed, you can already use this predefined phrase so that your Leads start a conversation with you.
This is possible through the link in the Actions section of the configuration page:
In the example above, you can paste this link in your Instagram posts so that your Lead is redirected to the WhatsApp page with the message already written, ready to send to you!
Manual editing of a Lead's Status
In addition to sending messages, there is another way to transition a Lead's Status: in the conversions listing, you can manually change the Lead's status in the selector of the "Current Status" column
Deletion of conversion stages
All conversion stage transitions are recorded in the CRM and influence the funnel count.
If it is necessary to delete any of these records, just enter the conversion detail and delete the record with the corresponding status.
How to track Leads without relying on the source message
It is also possible to add Leads to the pipeline from sources that are not registered in the CRM.
This means that whenever you receive a message, regardless of its content, the lead will be registered in the CRM.
This is a setting that can be enabled in the partner settings panel by enabling the "Untracked Conversation Leads" option
Integration with the Opportunities Management tool
The Conversions Management and Opportunities Management tools operate independently.
However, if both are present in the same project, a state transition in the conversions funnel ("conversion") performs an automatic movement of a lead in Opportunities Management to that same stage, under the following conditions:
If the Lead, identified by the same phone to which the message was sent, exists within that sales funnel
If the stage in the conversions tool also exists in the opportunities tool, with exactly the same name
If that stage is later than the current stage in the opportunities tool
Integration with Meta Ads
It is possible to send the conversion event to Meta's Conversions API through the system's Integrations tools. To configure communication with Meta, just access, in your project from the side menu, Settings → Integrations → Meta Ads, and then define the emission of events. For more details, consult the documentation of the integrations session with Meta.
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