Driving traffic to the website is becoming increasingly tough, especially for B2B companies. Most channels including new age ones like social media are being saturated, and it is difficult to capture consumers’ attention. As a result, companies end up spending a lot on content marketing and online ads to drive traffic to the website. Yet, can you consider yourself successful in converting your anonymous web traffic to paying customers? Most corporate websites direct website visitors to a Contact Us page. The page offers a form, few phone numbers and an email to reach out. This is discouraging for someone who wants to remain anonymous and get some basic qualifying questions answered before initiating a sales conversation. Initiating a conversation is the first step to closing a sale. However, most of these options create hurdles that keep a potential customer from talking to your sales team.
In today’s world, customers expect quick and personalized response. They need access to the information they need about your company, product or services right when they are looking for it on your website. According to a HBR study about the life of online sales leads, if your sales team takes longer than 5 minutes to contact the person who has just completed the web form, their chances of connecting with the person decreases by 10x. Live chats have been around for a while to enable one-to-one conversations. But, it requires manpower to have individual conversations using live chats at scale. As a result, most conversations initiated by visitors go unattended.
You can turn this around by using a mix of live chat and chatbots to answer your visitors’ questions in real-time. Take the case when a visitor visits your website to know more about your company's products or download an eBook. At that point, a chatbot can start the conversation with the visitor and move the visitor through the funnel. This is much better than expecting them to fill a form, wait for an email response or phone call.
Here’s how you could engage with the visitor using chatbots:
• Answer questions from your knowledge base
A chatbot can answer questions from new visitors about products, features, pricing, and nearby stores. It can also answer questions about the products or services that your customers have already purchased.
• Capture visitor contact details and generate a lead
Your potential customers can visit your website anytime of the day, but you cannot have a human available to answer all live chat requests 24x7. Intelligent chatbots can engage these visitors in a conversation, understand visitor intent, request contact details and generate leads, which your sales reps can then handle.
• Qualify leads on your website
By asking some qualifying questions, bots can disqualify visitors who are not interested in buying yet and recommend the next best action for the qualified ones. This saves time for your sales reps as they can focus only on the qualified leads. By connecting with the sales reps’ calendars, bots can check for their calendar availability and book meetings.
How to bring intelligence and personalization to chatbots
We have all heard the gripe that most chatbots are not personal or good enough to have meaningful interactions. There is a lot that needs to go into making your chatbots interactive. This can include the ability to have multi-turn or multi-intent conversations, or handle ambiguity in conversations.
However, there are a few things that you can do to make your chatbots intelligent to ensure that they can understand the visitor context and respond accordingly.
• Know about them
The first step in personalizing the chatbot experience is to know who the site visitor is. A visitor to your website will be either a known one or an anonymous one. You can also have IP lookup integrated in your chat bot functionality to know if this is a return visitor. Just like Intercom did, a simple lead qualification question “Are you an existing customer?” can save sales team hours. Based on this information, you can design the chatbot to ask relevant questions. For example, you can direct existing customers to account managers. If they have an issue, you can connect to customer service or even create a ticket on their behalf.
Figure 1: Knowing the visitor
• Know their intent
The next set of information you need to personalize the chat bot experience is around their intent. This can be ascertained based on the web page a visitor is visiting. For example, if a visitor is on a blog page, they might be looking to get educated about the space. If they are on pages such as pricing, contact us, or even landing pages, you know that their most likely intent is to buy. Based on the web page that the visitor is visiting, you can personalize the conversations such that you can move the visitor down the funnel. For example, someone visiting a Careers page is most likely a job seeker and needs to be engaged in a conversation. The same goes for a visitor who is visiting an Investor or Press page.
• Know the traffic source
Another piece of information that can help you make conversations contextual is about the source of traffic. You can customize the message based on the source from where the user is visiting - be it direct, ads, email campaigns, search, webinar, or third-party content.
Chatbots are an interesting way of converting your anonymous web traffic to qualified leads. By making your chatbots intelligent, you can complement your marketing or sales teams to increase the effectiveness of your marketing effort. By putting a bit of thought into how the chatbot will behave based on the visitor and their content, you can offer personalized customer experience at scale right from their first point of contact.
At Mindtree, we help our customers enable meaningful and contextual conversations with chat bots, which helps enhance user experience and achieve faster turnarounds. Using our Conversational AI services, you can enable conversational engagement for your customers, employees or partners across multiple channels. Contact us to know more about our Conversational AI services.