In our 24/7 driven world, people expect information and help to be available on-demand, especially with brand-focused companies that sell to consumers. Chatbots answer the call for this demand. Chatbots have become very useful in many ways. Chatbots help customers research and compare different brands, find specific information about a product or service, and help with the purchase transaction. All of those things are great, but the best news is that chatbots improve conversion rates. Click here to read more about conversion rate optimization and chatbots.
Website visitors come to a website or landing page typically looking for something that solves a problem or meets a need. They either use the search bar or scroll through the site to find what they are looking for. This is a tenuous process that can drive them to abandon the site. Chatbots save time which means the conversion happens quicker.
When a chatbot is effective, the conversion rate can jump significantly. A survey that was run by chatbot showed 3X more conversions than over email. A website or landing page that had not been optimized may get a conversion rate of 2%, which is an average result. With a good chatbot, you can have a less optimized website and still get a good conversion rate. The conversion rate is automatically improved when customers get what they need when they need it.
Additionally, chatbots are personal. They greet a visitor personally just like a salesperson greets a customer upon arrival. When customers feel welcomed, they are more likely to buy. In general, the internet is very impersonal and people are hidden behind hashtags. With this personalization, they are also more likely to become a returning customer due to a better shopping experience.
Making the chatbot simple to use and intuitive is important to keep the users engaged. Like other messaging platforms, adding button options will help guide the conversation and the visitor does not need to type in a question. This makes it convenient for the user and they are more likely to engage with the chatbot. Building your own chatbot is easy to do, and you can learn more about it here.
The best place for any marketer is the space with the most users, so be where the most traffic is. Chatbots are unique because they can be placed on many platforms and networks. The whole idea of conversion rate optimization is to reduce resistance to your brand, and adapting to different social platforms will help you acquire interaction with prospects. The companies that are implementing this strategy are getting higher conversion rates. These chatbots are answering questions, helping customers make decisions, make appointments, etc.
Resolving customer support questions and concerns can take time with limited human support. You boost your conversion rate and your brand when customer service is instantaneous. With chatbots, you can program frequently asked questions and put website/company policies to shorten the amount of time customers take to gather information. Fast service means higher conversions because the user saves time, speeding up the purchasing decision process.
Personalizing the chatbot is important to make the customer feel welcome when they enter your website. You can get creative on the initial greeting to engage the user. The default question has to be both engaging and welcoming. It needs to engage the user and reassure them that it is available to help without being intrusive. The timing and location are important to get the user to engage with your bot. If it pops up and blocks the visitors’ navigation, it can be more harmful than helpful. Having it popup, where many people start engaging with it, can be helpful so they can also get assistance if they need it.
Insights are important to improve your customer experience and to figure out why a website or landing page is not converting. Chatbots provide insight during the user’s journey through the website. Getting visitor feedback is helpful to test the levels of satisfaction and improve the chatbot and website. The insights from the chatbot are also the quickest ways to find bugs and sales obstacles from your customer’s perspective.
Additionally, chatbots can assist with remarketing campaigns. Features like abandoned cart on the chatbot can remind customers about the items that they had left on the website. A chatbot can also pop up on a social network and show similar items to the ones that have been recently purchased.
Both business and consumer sales involve real people who need to make a purchase. Chatbots can assist with generating leads by asking qualifying questions. The chatbot then provides relevant information based on the user’s answers. It also pushes to gain contact information from the user, which speeds up the time it takes to complete a sale. If the prospective customer asks a complicated question, the bot can refer a live salesperson or live chat agent.
Lastly, conversion rate optimization involves a lot of A/B testing to determine the best elements on a website. Experimenting with various CTAs, colors, text, images, etc provides a user response either positive or negative. Based on the feedback, changing the elements can increase your conversion rate.
To learn even more about chatbots, please visit The Complete Guide to Chatbots page to read or download the ebook. Ready to build a chatbot and don’t know where to start? Our chatbot consulting and development services can help. Click here for more info.