We implemented our AI Chatbot last year to begin interacting with users in new ways. What we find is that when a user engages with our bots, our conversion rates from those conversations are among the highest of any tactic. These interactions go well beyond generic bot interactions and can really be based on a variety of elements.
We have default playbooks for first time visitors to the site. But, it's time to add in the mix for speaking to them based on the channel they came from or content they previously interacted with on the site. Have they shown interest in digital incentives before? A bot interaction can be made that speaks directly to those benefits and our latest guide. Coming from a certain paid search campaign or banner campaign? Supplement the ads with on-site bot messaging.
This approach is powerful for driving messaging to strategic accounts. Our data in the back room can know which account a user is tied to through a variety of connecting points. Once we understand they may be from one account or another, even with no history on our site and not part of our Marketo database, we can tie in messaging to speak to what we are targeting to their account.
The question on everyone's mind: does this sleek chat experience really move the needle? Not to worry! We have answers! This video showcases how to find those answers and what some of the numbers mean.
Quick teaser:
There are a few things to keep in mind when building bots. Cloning an existing playbook vs starting from scratch is recommended, as it will often have the core pieces for capturing emails and things that we need to have. Then you can edit the up front based on your needs.
A few considerations: