These “Chat robots” – for short chatbots – are programs that simulate human conversations by artificially reproducing pre-set communication models.
There are different types of chatbots and some, depending on their functionality, are more complex than others.
Chatbots respond to users based on a decision-making process which can be:
- Dictated by a preset decision tree
- Based on keyword recognition
- Based on the use of artificial intelligence to contextualize the user’s message
These last two forms are suitable mostly for chat support services, in fact they allow to interpret the message typed by the user and propose solutions. An example can be Vodafone's digital assistant. Thanks to AI and the recognition of certain keywords, Tobi is able to control expenses, activate new offers, propose configurations and much more.
The first model, on the other hand, is certainly the cheapest to develop and fastest to implement and is based on a sequence of multiple-choice questions or simple text inputs. It is also very simple to set up, there are in fact numerous platforms that allow you to build your own chatbot on your own with no need for a professional education. Due to these reasons, this tool is often used by companies for their activities of Lead Generation.
But what exactly are the strategic advantages that come from using chatbots to expand your customer database?
PERSONALIZED EXPERIENCES
The user acquisition process on many websites is always the same. There is usually a CTA button that links to a generic-looking form asking for the visitor's name, email address, phone number, and a few other details. This type of conversion experience is boring and often ineffective. Businesses that fail to put a human touch on their virtual presence or provide any kind of memorable experience are very likely to turn people away from their websites.
Thanks to chatbots we are therefore sure that every potential user is receiving a pleasant and personalized experience for them.
HIGHER ENGAGEMENT
The most challenging aspect of the conversion funnel is keeping the user on the site long enough to show him why the company is the right choice for his needs. So having someone waiting for you to answer makes the process far more interesting. Users find themselves continuing along the conversion funnel without even realizing it, the bot shows the requested responses and users release the contact information that the company needs.
This provides a much more engaging experience than a text wall.
HIGHER CONVERSION RATE
Considering that the web's average conversion rate is only 2.35%, replacing standard forms with chatbots can be the perfect solution to increase the rate of generated leads. This is because, thanks to the personalization of the responses and the level of engagement of the chats, the experience becomes memorable and users are aware of sharing their data. In this way, it is also possible to avoid the so-called "fake" leads and when the user is later contacted by the company, he will not have already forgotten that he has filled out a form, as it often happens.
Additionally, as the chatbot collects customer data in the form of simple, straightforward questions, all of this information can be sent directly to your CRM or sales platform with a simple script integration.
E-Business Consulting is a company specialized in Lead Generation and Database Building activities related to the business goals. Starting from the definition of the target audience, E-Business Consulting is able to implement the winning formula of sales promotion, providing support at every stage of the Lead Generation project.
