Here at Landbot, we talk a lot about creating conversational experiences.
They’re what our chatbots are designed to create, and we believe they should play a key role in the way that companies interact with their customers.
In fact, we believe that they’re the most effective way to engage website visitors and generate conversions.
But this is a relatively new term to most marketers and web designers. So if you’re not sure about what we mean by “conversational experience”, you’re in the right place.
In this post, we’ll explain what a conversational experience is, along with six reasons you should aim to create them with your company’s website.
The best way to explain what a conversational experience is, is to compare it to standard website experience most companies offer their visitors.
On the vast majority of websites, brands present information to potential customers via written copy, graphics, and maybe even a video or two.
And while this kind of content can certainly be helpful, it’s ultimately a one-sided transfer of information. Visitors can’t ask for immediate clarification, and they can’t offer any of their own input in order to get the details they need.
Companies that create conversational experiences for their customers aim to the opposite.
Instead of simply telling visitors the things they need to know, they shift the browsing experience towards two-way communication.
And in many cases, they do this with chatbots.
Chatbots are well-suited for the task of creating two-way communication because they can be built with conversational flow in mind.
For example, within the Landbot builder, you can arrange all of your bot’s statements and questions to replicate the flow of a normal conversation.
You can also give users options at every step of the process, so that they play an active role in determining the content your bot delivers.
Multiple-choice questions, for example, enable users to tell your chatbot what they’re looking for, then receive additional information related to that topic.
Then, once a visitor has all of the information they need and is ready to convert, your bot can handle that process, too.
Instead of directing them to a standard form, it can collect data like their name and contact information through a simple question-and-answer workflow.
When done correctly, a conversational experience can guide visitors from their first interaction of your site all the way through the process of becoming a lead — all without requiring them to sort through your content or read long pages of text.
Conversational experiences can turn the process of learning about your company from a monotonous task into a fun and engaging conversation.
And if you’re not yet sure this is the right approach for your business, consider the following six goals you can accomplish when you integrate conversational elements into your site.
Most companies offer the same exact browsing experience to every visitor who lands on their website. And while most people have come to expect this from business sites, it’s not exactly unique or welcoming.
Conversational chatbots can change this. Right from the start, for example a bot can greet a visitor and ask for their name.
Once the bot has this information, they can refer to the visitor by name throughout the course of their interaction.
Plus, if the visitor leaves without converting but later returns, your bot can “remember” them and begin their next interaction off with a personalized greeting. This makes for a more welcoming feel right from the start.
And you can use this same approach for other details a visitor provides, like the specific products they’re interested in.
But beyond that, a chatbot can tailor the user experience by using a visitor’s input to shape the information it delivers. Based on the input and preferences that visitor enters, it can offer a customized path through your site.
For example, your bot might point visitors in the right direction by asking what they want to accomplish on your site, then giving a few basic options to choose from.
In this example, the bot can either give the visitor more information about a specific product, tell a story about the company’s background, or jump straight to a registration process.
This way, it isn’t just directing every user to the same content or page. Instead, it customizes the browsing experience to their interests and needs.
Almost every business website in existence is designed with the goal of generating some kind of conversion. This means it’s in your best interest to make the process of converting as simple and engaging as possible for your visitors.
Unfortunately, the standard contact forms on many websites aren’t exactly fun for prospective customers and leads to complete.
Conversational experiences can fix this dilemma.
By using chatbots to collect information, you can turn the process of converting into a simple conversation for your visitors.
Start things off with a casual greeting, then ask the visitor a series of questions to get the details you need.
This makes for a much more enjoyable, user-friendly conversion process.
In a matter of a few minutes and a handful of quick exchanges, your visitors can become leads for your business — without a single boring form in sight.
You’ve likely heard that consumer attention spans are dwindling.
So if you want your visitors to find all of the information they need in order to come to the conclusion that you’re the right choice for their needs, your goal should be to create a frictionless customer experience.
This means removing any and all obstacles that complicate the browsing process or stand in the way of a visitor making a conversion.
And in many cases, the most damaging “obstacles” on your site are simply distractions.
Of course, it’s in your best interest to provide content and resources for all of your customers’ needs, questions, and interests. But when the end result is a lengthy, complex navigational menu, it can quickly complicate the browsing process.
When you give your visitors too many options to choose from, it can prevent them from getting to the content they actually need.
But with a conversational approach, you can help your visitors get right to the information they’re looking for simply by asking what that information is.
By using a chatbot, for example, ask visitors who are considering trying our product which aspect of it they’d like to know more about.
If a visitor indicates that they’re interested in real-time interactions, the bot automatically provides more detail.
This way, the visitor doesn’t have to spend time navigating through pages and pages of content to get to the feature they’re interested in.
Instead, they can get that information within seconds — and get to the decision-making step much more efficiently.
Many of your site visitors likely have the same handful of questions and concerns about your products, services, and company.
Most brands address these topics on a standard FAQ page. And these can certainly be helpful resources — but only if the visitor is able to find that page, and willing to spend time scrolling or sorting through other information that isn’t relevant to their question.
Chatbots can simplify this process by turning the search for answers into a conversation, and essentially serving as an interactive FAQ.
For example, if a site visitor has a question, you might begin by giving them a list of categories to choose from.
These categories can include all of the topics on which your leads and customers often ask questions.
From there, you can either provide information relevant to that topic, or offer another menu with more specific topics or questions.
This way, your visitors can quickly find the answers they need — from wherever they happen to be on your website.
All of the benefits we’ve covered so far approach conversational experiences from the perspective of the customer.
But integrating conversational experiences into your website can also be beneficial to your support and sales teams.
That’s because many of the tasks your chatbot can handle, like answering basic questions and helping potential customers find the information and content they need, would otherwise likely fall to these employees.
When a bot is responsible for these interactions, this frees up your human team to focus on more complex, impactful work.
This can not only improve their efficiency, but improve the chances that they’ll be available to assist new leads as your chatbot earns them.
Plus, given that most chatbots built within conversational interfaces allow for human takeover, your bots don’t have to be perfect in order to help your team.
Contrary to popular belief, website chatbots aren’t intended to replace human employees in all customer interactions. In fact, they’re often most effective when used as a supplementary tool for sales and support needs.
And ideally, they should be connected in some way with the channels your customers use to get in touch with your employees.
This way, when a bot recognizes that a user’s needs are out of the scope of its programming (or a user recognizes that the bot isn’t equipped to give the help they need), someone from your team can be notified.
Essentially, you can use your bot to eliminate certain tasks from your employees’ workload — but pass more challenging ones along when your customers need human assistance.
Finally, one of the biggest advantages of creating conversational experiences for your site visitors is that they can improve customer satisfaction.
That’s because as you make it easier for visitors to find the information they need, simplify the process of conversion, and deliver more personalized messaging, you streamline the entire experience.
And this can have a significant impact on customers’ perception of your brand.
One study at the Gdansk University of Technology found that a website’s visual clarity, ease of use, user guidance, informational content, interactivity, personalization, service demonstration, recommendations, and customer care all contribute directly to a visitor’s levels of satisfaction and trust.
This satisfaction and trust, in turn, contributes to increased customer loyalty over time.
So as you make your site easier and more enjoyable to use, you’re simultaneously earning happier customers.
And while the benefit of this improved convenience is obvious for your customers, it’s extremely beneficial for your company, too.
Loyal, long-term customers aren’t always easy to earn. But when you show your customers that you care about providing an excellent experience throughout their entire time with your brand, you increase the chances that they’ll stick with you for life.
Today’s consumers expect the companies they purchase from and partner with to make the process of getting the information they need as simple and straightforward as possible.
Creating conversational experiences is the best way to meet this expectation, and make browsing your site more fun and engaging than ever.
When you focus on allowing for two-way conversation, you can tailor the user experience to each of your visitors. This naturally makes the conversion process much more engaging for each of your potential leads.
Conversational experiences also streamline the browsing process for your visitors, and can help them get the answers and information they need faster than they could from even the best support team.
Plus, when you use chatbots to handle some of the heavy lifting, you enable your support and sales staff to work more efficiently.
And as a result of each of these benefits to your audience, you can expect to see a boost in customer satisfaction, too.
So although conversational experiences are a relatively new concept for most brands, they hold many benefits for those that choose to create them — and we don’t expect them to go away anytime soon.
And considering how simple it is to add a conversation-based chatbot to your website, there’s no reason not to try.
If you have not created your own chatbot, now is the time. Get started by creating your free Landbot account today!