- 1. Define your objective
- 2. Make up relevant campaigns
- 3. The fewer messages, the better
- 4. Delegate simple questions to a chatbot and assign complex ones to a human agent
- 5. Make your chatbot friendly and humane
The quality of lead generation and user qualification depends on how well you configure your website chatbot. If you make a conversation too long and boring or irrelevant to your users’ needs, you’re lucky if users simply ignore your chatbot. What’s much worse is making users irritated.
Polly, marketer, and Helene, Product Marketing Manager at Dashly configured Leadbot campaigns on our website and talked to our customers who beta tested this feature. Customers shared their insights that they got during the test and shared their views of what should be omitted to get higher conversion rates.
1. Define your objective
Let us give you a bit of obvious but still precious advice: you need a goal for a set-off. Decide on the target user action and then make up a campaign.
For example, there are lead forms on the Dashly blog that you can download: 13 Leadbot campaigns for eCommerce businesses and 12 Chatbot Campaigns for SaaS. We launched a chatbot that offers to run one free campaign to users downloading the map. The goal of the Leadbot is to schedule a product demo for a user. We configured a campaign based on this goal.
First, if a user downloads the map, they are already engaged. They express a certain interest in your product, and you can encourage them for more drastic actions.
Second, Leadbot collects not only phone numbers, but also website URLs. Managers can use these details to be better prepared for a demo and provide a better consultation.
The goal of the Leadbot — which is scheduling a demo — corresponds with the business objective of selling more and optimizing the sales team’s workflow.
2. Make up relevant campaigns
Don’t show your chatbot to everyone if your campaign is for a narrow audience. Users just won’t react to it. Irrelevant chatbot messages are distracting, annoying, and time-consuming.
You can run a campaign for a narrow segment. For example, the FinTablo’s team used Dashly Leadbot to collect feedback from the new feature beta testers.
In their success story, we described how FinTablo’s team used Dashly’s Leadbot for proactive customer support, user onboarding to new features, lead qualification and segmentation.
3. The fewer messages, the better
A campaign shouldn’t be too long. The fewer steps users need to take, the easier it is to make it to the end. The optimal number of messages depends on the context and the functionality performed by a chatbot. A user experiencing order issues is willing to provide more details (e.g. order number or delivery geo) to the chatbot. A conversation initiated by the chatbot is another case; a user isn’t ready for a conversation, they are caught by surprise.
The number of messages depends on how much a user is interested. If they are here for the first time, start with small talk to make a good impression. If a person views product pages and wants to order, get down to business and offer help.
4. Delegate simple questions to a chatbot and assign complex ones to a human agent
A chatbot can’t fully replace a human, but it can offload agents and take on typical questions. For example, it can help users navigate the website. Dashly’s Leadbot can send active links and prompt where wandering customers should go on the website.
It’s important for a user to be able to terminate a conversation with a chatbot and switch to a human agent. Dashly Leadbot allows users to text a live chat even if their conversation with a chatbot is unfinished. If a person texts a live chat, the chatbot will stop, and the conversation will go to a general queue. It’s up to you to decide if you let users text a human agent or not.
This campaign was run by the team of Skillfactory (digital school). The bot appears on the course landing page. Then it asks questions that help evaluate the user’s readiness to start a course and pick a program. The bot collects user email and phone number at the end. The average conversion rate of the whole conversation was 3,7%. This is a great performance for a five-step campaign.
5. Make your chatbot friendly and humane
The colder the lead, the easier a conversation should be. Engage users with abstract questions like “Do you like cats or dogs?” or “What’s your favorite color?”. Don’t ask for the user’s email in your first message, this will push them away.
Insert GIFs and be polite. If a user doesn’t need help at the moment, send them a lovely GIF saying you’re always there for them. Show them that you care.
6. Don’t misrepresent the chatbot as a human agent
You can set a profile pic and a nickname for Dashly Leadbot to adjust it to your website. We suggest creating a profile that makes it clear it’s a chatbot, not a human agent. Don’t misrepresent the chatbot as a human agent because you’re letting users down.
7. Run a hallway test before launching a campaign
A hallway test is a quick usability testing of an interface, an email, or a landing page. Hallway tests are launched to make sure users perceive your product as implied by developers. They also help identify barriers that users face.
Show a conversation prototype to several users to see if they get your messages right. Test campaigns on your actual website pages as the perception of a bot can change dramatically depending on the context.
Read our detailed guide on Hallway Testing to run perfect hallway tests for your product.
Want to learn more about Dashly Leadbot?
See our articles to understand Leadbot mechanics better. Download our ready-made campaigns to implement it to your website.
- 12 Chatbot Campaigns for SaaS
- 13 Leadbot campaigns for eCommerce businesses
- 10 Dashly Leadbot Best Practices — YSL Beauty, FinTablo, Skillfactory, ART GLUCK, and Dashly shared their stories of what Leadbot does on their websites.
- What Are Chatbots and What Types Are There? — everything you need to know about chatbots for all business objectives.
- Top-10 Сhatbot Trends in 2021 and Expert Opinion on Each of It — the latest data and experts’ opinions on how chatbots will evolve.