7 Tips on How to Configure Chatbot on Your Website

Reading time: 7 minutes 21.10.2020
7 Tips on How to Configure Chatbot on Your Website

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 chatbot campaigns on our website and talked to our customers who beta tested this feature. Customers shared the insights that they got during the test and shared their views of what should be omitted to get higher conversion rates.

This article is part 5 in our ultimate guide to chatbots. If you want to become a pro at this tool, check out our other articles:

1. Define your objective

Let us give you a bit of obvious but still precious advice: you need a goal for a set-off. Before you create a chatbot, decide on the target user action for it.

For example, there are lead forms on the Dashly blog that you can download: 13 chatbot 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.

chatbot best practices
Leadbot is collecting customer info

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, chatbot 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 chatbot — 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 need to guess user questions and expectations right when configuring a chatbot campaign. Only in that case you can ensure that users complete their conversations with a chatbot and perform target actions: schedule demos, make purchases, share contacts. If your messages are irrelevant, users won’t engage in a conversation or do anything.

Marketer at Dashly

You can run a campaign for a narrow segment. For example, the finance service’s team used the Dashly chatbot to collect feedback from the new feature beta testers. This is one of the examples of customer service chatbot usage.

The beginning of a conversation with a chatbot
Various options for ending a conversation on the finance service’s website

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.

In one of our campaigns, the first message was “Hi there! I have something special for you, care to take a look?” Turns out, we can easily get rid of it. When I did, the conversion rate to conversation start increased from 2,5% to 4%, and the conversion rate to a lead grew from 25% to 60%.

Marketer at Dashly

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 chatbot 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 chatbot 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.

Chatbot asks questions that help users pick a suitable program

This campaign was run by the team of the 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 numbers 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 is, 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.

The thread start and two options of a conversation

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.

A bot is like a character for me. This is not a person, but it should speak the human language. Humanness occurs when you get rid of cliches and officialeses. Hallway tests are very helpful. You find unclear statements and rewrite them.

Marketer at Dashly

6. Don’t misrepresent the chatbot as a human agent

You can set a profile pic and a nickname for Dashly chatbot 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.

Don’t misrepresent a chatbot for a person. It undermines your credibility. If a user comes to your website to get some help, they’ll immediately see if a chatbot replies to them and not a person. Warn them that the chatbot will reply. Be honest and respect your users.

Product Marketing Manager at Dashly

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.

When making up a campaign, you may think it’s fine. But users may experience difficulties on certain pages. I’ve been through it when I ran a hallway test for a test drive quiz. Everything was fine when I tested it apart from the website. When I started testing it on a particular page, it turned out users perceive the bot worse, because there was much other information. Users didn’t get what was going on.

Marketer at Dashly

Read our detailed guide on Hallway Testing to run perfect hallway tests for your product.

Want to learn more about Dashly chatbot?

Watch this video and find out how a chatbot can help you with lead generation.

See our articles to understand chatbot mechanics better. Download our ready-made campaigns to implement them on your website.

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