Let’s talk about website chatbots. In the world of business-to-business trading, website chatbots can have a profound impact on lead generation. 26% of businesses that use chatbots as part of their digital marketing efforts gain between 10-20% more leads over the course of a year than those that don’t.
Website chatbots come in all sorts of shapes and sizes. Some sit more passively in the corner of your screen on a website, some ping you from another tab and some jump in your face like an attention-seeking toddler (balance is key!).
With AI, we expect them to only get better. But at present, how effective are they and what direction could we see chatbots take in the future?
Enhanced engagement equals more conversions
Website chatbots serve as virtual assistants, engaging with visitors in real-time, 24/7. Depending on how advanced your chatbot is, it could open a ticket for you (which would then of course require real human intervention) or it could take your visitor right through to completing a lead generation form.
Of course, like real human beings, they can be annoying. Sometimes we’re “just looking, thanks”. Luckily, most chatbots can be fine tuned to be as invasive or as reserved as you like.
A finely tuned chatbot can significantly enhance UX (user experience), keeping potential leads hooked and increasing the likelihood of conversion.
Round-the-clock availability
Traditional lead generation methods are bound by office hours and time zones, but decision makers never really switch off; after all, they are the ones that put pen to paper. Chatbots, on the other hand, provide uninterrupted support, catering to global audiences and stress-riddled directors that sit on their phones at 4AM.
We joke, sort of – but the point is, ‘always-on’ availability ensures that no potential lead is lost due to differences in location or schedules.
Reduced drop-off rates
The issue with traditional contact forms is that if somebody half-completes a form then drops-off, without using complex analytics tools, you’ll likely never even know that happened. Chatbots often come with the built-in ability to send notifications to an operator. Some even come with iOS and Android apps, meaning you’ll receive a notification to your phone whenever somebody sends a message.
Being able to respond to enquiries quickly means you’re more likely to keep their attention. Particularly for those business-to-business service-based companies that often offer bespoke one-off requests that aren’t clearly communicated on your website.
An AI-fuelled, fully automated future
As AI technology continues to advance at an unprecedented pace, we are on the cusp of an era where interactions with businesses will be fully automated.
Imagine a scenario where your questions and enquiries are addressed by an intelligent chatbot that understands your needs instantaneously, without the need for human intervention. This AI-powered assistant will not only provide accurate information based on your unique business offering, but also guide you through complex processes such as processing lead generation forms. With the ability to understand context, personalise responses, and swiftly execute tasks, this technology holds the potential for creating a future where leads can be communicated with, handled and processed in your sleep.
Chatbots can be pivotal in enhancing your digital marketing strategy, being a key touch point for prospects that visit your website. If you’re looking for an overhaul to your digital marketing output, such as a new social media strategy, email marketing strategy and more – we’d love to hear from you. You can contact us here.