As a businessman, of course you want to increase and automate your business. You should have a better understanding on how you can enhance the customer journey for your company and do more of a deeper dive than just having some things that people read on articles or see on social media, not only will you increase your business, you’ll also be able to provide a great customer experience to your prospects and customers. We have questions such as what is artificial intelligence, especially regarding a chatbot.

What are some of the experiences in developing this type of technology?

I’ve been in the business since 1994. We focus on conversion rate optimization where you have usability testing. You have to know what tools you put on the site and also ways to engage with users so that they won’t leave the site such as pop-ups or chatbots.

AI became popular and accepted as it developed more through the years. So for the last five to seven years, we’ve been improving chatbots to work in different areas like e-commerce and lead gen. 

What is the difference between the types of chatbots?

First of all, a chatbot came from a computer system, a chat robot. It exists on numerous platforms such as a smart speaker, websites and social sites such as Facebook, LinkedIn or Slack, and is also accessible via text and voice by clicking a button.

Chatbots that work on websites and social sites are usually connected or communicated via typing or clicking a button for voice recognition. It uses natural language processing for the computer to understand what you are saying and what you want. This will really blossom by 2029, whereas we’re still in the first stages to getting the output we want. We make mistakes and it takes time in this field of work.

AI

As for AI, it uses machine learning which means the computer can learn on its own. That is risky at this point. Only a couple of companies and countries have enough data to do machine learning well. We usually do “human in the loop.” This is the daily monitoring of data to make sure it’s right for social norms. There’s some time development depending on what platform you are using. There’s more work so it’s more expensive and the bot’s always learning, so there should be someone who’s in charge of the bot as it learns and becomes smarter.

Livechat

Livechat is often confused with chatbot. It is another person responding to you while chatbot is a computer typing back to you. This has lots of pros because there’s human connection, very complex things are understood and it can be monitored 24/7. If there are pros, there are also cons and one of them is if the person assigned to livechat doesn’t respond quickly, even within a few seconds, it’ll give the impression that it’s unattended. So you really have to be there, especially if it’s a call center, because it works really well with support issues.

Leadbot

Lead bot is a dummy downed AI chatbot, it works like a lead funnel. It funnels questions and sends out information, it’s very simple and low cost. Now the only con is that it can’t answer complex questions, just like an AI chatbot that has built-in answers to certain questions. It has databases that connect to ecommerce systems, so it’s good for support where simpler questions are answered but switches to livechat if it has something more complex. 

E-commerce

E-commerce connects to the e-commerce platform and pulls in data. It helps in shopping sites to easily find what product the consumer wants to purchase. There’s a 15% to 35% lift in revenue when chatbots are engaged with each purchase because they find the actual wanted products and it suggests other products to check out.

Lead Generation

Lead generation can get you around a complex product’s sales obstacles. This is done when the chatbot asks the right questions and qualifies the person asked to get higher quality leads. Getting around issues also brings that person into the conversation more, leading them to give their contact information.

Chatbots help in collecting data which also helps in gathering insights, which are collected from what people are typing through the chatbot on a specific website. For example, a person can tell the chatbot that there’s something wrong with the page that chatbot is on because they can’t find what they’re looking for. So these insights help companies understand their customers and where their products are better placed, which gives room for improvements.

Why are chatbots lifting conversions?

Part of this is because they’re being engaged on the site. So, there are times when you go to a site that’s kind of static, and then when you click somewhere there, it takes you somewhere else and something pops up. Incorrectly done pop ups can be a nuisance, such as pop ups that keep on appearing to the point of  covering up a page’s content. Bots that pop up at the right time in a sales process happen when the customer is going through their buying journey and the bot might come up and ask a question that’s relevant to checkout. One of its triggers is the length of time spent on the page. It works differently on mobile than desktop.

So each of these bots ask different questions with which you can pick those that fit your services. We don’t recommend designing chatbots to have broader knowledge than they already have. For example you asked for a large bag but the result it gave you is not what you are looking for, then you try to add more characteristics to what you’re searching for, so it’ll start pulling from its database. This happens when it has up to thousands of SUs and starts pulling information from its database. It also assists and directs you to Support when you ask for help. So, the smarter they are, the more this happens, especially if the keyword you gave is too narrow.

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Greg Ahern

Greg Ahern Founder and President of Ometrics® is a fanatic about conversion rate optimization, AI chatbots and lead generation. Greg has been a successful Internet entrepreneur since 1994. He speaks at conferences and webinars and has built a number of internet businesses, including web marketing, web development and internet lead generation, which have been successfully acquired. Greg is the Denver Chapter Leader for the Digital Analytics Association. You can follow Greg on Twitter @gregahern and join his CRO Hacks Groups on Facebook and Slack.
Greg Ahern
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