One of the most exciting things to happen for demand generation professionals in recent years is the advent of chatbots and conversational marketing.
We’ve now been able to scale one on one interactions on our websites like never before. However, there are many folks in the industry that might lean a little too far on the one side of the equation.
Some folks will have you believe that chatbot by itself is going to revolutionize the business.
While we’ve certainly seen a dramatic increase in leads generated in meetings scheduled on behalf of sales teams with just the implementation of a chatbot alone––the impact that can be had by actually having human conversations with the people on your website should not be overlooked.
In this episode of Data Snacks, I’ll show you an experiment where we did just that.
For background, one of our clients at ClosedWon had implemented chatbots and were seeing some success. Now, we were having discussions about taking it to the next level.
At this point, chat was live on their website but really only to help direct website visitors, schedule meetings for the sales team, and otherwise, get someone from Point A to Point B as quickly as possible and then close out the conversation.
It was a mostly transactional experience for the customer.
The change we made was inserting humans into the process.
What happened next was the chatbot was still there doing its thing. Except, its job now was to hand off to a human when it was appropriate.
The high-quality conversations that the folks at this company ended up having led to a dramatic increase in time on site and in overall goal conversion rate.
Watch this video and I’ll show you how we can see the data from multiple tools (Drift and Google Analytics) and use calculated metrics and Databox to measure conversation quality in a whole new way.
How to Measure Conversation Time in Drift (& How This Helps Increase Chatbot Conversions)