Building A Lead Generating Chatbot
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The document provides a comprehensive guide on building lead generation chatbots, discussing their business rationale, conversational strategies, and best practices. It emphasizes the importance of user experience, clear objectives, and the necessity of monitoring to ensure chatbot effectiveness while highlighting potential pitfalls. Metrics for evaluating chatbot success and examples of successful implementations are also included to provide practical insights.
Building A Lead Generating Chatbot
- 1. Building a lead generation chatbot
- 2. Hi, I’m Adi. Inbound partner professor with HubSpot Academy. Former consultant. Professional musician. I could talk for ∞ hours about: business strategy, project management, partner education and credentials, Harry Potter, visual art, and vocal music.
- 3. Agenda Introduction ● Agenda ● Icebreaker Chatbots: Why? ● Business rationale ● Cautionary note ● Conversational strategy Examples! ● Examining examples of Lead Gen Chatbots ● Metrics Conclusion Time: 10 min. Time: 10 min. Time: 5 min. Time: 20 min. ● Let’s discuss/recap ● Next Steps ● Survey ● Let’s connect
- 4. ● Have you ever tried to design a chatbot before? Show of hands: Time: 2 min.
- 5. ● Have you ever tried to design a chatbot before? ● Has a chatbot annoyed you before? Show of hands: Time: 2 min.
- 6. ● Have you ever tried to design a chatbot before? ● Has a chatbot annoyed you before? ● Have you fielded live chat requests before? Show of hands: Time: 2 min.
- 7. ● Have you ever tried to design a chatbot before? ● Has a chatbot annoyed you before? ● Have you fielded live chat requests before? ● How many of you think Adi Shah is a disguised AI agent? Show of hands: Time: 2 min.
- 9. Lead Generation Chatbot • Goals: Resolving customer issues, ticketing, etc. • Goals: Lead acquisition, sales qualification, closing sales. Support Chatbot
- 11. SOURCE: HUBSPOT RESEARCH TRUST SURVEY, Q1 2018
- 12. SOURCE: HUBSPOT RESEARCH TRUST SURVEY, Q1 2018
- 13. SOURCE: HUBSPOT RESEARCH TRUST SURVEY, Q1 2018
- 14. How about a few non-HubSpot survey results, Adi?
- 15. Over 50% of customers expect a business to be open 24/7. >50% Source: Oracle, 2016
- 16. 67% of US millennials said they are likely to purchase products and services from brands using a chatbot. 67% Source: Chatbots Magazine, 2018
- 17. By 2020, it is predicted that 85% of consumer interactions will be handled without a human agent.85% Source: Chatbots Life, 2019
- 18. By 2020, it is predicted that 85% of consumer interactions will be handled without a human agent.85% Source: Chatbots Life, 2019
- 19. Well-designed chatbots can: • lower CAC • lower interaction volume (calls, live chats, emails, etc.) and increase employee productivity and happiness • scale front office (marketing, sales, service) operations without adding headcount • generate data to improve your conversion strategy • provide immediate, 24/7 help to delight leads
- 20. You’re probably feeling pretty good:
- 21. But, wait! What’s the other side of the coin?
- 22. Cautionary note
- 23. On the other hand… worry that a chatbot would make a mistake. (The State of Chatbots Report, 2018) 30% of people prefer to deal with a real-life assistant than a chatbot. (The State of Chatbots Report, 2018) 43% of adult internet users in the US felt that chatbots had too many unhelpful responses. (Statista, 2018) 47%
- 24. 46% of respondents believe that chatbots are used specifically to keep them away from live agents. 46% Source: GetVoip, 2019
- 25. 46% of respondents believe that chatbots are used specifically to keep them away from live agents. 46% Source: GetVoip, 2019
- 26. Before building, make sure you’re ready: • Set aside time and resources to monitor the chatbot daily. • Define a clear purpose for your chatbot. • Make sure to set aside additional time to test and refine the conversational design. • Always be learning.
- 28. Conversational design • UX design + copywriting • Predicting user behavior and tailoring chatbot dialogue accordingly • Good bots don’t grow on trees!
- 29. “The bricks we build our architecture with are words.” MARGARETH JABCZYNSKI Conversational Intelligence Manager
- 30. Best Practices: • Begin by building a flowchart • Start with a polite, helpful greeting and question • Have a helpful error message • Identify your audience • Provide a clear ”failsafe” • Provide clickable options • Economize on branches • Ditch the human act
- 31. Begin with a flowchart. Before you ever set foot inside HubSpot Chatflows, build a detailed plan outlining the chatbot’s decision tree. You can use paper, a simple online tool such as creately.com note.ly, or even a piece of paper.
- 32. Start with a polite, helpful greeting and question Don’t try to extract value from the user first. Add value by politely asking them what they’re visiting your site/page for, set clear expectations, and end with a call-to-action. Once you have provided value, they will be more willing to share their email, book a meeting, or sign up for a free trial.
- 33. SOURCE: GETTY IMAGES Have helpful error messages. If something went wrong, the user will immediately know. Give them another way to reach you: a number, email, etc.
- 34. Identify an audience • Who are you building this chatbot for? • What page will it sit on? • Which personas do you want it to cater to? • Request your front office teams to provide context as you define your audience.
- 35. Provide a clear “failsafe” Allow the user to control the conversation. As the user gets deeper into the conversation, they may want to start over, go back to the previous question, speak to a human immediately, or otherwise change direction. Good chatbots give users freedom of choice.
- 36. Provide clickable options. Allowing free text input can lead to a lot of extra work, due to spelling errors, phrasing, etc. Unless you’re asking them for personal information, consider disabling free text input and providing clickable options. You can always modify this as your chatbot grows.
- 37. Economize on branches. Investigate your conversational plan/flowchart for branches that can act as destinations for multiple paths. The fewer the branches, the easier it will be to build and iterate on your chatbot.
- 38. Ditch the human act Some states, such as California, have even passed legislation to curb this. Even if your chatbot uses NLP (natural language processing) decision trees constructed by an experienced developer, it should be humble and transparent about being a chatbot. Most chatbots are built using branching logic, which is enough for many business interactions.
- 39. Best Practices: • Begin by building a flowchart • Start with a polite, helpful greeting and question • Have a helpful error message • Identify your audience • Provide a clear ”failsafe” • Provide clickable options • Economize on branches • Ditch the human act
- 40. Best Practices: • Begin by building a flowchart • Start with a polite, helpful greeting and question • Have a helpful error message • Identify your audience • Provide a clear ”failsafe” • Provide clickable options • Economize on branches • Ditch the human act Is your chatbot ready to Be SHIPPED?
- 41. Examples
- 42. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? Example One: GrowthBot
- 43. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? Example One: GrowthBot ü Begin by building a flowchart q Start with a polite, helpful greeting and question ü Have a helpful error message q Identify your audience q Provide a clear ”failsafe” q Provide clickable options q Economize on branches q Ditch the human act
- 44. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? Example One: GrowthBot ü Begin by building a flowchart ü Start with a polite, helpful greeting and question ü Have a helpful error message ü Identify your audience ü Provide a clear ”failsafe” q Provide clickable options q Economize on branches ü Ditch the human act
- 45. ● Results: 105k+ users in ~2 years. Example One: GrowthBot
- 46. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? Example Two: Anonymous
- 47. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? Example Two: Anonymous q Begin by building a flowchart q Start with a polite, helpful greeting and question q Have a helpful error message q Identify your audience q Provide a clear ”failsafe” q Provide clickable options q Economize on branches q Ditch the human act
- 48. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? Example Three: Rock Hall of Fame
- 49. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? ü Begin by building a flowchart q Start with a polite, helpful greeting and question ü Have a helpful error message q Identify your audience q Provide a clear ”failsafe” q Provide clickable options ü Economize on branches q Ditch the human act Example Three: Rock Hall of Fame
- 50. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? ü Begin by building a flowchart ü Start with a polite, helpful greeting and question ü Have a helpful error message ü Identify your audience ü Provide a clear ”failsafe” ü Provide clickable options ü Economize on branches ü Ditch the human act Example Three: Rock Hall of Fame
- 51. • 81% increase in audience size, 12% higher sales Example Three: Rock Hall of Fame
- 52. Quick recap
- 53. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? Example One: GrowthBot ü Begin by building a flowchart ü Start with a polite, helpful greeting and question ü Have a helpful error message ü Identify your audience ü Provide a clear ”failsafe” q Provide clickable options q Economize on branches ü Ditch the human act
- 54. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? Example Two: Anonymous q Begin by building a flowchart q Start with a polite, helpful greeting and question q Have a helpful error message q Identify your audience q Provide a clear ”failsafe” q Provide clickable options q Economize on branches q Ditch the human act
- 55. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? ü Begin by building a flowchart ü Start with a polite, helpful greeting and question ü Have a helpful error message ü Identify your audience ü Provide a clear ”failsafe” ü Provide clickable options ü Economize on branches ü Ditch the human act Example Three: Rock Hall of Fame
- 56. Best Practices: • Begin by building a flowchart • Start with a polite, helpful greeting and question • Have a helpful error message • Identify your audience • Provide a clear ”failsafe” • Provide clickable options • Economize on branches • Ditch the human act Is your chatbot ready to Be SHIPPED?
- 57. Metrics
- 58. Common chatbot metrics: • Goal completion rate • User interactions • Satisfaction rate • Total number of new users • Self-service rate
- 59. Common chatbot metrics: • Goal completion rate • User interactions • Satisfaction rate • Total number of new users • Self-service rate GUSTS!
- 60. Total number of new users The total number of users, to show the amount of data that your chatbot has been exposed to.
- 61. ● Results: 105k+ users in ~2 years. Example One: GrowthBot
- 62. Satisfaction rate Chatbot NPS. You can keep this simple ( “Did the bot perform well?”—Yes or No ) , or invite more detailed answers. Create clickable options for 1-10, and allow users to rate their experience.
- 63. User interactions The total number of user interactions (rather than users). A chatbot might have lots of users but a minimal amount of interactions, or it may have a small number of users that interact with it frequently.
- 64. Goal completion rate The percentage of engagements that are successful. If the goal is to book meetings, (how many meetings were booked)/(total number of interactions/users). For those who have access to calculated properties, you can do this at the contact or company level.
- 65. • 81% increase in audience size, 12% higher sales Example Two: Rock Hall of Fame
- 66. Self-service rate The number of users who get what they want from the chatbot without any human input. For example, if your chatbot’s goal was to book a meeting, you will measure the percentage of user interactions that achieved that goal.
- 67. Summary of metrics: • Total number of new users • Satisfaction rate • User interactions • Goal completion rate • Self-service rate
- 68. Advanced metrics: • Revenue growth rate • Fall back rate • Confusion triggers • Retention rate • AI/ML rate
- 69. Advanced metrics: • Revenue growth rate • Fall back rate • Confusion triggers • Retention rate • AI/ML rate
- 70. Quick recap
- 71. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? Example One: GrowthBot ü Begin by building a flowchart ü Start with a polite, helpful greeting and question ü Have a helpful error message ü Identify your audience ü Provide a clear ”failsafe” q Provide clickable options q Economize on branches ü Ditch the human act
- 72. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? Example Two: Anonymous q Begin by building a flowchart q Start with a polite, helpful greeting and question q Have a helpful error message q Identify your audience q Provide a clear ”failsafe” q Provide clickable options q Economize on branches q Ditch the human act
- 73. ● Does this chatbot pass the “Be SHIPPED” test and follow best practices? ü Begin by building a flowchart ü Start with a polite, helpful greeting and question ü Have a helpful error message ü Identify your audience ü Provide a clear ”failsafe” ü Provide clickable options ü Economize on branches ü Ditch the human act Example Three: Rock Hall of Fame
- 74. Best Practices: • Begin by building a flowchart • Start with a polite, helpful greeting and question • Have a helpful error message • Identify your audience • Provide a clear ”failsafe” • Provide clickable options • Economize on branches • Ditch the human act Is your chatbot ready to Be SHIPPED?
- 75. Common chatbot metrics: • Goal completion rate • User interactions • Satisfaction rate • Total number of new users • Self-service rate GUSTS!
- 76. Congratulations! You’re on your way to chatbot glory.
- 77. Next steps ● You can find a Chatbot lesson at this link: https://hubs.ly/H0nF8JP0 ● Please take a few minutes and build a chatbot! ● Resources coming up afterwards!
- 79. Thank you