On a recent Found Friday, Demand Sphere’s Erin Acheson caught up with Joseph, online marketing strategy manager at Sync Show, to chat about chatbots. Sync Show is an agency focused on manufacturing, transportation, logistics and professional service firms — but chatbots, and the content that populates them, are becoming more popular across industries. says that many of her clients have had success implementing chatbots in a variety of ways and use cases.
Chatbots are rarely a point of in-depth conversation in the digital marketing space. Many of us think of chatbots in a binary way: turn them on or off, use them or don’t. However, there is an underground strategy that should be used as you consider using a chatbot, and building a strategy behind your bot.
Understand what a chatbot is and what it isn
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When we talk about chatbots, and the tactics behind their use, we need to have a definition, and understand the purpose of chatbots in our toolkit. So, what are we talking about when we talk about this service?
Generally speaking, a chatbot is an automated response service — it is not a live customer service rep. Instead of speaking to a real person, users follow a series of prompts that lead them to an answer or action — which may include speaking to the aforementioned human representative. Often, the purpose of the chatbot is to qualify the user, getting them to the right person before connecting them to live support.
A chatbot also isn’t an an autoresponder
.An autoresponder may show a pop-up saying “click here for more information” or “choose from these options to read more.” A chatbot is more intelligent: it uses information from the user to determine the upcoming course of action.
Chatbots also aren’t solely for customer service. They have been historically used for lead generation or customer service, but, in the past year or so, we’ve seen them used for all kinds of stuff. Marketers are using chatbots to improve a variety of KPIs, and to assist with lead generation, lead qualification, sales assistance, and, yes, CS. Jasz discussed a recently-built chatbot to decrease bounces on the website of one of her clients. The client’s high-performing blog brought in tons of traffic, but few conversions. By implementing chat, the client’s website asked users directly about their interest in the topics from the blog and pointed them into the direction of a human expert or more information.
Sounds great (and…daunting). Where do we start?
So, where do you start? Jasz says you need to have two things in mind as you consider chat: your objective and your resources.
It’s unlikely that you can create
a chatbot that will work for every user and every situation — that’s just too broad of a goal. Instead of trying to do everything at once, have your bot serve a singular, clear purpose. For marketers, an obvious goal may be lead generation. However, just as in Jasz’s bounce rate example, chatbots can serve multiple purposes. Maybe you want to direct more traffic to a high-converting page, or decrease exits on a page you suspect is confusing your customers. Get clear on your purpose, and make sure your team is on the same page.
You also need to consider resources. Does someone need to be available to answer questions the bot can’t handle? Which team will build and maintain the chat service? Who will determine whether the bot is performing well, and what metrics will be used? And, what content will populate your chatbot’s answers? There’s no one-size-fits-all for a chat initiative. Just as is true with so much in digital, options vary from “set-and-forget” versions of chat, as well as more in-depth (and effective) versions. There are also plenty of types of chatbot: while it’s most common to use a third-party service, larger orgs may choose to build their own.
Jasz says opportunity exists if you make the initial investment — in both time and money — of building out a chatbot. A great set-up will be easier to tweak as you learn what your users are looking for through their interactions with the bot.
Consider your existing content.
Think of your resources not only in terms of staffing, but also in terms of content. Do you have enough content to populate an auto-responder, and to answer all of the questions you’ll receive? Will you be able to direct folks to the proper areas of your website: blog posts, web pages, even explanatory videos or long-form pieces? If not, the first step of your initiative may involve building out your content to support your chatbot.
Worried you don’t already have scores of bot-friendly content? That doesn’t mean you can’t use a chatbot: think of this as a way to prioritize content creation. If the bot is intended to serve up high-demand information, that information should be under construction anyway! As with any content creation project, create content in areas where you see major opportunities. Plus, the content you’re creating should have value outside of the chatbot: you should
At this year’s Found Conference, Rayr, our own CEO, spoke on the importance of designing for readability. Users typically have goals of some sort before reaching your site: they’re searching for something before hitting your landing page, and you want to match that user intent. Furthermore, use don’t want to wait for their content. Due to users’ expectations of an instantaneous experience, making sure you increase page speed is a vital part of SEO.
Improving page speed and ranking at the same time
Google defines site speed as the speed of all the pages that make up your site, while page speed is the speed of an individual page on your site. Site speed is based on all of the pages across your site — so, you’ll need to improve load times on all or most of your pages in order to improve overall site speed. Google says pages should load in under 2.5 seconds.
Speed as a factor in ranking is not new; Google has used it as a ranking factor on desktop search since at least 2010. In 2018, the search engine announced what they called The Speed Update, making page speed a ranking factor for mobile search. The announcement included sound reasoning: page speed affects bounce rates, and Google’s goal is to dump users into content that they want to stay on. It even cited studies showing that the probability of a bounce increases dramatically for page load times over 3 seconds.
While Search Engine Watch says that page speed is only slightly correlated with rank, it is very highly correlated with certain user behaviors: and those behaviors will definitely impact your ranking. Again, users have an idea of what they’re searching for, and slow sites don’t meet user expectations.
Increase page speed and improve user expectations
Ray says that page speed, load time, and rendering time are all important factors in keeping users on the page. “If it takes more than a few seconds to load something, their expectation for the value they’re getting from that page is going up very rapidly,” he says.
Waiting for low-quality page content is likely to frustrate your users. One study from the early 2010s showed that, at that time, web designers had 50 milliseconds to make a good first impression. Of course, that number may vary by site, device, and user — but, humans are designed to make snap judgements. Users nearly-immediately decide if they want to interact with your site, and they store that information when deciding to make a return visit.
Slow load times mean that your users will have nothing to judge — and may well bounce from your site. Conversely, better page speed not only keeps people on your site, it increases engagement once they’ve arrived. One study by Google and Deloitte showed that portugal phone number library a load time improvement of even 100 milliseconds can make a serious impact on user behavior: a 0.1 second increase in page speed was matched by conversion increases of up to 10 percent.
Cure issues that drag down your load time.
Slow load time may be a technical problem, not a content problem. So, to increase page speed, you may need to pull in your development team (if you have one) or brush up on your own familiarity with back-end issues.
First step: figure out where you stand. Google’s Test My Site feature allows you to test your site speed, and shows you recommended fixes if your load time is higher than 2.5 seconds. Test My Site even provides custom suggestions, calling out the best improvements for your site. Those fixes may include:
HTTP caching to speed up load
times for returning users. Browsers can cache stylesheets, images, and more to prevent returning users from having to reload the entire page. Check out Google’s guide to that topic here.
Right-sizing images. Make sure that your images bank email list are no larger than they need to be: you do not need high-def photos for every page of your site! Resize images to match the display dimensions of your site. And, make sure they’re in the right format (PNG or JPEG work, but images are even better)
Cutting back on redirects. Each time a page redirects to another, your users are facing additional wait time. Build URLs that work for your purpose: if possible, avoid using m-dot pages or long URLs that need to be shortened.
And unused code, using shorter function names, et cetera.
Compressing large CSS,
HTML and JavaScript files. Try , a compression algorithm that allows you to reduce the size of a file and keep the original file properties.
Reducing server response time. One of the biggest factors in page-load is the amount of. Time it takes browsers to retrieve your DNS, or domain name system. Some DNS providers are faster than others — so you may want to look into switching DNS p
