Billy Bateman from Chatfunnels explains how sales chatbots are changing the industry and learn chatbot deployment best practices for your business. Keep reading for more.
RELATED: Why use AI now with Babar Batla @ SalesDirector.ai
In this article:
- The chatbot phenomenon
- How to deploy chatbots in sales
- What to avoid when deploying chatbots
- Other characteristics of chatbots
- How to deploy the chat program on your sales team
- How to measure success in your bot strategy
- The challenges faced by companies when setting up chatbots
How chatbots can transform your business
What is a chatbot? This is a type of artificial intelligence program that allows interactive conversations between the program and a human user. It uses textual or auditory signals and pre-installed user phrases to communicate.
The chat program is becoming more and more common every day and there are already technologies that easily provide this service. Yet, one of the problems faced by businesses is deployment.
After buying a chat program, most people do not know how to use them or make the most of the service they have purchased. To clarify this dilemma, we quoted Billy Bateman, Director of Operations at Chatfunnels.
Bateman and his team helped us optimize our own chatbots and we found amazing results working with them.
Chatfunnels helps B2B companies implement their strategy and deployment. They also provide regular reports and continuous optimization so that their customers know how they are doing and what their next steps are.
The chatbot phenomenon
With a discussion program in place, marketers can automate part of the sales and marketing processes on their website.
Bateman said the cat industry is recording excellent results as a whole. According to him, if you replace the form of your website with a chatbot, you will probably see a significant improvement.
He is talking about an increase of 150% or even 200%. This refers to the overall conversion of the same information collection via chatbot to the form.
The CEO of Drift shared an interesting analogy with the chat program. Think of your website as your showcase.
Would you allow customers to enter and not take care of them immediately? Would you expect them to ring for help?
As the CEO of Drift said, it is absurd to think that we can work that way in the digital world.
How to deploy chatbots in sales
We also shared with Bateman one of the biggest challenges we had with this program: deployment. After setting it up, we realized that the online chat program was not running on its own and that we still had to run split tests.
Other companies have the same dilemma, so we took this opportunity to ask Bateman how to deploy a bot.
Anyone who buys a bot knows he can do so much with him. Again, where to start is really the problem that most companies have.
Bateman let us participate in a deployment practice that they found fruitful. He suggested starting by choosing an offer you make on your website. This can be a demo, a "chat with us" feature, a rate chat, or a free trial.
Here are the initial steps that he listed:
- Start with an offer.
- Place it in a few strategic places on your website.
- Determine the best way to replace the form you use for this offer with a bot.
If you work with a chatbot deployment and optimization company such as Chatfunnels, she can help you with this process.
They will take note of the information you request in your form and ask your bot to ask them. They will also test the order of the questions, the way you ask the questions and where you send your prospects.
Indeed, one of the benefits of vendors such as Draft and Intercom is that they can route your leads directly to a sales agent. Even if the commercial agent is not available to discuss, the bot can always present a schedule so that prospects and customers can book.
In summary, the deployment process is as follows:
- Start with an offer.
- Test the offer and the process that surrounds it.
- Once you understand and are comfortable with this, start resizing it on the entire website.
- Go to the next offer.
Bateman strongly recommends doing it one at a time. Work on an offer, nail on it, then move on.
What to avoid when deploying chatbots
Bateman also shared with us another good practice, but this may not be the best place to start. Some companies want their bot to be all at everyone.
For example, they use a single bot for customer service, demo bookings and other activities. Bateman does not recommend it because you have to solve each of these use cases by themselves.
Once you're done, you can collect them to create a complete bot.
If you want your robots to succeed, they must be driven by use cases. They must focus on carrying out a single task.
Bateman also warns that the elements involved in the deployment and optimization of chatbot are constantly changing.
When you think you have nailed something, you realize that something has changed in your organization or your customers. Then you have to rethink the bot and start the tests again.
Other characteristics of chatbots
Bateman also shared with us two other features that chatbot users will find useful. The first is the conversational landing page.
This means that you link an ad or offer to a page that is purely managed by a bot – which many companies do.
Suppose you have an ad for a free white paper and you're directing users to a landing page. Here they will fill out a form to get the white paper by email.
Yet while encoding their details, there is a great chance that they will encounter distractions.
When you have a bot in your landing page, he can get all the necessary information. The bot can even send the white paper by e-mail to the person's inbox.
There is no chance of being distracted as they chat constantly with the bot. Once this process is complete, you can redirect the person to your website or give them other information.
Bateman said they saw very good conversion rates off the landing page. That is, when you find the right use cases for them.
The second is what we call partial. If someone only one partially fill out the form, you have a 50% chance to access the information they have given you.
Still, if someone partially completes a bot conversation and gives you his e-mail address, you can do a lot with that. You can search for them and find out who they are.
You can then follow up with them because there is obviously an interest on their part.
RELATED: How the AI disrupts sales with Damian O 'Farrill @ Autodesk
How to deploy the chat program on your sales team
Changing your process is not always easy. Most of the time, you have to get used to it and that's what your sales team might feel with the online chat program.
In addition to properly using chatbots, you must also make sure that your sales team participates in the process and deploys it correctly.
To do this, Bateman advises companies to keep their lines of communication open. As a consultant, he explained that one of the things they can do is act as a liaison.
It is often the marketing team that owns the website and activates the bot. Then they try to send information to the sales team.
As a liaison, Bateman listed some of the tasks they do to make things go smoothly:
- Have the correct deployment instructions for users.
- Explain how the discussion program works.
- Explain the questions asked by the bot.
- Get user feedback
- Recommend improvements for the company to achieve better results.
When sales teams see how many quality appointments they get, they also come back. According to the Bateman experience, the period of adaptation often takes two to three months.
It all boils down to Communication. You must show your team that they will get more quality appointments from the robots as they capture more information.
How to measure success in your bot strategy
Now the question is, how do you measure the success of your chat program?
Bateman explained that each customer has a different perspective of what success is in terms of numbers. Despite this, they use the same measure of success for each client.
First, they start with Google Analytics. They check the numbers on the following indicators:
- Website traffic, especially in high value pages
- Customers who interact with the bot
- Customers who interact with the bot by answering at least one question asked by the bot
- Conversations leading to e-mail captures, a qualified marketing prospect and a dedicated meeting
Then they go a step further by asking some evaluation questions:
- How many meetings have you booked?
- How many of these meetings offer a real opportunity?
- What is the value behind these?
- How many of these meetings are really closed?
After that, they go measure your return on investment for your bot strategy and see how much savings it saves you. They will also evaluate the additional amount you earn in sales opportunities by replacing forms or adding a bot to your website.
The challenges faced by companies when setting up chatbots
What are the factors that prevent businesses from succeeding with their bot program?
Bateman shared the two main reasons why this happens.
- Companies have trouble installing the bot on their website and making it work.
- After choosing the use case, they do not go back on their discussion program and do not measure their success.
Bateman said that most of their customers fall into one of two categories:
- They bought a chatbot software, but they did not post it on their website. Either they do not know how to configure it, or they do not have the capacity to do it themselves.
- They deployed the bot and discovered how to make it work, but they could not optimize it.
Most Chatfunnel customers belong to the second group. They help to optimize their customer's discussion program by testing, checking what works and not, and then sharing the results.
Chatfunnels also recommends strategies and options for future deployment. They also help their customers by allowing them to make the most of their investment.
If you want to know more about Billy Bateman, you can send him a message on LinkedIn. You can also visit the Chatfunnels website to make an appointment with them.
The acquisition of chatbot software is one of the best ways to make your processes more efficient. The real challenge comes when it's time to deploy them.
Apply the best practices we've discussed so that you can successfully use and optimize chatbots for your business.
How can chatbots help your business? Share your thoughts with us in the comments section below.