Welcome to the era of B2B buying where delivering personalized, relevant and timely conversations dictate how well and quickly visitors convert.
If you’re here, you likely understand the impact of real-time conversations and its influence on your buyer’s journey.
It’s why you want—or already have—integrated a chat platform onto your website.
Insent is a human-first chat platform that helps you identify and speak with the buyers you worked so hard to attract.
Chatbots are your company’s first impression online, and continue to be a touchpoint as your buyers move from lead to customers.
But how are you effectively leveraging chat on your website that isn’t just another pop-up?
The answer is to carefully segment your website visitors to different audiences. Then you want to craft your chatbot greeting messages to target each type and their stage in the buying process. In fact, greeting messages to chatbots are like subject lines to emails.
Your chatbot greeting message = your subject line
They play a critical role in quickly capturing your visitor’s attention.
Before we dive into the “how” of it all, here are some fundamental guidelines for your greeting messages. Treat them like subject lines, because they are. Therefore, many of the subject line best practices will apply.
- Don’t use the generic ‘How can I help you?’ Personalize your visitor’s greeting message to their web behavior, company, industry, or persona. Use different chatbot messages for different visitors and even website pages. This also avoids repetitive messages.
- Keep your messages short and simple. You don’t want a long-scroll experience within a small window of messages. Messages that allow for fast reading allow you to keep your prospect’s attention and encourage them to chat. (Remember, it is a two sided conversation, you shouldn’t do all the talking)
- Determine the tone of your message and see whether it is consistent with that of your brands’. Make it humane. Avoid sounding robotic as that only deters prospects. They prefer a casual tone to their online interactions, because it allows them to feel like they are speaking to a person, rather than a bot.
- Be relatable. Use emojis, talk about current circumstances. This allows you to connect with your prospects and help instill trust.
- And lastly, A/B test, A/B test, A/B test. Sometimes what works for one visitor may not work for the rest. Test and see what works best for you. A change in message, typography and/or color can make all the difference.
Your 6 Most Important Types of Visitors
Here is a breakdown of 6 types of website visitors you will see on your website. These are the steps to greeting each via your chatbot or someone on your team.
1. The New guest
The “New Guest” are visitors at the top of the funnel. It’s their first time on your site, therefore your chatbot welcome message will be the first interaction these visitors will have with your brand. And yes, first impressions matter.
According to data by Tony Haile of Chartbeat, you have less than 15 seconds to capture a visitor’s attention before they leave your site. So this message is pretty important.
Keep it friendly, embrace the curiosity gap but also be valuable. This is your chance to give your brand a personality that prospects can remember and still be entertained during your interaction. A friendly joke or even a simple question are a great start. Remember, this greeting message should be placed on your homepage so you can connect with prospects immediately.
2. The Returning Visitor
This is that anonymous visitor you want to know more about. These are the visitors that have already been on your site once before, but they keep coming back without converting. Your first step to capture their attention should be a message that recognizes their return. Make them feel seen and valued, but also provide them something that compels them to share more information about them.
This can be an offer of a piece of content that your ideal prospects would love:
This would help you as a company segment your visitors and personalize their buyer journey further. A gentle nudge from your end so they can take the next steps.
Recognize the visitor:
Or, it could be an incentive in exchange for more information.
3. The Content Binger
Now the content binger requires a special sort of attention. They are on your website for one thing, and one thing only: your content. They want to read your blog posts, watch your videos and engage with your webinars before they take any further steps.
Elle Woulfe, PathFactory’s VP of Marketing calls this the Intelligent Content Delivery.
First you should spot buyers who consume the content for real. You can identify them based on who has interacted with your content for more than 30 seconds, or whatever time you find enough to want more.
Studies even show that a prospect will consume at least seven pieces of content before they make a decision or ask any questions. So what do you do? You greet your content binger with your latest content piece to check out.
Or, tell them there’s more from where that came from and sign them up for new content updates.
4. The Hot Prospect
The “Hot Prospect” is probably the most important visitor on your site. They are heavily evaluating you and likely, your competitor’s solution too. But, they haven’t yet spoken to you or filled out a contact form.
This is an opportunity to be proactive and not wait for them to put their hands up and speak to sales.
Set up a chatbot greeting message to help them on their path to purchase. A tip would be to personalize the message to their stage of evaluation, or the high-value page they’re on.
Or even better, get a real human in front of them. Your speed to respond is so important. Try and connect them to the appropriate sales rep while they’re on your website, and enable your reps with the context of the prospect’s behaviour. If they’ve been doing some research, they are more likely to speak to someone right away versus a bot.
5. The Buying Committee
This is once an account has been accepted as a potential opportunity with sales. It’s not enough to just engage one lead with sales. There’s an entire buying committee that can influence a deal. No matter who in an account that’s in your pipeline visits your website, try and engage with them too.
This can be the executive sponsor, power user, champion, operations and even legal.
Regardless of who, you want more penetration within the account, especially as the sales conversations begin. Use this opportunity to offer up information that makes their evaluation easy.
6. The Target Account
Alas, the target accounts you worked so hard to attract have come onto your site. These ones deserve a bit more love than you usually do.
It’s time to roll out the red carpet.
First, remove the bot and alert your sales rep that their account is browsing your website.
Second, have them come on and personalize a conversation starter that can get them talking. Engage, interact and support them every step of the way ensuring a seamless experience.
Maximize Opportunities With Chat
Chatbots have come a long way, and with a human-first approach they can support your pipeline in way more creative avenues. They are the key to maximizing unseen opportunities on your website.
Because you may not realize it, but qualified buyers are visiting your site—and you might be ignoring them.
Aatharsha is the Digital Marketer at Insent. She loves creating B2B marketing experiences that help marketers stand out from the crowd and fill their funnel with qualified buyers.