It’s when brands use their websites to communicate relevant, personalized and real-time touchpoints with visitors. Simply put, their websites have actual conversations with users.

Websites are our digital storefronts. Now, imagine a physical store that is beautifully laid out. Has all the products on display, has striking visual elements to lure you in, and has promotional offers splattered across the walls. But, when you enter this beautiful store, there is no one to help you or show you around.

This is the trap many modern websites fall into. Visually striking, lots of sales messages, but no relevant help or support for users. In short; no personalization, no interactivity, no conversation.

As we can see in the store example, not only can this create poor UX. It can easily cost us conversions and sales. Especially in an era where everyone – even B2B buyers – increasingly expect to be able to find the information they want immediately.