KNOWLEDGE
Case StudiesBlogsEventsSupport & Starting
Support Articles & HubSupport Videos (Youtube)Try Leadoo Free (Leadoo Lite)Partners & Careers
PartnershipsCareersSecurity & Privacy
Security at Leadoo AIGeneral Terms & ConditionsData & GDPRKNOWLEDGE
Case StudiesBlogsEventsSupport & Starting
Support Articles & HubSupport Videos (Youtube)Try Leadoo Free (Leadoo Lite)Partners & Careers
PartnershipsCareersSecurity & Privacy
Security at Leadoo AIGeneral Terms & ConditionsData & GDPREvent tracking is a feature in Leadoo where you can see also other website events under Visitor profile and Company profiles. Basically it provides detailed insights into user website interactions by monitoring button clicks, link clicks, and form submissions.
Event tracking is based on visitor tracking so if you’re not familiar how it works you can read this article: https://leadoo.com/help/how-leadoo-tracking-works-how-to-set-it-up/
So to track other website interactions visitor tracking needs to be enabled.
You can enable event tracking from https://app.leadoo.com/insights/settings/tracking. If it’s greyed out, contact your Leadoo contact person who can enable it for you.
There are 3 different options in Event tracking setting:
Regardless of what you choose as your tracking option Leadoo automatically ignores all passwords.
After Event tracking is enabled, there is a slight delay before you see events in https://app.leadoo.com/insights/settings/event-mapping. From that page you can start mapping the events to either engagements or conversions.
After that mapped events will be visible under Visitor and company profiles. Events not mapped won’t be visible on any other page apart from the event-mapping page.
Hope you found this useful, why not get stuck in and try it yourself! Don’t forget if you need any advice or help just reach out to your Account Manager.
Exit intent is a way of triggering the Visual Bot to capture visitors who are just about to leave your site/page which creates great opportunities for lead capture. We tend to see success with this type of trigger when you’re offering something of real value to your visitors, e.g. brochure or case study download, event registration or everyone’s favourite, a discount!
With exit intent triggering you can:
First things first, you’ll need a visual bot to use this feature. You can either build one from scratch or use an existing one. In fact, if you’ve already got a product finder or event registration page but it’s static on the page then duplicating that and deploying it as a visual bot has the potential to generate some quick wins!
If you need help building a visual bot you can check this guide. For now, I’m going to assume you’ve got one ready to go.
Here we have a simple lead capture visual bot that’s offering visitors the chance to download the latest case studies before they leave. This is a good strategy if your visitors are still in the decision making phase.
Before we look at the exit intent trigger settings we need to make sure we’ve got the frame colour setup correctly. With exit intent’s the frame basically acts as an overlay on your website which helps the bot to stand out. We recommend using one of your brand colours and setting the opacity to around 60%
Here’s a nice client example to show you how this will look when it’s live!
Now it’s time to set the exit intent live! Assuming you have the Leadoo tracking script on your site then this will be very quick and easy because the exit intent is triggered by the same logic as the chatbot. If you don’t have the tracking script on your site yet (why not?!) then you can follow this video example of adding it to a WordPress site.
Once you’re in the triggers menu select the By Exit Intent option to get started. From here you’ll need to decide on how long to wait before triggering the exit intent, for some insight into this you should check out the Website Analytics area of the platform to see how long visitors stay on certain pages. We would recommend about half of the average time spent, e.g; if visitors tend to stay on your site for 4 minutes it would be a good idea to trigger the exit intent bot after 2 minutes.
Next up is where you want the exit intent to be shown, simply copy and paste in the URL of the page(s) that you would like it to appear on. This section works in the same way as our chatbot triggers, which you can learn more about here.
Let’s run through a few examples.
1. Adding the exit intent to your pricing page after 2 minutes. This is great for offering discounts and or showcasing ROI calculators. Simply add in the pricing URL and set the minimum time spent to 120s.
2. Adding the exit intent to all blog pages – this is great for capturing brochure download leads as the visitor will be in the research phase. In this example you’ll notice we’ve used some asterixis when adding a URL, using them allows you to add the exit intent to multiple pages without having to manually add them all. By adding /*blog* the exit intent will show on all our blog pages!
Hope you found this useful, why not get stuck in and try it yourself! Don’t forget if you need any advice or help just reach out to your Account Manager.
If you’re new to Leadoo AI jump over to this article to give you an overview of what it is and how you can use it in your Leadoo bots – Leadoo AI Overview: Understanding its Features and Integrating with Your Bots
If you’re looking for a step-by-step guide on how to use AI in your Leadoo bots, this is the place to start!
A knowledge base is Leadoo AI’s library of all the information it needs to know to answer your customer queries. This is where you train the AI on all the content and information you think will be most relevant.
You can train the AI using a combination of URLs and documents, and the AI can scan and train on your content in just a few minutes, making setup quick and easy!
Think of your knowledge bases as organised “buckets” of information. If everything is thrown together, it can be tricky for the AI to find the most relevant answers, which can reduce response accuracy. That’s why Leadoo AI gives you the option to create multiple knowledge bases and use them all within one AI node for more precise results.
For instance, if you run an e-commerce business, you might set up separate knowledge bases for “Product Details,” “Shipping & Delivery,” “Returns & Exchanges,” and “Account Help.” This way, customers get responses tailored to their specific needs—whether they’re looking for product specs, order tracking, or account support.
By giving each knowledge base a clear title and description, you make it easy for the AI to understand what information resides in each “bucket.” With this guidance, the AI can quickly search the right knowledge base and deliver accurate, relevant answers to your customers.
1. Navigate to AI in the left-hand menu, then click Create an AI knowledge base in the top-right corner.
2. Provide a name and description for your knowledge base. If you have multiple knowledge bases, including a clear description is important. Leadoo AI first reviews the descriptions of each knowledge base to determine which one to use to find the answer to the user’s question. After that, it examines the content of the selected knowledge base.
For example, on our knowledge base about embedding, this is the description that accompanies it:
This knowledge base contains information about how to embed Leadoo’s bots. This includes adding chatbot, CTAbot, InpageBot and VisualBot to websites.
3. Choose automatic rescanning frequency. If your website is regularly updated, it’s best practice to enable automatic rescanning to keep the AI’s knowledge fresh.
You can add multiple data sources:
Document Scanning: Useful for content stored outside public web pages, such as PDFs or spreadsheets with product details or FAQs.
Domain Scanning: Automatically search your website by including/excluding specific keywords. This method focuses on relevant content rather than scanning the entire site.
For example, to build a knowledge base on “Leadoo Insights,” set up the search using rules the rules below.
1. Select domain as the source type
2. Add your website URL: https://leadoo.com
3. Include rules: *insights*
The asterisk (*) acts as a wildcard in this case, allowing the crawler to search all URLs on leadoo.com that contain the word “insights” anywhere in the URL, regardless of what comes before or after it. If we only used *insights, the crawler would not include any URLs that had any other text after the word “insights.”
You can add multiple include or exclude rules by clicking on the plus button. This works as an OR condition e.g. scan all pages that include insights or conversion.
4. Select the maximum number of pages you want to scan.
5. Click Scan webpages. After a few minutes, you should see pages populating in the AI knowledge base section below.
Page Scanning: Manually add specific URLs by selecting the “Page” data source.
Text scanning: Manually input text for AI training.
As your data is scanned, sources will show statuses such as Scanning, Ready to Train, or Trained.
Once trained you can review the content by clicking the status label, which will display the information that has been captured.
If, for any reason, you’re unhappy with the content that the Knowledge Base has scanned and trained you can edit this directly. Simply click on the pencil icon before the page, document etc. This will allow you to make any changes without the need for recanning and training content.
Your knowledge base is now ready to use within your Leadoo bot! Remember you can add and remove sources from a knowledge base at any time.
1. Ensure you’ve adjusted the number of pages to scan
2. Ensure You Have a Public Sitemap
Domain scanning requires your website to have a public sitemap, which is also essential for SEO. To check if you have one, visit: https://[YOUR WEBSITE URL]/robots.txt. If this doesn’t work then contact your website developers for more information.
You should see something like this:
Try rescanning the source. Click the rescan icon on the right-hand side or, tick the box on the left-hand side of the source and click Sync Selected.
Occasionally, Leadoo AI may not capture all the content from your sources. This can occur due to certain webpage elements optimised for page speed or user experience that are incompatible with AI crawlers. These issues can also inadvertently affect your SEO. Understanding these problematic elements can help ensure that essential content remains accessible to the AI.
Elements That Can Cause Problems:
If you need help building your knowledge base, reach out to your Customer Success Manager or our support team at [email protected].
Leadoo’s bot conversations are build with different nodes. With these nodes you can use to personalize your conversations. In this article we explain what are the different node types and how you can use them.
There are 18 different node types which you can use to personalize your conversations.
Bot Says – For when you want to ‘say something’ without offering an option and will load the next part of the conversation straight afterwards.
Single Choice – When you want the visitor to select only one choice which can then branch off to different pathways or the same.
Multiple Choice – When you want the visitor to select multiple options and continue down one path afterwards.
Dropdown – This is useful when you have a long list of options for the visitor to choose from such as location. To use this you must have already created and saved a dropdown list.
Find out how to add dropdown lists here.
Open field – Adds a box with an open text field for the visitor to complete
Calendar (Date & time picker) – Visitor can choose the date and time freely from the calendar. The time slot they picked won’t be synchronized to any calendar, so this node is just for picking a time.
Calendar (Calendar booking) – Visitor can book a meeting straight from your calendar that has been integrated and synchronized with Leadoo. Calendar Booking makes sure to check you calendar and only shows time slots that are available.
You can read more from here: How to sync your calendar with Leadoo
Logic Router – Use this to determine what option the visitor gets based on their previous responses. This could be via a scoring method or by label.
Using scoring – You will need to add a score to each answer from previous single choice nodes to determine the result here, then set the score you want to determine which result.
e.g. If visitor scored 1-10 they get answer #1, if the score 11-20 they get answer #2.
You can use this to decide if a candidate gets through to the end of an application, or if you want to give a suggestion based on a visitors preferences.
Using labelling – You can also determine a result depending on what labels were most chosen on the single choice options beforehand.
e.g. Visitor selects 3 answers from previous questions, 2/3 of those had the label ‘red’ so they will then see the calculator result for red.
Learn how to set-up labelling here.
Advanced Logic Router – More info here: Cheat sheet: Advanced Logic Router Operations
Calculator – More info here: Creating Dynamic Variables for Calculator and Advanced Logic Router Nodes
Send To URL – The same as Single Choice but allows you to hyperlink a button to another URL
External URL – is where you want the hyperlink to open
New tab = open in new tab
Current tab = open in the same tab
Standard contact nodes include: Name, Email, Company name & Phone number
Grouped contact nodes
Contact – You can collect all your visitors details in one go and select from: name, email address, phone number, company name, country, city, street address, zip code and an additional message.
Location– Select which options you want including: country, city, street address & zip code
Attachments – Use this to allow visitors to upload documents or images. E.g. a CV or supporting information for IT support.
Live Chat – Leadoo live chat can be initiated through single choice options but if you want to add other messaging options too (WhatsApp & Facebook Messenger), you can use the live chat node instead.
TIP – Make sure you still have automated dialogue too so that if there are no agents online your visitor can still get in touch.
Find out how to set-up and use live chat here
The Visual Bot Builder is your all-in-one workspace for building Chatbots, InpageBots, and VisualBots. Using drag-and-drop features, along with convenient keyboard shortcuts and quick tools, you can effortlessly create and customise decision trees to guide user interactions.
In this article, we’ll walk you through the essentials of building your first bot, so you’ll have a solid foundation to get started. For a breakdown of each node type, check out our guide here.
Watch Senior Technical Account Manager Gavin and Onboarding Development Manager Helen share expert insights in the on-demand webinar below, or continue reading for a step-by-step guide.
For quick tips and time-saving shortcuts in bot editing, simply watch the video below:
Select Your Bot Type
Decide if you want to build a Chatbot, InpageBot, or VisualBot. Navigate to Conversion Kit > InpageBot/Chatbot or VisualBot on the left-hand menu.
Build Your Bot
Click + Build new bot > Build from scratch to access a blank workspace. Start by naming your bot.
If you’re using a laptop you can use your usual trackpad gestures to move around and zoom in and out. If you are using a keyboard & mouse here are two essential shortcuts you need to know about.
There are a few methods to add nodes:
1. Drag & Drop
Simply drag a node from the menu on the left into your workspace.
2. Quick-Add
Click and hold the circle on the right of any node, drag it to an open space, and release to open a node menu. Choose the desired node type, which will connect automatically to the starting node.
1. Get Inspiration
Start by exploring pre-built bots for ideas. Check out the Tips & Tricks video above to learn how to copy+paste nodes from one bot to another or even duplicate entire bots.
2. Plan Your Conversation Flow
Use the Bot Says node for introductions, and connect it to a Single Choice node to guide users. Offer varied options to serve different user needs. For example:
3. Avoid Dead Ends
Always provide multiple choices and avoid abrupt stops. If asking, “Are you ready to book a demo?” provide options like “Yes, I’d like to book a demo” and “Not yet, tell me more about Leadoo Insights.” Including an Ask a question option also encourages customers to reach out.
4. Add Value
Design conversations that go beyond your website’s content. Make information easier to find or offer downloadable resources in exchange for contact details.
Leadoo offers flexible options for capturing visitor details. Start with essential fields, like Name and Email, to secure key information without overwhelming visitors. For more qualified leads, gradually collect additional data by splitting questions across nodes. This keeps the experience smooth and prevents form fatigue, helping you gather necessary information while maintaining visitor engagement.
Consider collecting only what’s essential to follow up, creating a frictionless path for conversions and improving the overall lead experience.
Leadoo bots don’t autosave, so remember to save manually by clicking Save at the top of the page. Exiting without saving will trigger a reminder pop-up.
For further settings and embedding instructions, check out Bot Settings, Bot Styles and Embedding Bots.
In today’s competitive digital landscape, businesses need more than just a website to generate quality leads. They need engaging, interactive, and personalized experiences.
So if you’re looking to improve your lead generation strategy, you’re in the right place. Here we explore best practices for digital lead generation, as well as how you can boost lead generation specifically using Leadoo’s unique solutions.
Lead generation is the process of attracting interest from, or providing value to, people. To the point where they are willing to give you their information.
Once you have their contact information, you have a lead! This process is crucial because it is the first step in turning a website visitor into a potential customer. If you can’t capture their information (first party data), you can’t register their interest, and can’t put them into your sales process.
There are several methods for generating leads. These generally fall into two categories: Inbound or Outbound.
Inbound leads literally come in to you. This could for example be someone calling you up or walking into a store to ask questions. But most commonly in the digital age, it means leaving their information via your digital channels. Examples can include:
To drive these kind of actions on a website, marketers use inbound strategies like Content marketing, PPC advertising, and Social Media marketing to generate interest and drive visitors to their website. Hoping they take these desired Conversion actions. And then convert into Inbound leads.
Businesses also use Outbound strategies to generate leads though. Cold email or call outreach, direct mail, or physically approaching people (say at Events) all constitute Outbound lead generation strategies. Wherever a lead comes from, it should ideally be logged in a CRM system so that you can keep track of it, but also evaluate over time how quickly different types of leads develop – and what needs to go into that.
Whether you are generating Inbound or Outbound leads though, the challenge lies in generating quality leads — those who are more likely to ultimate convert into customers.
Not all leads are created equal. While traffic and quantity are important, focusing on quality leads – those who show genuine interest in your offering and are in a position to act on that – is what drives real business growth.
Leadoo’s approach is to enhance the user experience on your website through conversational marketing tools. This achieves two things. Firstly it raises conversion rates – so that more users convert into leads. But crucially it also allows you that pre-qualify leads more effectively and move them down the funnel faster.
As businesses grow and scale, making sure that sales teams aren’t wasting time on non-viable leads becomes increasingly important. Time is money. And the more money you need to make, the less time you have to spend on leads that don’t have a chance of becoming customers.
Leadoo offers a suite of conversational tools, including chatbots, quizzes, and lead magnets that help businesses capture, qualify, and convert leads in a highly engaging way. Here’s how Leadoo sets itself apart from traditional lead generation methods:
Here’s a practical guide on how to use Leadoo’s tools to enhance your lead generation strategy:
Companies using Leadoo’s solutions have reported remarkable improvements in their lead generation efforts. Here are some of the key benefits:
If you’re ready to take your lead generation strategy to the next level, Leadoo is here to help. Our tools are designed to fit seamlessly into your existing marketing stack, providing a better user experience and delivering qualified leads that drive growth.
Try Leadoo Lite today and see how our conversational marketing tools can turn your website into a lead generation machine.
We’ve added a new node for Inpage and Chatbots to help highlight your products and services and also engage visitors better by using all the lovely imagery you’ll have at hand!
Don’t worry if you don’t have the images or even if you would prefer a text based slider type node, there’s a few different variations to choose from:
Text card – This allows you to use a carousel style picker with only text. It’s great for listing services and giving a little more detail about them.
Visual card – The visual excels when you’re trying to convey a product/service with a stunning image. But that’s not all, it can also be used for selecting locations and product selectors where you don’t need as much text.
Product card – With the product card you can add images and lots of product information. Great for listing product features and pricing.
Let’s get building!
Now you know what each type can do, let’s look at how to create your own carousel node. There are a few common options across all nodes, so let’s cover them first.
Question: Similar to a single or multiple choice node, you’ll need to start off with a question.
Single vs multiple choice: Allow users to select more than one option before continuing.
Card template: Choose between text, visual and product cards. You can swap this at any time, however it will remove all your current cards and start with a blank slate.
Number of cards: Choose the number of cards you’d like to display to your visitors.
Exit action: This is an option for users to not select any of the answers and move on. It’s great for adding an ‘I’m not sure’, or ‘Speak to a specialist’ call to action here.
Each textbox will perform in a similar way to the other nodes you’re used to in Leadoo, so you can add a send to URL option, labels and variables etc. Now we’ve covered the basics, we can move on to each card type. Starting with the text card
Building a Text Card Carousel Node
Once you’ve decided on the text card and how many cards you’d like to use, it’s time to add your content.
You’ll have two text boxes to use. Text #1 would be used as a header and Text #2 would be the subheader. In the example below we’re asking the visitor to choose which service they would like and we’ve used the text boxes to give the name of the feature and a brief description of what it does.
Once you’re happy with the cards you can then choose the next step in the customer’s journey.
Building a Visual Card Carousel Node
The visual card is very similar to the text card but now we can add some lovely imagery to help support the text. You’ll still have the header and subheader text boxes but you can either upload an image (recommend dimensions are 482x300px) or you can add a URL and it will pull in the image from there, this is a great option if your image is hosted online rather than as a file.
Building a Product Card Carousel Node
Moving on the product card is where things can get a bit more advanced because you have more text options to choose from to help give visitors more information about your product or service. In the example below we’re using the Leadoo pricing options to show you how it works.
Text #1: Great for displaying the product name.
Text #2: This could be used for listing the price or creating urgency by listing the amount left in stock.
Text #3: Can be used for additional information about the product, similar to a subheader
Text #4: Another area to add more product information.
Button: The main call to action, make this clear and compelling!
Not all of these fields are required, you only need Text #1 to create your product card.
Customising the look of your Carousel Node
You’ll have access to a robust style editor when creating your carousel node. Simply open up the style settings and click on the Card option to get started. From here you can edit every aspect of the card, including:
Hope you found this useful and are now ready to start building your own carousel nodes! If you need any assistance please get in touch with your Account Manager!
You can make the most of your video content and create dynamic conversation by inserting videos directly into your bots. As the videos are not hosted natively, this won’t negatively impact any page load speeds.
We support embedded videos from YouTube, Vimeo. If you need to embed videos from any other source, contact your Customer Success Manager for support.
How to add an image
1. Open up your bot in the editor
2. Choose the node you want to add it to and open it to edit
3. At the top of the node, you’ll see the option to add an image or video. Click to expand.
3. To add an image, click to open your image library and add the image you wish to use and change the settings as you wish for the location and size.
In VisualBots, you can already easily add images to answers, but you can use the same method above to add images above the answers with a few more options for location and size.
How to add a video
1. Select the video tab
2. Copy and paste the URL of the video from YouTube or Vimeo
3. Select the size, location and start point settings you wish to use
1. Click the share button below the YouTube video you want to use
2. Select the embed option, copy this code and paste it into the Question area of a BotSays, SingleChoice or MultipleChoice node.
3. Highlight your text and convert it to a code block by clicking the icon in the top-right corner of the box. You’ll notice that the text will now be in a grey box with an HTML tag in the corner.
4. Change the width to 100% and the height to auto. This will ensure your video resizes dynamically.
1. Either click “Copy embed code” from the pop-up menu under the 3 dots in your library or, click the embed button at the top of the page.
2. Follow steps 2-4 from the YouTube instructions.
Embedding videos from Wistia is a little trickier than YouTube and Vimeo as you can’t use the embed code produced from the platform but an iframe code as mentioned in their article here – https://support.wistia.com/en/articles/8233354-embedding-and-sharing-media.
1. Find the code for your video from the link URL which will look something like this: https://wistia.com?wvideo=pj1mryf8bi or https://acmeinc.wistia.com/medias/pj1mryf8bi
2. Use this code and replace the highlighted video ID with yours:
<iframe src="https://acmeinc.wistia.com/medias/pj1mryf8bi?seo=true&videoFoam=false" allow="autoplay; fullscreen" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" msallowfullscreen="" width="100%" height="auto"></iframe>3. Follow steps 2-4 from the YouTube instructions.
Embedding a video in a visualbot is much the same as adding them to an InpageBot or ChatBot but to ensure the video always scales correctly you need to add some extra information to the code you are using.
1. Copy the URL or video ID of your video from YouTube, Vimeo or Wistia as above so that would be:
– YouTube: https://www.youtube.com/embed/e9lxFPrccfY?si=qW4IYfZPwp4UrQQX
– Vimeo: https://player.vimeo.com/video/812054001?badge=0&autopause=0&player_id=0&app_id=58479
– Wistia: https://acmeinc.wistia.com/medias/pj1mryf8bi?seo=true&videoFoam=false
2. Replace the Video URL in the code below and follow steps 2-4 from the YouTube instructions.
<div class="embed-container" style=" position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; width: 800px;"><iframe src="https://www.youtube.com/embed/e9lxFPrccfY?si=qW4IYfZPwp4UrQQX" frameborder="0" allowfullscreen="" style="position: absolute; top: 0; left: 0; width: 100%; height: 100%; "></iframe></div>
If you need help, please reach out to your Customer Success Manager.
Within your Leadoo accounts you’ll find four default user types you can choose from along with the option to create custom roles for greater flexibility and control.
By default, the owner of your account will be set as the person who signed the contract. There can only be one owner so if you need this to be updated please contact your Onboarding or Customer Success Manager.
Owners will have full admin access
You can have multiple admins on your account. They will have access to everything in the platform included in your subscription.
This will give users access to most of the platform but with limited access to update settings and add users to the account.
Conversion Insights: Access Bot insights, Company identification, Livechat insights, Source insights and Journey insights
Automation: Manage Workflows
Bots: Bot access, Basic bot management, Style management
Leads: Manage leads
AI: Manage knowledge base
This role gives users access to live chat only.
You may want to create custom roles for members of your team to give them access to the areas they need whilst restricting certain parts of the platform.
For example, you might want the sales team to have access to some of the Conversion Insights and Leads area along with Live Chat.
1. To create a custom role navigate here https://app.leadoo.com/team/roles-permissions
Don’t have access? Reach out to your Onboarding or Customer Success Manager.
2. Select the areas you want that role to have access to.
Make sure you tick the box for “Access to main dashboard’ otherwise, the users may see a blank page when they log in.
3. Go to https://app.leadoo.com/team/members to invite a new user to the account using the new role.
Click ‘Invite member’ and select your new role from the list.
That’s it! You can update the permissions of this role at any time.
Even if Your Offering Is Complex
The Complexity Fallacy
Among specialist or technical B2B companies, you often hear a common sentiment when it comes to websites. Our products or services are so complex that it’s impossible to explain them simply online.
It is true that many products or services are complex. It is difficult to distill Aerospace components, or Actuarial software, or AI-driven anything down into simple straplines or bullet points.
But it’s important not to conflate complex information with a complex buying journey.
Believe it or not, your website can very simply and succinctly guide users to conversion points – no matter what you sell. And still provide buyers with all the information they need to know about specifications, invoicing, case studies, manuals, procurement details or anything else complex.
Read on to find out how. Or watch this 5 minute video from our Head of Marketing, who looks at how Universal Robots create simple yet compelling buying journeys. Despite selling something very technical and expensive – robots that automate production processes.
If they can create simple online journeys selling those, so can anyone!
And it’s essential that even niche B2B providers do. Research shows that more than 4 out of 5 B2B buyers want to make buying decisions online. Even for things as complex as solar panels or statistical analysis. Simplifying digital buying journeys has become essential, whatever you sell.
As established, B2B buyers want to research and go through their buying decisions online. So it’s only natural that they would expect websites to be interactive, able to answer their questions, and make enquiries easy.
If you’re sending visitors to a website which does the following things – you aren’t meeting their demands:
These are all too common in many specialist websites. But the reason they don’t work and result in low conversion rates is because they place the burden on the potential buyer. Learn more about Traffic vs Conversions.
Buyers often have to parse through multiple sections or pathways of a website to find a product relevant to them. Or content that shows it off in action. Or to ask a simple question to a sales rep – that they have no idea when it will get answered.
And with 80%+ of buying decisions happening online, you better believe they’ll be looking at competitor websites too. If they get an instant and interactive experience that allows them to find these things more efficiently on another site – you’re forever playing catchup.
In the Universal Robots example from the video above, as soon as potential buyers come onto the site they are greeted by the on-brand ArthUR – who asks them what he can help them with. Anything from submitting a sales enquiry to discovering the right robot for you, can be taken care of by ArthUR.
Buyers want to research and find out info for themselves. But they also want to find that easily. Signposting and personalised prompts based on their behaviour are essential to this.
In that Universal Robots example, if you click through to the full showroom of products, you can filter by product types, applications, etc. Or you can simply click back into ArthUR. But instead of showing you the same options as before, he knows he sent you to the showroom.
So now he just asks – did you find the product you were looking for? And if you didn’t, or you have a question, you can type it directly into the bot that the customer service team will get back to you on.
No sending you to a contact form page. No forced telephone or live chat options that requires a team on call. We landed on the homepage, got advice on choosing a relevant robot, saw all our available solutions, and were able to submit a question – all in a handful of clicks. And without ever having to even scroll down pages.
Hopefully the above has given you ideas for how to make the initial browsing of your specialist B2B website more interactive, relevant and instantaneous.
If you can implement a similarly efficient pathway, either through web design or conversational tech like chatbots, you’ll have a lot more people reaching relevant product and services pages.
But then you need to get those potential conversions over the line. Universal Robots do a fantastic job of this. Firstly, their product pages contain very digestible graphics, specifications, and traditional CTAs above the fold.
You can also scroll down and see tabs of images, more in-depth specs, and even product manuals in clearly marked tabs in the page. So whether it’s a product expert or a procurement department visiting the page – the user has all important info available to them.
But, remember we’re trying to make the buying journeys as simple and interactive as possible! Some users might not even want to have to scroll through these pages.
So that’s where ArthUR comes back into play. This time he pops up as an Inpage bot, as you scroll through the product page organically.
And again, without being directed to another URL, you can do anything from asking a question specifically about the UR3 robot, to seeing case studies of it in action, to downloading technical support manuals.
A product as complex as an industrial robot, summarised in an inpage bot with 5 interactive prompts. That allows the user to answer any questions they have it about – and even start the buying process.
It’s these final conversion touchpoints that have allowed Universal Robots to achieve notable commercial successes through their website recently.
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