Your homepage doesn’t have the best copy and your users are trying to find specific information, but your website isn’t perfect yet and users are getting lost trying to find answers. It’s common for first-time visitors and paying customers to have questions immediately when they land on your page. But there’s a bigger and more immediate problem.
Your users want answers in less than 10 seconds or they will leave your website without knowing what you provide.
Engaged users have a higher chance of using your newsletter signup form, finish an onboarding process, or offering to pay for whatever you’re trying to sell. So how do you keep your users engaged and how do you engage with them immediately?
The answer lies within frequently asked questions. But it’s not a simple FAQ page with accordion-like functionality that you’re used to. It’s an FAQ Bot that lives on every page and offers a wide array of functionality, which includes finding answers. If you’re not familiar with website bots, they’re automatons that help improve user experiences.
I’ve put together five important benefits FAQ Bots offer you, so your website can keep users engaged and make you more money. And as a bonus, I’ve added some notes about live chat agents and chatbots (A.I. bots) so you get a good idea in where FAQ Bots live in the crowded and competitive space of bots.
Unfortunately, most users demand the website operators to be online all the time. It’s an irrational behavior of users and we still need to address the problem. But we don’t need to be reckless and choose the first live support service that comes into mind. There are an array of options with FAQ Bots being one them.
FAQ Bots can serve your users on all your pages and operate continuously through the day and night.
A bot often operates on the bottom right-hand corner of your website, acting as a website lifeguard for when your users need help. Below is an image of a typical user behavior problem and how an FAQ Bot can offer support.
A bonus of having a 24/7 autonomous bot is you receive a continuous data stream of interaction, questions, and email addresses. Your user engagement data starts to fill out throughout the day and trends can start to form once you are collecting a continuous amount of data.
Most websites now currently install a live support bot (with human agents behind the scenes) or an artificial intelligence chatbot. FAQ Bots replaces live support and AI bots in most situations because they offer identical support but without using real or augmented conversations.
The average cost for a live support bot with auto-reply features cost about $50 per month. The cost doesn’t stop there. If you’re running live chat yourself, you’re losing daily focus and time, which is money for the company. If you decided to hire off-shore virtual assistants or local recent college communication majors, you’ll be adding another $500 per month for your on-site support costs.
With the newer chatbots being released, costs are even higher. Leading companies that offer chatbots start at $99 and go as high as $500, per month. For a startup or small business, this can often be 2x or 5x your overall web hosting costs. Additionally, a marketer or business owner needs to continuously maintain the chatbot workflows, since it’s reliability depends on your input, not the user’s input.
FAQ bots usually range from free to $20 per month.
It’s cheaper to run because the database of questions is progressively provided from your users instead of continuously answering the same question repeatedly.
When you run into a problem and you think the internet has a solution, what do you do? You go to Google, you type in “how can I…” or “what is…”, you’ll browse the first 3 to 5 results, and then finally find your answer.
Bots that offers a search-first experience mimic the same process, but instead of going to Google, they go to your bot. Most users prefer to search and are delighted when they can use their tool of choice to find answers.
Unlike users who are forced to engage in the ceremony of conversation, users in a search-first experience are in control of how they want to receive support.
The experience leads to a natural way of receiving automated customer support. Your users know there’s no person or robot they need to deal, which gives them more confidence they are the one calling the shots here.
It’s an awesome feeling when you know you can accomplish anything. Your users want that same feeling when they’re on your website. Bots are well understood by your users and they expect your website to provide the same peace-of-mind support experience.
But even some bots still fail to provide end-user confidence. For example, a business who installs live chat on a website is only available during business hours, which have exceptions during the holidays. Users who need support during off hours ultimately feel frustrated and they lose confidence in your website and your brand.
When users are presented with 24/7 support and a search-first experience, they develop confidence on your website and in your brand.
FAQ Bots are immune to availability woes you’d normally see in other bots. The worst case scenario for an FAQ Bot is the question is not found in the database and the user bounces from the website.
Good bots will often have a “ask a question” feature, so your users are never being left behind when they don’t find an answer. Some even integrate with your CRM and mailing lists so you have followup engagement and improved lead generation.
Good user experience and solid user confidence will unlock more opportunity on your website. Data is a foundational pillar for FAQ Bots and it unlocks a treasure of user behavior data that you would not automatically gain from other bots.
Users can be asking questions you didn’t come up with and they’re asking them on pages you would never believe they would ask. With more complicated setups, bots can even integrate with your Facebook Ads Pixel or Google AdWords tracking. For example, at my company, some users were asking about a11y (accessibility) and GDPR compliance on our pricing page. With the information unlocked from our bot, we took action and improved our messaging around the site and added the necessary questions within the bot.
FAQ Bots give you highly relevant and impactful user feedback about your website and product.
In addition to user feedback, you also gain a unique insight into the user’s behavior. When combining Google Analytics, you can measure how users are getting acquired, where they are feeling engaged, and identify where the failure/success paths are. The best FAQ Bots are shipping events to your analytics reports and are giving you a holistic picture on user experiences.
These benefits are on top of the traditional benefits you would normally get with ordinary FAQ pages. Bots are a growing trend now and will be even more important in the months ahead. It’s time you act
If you want to learn more about how you can get these benefits, click this link to start learning more about how you can use an FAQ Bot on your website.
What do you think about bots? What do you think about an FAQ Bot? Leave a comment below in the comment section and let me know what you think.
Matt is a Chicago-based entrepreneur with over a decade of experience building highly scalable web-based technology solutions. Knowledgable in 12 different programming languages and experienced startup veteran; having worked on 6 others. He's currently the founder and CEO of ChipBot. You can reach Matt on Twitter, LinkedIn, or StackOverflow.