Bots & Super Personalization On Steroids

Bots are Evolving and their 1st Superpower is Here

Bots and Personalization

Most of us are building bots the same way we built Apps and Sites; we are still building products for groups of people!

Bots finally have a superpower! They can now personalize and customize content in a scalable way. Website and Apps are meant to solve problems for groups, however bots can solve problems for individuals.

The Problem with Sites

Do you see the problem with the Polo Website?

Chatterbots vs Websites

Essentially, it crams every product line on the home page in hopes that it will appeal to you. Even when this is done to perfection, a great site will have a 40%-60% bounce rate and 2%–5% conversion rate. This means that about half of your traffic is lost right away and 95–99% does not convert. This is a huge waste.

Why does this Happen?

Most products have a goal of solving a painful problem for a specific group of people. Great companies learn a lot about their customers and build entire solutions for them.

In the process a lot of testing is done, and a product becomes the result of an ongoing A/B test which is the average of what most customers do. The final result becomes a generic flow, like this:

Chatterbots User Flow

From the Polo Website to the Shop Spring Bot:

Chatterbot

Just like the Polo site, the Spring Shop Bot tries to cram a full product line, 10 words at a time. In the end, it feels like a really bad game of 20 questions.

This is what happens when you try to condense a website into a bot and rely on averages.

When you don’t know why a person is on your site, or using your bot and you end up playing a guessing game and hoping that the shoe fits. Most of the time it does not.

The worst part is that most Bots do this every time you use them. In order to get to the useful parts, you need to go through a maze.

This way of organizing information is broken. It barely works online and it will surely fail in bots. Fortunately, there is a much much better way.

Super Personalization

Bots offer us a better way! Instead of A/B testing product with groups of people and arriving at an average solution, bots allow us to do A/B testing with individuals and offer the best personalized solution possible.

Chatterbot User Flow

Great bots won’t have 1 or 2 flows, they will have multiple flows and copy each tailored specifically to a person’s preferences.

Getting Data

Bots are great at getting information from people. In fact, it is one of their specialties. When it comes to getting to know a user, on an individual basis, a bot has the advantage hands down.

The best way to take advantage of this is by asking meaningful questions and creating a context for your user. For example, if we built a bot for Ralph Lauren, the goal of the bot is to become a personal shopping assistant for the user when it comes to all things Polo. This means that the bot has to learn our preferences, our likes, our habits and to help us shop better.

Doing this the Easy Way

Currently, there is an easy - no programing required- way to do this.