Chatbots and digital assistants as subscription advisors
Do you sell subscriptions via your online store? Or do you even offer a freemium model for your customers? Then this article is just right for you – and so is a chatbot!
Experience shows that the use of chatbots on the landing page of subscription providers leads to a better user experience and more subscriptions. Provided the chatbot is used thoughtfully and addresses the target group at the right time with the right tone of voice.
Chatbots support the search for offers
Nothing is more annoying than users leaving the website because they couldn’t decide on one of the featured subscriptions. They are overwhelmed by the choice, are unsure which offer is right for them and, out of caution, prefer not to take out a subscription at all.
A well-designed chatbot supports website visitors in selecting a subscription. It asks the right questions at the right time and shows the user which subscription is right for them. In contrast to a live chat, the chatbot works completely automatically and around the clock.
The chatbot can also answer questions about the products and services on offer and prevents unanswered questions.
Chatbots support the building of trust
Especially when it comes to long-term subscriptions, users want to be able to trust the company and need a good feeling before they decide to buy. Chatbots form the bridge between the website and the user and make it easier for the customer to build a relationship or trust with the company. The chatbot can inspire confidence in its users through clever wording and this helps website visitors to decide on a subscription more quickly.
The bot also gives the user the feeling that they are receiving advice. As a rule, users trust external advice more than if they were to compare the various offer options themselves. At the end of the conversation with the chatbot, users have the feeling that they have been comprehensively asked and advised. This has a positive effect on the purchase decision.
From the field: Chatbots for subscription providers
Fitpass.ch
The Fitpass AG sells online fitness subscriptions. They have had a chatbot from aiaibot.com for a few weeks now. Their chatbot called Fitbot greets website visitors, introduces itself as a digital assistant and then answers questions about Fitpass.ch or explains the subscription options. If desired by the user, it also leads the user directly to the subscription order. Thanks to Fitbot, the company has been able to sell 20% more fitness subscriptions.
Luzerner Zeitung
The Luzerner Zeitung has had a chatbot since June 2020 that helps website visitors choose the right subscription. Your chatbot Anna is on the landing page of the subscription offers. Anna is deliberately only displayed on the landing pages for the subscriptions. It is assumed that users who visit the main page of the newspaper are not automatically those who are looking for the right subscription. However, if users are already on the corresponding subpage, the chance that they will soon order a subscription is very high. Now it’s all about the right advice.
Anna asks users about their preferences and habits and, at the end of the conversation, suggests a specific subscription from the Luzerner Zeitung range.
Anna currently sells around two newspaper subscriptions a week.
Implementation of chatbots for subscription providers
I recommend the following steps for implementing the chatbots described above.
1. target definition
First of all, the goals must be precisely defined. How many subscriptions should the chatbot sell? Are there any offers that the bot should draw more attention to because the margins are perhaps particularly attractive here? It is best to define these points at the start of the project.
2. target group of the chatbot
Once the goals have been defined, think about the target group. Who will use the bot? What situation are users in when they use the chatbot? What do users want from the chatbot in this situation?
3. personality of the chatbot
Once you have the chatbot’s target group in mind and know what they want and what questions they will ask, can you define the chatbot’s personality? Which tonality should he or she use? What is the chatbot called? Is he or she more humorous or serious?
4. dialogs
Now it’s time to design the dialog. What questions should the chatbot ask and what wording should the bot use to guide users to conversion? If you want, you can also write down the dialogs directly in a chatbot tool such as aiaibot.com.
5. implementation and testing
Now the chatbot can be finalized. All dialogs are entered into the chatbot tool, the appropriate links are set and the design of the bot is adapted to the design of the website. Finally, you should test the bot and ideally ask 2-3 target group members for feedback.
6. ready and make known
Once the chatbot has been successfully tested, it can be integrated into the website and is ready for use. Now it’s all about making sure that it is actually used. It is also best to announce the chatbot via your social media or other communication channels.
7. optimization and further development
As soon as the chatbot has been online for a few days or weeks, you should definitely check the bot’s KPIs. How many users use the bot, what is the feedback on the chatbot and how many subscriptions has it already sold? Depending on how the figures turn out, you may have to optimize the bot again or rewrite the dialogues or call-to-actions.
A helpful tool for implementation is the chatbot canvas, which you can find here.
