Humanizing the Website in the Attention Economy
The Internet has changed our lives completely. It has put a massive amount of information accessible at our fingertips. However, Herber Simon once said:
“A wealth of information creates a poverty of attention, and need to allocate that attention efficiently among the overabundance of information sources that might consume it.”
We are living in the era of Attention Economy. Social media, Netflix Youtube, emails are generating constant distractions to us.
The overabundance of information is shrinking our attention spans. According to a research of Statistic Brain, the average attention spans of a person have fallen from 15s to 8s.
This scarcity of attention is becoming a new challenge for today’s businesses because they are no longer competing only with their peers but fighting with everyone else for getting user attention.
For companies to survive in this new age, they can no longer relying on using generic communication to get customer attention. They have to go for an extra mile and offer Frictionless Customer Experience.
We are living in an era of overabundance. Consumers have more choices than ever. To survive companies have switched…medium.com
Take for example in email marketing: marketers are sending millions of emails per day, but they only see 1,5% of click-through rate. To solve this problem, the email industry came up with hyper-personalization. Today it’s almost impossible to send email campaigns without segmentation and using dynamic fields like the username. Research shows that emails with personalization can get up to 15% increase in conversion rate.
The problem of Website in the attention economy
Now let's take a look at Website, one of the most used and the very first interaction point for businesses to communicate with users on the Internet. According to Internet Live Stats, there is a total of 1,24 billion websites in the world, and we are publishing 140.000 new sites every day. But if we look at the average conversion rate of websites is only around 2,35%.
It seems that Websites are suffering the same fate as emails did: same experience and information to all visitors. Just like a salesman offering always the same shoe size to his customers.
In the Attention Economy, users have more choices than ever so they will have higher expectation. However, Website development is stagnant in the past. That´s why our mission at Landbot.io is to:
Humanize the Website so businesses could offer a frictionless experience to their customers.
Conversational Interface as the solution
We believe the ideal solution is turning the Website into a conversation with the users. Literally!
Why? Because conversation is the most natural way of human communication and has its unique advantages:
- Two-way communication: the information flow is two-sided where users and business can get and give information at the same time. With conversation, both parties could do real-time qualification to see their potential fit with each other and avoid wasting time in the future.
- Better personalization: unlike a typical Graphical Interface, a conversation can ensure a better level of personalization. Welcoming users by their name and offering unique experiences for each user could help business increase significantly the user engagement.
- One action at a time: in a conversation, the interactions are straightforward where the user has one clear call to action each time. This will help to increase the user focus and avoid losing the attention.
You might be skeptical right now, because how on earth can we turn a website into a conversation. AI with Natural Language Processing? No, it will make the website experience even worse!
Indeed as the state of art of artificial intelligence is still incipient, we need to take another approach. Here is where comes very handy the concept of Conversational Interfaces (CI), which I have explained in detail in this article.
When I published my last post, many readers were asking me to provide more details about Conversational Interfaces (CI…chatbotsmagazine.com
In short, a CI is a hybrid interface that interacts with users combining chat, voice or any other natural language interface with graphical UI elements like buttons, images, menus, videos, etc.
Instead of relying solely on natural language interaction, with CI we can have a more dynamic user experience. It’s easier to build and have less maintenance cost.
Building the future of website experiences
With the idea of creating websites that can talk to users, the Landbot team started to experiment different product ideas 6 months ago. Our first approach was to automate the typical livechat with chatbot (we called it Botchat).
Our initial conversion rate (from visitor to lead) is only 2%. We couldn’t find fit until one day (thanks to a technical bug!). What happened was when a user entered a website, instead of showing the Botchat in a small window, the chat window expanded to the whole site. So users could only talk to the Botchat, but in return, we saw a conversion rate of 14%!
After we solved the incidence, we realized that this was the solution what we were looking for the whole time: the entire website as a conversation.
With this accidental discovery, we shifted our approach toward building a chat-based website: Landbot.io. Along the way we found out many small UX issues with the conversational website, but with each iteration we saw little increases of our conversation rate.
We launched on Product Hunt an initial version of Landbot.io in July. The positive response of our early users was a clear confirmation of our hypothesis: people are tired of boring landing pages, and they need a new way of interacting with websites.
After 3 months of hard work and with tons of user feedbacks we are finishing a new version called Landbot 1.0. We have solved many usability issues of the builder so users could create more easily landbots.
We are still very early in this journey, we would like to have more and more people to join our cause, and together we can build the future of website experiences.