Drift has released their new report, which analysed 41 million conversations looking at how conversations can convert to leads which will bring about more conversions, pipelines and happier customers. This is a short overview of the report: “The Science and Art of a Conversation” from a customer experience standpoint.   

Conversations led to leads

Over a year, Drift has managed to convert 41 million conversations into (on average) about 7.5 million leads. As well as booking 650 000 meetings. Furthermore, it was also through conversations that pipeline influenced hit $8 billion while revenue influenced landed on $9 billion.

Customers want speedy responses

conversations can convert to leads by using this hook

The report also looks at what the customers want from the conversations. The most important is having a personalized interaction/ response. There is a 26% increase year over year in the latter aspect of communication with businesses. Plus, customers expect or would like to get an answer to their questions, either from another human or a chatbot, in about five seconds. But less would be better. This want has increased by 64% year over year.

Furthermore, businesses having the right hook from a chatbot to get people talking with them is also highly valued. When asked Drift’s conversational marketing specialists what their best “hooks” are, the overall top choice (out of three) was: “Hey there, can I ask you a quick question?”

How conversations are more likely to convert

There are many ways to convert a conversation into a lead. However, it all depends on what platform you use and how you do it. Drift found that there is over a 260% chance that a conversation can convert to a lead when started by a marketing campaign. Furthermore, there is also over 370% likeability for a conversation to become a lead by using a conversational landing page.

Right place, right time for so that conversations can convert to leads

The best way that conversations can convert to leads is by having one in the first place. That is why Drift gives advice on how to be there at the right time, place and with the right message to your customers. Drift concludes that 80% of website visitors must see the chatbot while waiting less than 60 seconds for a sales representative to respond. Furthermore, Drift states that 20% of visitors that interact with businesses should provide their email addresses while 30% of target accounts should provide theirs.

For more information, download “The Science and Art of a Conversation” for free.

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