Growing the sales pipeline by 340%

Learn how I increased qualified leads with user acquisition strategy

Client

Informatica is a leading data integration and management solutions provider serving global organizations. Their data integration tools are critical to businesses as they help to unify disparate data sources, ensuring data is accurate, consistent, and up-to-date.

Project Summary

Informatica's high-intent page faced significant challenges with their chatbot's performance, resulting in a high bounce rate, poor engagement, and low conversion rates. These issues led to missed opportunities and a longer sales cycle for the company.

As a chatbot strategist, I played a crucial role in addressing these problems at Informatica. Read along to learn how I identified the root cause of the poor lead generation and implemented strategies that resulted in remarkable outcomes: a 30% increase in meetings booked and a staggering 340% growth in the sales pipeline.

My Role
Conversation AI Strategist
Expertise
Prompt Engineering, Growth Strategy, Chatbot Admin, A/B Testing, Copywriting, UX Research, Data Analysis, User Journeys
Tools
Adobe Analytics
Drift
Microsoft Excel
Brains
Team
Conversation AI Strategist (me)
1 Data Scientist
1 Director of Web Development
1 VP of Web Experience
2 Drift Account Managers

Chatbot user acquisition strategies that work

As with any project, I listed my goals up front and center to provide clarity and ensure that I am on track throughout the design process. Every experiment must contribute toward meeting my goals, which is measured with a KPI.

Goals

  • Drive prequalified leads to the sales team faster
  • Book more meetings and demos

Key Performance Indicators (KPIs)

  • Dollar value equated with qualified leads in the sales pipeline
  • Number of meetings booked

Solution 1

Create Multiple Paths to Sales

Start with a high-intent page

I started with the Pricing Page first. I logged into Drift and analyzed the conversation flows on our Pricing page to identify opportunities for improvement and see where people dropped off. I also looked into past chats to uncover common phrases on open ended questions in order to understand what prospects are looking for.

Connecting the right prospects to sales

When prospects talk to sales directly, they are more likely to become a customer. If all goes well, the prospect looks at the sales rep as a trusted advisor and develops a stronger connection and association with company.

Before

‍There is only one path to talk with a sales person, which resulted in more drop-offs and less leads.

How the bot appears to users

Pricing page chatbot flow before optimizations only has one path to talk with sales.

Solution: Use different phrasing to link to sales

My first experiment involved adding more common high-intent phrases that route to sales. Phrases included "quick product demo", "pricing question" and "schedule meeting". This way we could be sure that high-intent visitors will talk to someone, if desired.

After

By providing multiple options that lead to sales, I increased the probability of visitors connecting with potential purchases.

How the bot appears to users after changes

Summary

By providing multiple options that lead to sales, I increased the probability of visitors connecting with potential purchases.

Before:
Only one path to sales
After:
Add multiple paths to sales

Solution 2

Offer a quick personalized demo

Offer a product demo immediately after they fill out the trial form

When a prospect downloaded our free trial, I added a follow-up question on Drift to ask the customer "Want a quick personalized demo of the product you just signed up to try?"

By adding the two words "quick" and "personalized", the prospect was more inclined to say "YES" because the sales agent will respect their time and cater the demo for their specific use case.

Solution 3

Understand users' needs

Align user goals with business goals

Chatbots have a stigma of being annoying and not helpful to the end user. We want to talk to humans, not robots. By continuously auditing prompt responses, I was able to rework the conversational prompts to help prospects find what they need.

Of course, we want site visitors to become leads. But first we have to treat them with respect and understand their needs, so we can align the proper solution to them. Managing a chatbot requires continuous iterations and research. It's important to stay on top of customers needs so we can align them to our business goals and make sure they are the right fit.

Chatbots should operate like search engines, but they can be even more powerful, being that we can connect them directly with a sales team in real time and increase the likelihood for them to become a customer.

Results

• 30% increase in meetings booked

• 340% growth in the sales pipeline