Why Conversational UIs Mean Nothing Without Personalization

By Chris Pitt

Why conversational UIs mean nothing without personalisation

The chatbot revolution hit a stumbling block this year after constant hype throughout 2016. By March this year Marketing Land complained that chatbots have struggled to live up to the hype – a stark contrast to the optimistic headlines going around just months earlier.

The Ringer went as far to announce that the chatbot revolution is on hold in April. So what happened?

Why are chatbots falling short of expectations when the conversational UIs powering Google Home and Amazon Echo are thriving? Many will say it’s because the current crop of chatbots fail to replicate human conversation convincingly enough – but this isn’t the issue at all.

The problem is designers are too worried about human-like interactions when they should be focusing on the entire selling point of conversational UI: providing a personalized experience for users.

Idle chat is killing the conversation

Users aren’t interested in how much your bot sounds like a human; they just want to know it’ll help them get things done. So get to the point. Stop trying to be funny and asking what people thought about last night’s episode of EastEnders. Focus on helping people complete tasks faster and making tedious tasks redundant.

This is the entire point of conversational UI.

Chatbots have got everything they need to do this, but too many designers get caught up in trying to impress users with how human-like their bots are. This results in bots that don’t help users achieve much of anything they can’t do elsewhere. Instead, designers should focus on creating a personalized experience, based on user data, to reduce the workload between users and conversions.

The conversation is secondary

Okay, so I keep talking about the importance of personalization with conversational UIs, but what problem does personalization actually solve? Well, practically speaking, it saves users from repeating unnecessary interactions and creates a faster consumer journey with less friction. It also creates a more engaging experience after the conversion to keep users involved with your brand, build stronger relationships and make it harder for them to go elsewhere next time they want to buy.

To sum up, here’s what personalization brings to conversational UIs:

  • Reduces repetitive tasks for the user (eg: advanced searches to find the same product twice)
  • Creates a faster conversion process
  • Removes friction points by reducing the number of necessary interactions per session
  • Provides opportunities to suggest secondary and tertiary conversions with related products/services
  • Creates a more engaging experience throughout the conversion process
  • Encourages users to come back to your brand and buy through your conversational UI again

In terms of reducing repetitive tasks for users, we already know this is an important design principle – and we see it all over the web. Shopping sites keep users logged in, record their recent searches and even recommend related products to remove barriers ahead of the next sale.

Conversations UIs take this concept a step further by building a walled garden where users are always signed in to everything. They create a single place where users can complete every desired action without leaving the app or Go to the full article.

Source:: Business 2 Community

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