Chatbot Qualifying Question Order Test Results

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We are also looking for ways to make chatbots more effective for various applications. One of the best applications for chatbots is using them to qualify and book meetings.  Therefore testing the question order for your qualifying process for the most effective results is valuable to maximize lead capture.

We set-up a set with two different variations of the same process with the same chatbot activation trigger (button) and simply reordered the questions.

These are the metric’s we measured to determine success:

  1. Click to Meeting Booked
  2. Click Email Captured
  3. Click to Conversation

We took a four-question qualifying process and tested the question order for booking demos for a clients sales team. Three of the four questions where specific to the client with the fourth being an email capture.

We tested having the email capture as the first question and then as the last question. Here’s the question order of the two variations.

The Results

Click to Conversation 

By moving the email to the end of the qualifying questions order and asking a qualifying question first we had a 99.18% increase the number of people that answered the first question the chatbot asked. (Answering one bot question is what we consider a “conversation”)

Email Capture

We actually captured 17.87% more email addresses per chatbot activation by moving the email capture to the last question.

Which makes sense because as a sales guy you wouldn’t ask a prospects contact information first before even asking for their name, what they’re looking for and how you can help them. So having it would make sense to have the bot ask a few questions help the end user realize there is some logic behind these questions.

Meeting Booked

Most importantly we booked 10.52% more meetings by moving that question from first or last. So we’ll let that speak for its self if you could have your bot book one more meeting for every ten times it’s activated, would you? (Your boss hopes the answer is yes).