Questions And Answers
1. Focus On The Customer’s Personal Needs From The Get-Go
The first question of your assistant is the most important as it decides whether the end-user will engage or not.
Figure 1: Example for “Do” by Kiddies Kingdom
2. Start Broad And Gradually Increase The Complexity
“Elimination by Aspects” is a model that is commonly used to describe how people make decisions: they evaluate one option at a time and typically start with requirements that are most important to them.
Figure 2: Example for “Do” by Asics
3. Always Bear In Mind That Your Customer May Not Be An Expert
Although the purpose of some product features might seem obvious to you, it might not be fully understandable for your customer.
The questions and answers in your assistant should help your customers, not confuse them. Your digital assistants should serve to guide the customers and help them find what they need, not to re-raise doubts.
4. Ask The Right Questions
If you want to help your customers decide and provide suitable recommendations, you have to ask the right questions. These are questions that help you understand more about them - their situation, their needs, what they are trying to achieve and how your products fit in their world.
A good assistant is not defined by the number of questions (see chapter 5) but by how good the questions are and how natural the conversation flow feels.
It should be your aim to create a dialogue that makes users feels completely understood and respected. Take a shoe assistant for example. Asking a customer who has indicated that she is looking for a casual sports shoe about her preferred heel size in one of the follow-up questions, will not make for a satisfying experience. It can lead to confusion and distrust of the recommendation.
Below, you can find an example of a dynamic flow. Customers who need a printer for home use are presented with follow up questions that differ from the questions shown to customers who need a printer for their office.
In both cases, the assistant dynamically adapts the question flow to display only relevant questions that reflect the user’s context.
zoovu’s conversation builder allows you to quickly define dynamic conversation flows to help you create a digital assistant that is personal and adaptive.
Figure 3: Example by Canon USA – Users can define where they want to use the printer
Figure 4: Users who need a printer at home are asked this follow up question…
Figure 5: … while users who need a printer for their office will see this
5. The Perfect Number Of Questions?
These are some of the most interesting questions we receive quite often:
- How long should the digital assistant be?
- How many questions should I ask?
- How many answer options should I provide?
- How does the length of the assistant impact the conversion rate or drop-off rate?
Unfortunately, there aren’t standard answers to these questions, as the optimal assistant length depends on several factors such as:
- The familiarity of your customers with a product domain
- The customer’s expectations
- The complexity of the product
However, there is one fast and hard rule you can apply:
Ask as many questions as necessary to get the customer through your assistant
- As quickly as possible.
- While still providing credible, trustworthy and relevant recommendations.
How to find the perfect number?
To figure out the optimal number of questions, use zoovu’s Insight and Multivariate Testing capabilities to evaluate how your customers respond to different assistant variations.
Analyze at which point users drop-off and how different assistant lengths impact the conversion rate. This information will help you make incremental improvements to your digital assistant.
What we found through Multivariate Testing:
- Long processes (more than 5 questions) work well in complex product domains with many aspects to consider (e.g. home appliances, laptops, cars, insurances…).
- On the other hand, using shorter processes (less than 5 questions) in complex product domains can lead users to not considering the assistant as being credible and will impact trust in the generated recommendations.
Our advice: test, test, test. The results from your test might even surprise you and will certainly help you make your assistant better for your customers.
Design And Experience
1. A Good Picture Speaks 1,000 Words
People are visual. The human brain processes images much faster than words.
By integrating compelling pictures in your digital assistant you are able to create a positive first impression and increase the number of customers who will want to use it.
Figure 6: Example for “Do” by T-Mobile USA
7 sites to get free stock images
Customer education is an important element in your customer’s decision-making process. By using your assistants to educate them and share relevant information, you will be able to increase their trust in the recommendations and help them make more informed, more confident decisions.
2. Use Your Chance To Educate
You can integrate additional information in the form of pop-up info texts that show up on hover or make relevant and related video and audio content readily available.
The main benefits of educative content within your assistant are
- Explaining the benefits of certain features and functionalities
- Generating interest in newly introduced products
- Highlighting reasons why certain feature are optimal options
- Providing simple details to help users understand their options
Figure 7: Example for “Do” by Kelty
“We found the perfect product for you…!”
Finally, the result! This is the point at which you will be able to find out how beneficial your digital assistant really was to the decision-making process of your customers.
Users who land on the last page of your assistant expect to be rewarded for their effort.
Figure 8: Example for “Do” by Evans Cycle