ChatGPT (LLM) Powered Website Lead Generator
ChatGPT or similar technologies make it easier for us to interact with information. I’ve been thinking about how it can be used on a website, first to assist the website visitor in a meaningful way by improving their user experience and, secondly, to generate leads for the business.
I’ve seen several examples where the chatbot offered some knowledge base articles. When it couldn’t solve the customer inquiry, it would either direct the user to an actual human or take down their information and pass it to the sales team. These two work great, and I am thinking of marrying these ideas with a “progressive-profiling” approach I’ve seen in Pardot platform.
Progressive-profiling in Pardot works to build a customer profile in small chunks. With each customer interaction, we get a little more data out of them. For instance, when the web visitor interacts with the chat bot, we can ask them for their name, company, and email address information. And on their consequent interactions with the bot we can continue to ask other questions like their phone number, industry, etc., and continue to build a customer profile. This in turn can help us, the business, better target them with our marketing campaigns.
How can we present a ChatGPT experience on the website that will be helpful?
Let’s pretend we are a travel agency or a flight booking website. Our customers are interested in destinations, routes, prices, seats, and dates. Since we have all of this data in a neat table, we will train ChatGPT on the contents. Then, we will present ChatGPT with historical data, including our customer communications and their questions, i.e., when is the next flight to Milano? How long is the flight? What are some places to visit while in Milano? Etc.
Once we have our ChatGPT trained on our content, the next is to design a UI/UX to serve our customers. Our customers are frequent flyers and travel connoisseurs. They like to do some research, price comparison, check dates, read about the destination, and sometimes ask about the airline miles benefits, the type of plane, and if they are eligible for a certain type of discount or if there is another flight to the destination they wish to travel. So our chat bot needs to be able to suggest some options depending on the input.
Now that we have trained our ChatGPT on content and types of interactions, let’s start thinking about where and how we would present this on our website.
I will reveal my age, but the first thing that pops into my head when talking about on-screen helpers is the Clippie, the paper clip from Microsoft. Even though I didn’t interact with Clippie all that much in the 90s, the idea of an everpresent digital being with a smiling face is a good start. Why not give our website lead generator, GPT, a personality and a presence? Maybe an everyday object we see on flights? Seat belt sign? Plane icon?
How about its personality? Let’s think about Grammarly, which lets us design our brand voice—courteous, polite, professional, and brief.
Great, it has a brand tone and a visual representation on the website. Now, let’s think about user interactions and how it might be helpful to both the customer and the business. While CX is our top priority, we want to be clever about collecting data from the user so we can market to them. We don’t want to bombard them with questions, so maybe we start with basics, Name, Email, Company? That’s good enough for now. We can continue asking other questions as they interact with the website. Maybe their favorite destinations, cuisine, etc.
When a customer clicks on the site GPT, it will ask how it may be of assistance. When the customer asks about a particular destination, GPT will briefly describe the destination, the best times to visit, flight cost, and how many miles the flight grants towards benefits. When it’s done, it will ask the customer if they would like the destination brochure or book the flight, and if the customer says yes, it will ask a few additional questions, maybe number of passengers, seat selection preferences, etc. When the information is provided, the site GPT will serve the documents to the customer, log their information in the CRM, and even start the checkout process for the user.
If they didn’t check out, since we have the customer’s destination of interest, our marketing and sales teams can do follow-up calls and help them decide on their flight.
There are countless ways to utilize this new technology on our websites for the benefit of our customer experience as well as to improve marketing and sales operations.
While the above is a basic take on how we may design a GPT interaction on the website, it’s also worth looking at the software companies that already have started tackling this type of website integration and offer it as an SAAS model. A few examples of such companies I am reviewing are Intercom, Zoom Virtual Agent (Solvvy), and ZenDesk. I will write a separate article on how these different solutions compare soon.
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I constantly review new emerging technologies and platforms to help businesses and their customers. If you need help with product comparison or selecting the right software solution for your business, please do not hesitate to contact me.
