A guided chatbot that beat the help site
Customers weren't finding answers that already existed. I proposed and prototyped a guided conversation that asks people to pick a topic instead of typing a search.
People couldn't search for the answer because they didn't know what it was called.
The problem
Many GoToWebinar support requests were self-serviceable. The answers were already on the help site, so the question was why customers weren’t finding them.
The help site asked people to type a question and hope it matched an article. That meant two hurdles: putting the problem into words, then matching those words to our technical vocabulary.
What I did
I proposed a conversation that opens with a short list of topics, then asks a clarifying question based on the answer. The flows came from themes I’d already pulled out of listening to support calls. I built a prototype to win the team over, and we shipped it in the product.
Outcomes
We compared the chatbot against the help site:
- 2.8× more traffic went to the conversational guide than to the self-help page.
- Users were 2× less likely to escalate to a person.