4 Reasons Why Conversation Design Works

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The old way of authoritarian marketing is over. Today, your customers want conversations. 

Gartner predicted conversational marketing would be a recognized channel for customer engagement this year and used extensively in marketing and sales. Its analysts were correct—conversational marketing is pretty much everywhere now.

Over the past few years, consumer behavior and expectations have changed, along with the ways businesses interact with their audience. The rise of conversational marketing is a testament to that. Still on the fence? Here are four excellent reasons why you should adopt a conversational marketing strategy to engage with your target audience:

1. People Ignore Sponsored Ads

The number one reason why conversational positioning and design principles are critical is that your consumers are super savvy. They can (and do) tune out and block ads.

Think about how you go about making brand decisions. Do you want to be interrupted and sold to, or do you prefer being engaged and informed? Human-centered, personalized design approaches involve creating cooperative exchanges that help people meet goals in ways that feel natural.

2. Natural Interfaces Are Here

Graphic User Interface (GUI) has been around for decades and isn’t exactly a thing of the past. But things are changing with the advent of conversation design. One of the most prominent achievements of conversational design is a shift to Natural User Interface (NUI)—an evolving and learning interface that is direct and intuitive and works smoothly by interacting with the user. Infusing interfaces with the attributes of conversation is an effective way to engage people.

Interface Progression

Google Assistant is an example of NUI that has shifted smartphone users away from GUI; the direct and intuitive nature of NUI means you can use your smartphone without touching it. Oral communication is the oldest interface in the world and people love it. In design, think about the most natural way for people to get information. Gartner again hit the mark by forecasting that 30% of all search queries would be conducted without a screen by 2020. That's now!

3. Consumers Want Conversational Content

Conversational content is on the rise, reflected by the popularity of videos, podcasts, and chatbots. A survey of over 3,000 consumers revealed that 53% of them want to see more video content in the future.

Among several others, chatbots are the most famous conversational content types used extensively by businesses. Statistics show that 67% of consumers worldwide used a chatbot for customer support last year and 35% said they want to see more companies using them. 

Conversational content is highly engaging, and most people like to talk, so it shouldn’t be a surprise that it’s preferred by consumers. Don't forget that words are a material part of design and integral to interactions. Think about how humans use words.

Conversational content is:

  • Informal
  • Give-and-take
  • Immediate
  • Collaborative
  • Contextual
  • Short

Today, even the most formal communicators are using language less formally to increase engagement. Brands are becoming authorities by creating collaborative cultures and inviting others to be a part of them. Thus, consumers are part of the conversation and integral to the brand message. Conversational design is more than an interface and extends beyond chatbots. It’s a way of thinking.

4. Human-Centered Websites Convert

Conversational websites have been used by businesses of all sizes for several years. These highly interactive websites have personalized content to improve engagement and conversions. For example, Cubert uses simple interactions in place of the lengthy and tiresome process of getting a quote and selling old tech. You answer a series of questions when prompted for input. And within minutes, you can assess the value of your device and complete the transaction right then. It’s effortless and easy—and it works!  

Conversationally oriented websites are used to enhance the customer experience, which leads to an increase in engagement and conversion rates. Bots can be used to identify which clients are ready to get going as well as those who are just looking around—which means companies like Home Genius can streamline their lead generation and focus on meeting the needs of customers who are ready to take action.  

Implementing Conversation Design

You can create your own conversational strategy, regardless of the size of your company. Producing shareable content and building conversational interfaces, such as chatbot scripts and integrated scheduling, has never been easier—and frankly, your customers expect it. 

If you would like to start a conversation, schedule a call to talk with our conversational expert.

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