The Problems With Traditional Online Experiences

The online experiences most brands provide today no longer match the way people prefer to buy. With the rise of real-time, on-demand services, buyer expectations have evolved.

Today, you can order just about anything online – like groceries or a ride to the airport – and have it arrive at your door in just a few hours (or minutes).

These days, buyers expect to be able to get what they want, when they want it. Unfortunately, not all businesses have caught on. There are still some major gaps between buyer expectations and the reality of the experiences businesses are providing.

The Need for Speed

One of the primary reasons today’s buyers prefer chat over filling out forms is speed.

Case in point: Just 11% of survey respondents expect immediate responses from forms, compared to 42% for chatbots.

Overall, people’s expectations of chatbot response times are nearly identical to their expectations for response times for face-to-face conversations.

Which begs the question… why are 79% of Cloud100 companies still using forms?

Rising Expectations of Response Time

The top three frustrations people are facing online today are:

  1. Getting answers to simple questions.
  2. Dealing with websites that are difficult to navigate.
  3. Finding basic details about a business (e.g. address, hour of operation, or phone number).

Taken together, these three frustrations point to a broader underlying issues that’s been plaguing online experiences for years: People can’t find the information they need quickly & easily.

We actually saw a 72% increase in request a demo leads. To go deeper, we saw a 165% year-over-year increase in average unique demo requests per day.”
— Steve Gottschalk, Former Director of Digital Marketing at EllieMae (now ICE Mortgage Technology)

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