《Drift：2024年会话趋势报告（英文版）（20页）.pdf》由会员分享，可在线阅读，更多相关《Drift：2024年会话趋势报告（英文版）（20页）.pdf（20页珍藏版）》请在三个皮匠报告上搜索。

1、CONVERSATION TRENDS REPORTDrift customers talk a lot.Heres what we learned about the B2B buyer by analyzing the 30M+conversations that happened in Drift this year.TABLE OF CONTENTSTABLE OF CONTENTS0IntroductionMethodologyB2B Buyers are grateful for digital conversationsB2B buyers have hig

2、h expectations about the online buying experience B2B buyers come to your website with a purposeFinal ThoughtsIn the past year,the commercialization of artificial intelligence(AI)transformed the way site visitors interact with brands online.Simultaneously,buyer expectations for personalization skyro

3、cketed,and,when it came to converting site visitors into buyers,the need for speed prevailed.Needless to say,2023 was the year for redefining what Conversational Marketing means to buyers and what it should look like for businesses in the future.But were not here to tell you these things anecdotally

4、.Weve got the data to prove it.To discover how B2B buyers interacted with businesses in 2023,we looked into the over 30 million conversations that took place within all instances of Drift both our customers and our own during the past year.And what we found confirmed what many businesses have begun

5、to suspect:Today,B2B buyers expect individualized website experiences,and your companys ability to deliver on that expectation is what will make or break the sale.INTRODUCTIONWHAT A YEAR ITS BEEN FOR CONVERSATIONS!0102While we didnt personally hold 30 million conversations this year,we did run our C

6、onversational AI base model across every single Drift conversation.This base model comes trained on two billion B2B conversations out of the box,which helps it understand the most common topics users bring up in chat.By running the base model across all the conversations,our AI was able to categoriz

7、e each conversation into one of the base model topics.From this data,our product team was able to look at the most common topics brought up in conversations and compare that to data from 2022.We also tapped our business operations team to look at what types of playbooks converted the best,what time

8、of day was most popular for conversations,and which pages saw the most chat activity during 2023.METHODOLOGYWHAT BETTER WAY TO GET TO KNOW B2B BUYERS THAN BY TALKING TO THEM DIRECTLY?03From 2022 to 2023,the number of times buyers expressed gratitude through chat nearly doubled.This included things l

9、ike site visitors saying“Thank you”and“I appreciate it.”B2B BUYERS ARE GRATEFUL FOR DIGITAL CONVERSATIONSSTAT HIGHLIGHT2XThe number of times buyers expressed gratitude through chat nearly doubled.04After analyzing all of the conversations within Drifts East Coast customer base,we found that,while th

10、e majority of conversations still take place between 9 AM and 5 PM EST,an additional 39%of all conversations happened outside of normal business hours.Not to mention that,of these East Coast conversations,41%of all meetings booked through Drift happened outside of 9 to 5.AND THEY EXPRESSED THIS GRAT

11、ITUDE ALL DAY LONGSTAT HIGHLIGHT39%of all conversations happened outside of normal business hours.41%of all meetings booked through Drift happened outside of 9 to 5.05Conversations took place on nearly every website page in 2023,and while site visitors were most likely to convert on a high-intent pa

12、ge like the pricing page or a demo page,still 59%of all sourced opportunities came from other URLs.ON ANY PAGE THEY WISHED.Demo(2.5%)Pricing(2.8%)Product(2.8%)Contact Us 6.6%Get a Free DemoSee PricingAll your businessexpenses in one place.Main MenuPreferences$15k$10k$5k$1k$500JanFebMarAprMeiJunJulAu

13、gSepOctNovDesExpense$15.030TransactionsDateAmountStatus$50,530.00$19,760.00(USD)(USD)Your balanceFrom Jan 01,2022 to Jan 31,2022$20,435.00(USD)TransferTop Up$120,435.00(USD)TransferTop Up$19,760,00Overall Spendinghttps:/ is Applinks?SolutionsResourcesSupportLOGINGet a Free DemoSee PricingFew Easy St

14、eps and DoneHOW IT WORKShttps:/ is Applinks?SolutionsResourcesSupportLOGINOur Users Kind WordsWHAT THEY SAYhttps:/ is Applinks?SolutionsResourcesSupportLOGINRequest Your Free DemoBook A Demohttps:/ is Applinks?SolutionsResourcesSupportLOGINMonthlyYearlyGet Your Free PlanGet StartedGet StartedOur Pri

15、cinghttps:/ is Applinks?SolutionsResourcesSupportLOGINGet a Free DemoSee PricingAll your businessexpenses in one place.Main MenuPreferences$15k$10k$5k$1k$500JanFebMarAprMeiJunJulAugSepOctNovDesExpense$15.030TransactionsDateAmountStatus$50,530.00$19,760.00(USD)(USD)Your balanceFrom Jan 01,2022 to Jan

16、 31,2022$20,435.00(USD)TransferTop Up$120,435.00(USD)TransferTop Up$19,760,00Overall Spendinghttps:/ is Applinks?SolutionsResourcesSupportLOGINGet a Free DemoSee PricingFew Easy Steps and DoneHOW IT WORKShttps:/ is Applinks?SolutionsResourcesSupportLOGINOur Users Kind WordsWHAT THEY SAYhttps:/ is Ap

17、plinks?SolutionsResourcesSupportLOGINRequest Your Free DemoBook A Demohttps:/ is Applinks?SolutionsResourcesSupportLOGINMonthlyYearlyGet Your Free PlanGet StartedGet StartedOur Pricinghttps:/ is Applinks?SolutionsResourcesSupportLOGINGet a Free DemoSee PricingAll your businessexpenses in one place.M

18、ain MenuPreferences$15k$10k$5k$1k$500JanFebMarAprMeiJunJulAugSepOctNovDesExpense$15.030TransactionsDateAmountStatus$50,530.00$19,760.00(USD)(USD)Your balanceFrom Jan 01,2022 to Jan 31,2022$20,435.00(USD)TransferTop Up$120,435.00(USD)TransferTop Up$19,760,00Overall Spendinghttps:/ is Applinks?Solutio

19、nsResourcesSupportLOGINGet a Free DemoSee PricingFew Easy Steps and DoneHOW IT WORKShttps:/ is Applinks?SolutionsResourcesSupportLOGINOur Users Kind WordsWHAT THEY SAYhttps:/ is Applinks?SolutionsResourcesSupportLOGINRequest Your Free DemoBook A Demohttps:/ is Applinks?SolutionsResourcesSupportLOGIN

20、MonthlyYearlyGet Your Free PlanGet StartedGet StartedOur Pricinghttps:/ is Applinks?SolutionsResourcesSupportLOGINGet a Free DemoSee PricingAll your businessexpenses in one place.Main MenuPreferences$15k$10k$5k$1k$500JanFebMarAprMeiJunJulAugSepOctNovDesExpense$15.030TransactionsDateAmountStatus$50,5

21、30.00$19,760.00(USD)(USD)Your balanceFrom Jan 01,2022 to Jan 31,2022$20,435.00(USD)TransferTop Up$120,435.00(USD)TransferTop Up$19,760,00Overall Spendinghttps:/ is Applinks?SolutionsResourcesSupportLOGINOther(82.7%)06Note:Drifts bots currently support 29 different languages.See the full list here.Bo

22、th the number of requests to change languages during a bot conversation and attempts to speak to the bot in a different language doubled over the past year.IN WHICHEVER LANGUAGE THEY PREFERRED.STAT HIGHLIGHT2Xattempts to speak to the bot in a different language doubled over the past year.07B2B buyer

23、s dont care what time it is or what page theyre on when theyre ready to talk,theyre ready to talk.And that means you need to be ready to talk at anytime,anywhere,too.By leveraging AI chatbots across your website,you can ensure that you never miss the opportunity to engage with a website visitor with

24、out burning out your human team.After training Drifts Conversational AI on your brands voice and content,you can deliver an individualized website experience to each unique site visitor based on who they are and where theyre visiting from.Plus,GPT Translations enable your human agents to talk to sit

25、e visitors anywhere in the world without ever having to leave the chat conversation.Learn more about how Conversational AI can help your business deliver a better website experience for your site visitors from our Conversational AI Starter Guide.B2B BUYERS ARE EVERYWHERE ON YOUR WEBSITE,AT ALL TIMES

26、.YOU SHOULD BE,TOO.08In 2023,the amount of customer feedback submitted through Drift increased 2.5x.B2B BUYERS HAVE HIGH EXPECTATIONS ABOUT THE ONLINE BUYING EXPERIENCESTAT HIGHLIGHT2Xcustomer feedback submitted through Drift increased 2.5x.09We found that live agents who responded within 2 minutes

27、of a site visitor engaging with a chatbot saw the highest chance of booking a meeting.Agents who waited 5 minutes to respond increased the risk of site visitors leaving by 10 x.Agents who waited 10 minutes to respond increased that risk by 100 x.But they wont wait around to tell you their thoughts10

28、During a bot conversation,when given the option to click a pre-programmed button response or type in their own response,site visitors were nearly split down the middle.In conversations where both options were presented,53%of site visitors chose a button response while 47%chose the open-text option.A

29、ND THEYLL USE THE COMMUNICATION METHOD THAT IS MOST CONVENIENT FOR THEMSTAT HIGHLIGHT53%of site visitors chose a button response47%chose the open-text option11From 2022 to 2023,the number of requests to speak to a human increased 2.5x.THOUGH IDEALLY,THEY WANT TO TALK TO A HUMAN.STAT HIGHLIGHT2.5Xinc

30、rease in the number of requests to speak to a human from 2022 to 20232.5X12Some buyers want to talk to a human immediately,while others prefer to self-serve their buying journey.No matter the method,buyers want to be able to share their thoughts and your website needs to make it easy for them to do

31、it.Through the power of AI,you can listen to your buyers needs,better understand where your buyers are in their journey with your product,and recommend their best next steps whether thats guiding them to another web page,routing in a human,or booking a meeting for later.Read more about how you can s

32、tart more and better conversations through your website in The Marketers Guide to Optimizing Website Conversions.B2B BUYERS HAVE A LOT TO SAY.YOUR WEBSITE NEEDS TO MAKE IT EASY FOR THEM TO SAY IT.13In 2023,the number of people who“just tested bots”decreased by 4x when compared to 2022.At the same ti

33、me,the number of people who submitted support,billing,meeting,demo,or pricing questions through the bot doubled across every category.B2B BUYERS COME TO YOUR WEBSITE WITH A PURPOSE.SupportBillingMeetingDemoPricingSTAT HIGHLIGHT2Xthe number of people who submitted support,billing,meeting,demo,or pric

34、ing questions through the bot doubled across every category.14Site visitors who sent a high-intent message within their bot conversation proved 5x more likely to convert into an opportunity than those who sent low-intent messages.And when Drift customers created playbooks that acknowledged this inte

35、nt,the conversions continued to increase.In 2023,high-intent playbooks booked 2x the amount of meetings and sourced 3x more opportunities than all other playbooks.Note:For the purpose of this research,a high-intent playbook refers to a pricing page playbook,a second net playbook,or a skip the form p

36、laybook.You can learn more about the different types of Drift playbooks in our Conversational Marketing Blueprint.And they expect you to understand their purposeSTAT HIGHLIGHT5XSite visitors who sent a high-intent message within their bot conversation proved 5x more likely to convert.01TOP 3 HIGH IN

37、TENTTOP 3 LOW-INTENT0102020303Demo RequestSupport request(from an existing customer)Can you email me?Just browsing.Were currently using a competitor.General support request15Fastlane is a Drift feature built to streamline the booking meeting process.When a site visitor fills out a form on a website,

38、Fastlane pops up to allow that site visitor to either chat immediately with a rep or book a time for later.When presented with Fastlane as an option,26-41%of all form fillers chose to interact with it.and make it easy for them to achieve it.Chat nowBook a meetingNo thanksYoure a great fitWed love to

39、 show you what our product can do.A member of our team is ready to chat with you now or you can book a meeting for later.SubmitChat nowBook a meetingNo thanksYoure a great fitWed love to show you what our product can do.A member of our team is ready to chat with you now or you can book a meeting for

40、 later.STAT HIGHLIGHT26-41%When presented with Fastlane as an option,26-41%of all form fillers chose to interact with it.16B2B buyers come to your website with a specific goal in mind,and they expect you to make it easy for them to achieve it.When you deliver on this expectation,theyre more likely t

41、o spend more time with your brand.The easiest way to understand your buyers intent is by leveraging AI-powered intent tools like.Drift Engage scores your site visitors intent in real time and uses it to automatically trigger the most relevant playbook even to those site visitors who are 100%anonymou

42、s.In doing so,Drift Engage helps you make sure that youre giving each site visitor the most relevant experience,so they can get to their goals faster.to find out how Drift Engage can work for businesses just like yours.Drift EngageWatch our webinarJMJen Michael+1 other Whitewhale App1m ago OnlineJen

43、 MichaelWhitewhale App(Purchaser Indirect Sourcing)from was active on your site.ScoreIntent95-100HIGHNot all intent signals are created equal.So,cater your website experience accordingly.17Not too long ago,companies were often left in the dark when it came to knowing what their buyers expected from

44、them.But,thanks to AI,theres no longer a need to guess.After analyzing every Drift conversation from the past year,its clear that B2B buyers crave digital buying experiences that get them what they need,when they need it.Buyers also want to be heard,and they want to see their feedback incorporated i

45、nto the buying process.These are some pretty high expectations expectations that can only be met with the help of AI.Because only by leveraging AI to listen to your buyers needs and streamline your buying process will you be able to deliver the individualized website experiences that your buyers exp

46、ect,without burning out your team.The data is clear:The future of Conversational Marketing is inspired by humans and powered by AI.To help you dive into the future of Conversational Marketing,we went a step further in our research by taking a look into the highest-performing Drift playbooks of 2023

47、and finding out what made them tick.You can access those best practices here.Final ThoughtsReady to deliver on your buyers expectations now and into the future?Learn how Drift can help you stay at the top of your game.Resources MentionedYour go-to resource for all things Conversational AI.DownloadOptional IMAGEHow to turn more site visits into revenue through personalization.DownloadOptional IMAGEHear why Drift customers who leverage Lift AI.Watch80-84Buyer Intent ScoreSVGet a Demo