How to Use Video to Personalize Your Chatbot by Copyhackers

Presented live on Tuesday, March 16, 2021

This tutorial is going to show you how to use video to personalize your on-site chat.

We’ve seen across dozens of campaigns how videos – nice, short, human videos – can move people through a journey with less friction.

Because people like people.

Even people who don’t like people like the IDEA of being helped by a person, when they’re ready for help.

Jo’s going to show you how to bring a personal feel – with emotional benefits – to your users by replacing your does-not-compute text-based robo-chat with something visitors, in an endless search for human connection, actually want to see:

Your smiling face on video!

Well-planned, cleverly scripted videos are fab for 1) branding, 2) engagement and 3) conversions.

If you love all of those things like I know you do, then you should join us here!

Transcript

Introduction [00:00]

Joanna Wiebe: What we’re showing you today is something that’s brand new. We haven’t tested it, we haven’t even launched it yet. The backend, getting things ready for it, is pretty cool and it’s a bit of a process, so I wanted to walk you through that.

And then in a couple months when we see how it performs we can always come back and do a follow up Tutorial Tuesdays on it. But what it is, is something called Videoask by Typeform. Now we love Typeform as a product. We love the teams at Typeform.

So when Videoask came out, someone on our team had already set up a Videoask account. Because when I discovered it and went to try it, we already had an account, which was cool to find out.

But I was in a slack group. I’m in the slack group with these women called Shine, if you’re familiar at all with it. Talia Wolf was like hey have you guys seen Videoask, and I was late to the conversation checked it out, and I was like Oh, this is so cool.

What to Expect in This Tutorial [01:12]

Joanna Wiebe: Because we’ve tried other bots on our site before. So Videoask is a video chatbot, really. Except you just pre record the chatbot parts that are supposed to look natural, which nobody believes anyway.

So what I really like is that no one thinks you’re live, but you still get to have your face involved, you get to talk to your visitors. And I think that it is a very big opportunity, in my opinion at least,

for freelancers, consultancies, agencies, or even personality brands.

Why You Should Use Video On-Site Chat [02:00]

Joanna Wiebe: But if you are looking to talk to clients, to leads, turn visitors to your website into leads, you know, a blog post can help with that. But really if I’m going to hire a web development agency, I land on their site and I’m just looking for answers.

Are you the right fit for me? Is this going to work out? What do you do? Show me some of your stuff. And so much of browsing your site is on me. And there’s so much room for error. I don’t know what’s on your site. I don’t know where to look for things.

Even when you make your global nav easy, which most of us do today, I still don’t know how to acquire the information that I need. And that’s where a bot can be really handy if you have these scripted paths, like, what are you looking for?

Let me help you narrow it down. And then you will end up landing them in the place that they should be in the first place, that they wanted to get to. It can be a really good experience.

We’re going to walk through what Videoask is. By the way, we’re not an affiliate or anything for this. We’re just showing a tool that we think could be interesting, and could be very interesting for you.

How to Use Video to Personalize Your Chatbot [03:12]

Joanna Wiebe: So we’re going to walk through what Videoask is. Our scripts, how we came up with them, I wrote them in about 20 minutes for a whole bunch of different paths. So I’m not overthinking it, of course, we have a studio set up so we’re very used to creating video content.

You can just record this on your webcam. Just turn some lights on, my light isn’t working today. The other light is, that’s why I’ve got a cool dark side of the moon over here. But we’re going to walk you through those scripts.

And then you can then go forward and just really quickly record a whole bunch of stuff, put it into the Videoask and start connecting with your visitors. And again, particularly if you don’t have a million visitors. If you’re ecommerce, I still think it’ll work or be an interesting experiment.

But if you’re a freelancer, or if you provide services, if you have lead magnets you want people to get to sooner. I’m really digging the ideas of the things you can do with video. So I’ll show you the scripts and then we’ll try to show you a bit of the preview.

And Ange set the whole thing up, so I did the scripting. We then shot it, Ange then went through and connected everything together and made it work on the back end. And then we’re going to launch it this week. Ange?

Angela Stojanov: It looks like this week. I’m just waiting for one more detail and then it’s ready to go.

Joanna Wiebe: Awesome. So then as can walk us through some of the gotchas and getting it set up, like what that detail is. Things like that. And then, if you have any questions, let us know, But this is a demo from people who have nothing to do with the company, on the product that is a new opportunity.

A Look Inside Videoask [05:04]

Joanna Wiebe: You can see this, I just jumped right to the embedded widget option here so go through, but go through and take a look around at the different use cases. So lead gen, at Copyhackers we have lead gen as the first one.

So we have two different flows, the first one that we’re launching right away is more about engagement, so getting people to click through things to land on the right blog post or Tutorial Tuesdays.

And then we’re going to get into what I would say, it’s not lead generation, once Copy School launches April 15. Then we’ll start moving people into the right page for that. Now another thing here is that we’re using this for segmentation as well.

Segmentation and personalization are a big push for us. And so don’t be surprised when we show you the scripts and it’s like oh we’re really just trying to segment people and get them to the right place.

And then do our best to connect those dots to if they buy, or if they become a lead. Okay, but here’s what it is, you can see down in the corner here, this is exactly what we’re talking about if you can see this, hopefully, you can.

So all you have to do is pop it up. You’ve got this little video of you and then some options for them to take. And whatever option they take, whatever they choose, then there’s something new that happens. Now, this is a different experience because they’re trying to get me in.

But, as somebody visiting the site, I can come there, interact and move through the experience, which is very, very cool. So all you have to do is record right here at your computer. And honestly, if you’re a freelancer or consultant, the pricing is 20 bucks a month on this, or something.

Angela Stojanov: It depends what plan you go on. And, of course, if you go annual then it works out to be cheaper, per month cheaper. But the most expensive one is $50 a month USD.

Joanna Wiebe: So, start with that. If you can acquire more leads, if you can separate yourself from others by actually talking to people on your website. Especially again, if you’re a freelancer or an agency, instead of making people feel like they have to track you down.

That can possibly differentiate you and help you generate more leads. So, then you can of course do the whole customize the web widget thing. Ange can talk all about that, and then choose how you’re going to embed it on your website.

And that’s really it. I love this line, “The best interface is your face.” I don’t know if that’s just clever or if it’s actually true. So go ahead and check this out, you can see an obvious demo down in the bottom of how it works.

Video Scripts [07:50]

Joanna Wiebe: Now for us, these are our scripts. And what you want to do, what we found so far, is the shorter, the better right? So you don’t want to say too much because you’re trying to help them move through your site. You’re basically hand holding.

And so, this is what we have for our scripts. You have to start with a welcome and if you want to know the basic outline, you can just look off to the side here. We won’t be sharing this, this isn’t a template for you, this is a walkthrough of what we’re working on.

If we knew it worked, we would turn this into something that’s more of a template for you, but we’re still early in the early stages on trying to use this. So all we’re going to do is to share it with you, and you can determine what you’re going to do, or not do with it.

Have that welcome. And then what you’re trying to do is write toward these different paths, you want to send people down. If someone is returning to your website and this goes into more personalization ideas.

Like, obviously a returning visitor has more connection to your brand than somebody who’s brand new. So if you’re a returning visitor, we’re going to talk to you in a way that might make you feel like we know you a little bit. Or like we get each other here because that’s how we feel about it.

Or if I’m new to Copyhackers, I might be just ever so slightly more formal, and that’s just a choice we’re making. But the point here is that there’s a quick welcome, very quick welcome for us we’re introducing ourselves. I’m introducing myself.

And if you again, are a freelancer or you have a service-based business, you can introduce yourself. Now the same is true for SaaS or ecommerce, any other kind of business. You can still put that face of your business in this chat and start engaging people with it.

Create Different Paths [9:30]

Joanna Wiebe: So, then you have to have, from that point on, you have these two different paths that you have to go put people through. Either the I’m new to Copyhackers, in our case, or I’m back. So for you, it’s I’m new or I’m returning is what it really comes down to.

And then you script that and have your CTA for it. Now, we want the same CTA at this point like they’re going to drive to the same place. But the actual language, the copy on them can be different. But we know that the path we’re going to take them down is basically we’re not trying to create this panic.

Which happens so much with chatbot scripting. If you’ve ever tried scripting something for Drift.

You go down these crazy paths and it becomes overwhelming, and then you just don’t even bother setting the whole thing up.

So we wanted to make sure we weren’t doing too much. What we really want to do is get to this. This is the segmentation part. This is, for me, what matters most. Because once we know that about a person, we know more about who you are, we can serve certain things up and have you have a better experience.

So you don’t have to do that if you’re a freelancer, don’t worry about that, but if you are going to use this for lead generation can you do something to make sure that you better understand what segment you’re talking to? Because if you can capture who they are here, basically, who they are.

Then you can feed that into your CRM when they become a lead. Now you’re doing that, like heavy lifting of segmentation right up front in a really easy way. So we have that basic welcome with these two paths and then these go to the same places that we then have to script.

And so, then we script from there. And we have two at this point, so we have the pre Copy School launch, what I told you about. Our lead generation type, our story, our engagement to click them through the site.

And then we have, after the Copy School launch. Where will really be pushing them toward Copy School. And you can see that our scripts are getting a little longer here. You don’t have to read them, just know that we know our scripts are getting longer here because we’re going to start turning it into mini sales letters.

When it comes down to it, a little problem, little agitation and then a little bit of a solution to it.

Versus not that at all. Just really matching who they are, and trying to get them to do what they want to do.

There are three different things they might want to do. If at any time we don’t touch on what they actually want to do, they can close this widget down at any point. So all we can do is solve or what we already believe to be true.

Based on what we know about our visitors and try to move them through the site to get what they want. And that’s really when it comes down to it, that’s it. It looks like we have quite a few scripts here, but we don’t.

We have are you new or are you coming back. Which of these best describes you? And then what are you trying to accomplish today? I need to write something, you need to hire a freelancer, I need to find work, or, I want to get really good at copywriting.

And from there, these just send them to the right pages on our site. So this finishes off the actual experience. Which then looks a little bit like this. I’m going to play it. You won’t be able to hear it. That’s Okay, and then you can see that was timed. And then we have these two options and that will move you through to the next video.

A Few Tips For Setting Up Your Video On-Site Chat [13:02]

Joanna Wiebe: That was awesome. Okay, and that’s really it and then they’ll move through it. This is the preview and will appear in the bottom corner. Ange, anything you want to share with people about actually setting this up inside Videoask?

Angela Stojanov: Yes, there are a few tidbits I can share with you to help you along, that I learned along the way. So, first of all, they do have templates right in there if you’re brand new at this and you want to do it that way.

So they have templates for contact forms, which is just like, if you want people to be able to reach out to you that way like hey, what can I help you with today, and then they can fill out their information.

There’s lead gen templates. So asking one question to kind of get what they’re after, and then you ask for their email and then they’re delivered a lead magnet or whatever you have attached to it.

So they’ve got a ton of templates already in there. But what I found worked easiest and you should know too, as far as the pricing plans go, the middle one and the higher end ones, are required for this conditional messaging. So if they pick A, take them to video three. Or if they pick B, take them to video six.

If you want to do those kinds of branching out and logic to your videos and you’re going to either need the middle or the high end pricing. But again super reasonable either way. The preview. When you’re looking at the preview, that’s not necessarily how it’s going to show up on your site.

Because when I first showed Jo, after I put it together, she was like, it takes up our whole screen! I don’t want it to take up our whole screen! Yeah so, then I messaged with them, just to make sure that yeah that’s just in preview mode that’s how you’re going to see it. Just so you can get a closer look at it, I guess.

And then, as well the timing for being able to answer. I liked having the text show up at the end of the video when Jo was done speaking. The overarching question that we’re asking, I just had that come up on the screen. You can’t adjust where that text is landing as of yet, that might be something they introduced later on.

And then you can also adjust the timing so that the answers don’t come up till the end of that as well, so that they’re not just all of a sudden clicking answers without really listening to what’s being said.

The only thing I’m waiting to hear back on, is our video keeps replaying, so just sent a message to make sure that’s just part of the preview process as well, and that it will eventually, when it’s on site it doesn’t keep replaying. It just asks you the one question and stops and allows you to answer.

There’s also the option to dismiss it on your site. So if a user comes on and maybe they’ve been on before, or maybe it’s just in their way and they know exactly what they’re after, they can minimize it just to get it out of their way.

Joanna Wiebe: Any final notes on Videoask, Ange?

Angela Stojanov: No. I just think it’s super fun and I even told you, I had so much fun putting that together. I felt like I was putting puzzles together today. It was a ton of fun.

Joanna Wiebe: I love it. Awesome. Okay, thanks everybody. We will see you in our next Tutorial Tuesdays, next Tuesday shockingly. Otherwise have a really good week and stay safe. Bye bye.