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How to Evaluate a Chatbot for your Website

Updated: Nov 17, 2023

Chatbot Tools

Placing a chatbot on your website can significantly increase conversion rates. In fact, if you don't have one, you likely are behind, as "58% of companies in the B2B sector actively use chatbots" (source: Dashly). As far as conversion rates, the results are staggering: "56% reported that chatbots increased the conversion rate by at least 10%, while 17% indicated an increase of 20% or more." (source: Spiceworks). Moreover, chatbots are particularly popular among younger generations, indicating their increasing importance (source: PR Newswire).

Evaluating chatbots can be daunting, so below are some considerations for how to get started:


First, you must consider the primary objectives for your chatbot. Is it meant to drive sales, gather prospect information, or provide customer support?


Do you require AI capabilities, support for languages your users need, integrations with your CRM if applicable, and more? CRM integrations can help you gather valuable data about your user base. How will the chatbot function on your website, and do you have access to technical support if needed? Does it allow the branding customization you desire? Does it offer the desired analytics for continuous improvement of the chatbot and the reporting necessary to better understand your audience?


Is the pricing based on a cost per interaction, a subscription model, or a one-time fee? Consider the volume and how this will appear as you scale.


Customer reviews are arguably the best way to assess its performance. G2 reviews serve as an excellent source for genuine, candid reviews of tech software. Identify businesses similar to yours and read their feedback.

There are plenty of exceptional chatbot tools that are available today, many of which are rapidly advancing within the competitive AI landscape. Here are a few options along with their key highlights:

  • Drift: An industry leader with amazing support, but expensive.

  • Ada: Ada leverages OpenAI’s ChatGPT 3.5 and stands as the only one to do so.

  • Conversica: While Conversica initially served as an email automation tool, it's now exploring chat capabilities. If you're seeking a solution that encompasses both, Conversica might suit your needs. However, remember that their chat feature is in its infancy.

  • The goal of is to deliver human-like experiences.

  • Qualified: Qualified assists in enhancing website conversion across various channels, powered by AI-driven chat.

  • Intercom: This is the most robust, full-funnel product available. It seamlessly integrates with email and even product signals. Intercom sets the standard for a streamlined conversational marketing tech stack.

  • A live chat software that is free and based in the Google Cloud. It's a suitable choice for small businesses.

After selecting the ideal chatbot tool, keep the following factors in mind during the setup:

  • Appearance: Does the chatbot appear on every screen? Determine the frequency of its appearance to ensure a positive user experience. Also, evaluate whether it produces an annoying sound. Does it obstruct, block, or distract from other website elements? Remember to consider the mobile experience as well.

  • Content Strategy: If you're starting from scratch, analyze the typical questions you receive. Utilize the most common queries as the initial branches for your chatbot's conversation.

  • Segmentation: Decide whether you want to provide different content on various pages or segment based on visitor attributes, such as company size or location, or visitor behaviors like abandoned carts or specific page visits.

Happy chatting!


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