So a major goal of mine (one I had for 2018 to be exact) has finally come to fruition. I had a vision of integrating bots and websites into a more immersive and interactive environment for users. The Montana REAL ID website was launched today (9/4/18) incorporating my vision of a symbiotic bot/website experience.
In some ways the bot works as a pop-up to display additional information, which is much nicer than scrolling the user to the bottom of the page where you hide all the info you are afraid will ruin your conversion. However, using a bot to display this additional information may very well bolster conversion. Using the bot as your vehicle to deliver the info also leads the customer into a sales funnel (or a direct call-to-action depending on your approach). In a way, this feels like the evolution of pop-ups everyone is looking for. Not static, but interactive, guiding, conversational.
Then there are features such as the automated checklist, which guides customers through a few steps to see if they are ready for a particular service. So why is this important, and why does the bot deliver an unrivaled experience? Similar to the pop-up, it’s conversational, interactive, but (most importantly) guiding. Whenever you are trying to explain steps on a website, the process is always limited by additional factors that may influence different paths to a successful completion. You may offer exceptions or additional information for those that need some special considerations, but it is almost always confusing and difficult to even explain. The bot can take care of that issue by filtering users based on their circumstances, giving them every chance possible to have a successful conversion. What’s not to love?
Finally, features such as our fee calculator, set the bar to a new height in interactivity. Whenever you can generate results based off of a user’s exact circumstances, the whole experience feels tailored to them. And if marketing has taught us one thing… It’s all about ME. The calculator works based of the user’s age, type of license, endorsements, and sometimes even their expiration date of their current license to come up with the exact amount it will cost. The calculator is fast, exact, and unbelievably consistent. It’s the crown jewel of the whole experience. And all made possible by TARS!
Without further ado, I present a fully integrated website and bot experience https://mtrealid.gov . Please let me know what you think. Any feedback is greatly appreciated.