UX writing is extremely important for improving the effectiveness of chatbots. Use these seven strategies to improve the engagement and ROI that your chatbot generates. Read the original blog post: https://carminemastropierro.com/ux-writing-for-chatbots/

1. UX Writing For
Chatbots – 7
Critical Steps to
Take

2. A primer
Have you ever been to a website and spoken to a sales rep through a live chat system?
Well, I have some news for you.
That probably wasn’t a sales rep. It was a chatbot. 🤖
If you’re on the other end, you already knew this. Because, heck, you’re the one creating the chatbot.
But, did you know that 51% of businesses agree chatbots offer a large ROI with minimal effort?
I mean, who doesn’t want to make more money and work less at the same time?
Here’s the thing, though: chatbot requires crisp copy if you want them to perform well.
Luckily you’re in the right place. If you keep reading, you’ll learn how to write chatbot UX copy that improves
engagement and revenue.
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3. Personalize
every message
to increase
engagement1

4. Nobody likes to feel like another number in a system.
That’s what customers feel like when you don’t use personalization.
They’re just another cog in the wheel to generate revenue at that point.
Let’s solve that.
How?
Simply by using personalization tokens to customize each message.
MobileMonkey schools us on how to do this. Upon entering their website, you receive chat prompt that asks if
you’d like to connect via Facebook Messenger.
Once you do so, the following message is received:
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5. Keep the funnel
in mind2

6. Your chatbot needs to do something.
…Not simply converse with users and hope they do something.
Chatbots should be engineered to align with your funnel, increasing how much leads
and revenue you generate.
Here’s how to do so.
6

7. Step 1: Determine the goal of your chatbot
7
Why do you have a chatbot in the first place?
If you don’t have a goal in mind, it’s like walking around
blindfolded. It needs to serve a specific purpose.
Perhaps that purpose is generating leads, promoting new
offers, or collecting user feedback.
Check out OptinMonster’s chatbot on their homepage:

8. Step 2: Create questions and statements that
align with the funnel
8
Let’s say that you have a chatbot to collect feedback on your website to improve
the user experience. Great.
You would then want to create chatbot scripts that ask questions like:
● Did you find everything easily today?
● Was navigating our website simple?
● Did you have any problems browsing our website?
● Etc.

9. Step 3: Create an offer they can’t refuse
9
They’re on your website and engaging with a chatbot; don’t let this opportunity slip
through the cracks.
This is the ideal time to present a lead magnet, promotion, or another offer that
pushes users deeper into the funnel.
What you present to them will depend on the goal you decided for your chatbot.
Here are some examples:
● Sales: Give users a discount code or send them a link to products that are
on sale.
● Leads: Ask for their email and send them your latest newsletter.
● Social engagement: Tell users to follow you on social media for a giveaway
or similar event.

10. Always ask a
question or use
a call to action3

11. 11
No matter what the goal of a chatbot is, it needs to
push the user towards the sale or another action.
That’s why you need to write chatbot copy which
uses questions and statements.
Questions, as I mentioned earlier, can be used to
collect feedback.
Statements, on the other hand, should be used when
you want the user to take action.
This can be for checking out products, contacting
you, scheduling a demo, etc.
Look how Engati does this with their chatbot when
you arrive on their website:

12. Speak in the
customers
language
4

13. 13
Every customer segment is different.
They all have a unique language, problems, and desires.
That’s also why it’s so important to develop a detailed buyer persona
that help you step into their shoes.
Because–if you understand how they speak–you can use that
language to make them more comfortable.

14. 14
A buyer persona can be created with a template like this one,
courteous of me:

15. Once you have a persona established, you can align your chatbot copy with vocabulary and phrases that would
resonate with this group of individuals.
Think about characteristics like:
● Demographics
● Psychographics
● Values
● Questions
● Pain points
This is important because you wouldn’t speak to a baby boomer like you would with a millennial, for example.
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16. Create a variety
of messages
depending on
user behaviour5

17. 17
A user that navigates to your about page is not the same as one who visits a service page first. 🙅♀️
They both are interested in a different topic and are in a varying phase of the buyers journey which looks like
this:
A customer who just entered the awareness stage may need to learn more about your company versus a user
in the decision stage clicking around a demo page.
That’s exactly why chatbots need to respond differently to how users engage with your website.

18. Use real profiles
to improve
conversions6

19. 19
Humans want to speak with humans. That’s not too much to ask for, right?
Despite your business using a chatbot, you can increase the human-
element of the equation by using real profiles of employees.
For instance, you may automatically have a message that prompts when a
user lands on your site from a sales rep.
When a user replies, the sale rep is notified and they can respond.
The entire time it appears like the representative was engaging with them
from start to finish.
Here’s an example from Meet Edgar:

20. Once everything
is rolling,
conduct
experiments7

21. 21
If there’s one thing I’ve learned in the past seven years as a professional copywriter it’s that small changes can
make a massive difference.
What I mean by this is quick changes to sentences or questions have the potential to drastically improve
performance.
This is because every word and phrase has images and emotions attached to them.
Discovering the best chatbot writing combinations can increase engagement and ultimately how much
revenue you generate
That’s why once you’ve followed all of the steps I’ve laid out today, you need to create A/B split tests.
These can include:
● Testing different lead magnets against one another.
● Testing messages, questions, and statements.
● Experimenting with funnels.

22. Learn more about copywriting at
www.carminemastropierro.com