Dr. Liraz Margalit, Web Psychologist and Head of Behavioral Research at Clicktale desde Tel Aviv, Israel hablando en el #conversionday sobre como humanizar los chatbots.

1. Chatbot messenger
that can empathize
The marriage of Big Data & psychological research
Liraz Margalit (PhD)
Web Psychologist, Head of Behavioral Research

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Conversational ecommerce - the bot sees what I’m
doing on the site and responds according to a script
Guidance Suggestions Information

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“Efforts by chatbot vendors to
humanize interactions fall flat
because they have failed to capture,
analyze and harness the most
meaningful and powerful aspect
of human communication:
the unspoken.”
Pretty Soon, Chatbots Will Be Able to Understand How You're Feeling - https://www.entrepreneur.com/article/284414
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5. Why is the unspoken
so important?

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“70% of our day-to-day interactions
are based almost entirely on
non-verbal signals.”
Barnum, C., and N. Wolniansky. "Taking cues from body language."
Management Review, June 1989, p. 59+. Academic OneFile, 28 Sept. 2017.
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As the interaction moves online,
you can’t see your customers face-to-face.
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8. Your interactions
& movements online
reflect your state of mind.
Hibbeln, M. T., Jenkins, J. L., Schneider, C., Valacich, J., & Weinmann, M. (2016). Inferring negative emotion from
mouse cursor movements.
Yamauchi, T. (2013, September). In Affective Computing and Intelligent Interaction (ACII), 2013 Humaine
Association Conference. IEEE.

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CLICKTALE PSYCHOLOGICAL ANALYTICS
The five mindsets that reflect visitors’ key
behavioral patterns
No interest/
insufficient motivation
to keep exploring
page/content
Lost sense of
direction, position,
or relationship
with page
Zero-in on options
by investigating
options page has
to offer
Pay attention to
content on page;
deeply engaged
Focused, know
what they want;
pay less attention
to the page
DISORIENTED LACK OF INTEREST EXPLORING MINDFUL FOCUSED

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This customer’s mindset changed by different touch
points along her journey

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Retarget your strategy for dominant mindset
Disorientation
Lack of Interest
Mindful
Focused
Exploratory
No point in retargeting
Create interest and deeper involvement – “We have some new and
exciting products for you, can I give you a few suggestions?”
Damage control – “I’m getting the sense that you aren’t finding what
you’re looking for – is there anything I can do to help?”
Create incentive to purchase – discount, sense of urgency i.e. “This sale
ends in 3 hours and 24 minutes” or “You have a great taste, follow this
link to find more products we think you’ll like.”
“You left something in your cart, but we can only hold it for you
for the next hour…”
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12. CUSTOMER 1 CUSTOMER 2CASE STUDY: LEADING E-COMMERCE SITES
How is our brand
experience
performing?
26%
36%
25%
12%
10%
46% 23%
17%
3.4%
DisorientedLack of Interest Exploring Mindful Focused

13. CASE STUDY: LEADING E-COMMERCE SITE
Changing the brand
experience: results
BEFORE: AVG. CONVERSION
1.8%
67%
INCREASE IN
CONVERSIONS
STRONGER
EMOTIONAL
CONNECTION
KEY BENEFITS
REDUCTION IN NEGATIVE
EXPERIENCE
46%
25%
19%
3.4%
58%
15%
18%
8%
58%
MINDFUL: 3.4% → 15%
LACK OF INTEREST 19% → 8%
CONVERSION 1.8% → 3%
DisorientedLack of Interest Exploring Mindful Focused
AFTER: AVG. CONVERSION
3%

14. WHAT OUR CUSTOMERS ARE SAYING
“The results were very clear: significant shifts in favorable
behaviors such as more mindful interactions, as well as sizable
decreases in visitors who displayed a lack of interest.
These amazing results are a great validation of why it’s important
to combine psychological research and data science for an
optimum customer experience.”

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Bot conversation
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16. Summary
To develop a successful and humanized
chatbot, instead of relying solely on verbal
communication, consider HOW the visitors
are interacting and interpret their
nonverbal signals.

17. Thank you for listening
Liraz Margalit (PhD)
Web Psychologist & Director of Behavioral Analytics
clicktale.com
facebook.com/Clicktale
@Clicktale
Liraz.Margalit@clicktale.com
@LirazMargalit