EyeLevel.ai has outlined some general rules for building successful chatbot experiences for marketing, brand affinity, specialized customer engagement and lead generation.

1. Ten Conversational Rules of Engagement

2. We’re EyeLevel.ai, a platform for conversational advertising.
We help our clients build and launch unique experiences that
uncover the most high-intent potential customers to support
their biggest challenge: aquisition.
We also provide monetization opportunities for
publishers of chatbots.

3. After being in the world of conversational experiences for the
last 5 years, we thought we’d share our hard-learned,
never-stray-from checklist of rules for conversational
success in the digital marketing world.

4. Ask questions.
It’s a well known fact that people love
answering questions.
In the world of acquisition, asking the right
question can be a powerful tool to help you
find the best potential leads, while also
getting that person immediately invested
in what you might say next.

5. Follow up.
It’s important to continue the conversation
with your customers. There’s so many
ways to follow-up, even a thanks is a great
opportunity to re-engage.

6. Design with AI -
defaults and don’t knows
are opportunities.
A successful experience requires strategic
default answers for situations you didn’t
account for. By building and maintaining AI
rules, you’ll construct a solid conversation
and also learn a lot about your customers.

7. No dead-ends.
There’s nothing more frustrating for a
potential lead then to hit a dead-end in
chat; it’s annoying and bad for your brand.
Rigorous testing, consistent monitoring,
along with those great AI rules, will keep
the conversation rolling.

8. People love surprises.
Chat is an informal style of
communication. Adding fun and
unexpected moments in the conversation
can keep your users engaged.

9. Default text is crucial.
You made the pretty pictures - now add the
default text. Sometimes images fail, and
you never want your user to lose context or
feel like they missed something important.

10. Animated gifs can provide
D E L I G H T.
Know the medium. It’s good to be
entertaining in this context. A well-placed
gif can add a fun moment in the
conversation that keeps someone engaged.

11. Speak the language,
use emojis.
Once again, know the medium. Emojis can
are a great way to show emotion, collect
feedback and add dimension to the chat.

12. Personality in every
interaction.
How does your brand chat? A bot is an
extension of your brand, and carefully
considering the channel is imperative.
Even a chatbot for a serious brand can be
entertaining while still being informative.

13. Be prepared for trolls and
train your AI often.
They are out there. Be ready. Consider all
the ways that someone can exploit your
conversation and prepare for them with AI
rules. Check your conversation logs often.