Welcome to another great installment of our discussions around using artificial intelligence (AI) to improve website conversions. We’ve covered recommendation engines, chatbots and predictive analytics, but this round, we’re talking feelings.
Emotions—or sentiment—around your brand, products or services are critically important to understand, no matter what your industry or business size. Your customers may view your company or its offerings as positive, negative, neutral or somewhere in the gray area, or they may have pointed opinions about a specific product or service.
But how do savvy Central Florida businesses mine this very subjective data and use it to improve your brand’s website conversions? AI to the rescue!
What is AI Powered Sentiment Analysis?
AI-powered sentiment analysis is also known as opinion mining. It’s a technology that uses natural language processing techniques to instantly analyze and define the emotional tone expressed in a piece of digital text. This includes emails, reviews, surveys, customer support chat transcripts, social media posts and comments, customer reviews and nearly any other kind of digital communication.
The goal of sentiment analysis is to identify whether the sentiment expressed is positive, negative or neutral. But AI goes further, determining actual emotions expressed in the content such as happiness, sadness, gratitude, anger, disgust and more.
Furthermore, a sentiment analysis system helps companies enhance their products and services by using precise, authentic customer feedback.
Why Use AI Sentiment Analysis?
In today’s rapidly changing and uber-competitive business environment, companies need to promptly address potential issues or market shifts. Sentiment analysis software is a key new tool for marketers, enabling them to gain real-time insights into customer perceptions of the brand, products and services. These insights empower businesses like yours to swiftly make informed decisions and take responsive action.
Applications of AI Sentiment Analysis to Improve Website Conversions
There are many ways to use AI sentiment analysis to improve website conversions, but here are our top picks:
- Enhance Customer Support: Customer service teams use sentiment analysis to tailor their responses according to the tone of the conversation. AI-powered chatbots equipped with sentiment analysis capabilities can detect urgent matters and direct them to the appropriate staff to handle.
- Monitor Brand Perception: Implementing AI sentiment analysis ensures your company can consistently monitor discussions and references related to your brand across social media, blogs, news outlets and a variety of other digital spaces. This enables them to assess the dominant sentiments, address issues or leverage positive trends.
- Refine Website Offerings: AI-powered sentiment analysis aids businesses in refining their product offerings by scouring digital communications (like reviews or social posts) to uncover valuable feedback about specific product attributes.
With this wealth of insight, companies across the Southeast can evaluate the effectiveness of their product suite, marketing campaigns and more. Empowered with real-time, actionable data, your business can make changes to its product lines, internal processes, website organization, descriptions and pricing, or other areas that will help to increase your conversions.
How Do You Implement AI Sentiment Analysis on Your Website?
There are several types of AI sentiment analysis including rule-based, machine learning (ML), hybrid (which includes both rule based and ML methodologies) and pro/con.
We won’t go to deep into the technical side of implementing an AI sentiment analysis tool because most Orlando companies will need a leading AI marketing agency like Highforge to help them match the right tool and processes with their business objectives.
There are several sentiment analysis tools or APIs like Google Cloud Natural Language API, IBM Watson NLU and Azure Text Analytics but your goals are really the drivers of both the tool you select and the integration process with your website.
By implementing AI-powered sentiment analysis, you can dissect how your customers feel about your brand, products or services. This insight can help you see where you need to improve, better address customer issues or enhance your website’s UX to boost conversions.
Need an AI marketing expert to help you embark on this next-gen adventure? Contact Highforge today!