Automation of Communication with the Website User

Student: Kiseleva Aleksandra

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Marketing (Master)

Year of Graduation: 2019

This thesis is the study of automatic communication with users of the company's website. Its main goal was to set up automatic communication with users of the company's website and evaluate its effectiveness. To achieve this goal several tasks have been solved. First, the theoretical materials on automatic communication with the user on the site have been studied. Also, articles and reports on already implemented projects of a similar focus have been analyzed. Secondly, the company's website has been analyzed. Tools for setting up automatic communication with website visitors have been selected and configured. The user behavior on the site has been studied and segmentation methods for behavioral and psychographic characteristics has been developed. Trigger auto-message sending scenarios have been developed and implemented. Thirdly, the effectiveness of the methodology used has been analyzed by evaluating the effectiveness of auto-messages and comparing the results with the results of the control group. Recommendations for the use of the method in this project and in others have been developed. As technological tools, CarrotQuest marketing automation service, AmoCRM, Google Analytics and Yandex Metrika client management system, CallTouch call tracking service, MailChimp mailing list service have been used during the work. Efficiency analysis showed that the implemented method increased the conversion of users to leads by 2.35 times, and the conversion of users to customers by 2.43 times and helped significantly increase sales and revenues. To achieve the maximum effect, it is necessary to continue work on optimizing automatic interaction with users. The developed method for analyzing user behavior, given methods for their segmentation, a formed set of tools, skills for developing and implementing automatic interaction scenarios, a methodology for evaluating effectiveness can be used in other projects when setting up automatic communication with website users to improve its performance indicators.

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