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Chatbots on Websites: Do They Really Improve Customer Experience?

Written by
Visions Team
on
February 11, 2025

We’ve all come across them: the little chat bubbles in the corner of websites, often greeting us with a friendly “How can I help you today?” But let’s take a moment to dig into whether chatbots and conversational AI truly enhance customer experience—or if they’re just another layer of tech that businesses are adopting because it’s the trend.

What Are Chatbots (and Conversational Interfaces)?

Chatbots are software applications that use artificial intelligence (AI) to simulate human conversation. Some are basic and respond with scripted answers, while more advanced ones—powered by AI—can process complex queries, learn from interactions, and provide more dynamic, human-like responses. Think of them as the virtual equivalent of a shop assistant, minus the actual human touch.

More recently, tools like Formless have expanded this idea, replacing traditional web forms with conversational forms—chat-like interfaces that guide users through data collection, lead capture, or support queries in a natural, intuitive flow.

The Pros of Chatbots

  1. 24/7 Availability: One of the standout benefits of chatbots is that they never clock off. Customers can ask questions or seek help at any hour without waiting for office hours or a human agent. A major bonus for night owls or international users.
  2. Quick Responses: A chatbot can provide immediate answers to common queries, keeping things efficient. In fact, conversational forms have shown to boost form completion rates by up to 41%, and reduce drop-off at critical touchpoints.
  3. Cost Efficiency for Businesses: Chatbots and AI interfaces can manage hundreds of simultaneous interactions, which reduces the need for large support teams. This scalability is why 80% of businesses are projected to adopt some form of chatbot system by 2025 (Business Insider, 2023).‍
  4. Consistency: Unlike humans, bots don’t have off days. They won’t accidentally give incorrect information or get frustrated when asked the same question for the fiftieth time that day.

The Downsides

It’s not all sunshine and rainbows, though. Chatbots have their limits.

  1. Lack of Personalisation: Even the most sophisticated bots can sometimes feel impersonal. For emotionally charged or complex issues, customers still prefer a real human. In fact, 78% of consumers still end up speaking to a human after a failed chatbot interaction
  2. Limited Understanding: Basic chatbots struggle with anything beyond straightforward queries. If a customer’s question is outside their programmed knowledge, the conversation can go in circles, leaving customers more annoyed than helped. In fact, a study revealed that 78% of consumers had to connect with a human agent after failing to resolve their issues through automated channels (Forbes, 2023)
  3. Over-Reliance on Automation: Businesses that lean too heavily on bots might inadvertently push away customers who crave human interaction. It’s a fine balance between efficiency and providing that warm, human touch, especially since approximately 46% of consumers believe businesses deploy chatbots to avoid service responsibilities and prevent direct human interaction(Talkative, 2023).

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Do Chatbots Actually Improve Customer Experience?

While chatbots are one part of the puzzle, we’ve found tools like Formless to be especially impactful. Instead of a static form with fields, Formless uses AI to collect information through a natural back-and-forth exchange.

Since integrating it into our own site, we’ve seen:

  • A 27% drop in bounce rates on form-heavy pages
  • A notable increase in response depth and data quality
  • A smoother, more intuitive experience for users—especially on mobile

And we’re not alone. Studies show that conversational interfaces can increase user engagement by up to 3x, compared to traditional form layouts (Drift, 2023).

Tips for Businesses Considering Chatbots

Chatbots can be a valuable tool for enhancing customer interactions and streamlining support, but they must be implemented thoughtfully. Here are some tips for implementing a chatbot to your website/app:

  1. Keep It Simple: Don’t overcomplicate things. A chatbot doesn’t need to do it all—it just needs to handle the basics well.
  2. Make Escalation Easy: Give customers the option to switch to a real human when needed. A frustrated customer who can’t get through to a person isn’t likely to stick around.
  3. Train and Test: AI-powered chatbots need regular updates and training to stay effective. Regular testing ensures they remain helpful and don’t turn into a hindrance.‍
  4. Listen to Feedback: Always gather feedback from users to understand what’s working and what isn’t. Adjust accordingly.

Final Thoughts

AI-powered interfaces—whether in the form of chatbots or conversational forms—can absolutely enhance the customer journey. But they’re not a one-size-fits-all fix. Success lies in balance: knowing when to automate and when to reintroduce the human touch.

So next time you see that little chat bubble pop up in the corner of a screen, give it a try. It might just be smarter (and more helpful) than you think.

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