At A Glance
Increase in the Number of New Leads Coming From The Investor (content hub)
Increase in Site Dwell Time
Decrease in Bounce Rate
JLL is a leading professional services firm that specializes in real estate and investment management.
A Fortune 500 company with operations in over 80 countries and a global workforce of more than 93,000, JLL is focused on building a better tomorrow and creating spaces where people can achieve their ambitions.
JLL’s content hub, The Investor features the latest news, thought leadership, research and investment opportunities from real estate investment marketing across the globe.
While The Investor was receiving over 45,000 unique hits per month, it wasn’t generating the kind of quality leads in return.
JLL needed to bridge that gap – they needed to find a way to engage those visitors and turn them into leads.
Brew Interactive was approached to help them leverage website visitors to amplify their lead generation efforts.
After having analyzed the situation, we proposed the use of AI-powered chatbots to drive engagement and increase conversions.
Our strategy was centered around using natural language processing to interpret the user’s intent and capture data through user conversations. The chatbot was used to understand the user’s intent (eg. searching for insights, download a research report or enquire about an investment opportunity) and how they came onto the site, with an objective to help them achieve their goal faster.
We went on to build the chatbot and the conversation flow, along with integrating it with their marketing automation tool (Eloqua). The conversation flow was mapped out after having discussions with the JLL team, studying their site’s user data, and aligning it to their business goals.
The results were impressive. In just 2.5 months of launching the chatbot, it obtained an overall user engagement rate of 50%, more than the goal of 17% engagement rate we set out to achieve.
The chatbot also resulted in a 12x increase in new leads coming in from The Investor while reducing the bounce rate by 32% and increasing the site dwell time by 45%. This implementation also helped us gain deeper insights into their target audience.
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