Analyzing the Intent of your Site Visitors

The magic of Frase Answers is not that it's capable of answering 100% of the questions your site visitors have (though don't get us wrong, that's still awesome).

The magic is that Frase can help you analyze and understand the questions your audience is asking, where they're asking them, and when.

Every interaction is a chance to learn more about your customers. Frase gives you deep insights that scale across billions of interactions.

This insight is critical for: 

  • Content & SEO strategy 
  • Customer journey mapping 
  • Content quality & efficacy reporting 
  • Customer Experience Design

In the Age of the Customer, whoever knows most about their customers, wins. Frase is here to help.

In this guide, we'll touch on how to use Frase to analyze the intent of your site visitors. 

More specifically, we'll cover:

  • Understanding the Activity Overview Data
    • Viewing Questions Answered in a Timeline
  • Tracking Self-Service Resolutions 
  • Evaluating the Performance of your Assistant 
  • Understanding What Your Audience is Asking About
    • Identifying the Top Topics Asked About
    • Tracking Question Clusters and Low-Confidence Questions 
  • Pinpointing Where on Your Site Questions are Being Asked 

Understanding the Activity Overview Data

The Activity overview shows total questions asked by day, total unique visitors that asked questions, click-through rate, email capture rate, and live chat fallback rate. 

Navigate to "Answers" > "Analytics" to access the Analytics Dashboard for your assistant.

By default, your Analytics Dashboard will open the "Overview" tab:

Viewing Questions Answered in a Timeline

This view allows you to understand the high-level performance of your Assistant over time.

These performance metrics include:

  • Total users: the total number of unique visitors that asked a question
  • Total questions: the total number of questions asked 
  • Answer Click-Through Rate: the number and percent of Assistant Answers where the visitor clicked on a call-to-action
  • Emails captured: the number and percent of answers that captured a visitor email 
  • Live chats: The number and percent of answers that resulted in a live chat 


Tracking Self-Service Resolutions

Frase helps you track what we call "Self-Service Resolutions." We define this as anytime your Assistant provided an answer that was trained as correct or upvoted by the visitor.

Using an industry-standard $5 cost per resolution (which is defined as the cost it would have required for a human to answer the question), we calculate your approximate total cost savings over your selected time frame. 


Evaluating the Performance of your Assistant

Your Assistant won't always get it right. Frase makes it easy to track how well your Assistant is performing: 

  • User Ratings: After every answer your Assistant provides, your visitor has the opportunity to upvote an answer if its helpful or downvote it if it's not.
  • Topic Gaps: Depicts the % of answers that your Assistant (and by extension, your website content) wasn't capable of answering confidently. When this number gets too high, it's a clear indication that your assistant needs a little training (or you need to create more content on your site).


Understanding What your Audience is Asking About 

This is where it gets fun. Frase uses Natural Language Processing (NLP) to analyze the and categorize the questions your audience is asking into topic clusters, question clusters, and low-confidence answers. 

Identifying the Top Topics Asked About

The list of top topics is sorted by occurrences. You can break down the list by topic on the right. Click on the pencil icon to quickly train an answer for a specific question.

Tracking Question Clusters and Low Confidence Questions

Question clusters show list of questions grouped by similarity. Low Confidence Questions display list of questions delivered with low confidence–these are excellent candidates for training (click on the pencil icon to do so).


Pinpointing Where on Your Site Questions are Being Asked 

Frase makes it easy to track both where on your site questions are being asked and which pages your visitors are clicking through to.This can shed critical insight into what your highest-value web pages are. 

URL Locations are the pages where your assistant gets most engagement. CTR Destinations are the pages your assistant sends traffic to as a result of a click-through.