VERSA launches world-first website delivering hyper-personalisation to every visitor
In a move that will revolutionise website design and marketing, world-leading conversational agency VERSA has launched a global-first navigation-less and bot-activated website – https://versa.agency.
It is the first website to dynamically present relevant content based on an ongoing conversation with the website visitors. Utilising Artificial Intelligence (AI)-powered conversational bot technology, visitors simply ask for what they want using voice or text and no need to search for it.
The navigation-less, bot-activated website delivers a true human-centred experience via a digital concierge. This puts the power of search into users’ hands and immediately creates a two-way conversation simply by asking visitors to type in their question as soon as they arrive via a chat or voice-enabled platform.
AI powered conversational tech addresses the challenge of impatient website users who have become conditioned to expect instant access to information, according to VERSA CEO Kath Blackham.
Says Blackham: “Agencies and brands have spent years focused on user-centred design and still wonder why people aren’t finding what they need on their website. The answer is navigation-less search Providing access to information via voice technology creates an easy conversation. It also allows us to reach new audiences due to the navigation-less platforms using voice or text to potentially improve accessibility for non-English speakers and those with low levels of literacy, the elderly, vision impaired and people living with disability, mobility and dexterity issues. This is true human-centred design and is changing the game completely on platform design.
“People now expect a seamless experience from websites, apps and products. Navigation-less websites give brands the ability to create two-way conversations with customers and allow brands to collect and mine better data to address their customers needs more accurately. Voice navigation also has the potential to reach more people through the greater accessibility by being able to simply ask for what you want in your own words, regardless of language, literacy or ability.”
Benefits of a navigation-less website include eliminating drop-down menus and tabs and endless scrolling to make it easier for users to find what they want quickly by directing them to the information they are looking for.
Brands can also deliver hyper-personalised experiences, content, information and deals without the need for users to login. The website experience allows for targeted and accurate recommendations through AI’s ability to interpret, understand and provide relative content instantly, further increasing accuracy as the user clarifies their needs throughout the duration of the conversation.
Rich data and insights are continuously gathered and refined. AI-driven navigation-less websites lead to more focused analytics, where analysts can understand exactly what users are searching for rather than aggregating noisy and irrelevant data.
SEO is enhanced by replacing rigid drop-down menus and tab structures with the ability to deploy new content and unlimited pages quickly, all with unique SEO strategies.
Greater insights will enhance a brand’s ability to adapt their content and offering to meet changing customer needs and demands, including building a specific and relevant content knowledge base that answers all their questions.
For a demonstration of the capabilities of VERSA’s navigation-less website, visit versa.agency.
4 Comments
I think the bot search/content display thing works well and it’s quite a nice idea to allow for a more interactive exploration of content. The data collection bit is also useful I would imagine, esp for larger sites.
However, navigation-less? There is a menu and site map just like all other sites, you just can use the bot instead if you want. As for it ‘revolutionising website design and marketing’ – we’ll put that down to a little artists PR spin eh, as there are various other sites out there that use this tech.
Still nice to see an attempt at something not the norm
“In a move that will revolutionise website design and marketing, world-leading conversational agency VERSA has launched a global-first navigation-less and bot-activated website”
No. No, it won’t.
The first thing it asks you to do is search.
Then it gives you navigation.
I think “revolutionary” is a stretch, but it may help revolutionise web design by virtue of being one of the first to largely ditch standard navigation. Brave direction to be applauded I think, and afterall they are a conversational AI agency so you’d expect something different. Also, and alluded to above, the data they get is probably hyper specific and actionable so offsets the
downside of the customerss they’ll likely annoy by going against the grain.