An answer engine is a hybrid of site search and conversational chatbots designed to help your visitors get direct answers to their questions on your website. In this presentation, Matt Hodkinson of Influence Agents walks you through the benefits and use cases for Answer Engines, showing how Frase.io can transform your user experience for the better, aid conversions, and put you ahead of the competition.

1. Are you ready to turn your
website into an answer
engine?

2. What is an Answer Engine?
An answer engine is a hybrid of site
search and conversational chatbots
designed to help your visitors get direct
answers to their questions on your
website.

3. Today’s consumers expect answers to their questions, fast
Direct answers
+50% of Google queries
don’t generate clicks
Voice search
To become 30-50% of
total queries by 2020

4. Is your website
question-ready?
Most websites fail to provide quality
answers fast.
SITE MAPS
Ugly and complex
NAVIGATION
Limited by design
SITE SEARCH
Outdated technology
CHATBOTS
Rule-based

5. Frase is the first Answer Engine Optimisation platform
We believe that it should be easy to quickly and efficiently answer your
website visitors’ questions.
Instead of making your content passive, and hidden behind navigation
menus, subpages, or chatbots, Frase turns your content into active,
on-demand experiences that drive demand for your products.
Frase aims to make access to your website content frictionless through
question answering.
FRICTIONLESS
CONTENT DISCOVERY
CUSTOMER
SUCCESS
=

6. Why choose Frase?
The answer economy
● Customers are
increasingly expecting
fast, direct answers to
their questions.
Consumerisation
of B2B
● Buyers expect a
personalised,
frictionless experience.
Content creation
● The quality of your
answers is only as good
as the quality of your
content.

7. Don’t just take our
word for it
The top two problems are
related to the answer economy.
Source: State of Conversational
Marketing 2019, Drift.com

8. We tested 100 B2B
website chatbots
Only 23% of them were able to
answer “Do you offer a free
trial?”

9. Quickly connect your visitors with the content they are searching for

10. Why is this important?
Content ROI
● You can leverage your existing website
content to answer you visitors questions.
● No more guessing what content to write -
user intent data makes it easier.
● Reduce live chat and customer service
cost by answering questions with your
content.
Customer experience
● Provide on-demand answers to your
customers questions 24/7.
● Increase conversion rates with a
self-service, frictionless customer
experience.
● Better understand your audience and
continuously improve to meet visitor
expectations.

11. Setting up your
Answer Assistant
1. Crawl your website content
2. Test your assistant
3. Install it on your website
4. Optimise your content
ANSWER ASSISTANT SET UP

12. 1. Crawl your
website content
A crawl is a collection of web pages, which
Frase uses to create an intelligent
knowledge base.
An Answer Assistant can be connected to a
specific crawl or multiple crawls.
ANSWER ASSISTANT SET UP

13. 2. Test your Assistant
Once your Assistant is connected to a
crawl, you can begin your evaluation.
Frase provides you with a testing
environment to share with your team and
analytics to help you identify topic gaps.
ANSWER ASSISTANT SET UP

14. 3. Install it on your
website
Copy and paste the Javascript snippet
provided by Frase.
Once installed, Frase begins collecting data
and provides real-time analytics on all
interactions between your website visitors
and your Answer Assistant.
ANSWER ASSISTANT SET UP

15. 4. Optimise your content
Identify topic gaps where your content is
unable to answer certain questions and
create the necessary content to fill the
gaps.
Train answers to questions right in the
platform and your Answer Assistant will
automatically resolve semantically related
questions in the future.
ANSWER ASSISTANT SET UP

16. Different answer types
1. Specific answers
2. Article summary
3. Top asset
4. Trained answers
5. Top pages

17. 1. Specific answer
Frase finds a specific answer that is buried
deep in your content.
ANSWER TYPES

18. 2. Article summary
Frase finds a highly related article and
summarises it.
ANSWER TYPES

19. 3. Top asset
Frase finds a highly related section inside
an article.
ANSWER TYPES

20. 4. Trained answers
Frase pulls answers from a user-trained
dataset for certain questions.
ANSWER TYPES

21. 5. Top pages
In low-confidence scenarios, Frase will
return top pages related to the question.
ANSWER TYPES

22. Focus on user
intent data
Dig in and try to understand your
audience as much as possible so you can
create effective content that answers
your customers’ questions and helps
them solve their problems.
FOCUS POINTS
Question-driven
content strategy
Fully embrace a question-driven content
strategy to gain more organic traffic on
Google.

23. Remove pressure from
Live Chat
It is critical that your website content
addresses your visitors’ questions. Live
chat should only be needed for advanced
questions.
FOCUS POINTS
Increase conversions with
answer funnels
Visitors that complete Answer Funnels
have a higher rate of conversion than
visitors who have to find their way around
your website.

24. Matt Hodkinson
Chief Exec Agent
matt@influenceagents.com