Modernizing the consumer experience with Drift
Adrian Cohn | TrustRadius Reviewer
May 27, 2020

Modernizing the consumer experience with Drift

Score 10 out of 10
Vetted Review
Verified User
Review Source

Overall Satisfaction with Drift

We are using Drift as the key technology on our website to connect with our buyers and book meetings. We first got Drift when our Marketing team completely rebuilt Smartling’s website in 2018. I knew we needed to modernize our web experience and get rid of the old school forms to make it easier for potential customers to connect with us. We also ended up adding on Drift Automation about a year later, which helps us create a consistent experience for every single visitor to our website 24 hours a day.
  • Letting buyers pick their own path without having to pick up the phone or fill out a form. For example, instead of the complex forms of the past we now ask three simple questions through Drift to get people what they want, when they want it, on their terms.
  • Engaging people immediately on the website - makes it more likely for interested people to share their contact information.
  • Answer questions quickly and consistently every single time with Drift Automation.
  • Surface useful insights from conversation data. For example, we didn’t have a ‘plans page’ on Smartling’s website - but after reviewing the conversation data, we realized that 150+ people each month were asking about pricing and packaging. So we built a plans page using the learnings from the conversation data and designed it in a way that addressed exactly what potential buyers were asking.
  • Whenever there have been challenges with the product, the team has always been hungry to fix the issues that we raise.
  • In-platform reporting on conversion metrics can be improved. For example, it's not possible to report on business vs non business email capture rate (currently reported by our CSM every week), and to get the most detail about meetings that have been booked, you have to export data and review in Sheets/Excel. Drift responds quickly, and they're already working on this... so by the time you read this review, the reports will probably be fully functional in the platform.
  • Tripled our inbound MQLs within the first two months using Drift Chat.
  • Generated more than 1,300 meetings with buyers in the first year, and Drift now accounts for the vast majority of Smartling’s opportunities.
  • Since implementing Drift Automation, we’ve seen additional increases in conversations, meetings booked, and meetings held.
  • We’ve improved the overall experience for our buyers through conversations.
  • Before Drift, prospects couldn't book meetings on our website. They had to fill out a form and then wait until a rep contacted them later. So we've given more control to the buyer while also benefiting our goal of simplifying the buyers journey/sales process.
Daily:
  • Meetings report (number of meetings booked and with whom).
Weekly:
  • Number of bot deployments.
  • Number of conversations.
  • Number of emails captured.
  • Funnel reporting on number of deployments > conversations > emails captured > meetings booked.
  • Drift Automation accuracy response rate.
  • Top clusters (which basically answers the question 'what are prospects asking about?').
Quarterly:
  • Team's median response time (goal is less than 90 seconds, right now we're at 48 seconds!).

Yes, the reports "meet our needs." But it would be helpful to have more thorough reporting as previously mentioned on who booked meetings (business vs non-business email, etc).
Drift makes it easy for us to feed the right information to the right people based on their intent, and it makes the whole experience simple and fast. It’s helped deliver the competitive advantage and brand experience we were striving for. If you’re not ready to innovate on the way you approach marketing, sales, and customer experience then it may not be for you.