Which companies are competing with Yext
Advertisement: The new search product Yext Answers is now also available in German. The AI-powered search technology understands natural language and shows dynamically verified answers to customer questions in the search results on websites.
Because they can now find what they are looking for, customers stay on the company's website - this also has a positive effect on conversion.
Most people in Germany first google when they have a question about a product or service. However, instead of providing correct answers, Google initially displays high-paying ads. As a result, the companies that pay the most are prominently placed. The only way for companies to emancipate themselves from Google is to compete with Google - in such a way that the company itself provides the answer.
Because Google always stands between the people who are looking for something and those who have the answer. This also applies to the so-called branded search, in which a brand itself has to acquire the right through advertising to answer a consumer's question about his products or services - or the brand loses to its competitors who outbid it. The problem: If potential customers first look for information on a search engine instead of navigating directly to the brand website, there are risks: First, they can receive incorrect or unofficial information. Second, they can be shown and directed to offers from the competition.
Therefore, it must be ensured that your own website provides correct answers and picks up the searcher directly with correct information. Customers today expect a search experience that they know from search engines and want to get to their destination quickly. If the website doesn't give a satisfactory answer, users go back to Google. In turn, companies have to place an advertisement there in order to be visible - i.e. pay for consumers to return to their own website.
Yext gives companies, brands and organizations such as the World Health Organization or in Germany the Evangelical Church in the Rhineland the technological ability to provide answers online themselves. The AI-based Answers technology transforms websites into powerful search engines. These are then able to provide direct answers to search queries from consumers on the website, which have been verified by the operating organization. As a result, consumers can do without search engines because they have already found a satisfactory answer. If organizations create the opportunity to ask questions on the website - and actually receive appropriate answers - this will also be used more frequently. In the USA, for example, Campell’s recently integrated Answers technology.
A second benefit of having a perfect answer directly on the website is the reduction in support costs - a call to the call center costs the company an average of $ 5 according to an IBM study. Anyone who has an answer to their question no longer calls customer service, no longer writes e-mails or no longer uses the offered chatbot or chat.
An additional added value aspect of Answers technology: Companies get to know the intentions of their customers with the incoming questions much better. You learn what the customer is about and can adapt product development, marketing and communication accordingly. In addition, the answers can be refined over time so that users get the answers they are really looking for.
Search engines - and other AI-powered services like Alexa and Siri - have set the benchmark for answering user questions with direct questions that consumers are increasingly measuring corporate websites by. However, many websites are currently unable to meet these expectations.
Do you want to find out more? In the webinar, representatives from Yext and the Evangelical Church in the Rhineland on November 20 at 10 a.m. will explain how the institution is driving its digital marketing strategy with website search and can now react better to user intentions. Register now here for free.Register for the webinar now
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