topic Re: Usage Metrics in Knowledge Base Tool

Usage Metrics

JAvitable — Sat, 10 Jun 2023 17:44:38 GMT

We are just getting started with the knowledgebase, in 2 ways. First, with a "help center" page on our website that will direct visitors to various sections of the knowledgebase, and second with a chatbot that will appear on every page of our website that will search for answers to common questions.

My questions: How can I know when we are succeeding/failing? I would like to see all of the searches/questions that vistors do, and try to make sure the knowledgebase is strengthened in the areas of most interest to vistors, and more specifically, in the case of the chatbot, if the visitor explicitly tells the bot whether or not their question was answered, we want to know that as well. Lastly, if, after the visotr exhausts the knowledgebase, if they choose to submit a ticket, can the ticket reflect the process the vistor followed up to the point of submitting the ticket?

Re: Usage Metrics

kvlschaefer — Mon, 12 Jun 2023 15:03:53 GMT

Hi @JAvitable,

Thanks for reaching out to the Community!

I wanted to invite our subject matter experts to this conversation to see if they have advice.

Hi @jolle, @Jnix284, @danmoyle - Do you have any insight or recommendations for @JAvitable?

Thank you!

Best,

Kristen

Re: Usage Metrics

jolle — Mon, 12 Jun 2023 15:08:55 GMT

Hey @JAvitable, thanks for reaching out! These are great questions, and you have several ways to track this engagement in HubSpot:

Chatbot

Create a feedback survey (more details in this Knowledge Base article). In addition to having a Y/N chatbot question like "was your question answered," you can also send a feedback survey. The best way to gather the feedback you're after is by asking the users directly, so I would invest the most time here
If you click on the chatbot details, you can see the number of initiated, completed, and abandoned chats (and drill down to see what steps were abandoned). This can help give you a sense for how often chat conversations are completed
There's a default HubSpot report that will show you the number of initiated chatbot conversations by website URL. This can give you a sense for where users regularly start chatting, suggesting that those pages may be lacking support content

Knowledge Base

Have you looked into the Knowledge Base insights tab? There are several reports that cover article traffic and time on page, article helpfulness ratings, and top search terms
Between the insights tab reportand standard traffic reports, you should have a solid sense for which articles are receiving the most action. Compare those pages to the support requests you're receiving
1. If you're getting a lot of requests for your top pages, they're probably not addressing the issue proper.
2. If you're getting a lot of requests for pages that aren't getting traffic, they're probably not optimized for the user
If a user opens up a support ticket, you should be able to head to their contact record to check out any page views or chat conversations leading up to the ticket creation

HubSpot reporting will give you basic insights into what seems to be used the most, but you need to talk to your users directly to get the best sense for whether or not your knowledge base content is giving them the answers they need. Work with your users and your support team to keep track of frequently asked questions and their solutions that can be incorporated into your efforts and leveraged to create additional content.

Hope this helps!!

Re: Usage Metrics

Jnix284 — Mon, 12 Jun 2023 15:10:59 GMT

hi @JAvitable happy to help offer some insight into your questions, thanks @kvlschaefer! 🙂

From your Knowledge Base, you'll see the following on the Insights tab:

1 - Article Health - this will show you the number of views, average time on article, the Helpful Ratings and Unhelpful Ratings.

2 - Search Terms with no Results - this is helpful to see what your users are searching for, you can tag articles with these keywords or use it to create new content that answers those questions

3 - Most Search Terms - this will show you insight into the top questions your users are searching for, including whether they found a result (true/false), total searches, total result clicks, average result clicks.

For the chatbot, the results aren't sorted out separately, they are aggregated into the knowledbase search results.

We only recently switched to KB + Live chat combo, and I haven't found a way to review bot conversations with the KB (you can for custom bots), and also haven't found where the path can be visible on the ticket thread - perhaps one of the others Kristen tagged might have more insight here (and I can learn something new too).

Re: Usage Metrics

JAvitable — Mon, 12 Jun 2023 16:55:08 GMT

Thanks! All good information. The "opens a ticket" variation is the one I need to explore. We do not, at this time, plan any live chat, and when the visitor fails to find an answer in the knowledgebase, we invite them to fill out a contact form. The goal is that we will, likely, create a ticket, and if so, would like to see what the visitor already "explored" in attempting to answer their question themself

Re: Usage Metrics

danmoyle — Tue, 13 Jun 2023 12:18:47 GMT

Thank you for the tag @kvlschaefer 😊

Hi @JAvitable - it looks like @Jnix284 & @jolle have some great tips for you. I don't have anything to add. Keep asking questions and leaning on smart folks like these two for sure!