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Friction:

Atlassian has an excellent (product-led growth) PLG motion where users can self-serve and sign up for our products without talking to Sales. This journey is completely self-led, and while purposefully designed as so, research and data indicate that users could benefit from support during their evaluation journey:

  1. Users are overwhelmed by the amount of information on our site and can’t find what they need to assess Atlassian products.
  2. The majority of users leave our website after one single page visit (bounce). Bounce rates sit at around 50-60% for the top most trafficked pages on WAC (Product Tour, Pricing, Features pages). Some sources indicate that the industry baseline for what’s a good rate in B2B is around 40%.
  3. Not all users bounce immediately. Roughly 50% stay for >= 10 seconds.

Opportunity:

Why is solving this problem important?

Let’s make the assumption that a user spending >10 seconds on a WAC page has enough time to consume some content.

Roughly ~25% of page visitors(on JSW and Confluence product tour pages) bounce after spending >10 seconds on the page. Another assumption is made that they bounce because they can’t find the information they need.

That 25% of page visitors is the addressable audience for the chatbot. Assume ~6% of that addressable audience start signup.  See WAC Smart Chatbot - Business Case for a granular breakdown of impact calc.

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Opportunity:
Why is solving this problem important? Let’s make the assumption that a user spending >10 seconds on a WAC page has enough time to consume some content. Roughly ~25% of page visitors(on JSW and Confluence product tour pages) bounce after spending >10 seconds on the page. Another assumption is made that they bounce because they can’t find the information they need. That 25% of page visitors is the addressable audience for the chatbot. Assume ~6% of that addressable audience start signup.  See WAC Smart Chatbot - Business Case for a granular breakdown of impact calc.

The way we work

The way we work

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01

Research and analytics

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02

Planning and Strategy

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03

Design and Develop

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04

Testing and Launch

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  • Target Audience Identification
  • Budgeting and Resource Allocation
  • Technology and Tools Evaluation
  • Technology and Tools Evaluation
  • Technology and Tools Evaluation
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