Creating a Voice App to Drive Traffic to Your Brand

语音app如何为您的品牌带来流量

2021-03-16 07:50 RWS Moravia Insights

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What is a voice app, and why does your business need one? The simple answer is that with the digital world rapidly moving towards voice (or arguably already there), your users demand it. 41% of adults use voice search at least once per day. If you don’t prepare for voice, you’ll fall miles behind your competitors. Personal assistants, phones, cars, lights, ovens, fridges and even toilets—just about everything reacts to voice now and consumers love it. And for businesses? Optimizing your digital presence so that you take advantage of voice search is one of the keys to unlocking sales growth and keeping up with consumer trends. How can your content be read aloud by the voice assistant to the user? There are two ways to achieve voice visibility: either your website’s content ranks high for voice queries (you can’t control this; you can optimize for it and hope for the best) or you create your own voice app. The latter allows you to be in control of your presence for voice search—give your app a name and users can simply invoke it just like going directly to a website. Or, through implicit invocation, your voice app can be suggested by the voice assistant based on the user’s query. You can make your app anything you want. For example, a transactional voice app allows a client to order from you by talking to their device without opening their computer or mobile device. Or, you could build a customer service app that your existing customers can invoke through their voice assistant to get a question answered. This could be a solution for a specific need or just a general enquiry; you can make it as specific or as broad as you want. The app’s contents and information are based on research about the types of tasks your customers would want to perform and what data they need to be successful at them. The bottom line is if you want to be visible online, you create a website. If you want to be found by voice, you optimize your website for voice or, even better, create a voice app. So, where do you start? The first question your business needs to ask of itself is “do we need a voice app?” Not everyone does. If you have a business that isn’t suited to consumers requesting you by speaking into a voice device, then this expense is unwarranted. However, if you’re consumer-facing and delivering any kind of product or service, there’s a good chance that your customer base is moving towards voice search. If your research concludes that having a voice app will enhance your channels of communication with your customers, there are considerations you need to clarify before starting its development. There are a lot of considerations that go into building any app. Far too many to put in a single blog post. So, what we’ll focus on here are the high-level considerations you need in place to be able to brief the voice app development team with your requirements. There are four main components to planning your voice app: Understand what “intent” means in the context of voice; Make sure you consider conversational design; Create the right app—a skill app, an action app or both; and Figure out the implications of dominant search engines and locales. Let’s look at these four areas in a little more detail. Do your research to understand “user intent” The key to good customer experience is making sure your voice app recognizes what people are asking it and provides relevant results. But there are several ways that people might ask for the same thing. Their “intent” is the same, but people of different age groups, genders, cultures, interests and backgrounds may say something in completely different ways. Instead of focusing on just keywords, capturing the intent of what someone is saying is the path to voice success. To do this, you train your app to understand the intent of the speaker and answer their question in the best way. The way to train your app is to give it as much data, or training phrases, as possible. The natural language understanding engine, or NLU, is the technology that identifies the intent of the user query. You want the NLU to recognize the infinite number of ways someone could ask for the same thing. You’ve already built the intent and possible answers into your app, but you need to train your NLU on recognizing and identifying that “intent” no matter how the user asks for it. This is where training phrases are important. Imagine when your app goes multilingual…you need to do the same for the target languages, as translation is not the best solution here. Conversational design—keeping the consumer engaged In order to keep the customer journey active and the user engaged, the dialog management multi-turn conversation engine (responsible for replies) should be programmed to keep the conversation alive even if the original request can’t be fulfilled. For example, if the question is ”do you have these shoes in red?” and the answer is ”no“, saying that would stop the conversation if you don’t have the app programmed correctly. Instead, the reply could be ”no, but we do have them in burgundy”. This is called a repair scenario. Skill versus action apps—get it right for the right voice assistant When you want to be visible to a consumer asking a question to their voice device, you need to know whether you should build a voice app as a skill or an action app. Skill or action are two different ways of coding your app to suit the voice device your customer base uses. This is a crucial point—this isn’t like developing a website that can be seen in any web browser like Chrome, Explorer, Safari, Firefox, etc. This is creating your voice app for a specific voice device. Each type of app relates to a main voice device: you need to develop a skill for Alexa users and an action for Google Assistant. It works this way: when a consumer talks to their Google Assistant, for example, and says the name of your app, it’s called explicit invocation. It will take the consumer to your voice app, which is programmed to operate through Google Assistant. Skill versus action is a fundamental programming difference, which is why you need to commit to one or the other, or both. Whichever your target market uses the most will determine which way you go. Chances are, you’re going to have to develop both if you’re rolling out globally into different countries. Or even develop an app for a different assistant if you’re targeting Russia, South Korea or China, since these countries have other voice assistants that are more popular than Alexa and Google Assistant in their respective markets. Device technology Because you have to build an app that sits within a voice search engine’s digital programming, you have to consider device technology (skill, action or other app). Which of the two main voice device technologies dominates? Is it a Google or Amazon product? Most English-speaking countries tend to have a mix, but there will still be one that has greater market-share than the other. In the US, for example, Amazon is dominant with 70% of the market. In some areas of the world, however, neither of the big two are the leading voice search devices. In South Korea, for example, Google is popular, but not as widely used as Naver (which is the predominant search engine in South Korea), so it would be a good idea to develop two apps: a Naver voice app and a Google voice app. The predominant voice device in the territory determines the type of app (or apps if you want to cover more than one type of voice device) you build. You have to address voice In 2020, Statista valued the smart speaker market at $7.2 billion. By 2025, they predict it will be worth $35.5 billion. Businesses with an online presence have to consider voice, even if the decision is that now is not the right time. For most consumer-facing brands, however, now is definitely the right time, because voice activation and search are only getting more popular. Get your research and technology right for all your markets and you’ll be in a good position to take advantage of voice in any language.
语音app是什么,你为什么会需要它呢?一个简单的答案就是,随着数字世界迅速走向语音化,越来越多的用户会选择语音程序。41%的成年人每天至少使用一次语音搜索。如果你现在不动身,你将远远落后于你的竞争对手。私人助理,电话,汽车,电灯,烤箱,冰箱,甚至马桶--现在几乎所有的东西都能家上语音应用,消费者也很喜欢它。对企业来说呢?优化您的数字存在,使您利用语音搜索是打开销售增长和跟上消费者趋势的关键之一。 语音助手如何将内容朗读给用户? 有两种方法可以实现语音可见性:您网站的内容在语音查询中排名很高(您无法控制;您可以对其进行优化并希望获得最好的效果),或者创建自己的语音应用。 后者使您可以控制语音搜索的存在-给您的应用命名,用户可以直接调用它,就像直接访问网站一样。 或者,通过隐式调用,语音助手可以根据用户的查询来建议您的语音应用。 您可以根据需要创建任何应用。 例如,交易语音应用程序允许客户端通过与他们的设备通话来向您订购,而无需打开他们的计算机或移动设备。 或者,您可以构建一个客户服务应用程序,现有客户可以通过他们的语音助手调用该应用程序以解决问题。 这可以是满足特定需求的解决方案,也可以只是一般性的查询; 您可以根据需要将其设置为特定或广泛。 该应用程序的内容和信息基于有关客户希望执行的任务类型以及成功获得所需数据的研究。 如果你想在网络上出现,那你就创建一个网站。如果你想别人能够用语音找到你,你就为语音优化你的网站,或者,更好的是,创建一个语音应用程序。那么,你从哪里开始? 您的企业需要问的第一个问题是“我们需要语音应用吗?” 并非每个人都这样。 如果您经营的业务不适合消费者通过使用语音设备讲话来请求您,那么这笔费用是不必要的。 但是,如果您面向消费者并提供任何类型的产品或服务,则您的客户群很有可能会转向语音搜索。 如果您的研究得出结论,拥有语音应用程序会增强您与客户的沟通渠道,那么在开始开发语音应用程序之前,您需要考虑一些注意事项。 构建任何应用程序都需要考虑很多因素。 太多的内容无法发表在单个博客文章中。 因此,我们在这里重点介绍的是您需要具备的高级注意事项,以便向语音应用程序开发团队介绍您的要求。 规划语音应用程序有四个主要组件: 理解“意图”在语音语境中的含义; 确保会话设计考虑在内; 创建正确的应用程序--技能应用程序,行动应用程序或两者兼而有之; 找出主要搜索引擎和区域设置的含义。 让我们稍微详细地看一下这四个领域。 做你的研究以理解“用户意图” 良好的客户体验的关键是确保您的语音应用程序能够识别人们的要求并提供相关的结果。 但是人们可能有几种方式要求同一件事。 他们的“意图”是相同的,但是不同年龄段,性别,文化,兴趣和背景的人可能以完全不同的方式说出一些话。 不仅仅是关注关键字,而是捕捉某人在说什么的意图是语音成功的道路。 为此,您需要训练您的应用以了解演讲者的意图并以最佳方式回答他们的问题。 应用程序训练的方法是为它提供尽可能多的数据或训练短语。 自然语言理解引擎或NLU是识别用户查询意图的技术。 您希望NLU认识到人们可以要求相同事物的无数种方法。 您已经在应用程序中内置了意图和可能的答案,但是无论用户如何要求,您都需要对NLU进行识别和识别“意图”方面的培训。 这是训练短语很重要的地方。 想象一下,当您的应用程序使用多语言时…您需要对目标语言执行相同的操作,因为翻译不是此处的最佳解决方案。 对话式设计-保持消费者的参与度 为了保持客户旅程的活跃性和用户的参与度,应该对对话管理多回合对话引擎(负责回复)进行编程,以使对话能够继续进行,即使原始请求无法得到满足。 例如,如果问题是“您的鞋子是红色的吗?” 答案是“否”,表示如果您未正确编写应用程序,则该对话将停止。 相反,答案可能是“不,但我们确实将它们设为勃艮第”。 这称为修复方案。 技能应用程序与操作应用程序--为正确的语音助手提供正确的应用程序 当您想让问他们的语音设备问题的消费者看到它时,您需要知道您应该将语音应用程序构建为一种技巧还是将动作应用程序构建。 技能或动作是两种编码应用程序以适合客户群使用的语音设备的不同方式。 这是至关重要的一点–就像开发一个可以在任何网络浏览器(例如Chrome,Explorer,Safari,Firefox等)中看到的网站一样。这是为特定的语音设备创建语音应用。 每一种类型的应用都与一个主要的语音设备相关:你需要为Alexa用户开发一种技能,为Google Assistant开发一种动作。 它是这样工作的:例如,当消费者与他们的Google Assistant交谈并说出您的应用名称时,这称为显式调用。 它将把消费者带到您的语音应用程序,该应用程序被编程为可通过Google助手进行操作。 技能与行动是编程上的根本差异,这就是为什么您需要致力于一个或另一个,或两者兼而有之的原因。 哪个目标市场使用最多,将决定您的选择。 如果您要在全球范围内推广到其他国家/地区,则很有可能必须同时发展两者。 如果您的目标受众是俄罗斯,韩国或中国,那么甚至可以为其他助手开发应用程序,因为这些国家/地区的语音助手在其各自的市场中比Alexa和Google助手更受欢迎。 设备技术 因为您必须构建一个位于语音搜索引擎数字编程中的应用程序,所以您必须考虑设备技术(技能,动作或其他应用程序)。 两种主要的语音设备技术中,哪一种占主导地位?是谷歌还是亚马逊的产品?大多数英语国家倾向于混合,但仍会有一个比另一个拥有更大的市场份额。例如,在美国,亚马逊占据了70%的市场份额。 但是,在世界上的某些地区,这两个领域都不是领先的语音搜索设备。 例如,在韩国,谷歌很流行,但没有Naver(韩国的主要搜索引擎)广泛使用,因此开发两个应用程序是一个好主意:Naver语音应用程序和Google语音 应用程序。 地区中的主要语音设备确定您构建的应用程序类型(如果要涵盖一种以上的语音设备,则为多个应用程序)。 音频处理 2020年,Statista对智能扬声器市场的估值为72亿美元。 他们预测,到2025年,它的价值将达到355亿美元。 拥有在线业务的企业必须考虑发言权,即使决定现在不是合适的时机。 但是,对于大多数面向消费者的品牌来说,现在绝对是正确的时机,因为语音激活和搜索才变得越来越流行。 使您的研究和技术适用于所有市场,您将处于有利的地位,可以利用任何语言的声音。

以上中文文本为机器翻译,存在不同程度偏差和错误,请理解并参考英文原文阅读。

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