The implementation of the AI chatbot transformed how Nelson University's audience interacts with its website. The solution made finding information much more efficient and intuitive, reducing multi-click searches to a single, direct conversation. For example, a question like "Do I need a new diploma after the rebrand?" could be answered instantly by the chatbot, saving the user from a six-click search.

The solution has brought a new level of confidence to the university's team. As Nancy Lane, Nelson University’s Content Strategist, notes, “We’ve never before been in a position where we’ve been able to present our website and say, ‘Try it. It’s bulletproof.’ That has brought a whole new level of confidence to our marketing department.” Steve Fiedler, the university’s Director of Marketing and Communications also emphasizes the shift in strategy: “I actually embrace now looking for ways to fix content. We have tools at our disposal—like this report on the backend of WordPress—to diagnose content gaps and implement real solutions in-house, which has reduced our overhead.”

This new level of engagement provides significant value beyond the user experience. The chatbot's logged history serves as a powerful tool for content gap analysis, helping the university's team identify areas where they can create new content to better serve their audience. The same tool is also used by on-campus staff, who can use it to quickly answer in-person questions. 

The successful deployment for Nelson University is the beginning of a larger shift in how Click Here Labs approaches digital experiences, moving from static pages to dynamic, contextual conversations with a client's data. “This is the beginning of a fundamental change to how we interact with the internet,” says James Henningson, Vice President of Click Here Labs. “The capability is there to merge in the visual and narrative storytelling. We can create a situation where you interact with the content in a way that serves your train of thought in your style of communication.”

The project has resulted in several positive outcomes for the university: 

• Enhanced user experience: Visitors get instant, accurate answers to complex questions, whether they are a prospective student, alumni, or current student.
• Valuable insights: Chat history provides data for content gap analysis, helping the university fill gaps and improve its website's overall content strategy.
• Operational efficiency: University staff can use the chatbot internally to quickly and accurately answer questions, improving efficiency during peak periods like enrolment.

The project demonstrates how powerful tools, combined with a forward-thinking approach, can transform a website from a static information source into a dynamic, intelligent engagement platform. "These tools provide that through the effective repurposing of the data," Henningson notes, "but the data they create feeds into a cycle that the agency needs to service in order to serve our clients and help them win more business."