The Client

Deciphex operates in the digital pathology sector, connecting healthcare providers with expert pathologists through technology-enabled diagnostic services.

With a website serving both prospective healthcare clients and pathologists interested in professional opportunities, Deciphex needed to create a more engaging and intuitive digital experience.

As the business developed its presence in the United States, it identified an opportunity to improve how website visitors interacted with its services, accessed relevant information, and progressed toward meaningful conversion actions.

RevOps Automated partnered with Deciphex to transform its website engagement strategy through a sophisticated, multi-branch conversational chatbot built directly within HubSpot.

The Challenge

Before the project, Deciphex relied primarily on traditional website contact forms to capture visitor interest.

While these forms provided a basic method for submitting inquiries, they offered limited opportunities to engage visitors proactively or guide them toward relevant information.

Three key challenges were identified:

1. Limited Website Lead Capture

Visitors could browse Deciphex's website without engaging directly with the business.

Traditional contact forms required users to independently locate the appropriate page and take the initiative to submit their information.

This created friction between initial website interest and lead generation, potentially allowing valuable commercial opportunities to go unidentified.

2. Different Visitor Audiences Required Different Journeys

Deciphex's website served multiple audiences, including prospective healthcare clients and pathologists exploring professional opportunities.

Each group had different questions, motivations, and desired outcomes.

A generic contact form could not provide the personalized guidance needed to direct these visitors toward the most relevant information or next step.

3. Limited Interactive Engagement

The existing website experience relied heavily on static content and traditional forms.

For visitors exploring specialized digital pathology services, this limited opportunities to access relevant educational content within an interactive conversation.

Deciphex needed a way to make its website more engaging while supporting visitors through increasingly specific questions and decisions.

The Solution

RevOps Automated designed and implemented an advanced conversational marketing chatbot within HubSpot, creating a more interactive and personalized experience for visitors to Deciphex's US website.

Rather than deploying a standard linear chatbot, RevOps Automated developed a sophisticated conversation architecture consisting of five primary logical streams, each containing additional branching pathways and interconnected actions.

The complete chatbot journey was initially mapped in Lucidchart before being translated into HubSpot's chatbot functionality.

This approach ensured that the complex conversation logic was clearly defined and that visitors could navigate different journeys based on their intentions.

The solution included five key components.

1. Advanced Multi-Branch Chatbot Architecture

Five interconnected conversation streams were developed to accommodate different visitor requirements.

Each pathway incorporated additional branching logic, allowing the chatbot to present relevant information and next steps based on user selections.

This created a more personalized experience than a traditional contact form.

2. Customer Journey Mapping and Process Design

RevOps Automated mapped the complete chatbot experience using Lucidchart.

This provided a clear visual representation of conversation pathways, decision points, and interactions between different branches.

By designing the journey before implementation, the team established a structured foundation for a technically complex HubSpot build.

3. Automated Lead Capture

The chatbot introduced an additional mechanism for converting website visitors into identifiable contacts.

Through interactive conversations, visitors could engage with Deciphex and share their information without relying exclusively on traditional contact forms.

The HubSpot implementation provided a connected foundation for capturing visitor interest and supporting subsequent follow-up.

4. Dedicated Pathologist Application Journeys

Specific conversation pathways were developed for pathologists interested in professional opportunities.

These journeys guided prospective applicants toward the relevant application forms, making it easier to progress from initial interest to application submission.

5. Embedded Video Content Through Vidyard

RevOps Automated integrated Vidyard functionality into the chatbot experience.

This allowed relevant video content to be presented within conversations, providing an additional way to educate and engage visitors.

By combining conversational automation with embedded media, Deciphex created a more interactive website experience.

The Impact in Numbers

The first iteration of the chatbot established a foundation for improving website conversion, recruitment engagement, and visitor experience.

The initial performance targets focus on three commercially relevant measures.

1. Lead Generation: Targeting a 25% Increase in Website Lead Capture

25% Target Improvement

The chatbot creates additional opportunities to convert anonymous website visitors into identifiable leads.

By introducing personalized conversation pathways, Deciphex can engage visitors more directly and encourage them to share their information.

A 25% improvement in website lead capture represents the initial performance target for demonstrating the effectiveness of conversational marketing.

Business Impact: More opportunities to identify prospective customers and initiate meaningful commercial conversations from existing website traffic.

2. Recruitment: Targeting a 15% Increase in Pathologist Applications

15% Target Improvement

Dedicated chatbot journeys make it easier for prospective pathologists to locate the relevant application forms.

By reducing navigation friction and guiding visitors toward the appropriate next step, the chatbot supports a more accessible recruitment experience.

A 15% increase in pathologist applications represents the initial target for improving the website's effectiveness as a recruitment channel.

Business Impact: A more streamlined journey for prospective pathologists and greater potential to generate applications through the website.

3. Website Engagement: Targeting a 20% Increase in Page Engagement

20% Target Improvement

The introduction of interactive conversations and embedded Vidyard content provides visitors with additional reasons to engage with Deciphex's website.

Rather than relying solely on static content, visitors can explore relevant information through guided conversations.

A 20% increase in time spent on website pages represents the initial engagement target for the chatbot.

Business Impact: More opportunities to educate visitors, communicate service value, and encourage progression toward inquiries and applications.

Time Saved: Automating Initial Website Engagement

Previously, visitors were required to independently navigate the website or submit a contact form to request further information.

The new chatbot provides an automated first point of engagement, guiding users through relevant pathways based on their requirements.

This reduces reliance on manual initial interactions and establishes a consistent experience for visitors.

Although direct time savings have not yet been quantified, the solution provides a scalable mechanism for handling common visitor journeys.

Money Saved: Improving the Efficiency of Existing Website Traffic

The chatbot creates an opportunity for Deciphex to generate more value from the website traffic it already attracts.

By improving how visitors engage with the business and progress toward relevant conversion actions, the solution supports more efficient lead generation and recruitment.

The automated framework can also accommodate multiple visitor journeys without requiring an equivalent increase in manual engagement.

While financial savings have not been measured, the implementation establishes a foundation for improving digital acquisition efficiency.

Business Impact: A More Intelligent Website Experience

The project transformed Deciphex's website from a primarily passive information resource into a more interactive engagement channel.

Through advanced HubSpot chatbot functionality, the business now has a structured mechanism for:

• Engaging website visitors through personalized conversations.

• Directing different audiences toward relevant information.

• Encouraging prospective customers to share their details.

• Guiding pathologists toward application forms.

• Presenting educational video content within visitor journeys.

• Supporting future testing and optimization of website conversion.

The first iteration provides Deciphex with a flexible conversational framework that can be refined as more visitor engagement and conversion data becomes available.

The Result

RevOps Automated helped Deciphex establish a more intelligent and scalable approach to website engagement.

By combining five interconnected conversation streams, advanced HubSpot chatbot functionality, visual customer journey mapping, and embedded Vidyard content, the project introduced a new way for visitors to interact with the business.

The implementation provides a foundation for improving website lead generation, supporting pathologist recruitment, and creating more engaging digital experiences.

With the initial chatbot framework in place, Deciphex can continue measuring performance, refining visitor journeys, and optimizing conversion opportunities.

The result is a website better equipped to turn visitor interest into meaningful conversations, qualified leads, and professional applications.