Introducing Docket Spotlight: The Agent Meets Buyers on the Sentence They're Reading
November 6, 2026
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Last updated: 6 Nov 2026
Visitors who saw a Docket Spotlight highlight were 5.8x more likely to start a conversation with the agent: 10.9% did, against 1.9% of visitors who didn't see one. Spotlight highlights the sentence on your page a buyer is most likely to question, and one click opens the agent with that question already asked.
- 2x to 7x the conversation rate for visitors who saw a highlight, on every site where Spotlight is live
- 5x as many opens on pricing claims as on security claims
- About 40% more highlights opened after the latest update
These results come from 26,006 visitors on docket.io since 12 Oct, plus early data from four customer sites.
Why did Docket build Spotlight?
We built Spotlight to drive engagement. Every B2B buyer arrives with a question about something on your page. A buyer on your pricing page wants to know what the starting price includes, and a buyer reading your category claim wants to know what it means. The chat bubble in the corner asks them to stop reading and type that question from scratch, and most never do: without a highlight, fewer than 2 in 100 visitors start a conversation. Spotlight brings the agent to the claim each visitor is reading, with the question already written.
Spotlight is built to get more of the traffic you already have talking to the agent. Every conversation is a chance to answer the question holding a buyer back, learn what they're evaluating and qualify them as an AQL (Agent Qualified Lead). Every highlight a buyer opens also tells your team which claims land and which need work.
What is Docket Spotlight?
Docket Spotlight is a feature of Docket's website agent that turns the copy already on your page into a starting point for a conversation. Docket is The Demand Platform: agents that talk to buyers on your website, qualify them and route them to sales. Spotlight works in three steps:
- Highlight. The agent marks the sentence on the page a visitor is most likely to doubt or not understand, usually a headline claim, a price or a new term.
- Hover. Hovering over the highlight shows a one-line explanation and a suggested question about that claim.
- Click. One click opens the agent with that question already asked, so the conversation starts on the sentence the buyer was reading.
It isn't a pop-up. Spotlight skips links, image text and form fields, so it never sits on top of something the visitor is trying to click.
Do highlights get more visitors to talk to the agent?
Yes. Visitors who saw a highlight were 5.8x more likely to start a conversation with the agent than visitors who didn't: 10.9% against 1.9%.
The lift shows up on every site where Spotlight is live. Across docket.io and four customer sites in data security, sales compensation, software reviews and healthcare software, visitors who saw a highlight started conversations at 2x to 7x the rate of those who didn't. Customer sites have 1 to 6 days of data each, so those are early reads.
The gap holds in every time-on-site band:
| Time on site | Conversation rate, no highlight seen | Conversation rate, highlight seen | Lift |
|---|---|---|---|
| 0 to 10 seconds | 1.4% | 7.4% | 5.2x |
| 10 to 30 seconds | 3.3% | 7.2% | 2.2x |
| 30 to 90 seconds | 4.5% | 13.9% | 3.1x |
| 90+ seconds | 3.3% | 14.4% | 4.4x |
| All visitors | 1.9% | 10.9% | 5.8x |
Which website copy do buyers question most?
Buyers open highlights on pricing more than 5 times as often as highlights on security claims: 9.0% of pricing highlights shown were opened, against 1.7% for security and compliance. They open the claims they want to check, not product names or reassurance. On docket.io:
| Kind of phrase | Share of highlights shown | Opened, % of shown |
|---|---|---|
| Pricing and plans | 9% | 9.0% |
| Outcomes and numbers | 3% | 5.2% |
| Category and positioning | 29% | 5.0% |
| Other page copy | 20% | 4.5% |
| Product names and how it works | 20% | 3.9% |
| Setup and integrations | 14% | 3.4% |
| Security and compliance | 5% | 1.7% |
Best practice: highlight the claims buyers want explained.
- Prices and plans get opened most. The starting price on our pricing page was opened 11.1% of the time.
- New category terms invite questions. Our category line, "MQL is Broken. AQL is the Fix.", was opened 5.2% of the time.
- Claims that already answer themselves work best as plain copy. "Live in one click" was opened 0.8% of the time.
Interest builds with each highlight.
- Of visitors who saw one highlight, 2.4% opened it.
- Of visitors who saw 10 or more, 51% opened at least one and 11% started a conversation.
- Visitors who saw the same phrase a second time opened it 31% of the time, against 6.5% for everyone else.
What do buyers ask when they click a highlight?
Buyers click the questions about qualification, data and price. On docket.io, this is how conversations that started from a highlight split by topic:
| Topic of the highlight clicked | Share of conversations |
|---|---|
| How qualification and AQLs work | 27% |
| Knowledge sources, data and answer accuracy | 25% |
| Pricing and what each plan includes | 19% |
| How the product works (avatar, sandbox, walkthrough) | 15% |
| Integrations and setup | 10% |
| Security and compliance | 4% |
An AQL (Agent Qualified Lead) is a lead the agent has qualified in conversation, Docket's replacement for the MQL. The Sales Knowledge Lake™ is the knowledge layer Docket's agents answer from (what it is). Buyers clicked questions like "How does Docket determine whether a conversation is qualified?" and "Which data sources can the platform unify?", and those conversations ran 2 to 4 minutes.
What can a marketing team learn from highlight data?
Every highlight records which claim a visitor stopped on and what they asked about it. That gives a marketing team three things it rarely sees: which copy works, which questions buyers ask, and which accounts are asking.
Which copy works. Open rates show which pages make buyers curious. On docket.io:
| Page | Opened, % of highlights shown |
|---|---|
| Pricing page | 9.2% |
| Homepage | 5.5% |
| Platform page | 4.6% |
| Two feature pages | Under 1% |
The two feature pages took a quarter of all highlights shown and almost no opens, which points to a copy or audience problem on those pages. The same thing happened on a customer site, where a campaign landing page drew almost no opens while that site's homepage got a 22% open rate. If you're working on pricing page conversion, the opposite holds: buyers there want the claim explained.
Which questions buyers ask. The suggested questions buyers click, and the follow-ups they type, are the long-tail questions they also put to ChatGPT and Perplexity. Together they make an FAQ and content backlog sourced from your own buyers.
Which accounts are evaluating. A highlight open shows what an account is checking before anyone fills a form. On docket.io, several visitors from one large IT services firm came back over six days, asking about qualification, data sources and how answers are retrieved. On a data security vendor's site, a visitor opened a highlight on the AI data sanitization page, talked to the agent for 33 minutes, answered 19 discovery questions and left their email.
How does Spotlight keep improving?
Visitors now open about 40% more of the highlights they see: 6.0% of highlights shown are opened, up from 4.3% before the latest update. On the homepage alone, where page mix doesn't move the number, opens rose from 5.9% to 7.9%. We rewrote the phrase rules after reading how visitors used highlights:
- Fewer, stronger highlights on headline claims a buyer is likely to doubt or not understand, instead of many highlights down the page.
- No highlights on links, image text or form fields, and no guessing when the same text appears twice on a page.
- Fewer lost clicks: the popover closes when a visitor switches tabs, and a question clicked while the explanation is still loading is sent once it's ready.
- A readable question button in every brand colour.
FAQ
Does Spotlight replace the chat bubble?
Spotlight opens the same Docket agent, starting from a question about the sentence the visitor was reading. It reaches visitors who would never open a chat bubble: without a highlight, 1.9% of visitors started a conversation.
Which pages should get highlights?
Pages where buyers have questions about a claim: pricing, category and positioning pages, and pages with numbers. On docket.io, pricing page highlights were opened 9.2% of the time, while two feature pages were opened under 1% of the time.
Does Spotlight work on customer sites or only on docket.io?
It works on customer sites. Across five sites, docket.io and four customers in data security, sales compensation, software reviews and healthcare software, visitors who saw a highlight started conversations at 2x to 7x the rate of those who didn't.
How does the agent choose what to highlight?
The agent picks the claims on the page that matter most to each visitor and that a buyer is likely to question: prices, category terms and headline numbers. It keeps the count low so each highlight stands out, and it skips links, image text and form fields.
How is Spotlight different from Docket Frameless?
Docket Frameless builds the agent into the homepage itself. Spotlight works on the copy you already have, on any page, by marking the sentences buyers question and opening the agent from them.
Want to see what your buyers would question on your own site? Talk to Docket's agent.
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