Marketers have found that conversational experiences on landing pages (such as chatbots and live chat) three to four times more than one traditional landing page. In addition, a report of Juniper Research predicts that by 2023, the adoption of chatbots in the retail, banking, and healthcare industries will save businesses $ 11 billion annually.
So what do these conversational experiences entail and how should chatbots be incorporated on your landing pages to increase conversions while saving your team time and resources?
Conversational landing pages
In this blog post, we’ll talk about what conversational landing pages are, what makes them unique, and how to create one of your own.
Let’s dive in.
What is a conversational landing page?
The goal of a conversational landing page is to engage website visitors through a chatbot (or live chat) that spans the entire webpage. These landing pages are meant to greet visitors, initiate and conduct conversations, and recommend certain actions.
If your landing page only includes a chatbot that visitors can interact with, you can customize the bot so that it can detect complex issues that require human support, and the bot can then direct visitors to the chat. live.
What Makes Conversational Landing Pages Unique?
In addition to conversational landing pages, there are two other main types of landing pages used to engage visitors: traditional landing pages and hybrid landing pages.
A conversational landing page looks something like this, with the chatbot conversation filling the entire screen for the visitor:
A traditional landing page is one that engages visitors with a traditional form of lead generation. The lead generation form is placed among other content on the landing page. It requests information from visitors (e.g. name, email address, zip code) in exchange for something (e.g. discount code, subscription or trial).
A hybrid landing page combines the functionality of a conversational and traditional landing page – it’s essentially a traditional landing page with a chatbot (which can be expanded or collapsed) built into the page.
Now that you’ve seen these other two types of landing pages, you might be wondering, “Why should chatbot / live chat conversation be the only thing on a conversational webpage?”
By making a contextual conversation a chatbot the only thing on a webpage, you create a personal, individual impression that traditional and hybrid landing pages don’t deliver. This makes it easier for you to promote new deals, close more deals, and increase conversion rates.
How to create a conversational landing page?
When building a conversational landing page, you’ll follow many of the same steps – or, at the very least, similar steps – that you would take when create another landing page.
1. Set a goal for your conversational landing page.
The main goal of your conversational landing page is to engage visitors. But that doesn’t mean that you can’t also set more specific engagement goals if you want to – it’s a good way to establish a unique goal for your page to make it as effective as possible.
Here are some examples of conversational landing page goals:
- Provide highly accessible customer support.
- Share special offers.
- Convert and upselling prospects and customers.
- Get to know your audience on a personal level and apply that information to campaigns, buyer personas, sales, etc.
- Collect feedback to improve your product / service, customer experience and the buyer’s journey.
2. Personalize the chatbot according to the personality of your buyers and customers.
Your chatbot must respond to your specific audience. With a chatbot builder – like HubSpot – you can customize your chatbot and use it to qualify prospects, book meetings and create answers to FAQs. You can also configure your chatbot to guide someone with a more complex reason for contacting a live chat / representative. The bot can also create support tickets and add contact data to your lists and workflows to automate tasks and save time for your team.
3. Use clear, action-oriented language.
The purpose of your conversational landing page is to engage and interact with your visitors, as well as meet their needs, challenges, and goals. It would be very difficult to do if your landing page was cluttered, unclear, difficult to understand, or difficult to navigate.
So, when working on determining what text you’re going to include on your conversational landing page, remember less is more – which means that your chatbot and all other text on your page should be concise, conversational and simple. This will allow your visitors to have effective and easy interactions with your brand.
4. Design and brand your page and make it memorable.
Your landing page should be branded, thoughtfully designed, and beautiful – this will contribute to a positive experience on your page for visitors. This step is also when you need to make sure that your conversation landing page opens in a new tab (this is how the chat will fill the entire screen).
Here are a few other landing page elements to consider when designing a memorable page:
- Character font
- Bot / live chat design
- CTA buttons
5. Make sure your landing page chatbot resolves customer issues and guides them to solutions.
The purpose of your conversational landing page is to engage visitors in a way that is beneficial to them (and your business). To make sure your chatbot resolves customer queries and guides users to the solutions they need, customize your bot’s messaging, purpose, and purpose.
HubSpot Chatbot Builder makes it easy – the builder lets you select a bot template based on your goal and use the visual editor to customize the bot to complement that goal and your brand. Customize the bot copy and the types of questions it asks visitors. If your conversational landing page doesn’t include a live chat, you can configure the bot at this time to direct visitors with complex issues to your live chat.
Plus, personalize bot conversations with the help of your all-in-one HubSpot CRM – the chatbot will pull the contact record information from your CRM to create a personalized experience for customers on your conversational landing page. Then after any conversation with a visitor, their contact record will be updated again with new details.
6. Promote your conversational landing page.
What good is a landing page without any visitors?
To make sure your audience and customers know about your conversational landing page, promote it – share links to it on your social media profiles, add a CTA to your main landing page that guides visitors who want to interact with a chatbot to the landing page, and add a link to it on your website’s “Contact” page. This will increase engagement, encourage customers to engage with you, and effectively and efficiently provide the support your visitors are looking for, all while saving you time.
It’s also a great way to proactively inform your customers and your site visitors where and how they can interact with you and get support.
7. Test and analyze your conversational landing page.
To make sure your conversational landing page is as effective as possible, experiment with different variations of the page to see what works best for your site visitors and increases conversions.
To do this, A / B test (or fractional) variations of your page (and chatbot) – swap and test colors, font, messaging, and CTA buttons to determine which combination does the best job at attracting, engaging, converting and delight customers.
Start converting more visitors and delighting customers today with an engaging and memorable conversational landing page.