Marketers have found that conversational experiences on landing pages (such as chatbots and live chat) become three to four times more than a traditional landing page. In addition, a report from Juniper Research predicts that by 2023, the adoption of chatbots in the retail, banking and healthcare sectors will save companies $ 11 billion annually. So what do these conversational experiences entail, and how should chatbots be incorporated into 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 your own. Let’s dive in.
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<h2>What is a conversational landing page?</h2> The goal of a conversational landing page is to engage website visitors through a chatbot conversation (or live chat) that spans the entire web page. These landing pages are intended to welcome visitors, initiate and conduct conversations, and recommend certain actions. A conversational landing page can also answer visitor inquiries, solve challenges, share specific offers, and guide customers to what they need through <a rel="nofollow noopener" href="https://www.hubspot.com/products/crm/chatbot-builder?_ga=2.187502891.247490401.1610503094-1627600350.1610503094" target="_blank">chatbot</a> or <a rel="nofollow noopener" href="https://www.hubspot.com/products/crm/live-chat?_ga=2.187502891.247490401.1610503094-1627600350.1610503094" target="_blank">live chat</a>. If your landing page only includes a chatbot for visitors to interact with, you can customize the bot so that it can detect complex problems that require human support; the bot can then direct visitors to live chat.
What Makes Conversational Landing Pages Unique?
In addition to conversational landing pages, there are two other main types of landing pages that are used to engage visitors: traditional landing pages and hybrid landing pages. A conversational landing page looks like this, with the chatbot’s conversation filling the entire screen for the visitor:
A traditional landing page is one that attracts visitors with a traditional lead generation form. The lead generation form is placed among other content on the landing page. Ask visitors for information (eg name, email address, zip code) in exchange for something (eg discount code, subscription or trial).
A hybrid landing page combines features of a traditional and conversational landing page; it is essentially a traditional landing page with a chatbot (which can be expanded or minimized) embedded on the page.
Now that you’ve seen these other two types of landing pages, you might be wondering, “Why should the chatbot / live chat conversation be the only thing on a conversational web page?” Good question. By making a contextual chatbot conversation the only thing on a web page, it establishes a personal and individual feel that traditional and hybrid landing pages don’t provide. This enables you to promote new offers more easily, close more deals, and increase conversion rates.
How do you create a conversational landing page?
When creating a conversational landing page, you’ll follow many of the same steps, or at least similar steps, that you would when creating any other landing page.
1. Set a goal for your conversational landing page.
The main goal of your conversational landing page is to attract visitors. But that doesn’t mean you can’t also set more specific goals for participation if you want to; This is a good way to set a unique approach to 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 increase sales of leads and customers. Get to know your audience on a personal level and apply that information to campaigns, buyers, sales and more. Collect feedback to improve your product / service, customer experience, and buyer journey.
2. Tailor the chatbot to your buyers and customers.
Your chatbot must cater to your specific audience. With a chatbot builder, like HubSpot – You can customize your chatbot and use it to qualify leads, book meetings, and create answers to frequently asked questions. You can also configure your chatbot to guide a person with a more complex reason to contact the live chat / representative. The bot can also create support tickets and add contact details to your lists and workflows to automate tasks and save your team time.
Use HubSpot’s Chatbot Builder software to qualify leads, schedule meetings, provide customer support, and scale your conversations one by one.
3. Use clear, action-oriented language.
The goal of your conversational landing page is to engage and interact with your visitors, as well as support their needs, challenges, and goals. It would be very difficult to do this if your landing page was cluttered, unclear, difficult to understand, or difficult to navigate. So when working to determine what text to include on your conversational landing page, remember that less is more, meaning your chatbot and any other text on your page should be concise, conversational, and direct. This will allow your visitors to have efficient and simple 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 ensure that your conversational landing page opens in a new tab (this is how the chat will fill the entire screen). A landing page tool like HubSpot, which has a drag and drop builder and pre-made templates, it simplifies the process of designing a landing page, even if you don’t have any coding or website knowledge. Here are some other landing page elements to consider when designing a memorable page: Font Colors Animations Images Videos CTA buttons / live chat layout
5. Make sure your landing page chatbot solves customer problems and guides them to solutions.
The goal 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 solves customer inquiries and guides users to the solutions they need, customize your bot’s message, purpose, and goal.
HubSpot Chatbot Builder makes it easy: the builder allows you to 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 home page doesn’t include 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 extract 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 visitors? To make sure your audience and customers know about your conversational landing page, promote it: share links on your social media profiles, add a call to action to your main landing page that guides visitors who want to interact with a chatbot to the landing page. and add a link on the “Contact” page of your website. This will increase engagement, encourage customers to interact with you, and efficiently and effectively 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 site visitors about 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, try different variations of the page to see what works best for your site visitors and increases conversions. To do this, test A / B (or split) your page (and chatbot) variations – swap and test CTA colors, font, messages, and buttons to determine which combination does the best job of engaging, engaging , converting and delighting customers. Start converting more visitors and delight customers today with an engaging and memorable conversation start page.