What is it and how to create a conversational landing page
Marketing experts have found that conversational experiences like Chatbots or Live chats, in landing pages, they tend to convert 3 or 4 times more than traditional landings. That is why in this article I will show you how to incorporate chatbots on your pages to improve your conversions and make better use of your time and resources.
Landing Pages or Conversational Landings
The objective of a conversational landing is to generate interactions with the users of a website through a chatbot or live chat, which is available throughout all your pages. These landing are made to receive your visitors, start and lead conversations and recommend certain actions.
A conversational landing page also answers user inquiries, resolves questions, shares specific offers, and guides users to what they are looking for through chat.
If your landing page only includes a chatbot for users to interact with, you can customize the robot to detect complex problems that require human support, so that this system can refer users to this channel.
What makes conversational landing pages so important?
There are mainly two types of landing pages used to interact with users: traditional and hybrid landings.
A traditional landing is one in which visitors interact with a data collection form. There it seeks to obtain information from visitors such as their name, email, postal code or any other information relevant to the business. In turn, the user usually obtains a discount code, a product test or some other incentive as part of the "exchange" for which they leave their data.
A hybrid landing page combines applications from both conversational and traditional pages. It is essentially a traditional landing with a chatbot that can be expanded or minimized.
In the following image you will see an example of a conversational landing page with a chatbot that occupies much of the space on the visitor's screen.
A good practice used in this type of conversation format is to leave as few elements as possible on the landing to give the user a feeling of personal and individual treatment, which is sometimes difficult to achieve with traditional or hybrid pages .
Getting your users to focus on your response channel, automatic or live, is an excellent tool to generate sales, so it is important that users enter the chat as it increases the possibility that a conversion will be generated.
How to create a conversational landing page?
When creating a conversational landing page, you will go through many of the steps that you would when creating a traditional landing page.
- Create a goal for your conversational landing page
The main objective of a conversational landing is to generate interaction with visitors. However, this does not mean that you stop creating particular segments to get closer to your audience. This is a good way to establish a specific focus for your page and thus make it as effective as possible.
Here are some examples of objectives for your conversational pages:
- Provide highly accessible customer service.
- Share special offers
- Convert and generate the passage of potential contacts to customers.
- Get to know your audience better on a more personal level and apply that information to campaigns, buyer personas, sales, and more.
2. Customize your chatbot to suit your buyer persona and customers.
Your chatbot must target a specific audience. By setting up yours with your developer of choice, you can customize it to screen and split leads, host meetings, and create frequently asked questions. You can also configure your chatbot to guide an individual with a complex query to contact a representative from your company. The bot can also create support tickets and add contact details to your lists and workflows to automate tasks and save time for your team.
3. Uses a language oriented to generate an action in the user
The objective of your conversational landing is to generate interactions with your visitors and their needs, problems and objectives. This process can become very complicated if the information you provide is unclear, difficult to understand, or if the page itself is difficult to navigate.
That is why I recommend that you determine what text you need to include in your conversational landing since in this type of content, less is more. Achieving this will allow your visitors to have simple and efficient interactions with your brand.
4. Design and give your corporate image to your page to make it memorable.
When creating your landing you should try to enhance your brand, think very well about its design and its image. This contributes to generating a positive experience for your site visitors. In this step you must make your conversational landing page open in a new tab so that it can occupy the entire screen and capture the 100% of your user's attention.
A landings creation tool that allows you to configure your design through templates makes setting up your page very easy, even if you don't have programming knowledge.
Here are some elements that you should take into account when creating an eye-catching landing:
- Typography
- Colors
- Animations
- Images
- Videos
- Chat Design
- Call-to-action buttons
5. Make sure that the chatbot on your landing solves the users' queries and guides them towards a solution.
To ensure that your chatbot meets the needs of your customers, you must configure the objective and purpose of your chat.
To do this, you should look in your landing page creation tool for a template that brings you closer to meeting this objective and that allows you to customize the messages of your bot based on what your users are looking for. If your conversational page does not have an automatic response system, you must configure it to direct your visitors to a representative.
Keep in mind that depending on the tool you choose, you can obtain information directly from your CRM to personalize the experience of your visitors on your landing.
6. Promote your conversational landing
To make sure your audience and customers know about your site, you need to promote it. Share links to your landing that send traffic to your site and thus get your users to interact with your chatbot. This will allow you to improve the interaction rate and in turn give your users the support they are looking for.
7. Test and analyze your conversational landing.
To make sure your landing page is as effective as possible, test different variables on the site to see what works best, based on what your users need and choose.
To achieve this you can test your page with A / B variations where colors, fonts, messages and call-to-action buttons change. This will allow you to determine which combination of elements best fulfills the task of attracting and converting your visitors into customers.
Conclution
Giving the best contention and touch points to your audience is a great way to showcase the virtues of your business. However, do not be discouraged if your business does not currently have enough capital to have a customer service center and, on the contrary, takes advantage of the benefits that automated tools can give you.
I recommend that you implement this type of action in your marketing strategy so that your users know that you are always available to solve their concerns. After all, that's a great way to generate conversations for a future sale.
