Marketers have discovered that conversational experiences on touchdown pages (resembling chatbots and dwell chat) convert three-to-four times greater than a conventional touchdown web page. Additionally, a report from Juniper Research predicts that by 2023, the adoption of chatbots throughout the retail, banking, and healthcare sectors will save companies $11 billion yearly.
So, what do these conversational experiences entail and the way ought to chatbots be included in your touchdown pages to extend conversions whereas saving your crew time and assets?
Conversational Landing Pages
In this weblog submit, we’ll discuss what conversational touchdown pages are, what makes them distinctive, and learn how to create one in all your personal.
Let’s dive in.
What’s a conversational touchdown web page?
The objective of a conversational touchdown web page is to interact web site guests through a chatbot (or dwell chat) dialog that spans throughout the whole net web page. These touchdown pages are supposed to welcome guests, provoke and conduct conversations, and advocate sure actions.
A conversational touchdown web page may additionally reply customer inquiries, resolve challenges, share particular affords, and information prospects to no matter it’s they want through chatbot or live chat.
If your touchdown web page solely consists of a chatbot for guests to work together with, you might customise the bot so it might probably detect complicated points that require the help of a human — then, the bot can direct guests to dwell chat.
What makes conversational touchdown pages distinctive?
In addition to conversational touchdown pages, there are two different primary sorts of touchdown pages which might be used to interact guests: conventional touchdown pages and hybrid touchdown pages.
A conversational touchdown web page appears one thing like this, with the chatbot dialog filling up the whole display for the customer:
A conventional touchdown web page is one which engages guests with a conventional lead era kind. The lead era kind is positioned amongst different content on the touchdown web page. It asks for info from guests (e.g. identify, e mail handle, zip code) in alternate for one thing (e.g. low cost code, subscription, or trial).
A hybrid touchdown web page combines options from each a conversational and a conventional touchdown web page — it’s primarily a conventional touchdown web page with a chatbot (which might be expanded or be minimized) embedded on the web page.
Now that you’ve got seen these different two sorts of touchdown pages, you might be questioning, “Why should the chatbot/ live chat conversation be the only thing on a conversational web page?”
By making a contextual, chatbot dialog the one factor on a net web page, you identify a private, one-on-one really feel that conventional and hybrid touchdown pages do not present. This permits you to extra simply promote new affords, shut extra offers, and enhance conversion charges.
How do you create a conversational touchdown web page?
When creating a conversational touchdown web page, you’ll work by means of most of the similar steps — or, on the very least, related steps — to these you’d observe when creating another touchdown web page.
1. Set a objective to your conversational touchdown web page.
The primary objective of your conversational touchdown web page is to interact guests. But that doesn’t imply you possibly can’t additionally set extra particular targets for engagement should you’d wish to — that is a good strategy to set up a single focus to your web page with a view to make it as efficient as potential.
Here are some examples of conversational touchdown web page targets:
- Provide highly-accessible buyer help.
- Share particular affords.
- Convert and upsell leads and prospects.
- Get to know your viewers on a private degree and apply that info to campaigns, purchaser personas, gross sales, and extra.
- Collect suggestions to enhance upon your product/ service, buyer expertise, and purchaser’s journey.
2. Tailor the chatbot to your purchaser personas and prospects.
Your chatbot ought to cater to your particular viewers. With a chatbot builder — like HubSpot — you possibly can customise your chatbot and use it to qualify leads, guide conferences, and create responses to FAQs. You may configure your chatbot in order that it guides a person with a extra complicated cause for reaching out to dwell chat/ a rep. The bot may create help tickets and add contact information to your lists and workflows to automate duties and save your crew time.
3. Use clear, action-oriented language.
The level of your conversational touchdown web page is to interact and work together along with your guests in addition to help their wants, challenges, and targets. It’d be very tough to do that in case your touchdown web page was cluttered, unclear, exhausting to know, or tough to navigate.
So, when working to find out what textual content you’ll embody in your conversational touchdown web page, keep in mind much less is extra — which means, your chatbot and another textual content in your web page needs to be concise, conversational, and simple. This will permit your guests to have environment friendly and easy interactions along with your model.
4. Design and model your web page and make it memorable.
Your touchdown web page needs to be on-brand, thoughtfully-designed, and delightful — this may contribute to a constructive expertise in your web page for guests. This step can be when it’s best to guarantee your conversational touchdown web page opens in a new tab (that is how the chat will refill the whole display).
A landing page tool like HubSpot, which has a drag-and-drop builder and pre-made templates, makes the method of designing a touchdown web page easy, even should you don’t have any web site or coding information.
Here are another touchdown web page parts to contemplate when designing a memorable web page:
- Bot/ dwell chat design
- CTA buttons
5. Ensure your touchdown web page’s chatbot resolves buyer points and guides them to options.
The level of your conversational touchdown web page is to interact guests in a means that’s helpful to them (and your small business). To guarantee your chatbot resolves buyer queries and guides customers to the options they want, customise your bot’s messaging, goal, and objective.
HubSpot’s Chatbot Builder makes this straightforward — the builder permits you to choose a bot template primarily based in your objective and use the visible editor to customise the bot so it enhances that objective and your model. Customize the bot’s copy and the sorts of questions it asks guests. If your conversational touchdown web page doesn’t embody dwell chat on it, then you might configure the bot right now so it directs guests with complicated points to your dwell chat.
Additionally, personalize bot conversations with the assistance of your all-in-one HubSpot CRM — the chatbot will pull contact report info out of your CRM to create a customized expertise for purchasers in your conversational touchdown web page. Then, after any dialog with a customer, their contact report shall be up to date once more with any new particulars.
6. Promote your conversational touchdown web page.
What good is a touchdown web page with none guests on it?
To be certain your viewers and prospects find out about your conversational touchdown web page, put it up for sale — share hyperlinks to it in your social media profiles, add a CTA to your primary touchdown web page that guides guests who wish to work together with a chatbot to the touchdown web page, and add a hyperlink to it in your web site’s “Contact” web page. This will enhance engagement, encourage prospects to work together with you, and effectively and successfully present the help your guests are in search of — all whereas saving you time.
It’s additionally a nice strategy to proactively inform your prospects and website guests of the place and the way they will work together with you and get help.
7. Test and analyze your conversational touchdown web page.
To guarantee your conversational touchdown web page is as efficient as potential, check completely different variations of the web page to see what works finest to your website guests and will increase conversions.
To do that, A/B (or break up) check variations of your web page (and chatbot) — swap out and check colours, font, messaging, and CTA buttons to find out which mixture does the perfect job of attracting, partaking, changing, and delighting prospects.
Begin changing extra guests and delighting prospects at present with an interesting and memorable conversational touchdown web page.