Today’s customers want immediate solutions and don’t waste their time reading through elaborate and lengthy copy. However, the traditional static landing pages are not equipped to carry out dynamic actions. This is why where we introduce the concept of conversational landing pages.
What is a conversational landing page?
A conversational landing page is a landing page that allows visitors to engage with an Artificial Intelligence (AI) powered chatbot or a real human agent on live chat on their website or mobile app. Their aim is to improve lead generation and customer support efforts by dynamically addressing any issues or queries and providing a customized course of action.
We want the landing page to function in a beneficial way to both visitors and our business. In addition to increasing lead generation, a good conversational landing page helps to build brand awareness, build email lists, improve consumer behaviour knowledge, promote new products/services, and increase social media reach. Additionally, using chat as a medium also gives companies more control over user data and allow for greater user privacy.
A vital part of creating a profitable conversational landing page that ranks high on functionality is to ensure that your bot utilizes relevant conversation etiquette, which entails careful customization of the bots messaging and language. This will play a beneficial role in business process automation as well as in marketing.
Best Practises For Effective Conversational Landing Pages
- Set the right tone
- Choose the right words
- Be benefit-oriented
- Keep it short
- Capitalize on single-click-actions
- Supplement your words with data
- Adopt image usage
- Eliminate ambiguity
- Be action-oriented
1. Set the right tone
Your bot’s tone of voice should reflect your company’s personality and move your site visitors into action by helping them place trust in you. The right tone can be instrumental in boosting the interest of the visitors in your domain. To find that tone of voice, we should know our audience and buyer persona. With this knowledge, we can fashion our chatbot to carry out specific conversations. As a general rule of thumb, ensure that your bot always sounds clear and confident. This includes being upfront about the fact that the users are conversing with a bot and a human.
2. Choose the right words
Setting the right tone for your particular use case is only part of the work. Your copy should inspire your visitors to take action in the present. Ideally, your chatbot should be integrated with your existing knowledge base to use as a data source. It is also important to ensure that your bots’ statements do not contradict your previous statements. You should also make sure that your statements or asks do not push the user in a fixed decision tree. Following this right can help you steer the right buyers from your target audience to your product or service.
3. Be benefit-oriented
The turn-taking approach of a conversational landing page helps us understand what any particular site visitor is looking for. We can enhance user experience by leveraging this information to write using words that communicate how the product or service we offer will benefit them.
4. Keep it short
Inundating your viewers with messages as soon as they land on your page defeats the purpose of a conversational landing page. You should rely on the ability of this approach to have short back-and-forth interactions. Being prepared to answer FAQs also helps in avoiding unnecessary dialogue and increasing customer satisfaction.
5. Capitalize on single-click-actions
We have only 8 seconds to hook site visitors to our proposition. So, make it as easy as possible for them to progress the conversation. We should avoid asking questions that need more than a single click from them in response in exchange for valuable and quick replies. We can facilitate a better customer experience by asking questions that can be answered by selecting options rather than by asking for typed responses for the initial few exchanges.
6. Supplement your words with data
Data is impartial and apolitical. Examples of success are always well received by prospective customers since it gives an idea about what your product or service can help them achieve. Therefore, using data and statistics to validate your standing can amplify your offerings and even save time. It also provides backing for your statements, thus strengthening your brand value.
7. Adopt image usage
Any conversational landing page exists to engage and interact with site visitors to support their wants, needs, goals and address their challenges. But doing with just words is probably not the best option since humans are visual beings. Supplementing text with images or even emojis can go a long way. It helps convey information quickly, and increases recall value. It helps if you allow users to share images in addition to text input.
8. Eliminate ambiguity
One of the common chatbot best practices is to avoid confusion due to unclear language. Chatbots in a conversational landing page function to provide personalized courses of action. This becomes difficult if our language is ambiguous or creates any doubt. It will also foster distrust for your brand or company in the minds of the visitors. We have to ensure that our statements and follow up conversations do not contradict each other.
9. Be action-oriented
The primary aim of your conversational landing page is mostly to generate leads and gain new customers. Here, just relaying benefits to site visitors is not enough to drive them further into the sales funnel. Our language should convince them to take action in the present. We should use a combination of the user data base, effective language, machine learning and artificial intelligence to suggest actions that users can take on.
Conversational landing pages with effective chatbots have proven to increase conversions. We can use the Natural Language Processing (NLP) capabilities of chatbots in tandem with effective language to better understand the intent and context of our target audience. Once you have your conversational flows in place, it is important to test, evaluate, and improve to reach their maximum potential.
HappyFox Chatbot is a custom-built, AI-powered chatbot solution designed for your business. If you’re looking to implement a chatbot driven conversational landing page, connect with us today!