If you thought goldfishes have the most transient attention span, you need a reality check. A study by Microsoft discovered that human beings have an even shorter attention span of 8 seconds than the 9 seconds span of a goldfish. This means that you have just under 8 seconds to grab the attention of a prospective customer who lands on your website.
What do you think will function better — a landing page that greets them with a conversation in real-time that dynamically suits their needs or one with something generic that they have to analyze to extract value from? Of course, a personalized conversation will lead to higher trust and engage prospects from the get-go.
Studies have shown that conversion rates on such conversational landing pages are 3x-4x times higher than on static landing pages and facilitate a more efficient deployment of the company’s value proposition.
What is a conversational landing page?
A Landing Page is a web page with a primary call to action that typically supports a product or campaign. They are often built with the singular goal of increasing the number of leads or sales generated.
An ideal landing page initiates and conducts conversations with site visitors to take action – be it signing up for a demo, requesting information, or making a purchase. This means that a good landing page’s primary call to action is to convert visitors to leads or customers.
Traditional vs. Conversational landing pages
Traditional landing pages are what we most commonly encounter – a web page that engages customers with the regular lead generation form that requests information like email id and company name through web forms in exchange for something like a trial or demo.
When a customer lands on your website, your landing page is their first impression of you and is often the make or break point of their decision to do business with you. But the issue with traditional landing pages is that they are static and targets customers with a one size fits all approach. With a traditional landing page, marketers have no concrete way of personalizing your sales or marketing efforts.
We know that no two website visitors will have the same needs. But how do we potentially target each section? Here is where conversational landing pages can create an impact. They engage prospects with businesses by conversing with them through tools like chatbots.
These chatbot-driven interactions are designed to substitute the regular sales or support copy and CTA button and provide information in bite-sized chunks in the form of a conversation. They gamify the tedious task of filling out forms and make the process engaging and interactive. They can be used for a wide range of applications from webinar registrations and demo requests to capturing leads during events and showcasing content. We can’t read our users’ minds, but we can use messaging on conversational landing pages to ask our visitors strategic questions through interactive bots and guide them towards specific actions.
What can a conversational landing page do for you?
● Increase engagement and generate leads
It doesn’t matter whether you’re dealing with SaaS or are an e-commerce site — if your landing page facilitates a high conversion rate, it generates more leads that can eventually turn into paying customers. Chatbot-driven landing pages help us customize and share content that targets the site visitor’s needs and questions. This, paired with good SEO, helps us provide added value and make a personalized sale, helping generate higher leads.
● Enable better customer experience
Customers today have a shorter attention span and an even smaller tolerance for convoluted processes. Adopting a conversational approach helps you break out of the one size fits all approach and personalizes your marketing message to suit different prospects’ needs. For example, a good ecommerce landing page or homepage ideally speaks to a specific persona and aims to solve their problem. But if their target audience is large, that becomes difficult. So with conversational landing pages, it is possible to diversify and work towards each customer’s needs. This also lets us anticipate, identify, and answer FAQs. In fact, personalized CTAs are said to convert over 200% better than generic CTA.
● Eliminate customer drop-offs
Conversational landing pages are especially powerful when there are multiple steps involved. They enable a higher chance of continued interest since we don’t subject visitors to lengthy copy with irrelevant information or forms to fill up before receiving sales help or product support. Bots also help to automate tasks and save the time spent on repetitive tasks. When people are engaged in conversation, they are less likely to drop off.
● Streamline information flow
A traditional landing page only allows a one-way communication flow where the visitors play a passive role. The turn-taking approach of conversational landing pages allows active visitor participation and helps them make informed and immediate action by taking the guesswork out of the equation. It also merges multiple steps, saving the potential customers from navigating to different pages to get the complete picture. In the case of Support operations, where it is vital to provide quick solutions, a customized, streamlined information flow can be a deal winner.
How to create a Conversational Landing Page?
After determining that conversational experiences help us achieve higher lead conversion and boost the ROI, we need to understand how we can design marketing campaigns around them. While there is no secret sauce to its design, there are a few conversational marketing guidelines that hold true for the majority.
1. Have clarity of intent
It is vital to understand what kind of leads your business requires and how you can leverage conversations to convert them. Know and understand the problems, needs, and wants of your potential clients. Your conversational landing page must ensure that the visitors stay and complete the desired action required for conversion.
2. Use value-based language
You know your audience. Now use that knowledge to develop an easy to understand the message. Conversations need to be designed to maximize engagement and interaction with visitors in such a way that it facilitates a frictionless experience for the users. For example, we can try is to include testimonials from social media. Following general chatbot language etiquette can go a long way!
3. Employ action-oriented design
A conversational landing page has an effective and concise hero fold with a convincing title, a clear CTA, a brief explanation of your offering, and most importantly, an interactive bot that gives meaning to the entire operation.
Here, less is more. A cluttered or hyper populated screen most often has the users struggling to understand the content and take action. Conversational landing pages help us prevent that early by facilitating straightforward, concise, and efficient interactions. A conversational landing page should have minimal text.
4. Test, measure, improve
Once you have your conversational landing page in order, test its effectiveness. Will it meet customer needs and wants while favoring your ROI and lead generation efforts? Test the page, measure its functions, and run optimizations to improve it before you finally deploy it.
A good conversational landing page always gives a positive answer to the following questions:
- Does this page meet my needs?
- Does it provide apt information?
- Is this website and, by extension, the product worth my time and attention?
Connect with our Chatbot specialists to learn more about how you can leverage conversations to boost landing page conversions.