Whether the goal of your next big campaign is to get people to willingly try out your new service, quadruple the sign-ups in that given month or simply push sales over the roof the first indicator that you will probably always look at when assessing your success is the conversion rate. Traditionally at the end of these online campaigns, there is always a visually really appealing landing page with a strong message, dedicated content tailored to one specific task, to convert.
These pages are designed with one sole purpose in mind, to catch every single person you drive there and make them take your intended action. However, they have an extremely difficult task in doing so. Their content is static, there are usually multiple steps involved and each with their own possible drop off points and they can’t provide that feeling of instant connection with the brand, that today’s customers need. Modern customers don’t want to waste their time by reading some lengthy product copy nor they are happy to fill out a form and wait until your sales team eventually gets back to them. This is exactly why we came up with the concept of conversational landing pages.
So what really is a ‘conversational landing page’?
Although, it is the next evolutionary step in converting and qualifying, the concept itself is really simple. Instead of arriving to a static landing page and facing with a wall of text, your customers are greeted by a chat conversation. Its primary goal is to engage visitors in a conversation with a live agent or a chatbot and exchange instant messages. It can be viewed as a full screen chat window but with the same design options and visual opportunities you have with a static landing page, so it can fully reflect your brand or product. A really carefully designed interactive conversation flow engages the visitor and instead of trying to present all information at once, it slowly guides your potential customers through. It focuses your visitor’s attention, there are no pop-ups, sidebars and extra menus, it offers a completely distraction free experience.
Why do they work better?
If you think about it, when someone clicks on your ad or a link placed in your email, they are ready to connect with your brand. You captured their interest with your marketing message and now they want to know more. They don’t want to read a long generic description, they have specific questions, they are ready to get convinced and this is your window of opportunity and this is when conversational landing pages can kickstart a fruitful conversation with a potential client.
Instead of the generic one size fits all approach of the traditional landing pages it can accommodate different clients’ different needs and the conversations can head into completely new directions. No matter how well you prepared your buyer persona, a two way communication approach in which the client can actually state his preference will always yield far more superior results. It is like having your best sales rep in always listening mode, ready to immediately engage with all the new customers opening the door of your shop.
Today’s clients demand the absolute best customer experience and their attention span is shortened to just a few minutes so your brand needs to take actions immediately and can’t risk the precious conversions on the guesswork that you are stuck with when presenting your marketing message on static page based on a one way communication flow.
Where should I use them?
They of course work perfect in place of any kind of classic landing page, but they particularly excel at places where their interactive nature is useful, such as lead qualification, registration or for example handling broad email newsletter traffic. You can merge and replace multiple steps so your customers don’t need to separately click on the contact us form or find your CTA button at the bottom of your page, they don’t need to navigate to different pages if they need more info about a product. This eliminates potential drop off points and keeps clients in the flow, maximising the return on your google or facebook ad spendings.
They really shine when you have a complex business offering with many variables, for example if you are selling a travel insurance that is tailor made to your buyer’s upcoming trip. The conversational flow guides customers through the qualification questions, collects contact information, recommends services in a natural and seamless way. This also makes them the perfect first qualification step if have different sales reps handling different geographic territories, company sizes or product groups.
My personal favorite use is to have a dedicated conversational landing page handling traffic from email newsletters. The visitors coming in this way have a really broad interest so it is much more difficult to predetermine what will cut it for them. With the option of asking questions and letting the user choose from different options you can avoid spamming them with offers they are not really interested in and only show your best cards.
A/B test results
Comparing 12 different user campaigns recently, the results are pretty convincing. Conversion rates were up by 41% on average and in two cases up by almost 75% compared to the previously used static landing pages. In the ecommerce examples we examined, conversational landing pages had the added side benefit of shoppers spending more on average, cart value was up by 17%. These pages were the landings of paid ad campaigns so the CAC (customer acquisition cost) was also an important measure that the raised conversion rates could improve significantly.
More advanced conversational engines, like the one you find in fanbot.ai allow the transition between chatbot based automatic replies and personal chat with a live agent on a conversational landing page. As the chatbot could take care of the more common questions and only escalate the queries that really needed human interaction we found that the same number of staff could handle a x27 swing in workload during a countrywide recent telecommunications campaign.
Our system in fanbot.ai allows users to switch between a pop-up style webchat window that you can place on your homepage in the right bottom corner or a full screen webchat interface that can be fully customized as a conversational landing page so you are free to run your own tests. We would love to hear about your campaign results and design your next landing page that really converts together!
One of the biggest happenings recently and certainly a key focus of every marketer whose business is reliant one way or another on Facebook’s services is the annual F8 developer conference in which the company showcases its coming additions, updates and many more. Yesterday was the last day of this years event and we have seen countless exciting new features and changes promised going live pretty soon, including new changes for groups, an app redesign and even a Tinder-like Facebook Dating that allows friends to match. Mark Zuckerberg’s points were centred around data privacy, he is set that “the future is private.” This hardly comes as a surprise after all the data scandals and worryingly increasing trust issues surrounding the company since last year. This is all brilliant but how is this going to affect businesses, you could rightly ask so we have collected the key takeaways for you.
As we all know by now, Facebook is not just the social media platform and the Messenger app anymore. It consists of multiple applications and services, including Instagram, WhatsApp and many more and now we also got more news about the Oculus Quest and Rift S virtual reality headsets. This loose collection of different parts seems to be changing now and slowly creating one cohesive and complete ecosystem which immediately reminds us of how WeChat works in China. If we look into that example, it is clear how much Chinese businesses are relying on WeChat and how essential it is in their success. This is what is about to come and here are the new features supporting this shift:
Facebook Groups: new features include the ability for members to anonymously post questions and exchange information. There is also a new template for professional groups to post jobs on Facebook, allowing members to message the employer and apply through the app. Gaming groups will get a chat feature, members will be able to create threads about specific topics within a group. Though “friends” are currently the central point of the Facebook experience, that’s about to change and groups will be at the heart of the experience. This also suggests to us that in the near future it will get easier for businesses to find groups of people with the same interests or background providing the next level opportunity for precisely targeting their ads.
New Messenger app: “People’s communication styles are migrating toward messaging way faster than anyone thought,” said Stan Chudnovsky, head of Messenger. “And people want to communicate with businesses the same way.” To support this move, the Messenger app will be faster than ever before and also smaller, only taking up less than 30MB of your precious space. On the other end, there is a desktop app coming to MacOS and Windows as well, alongside with Facebook’s website redesign hopefully providing a more advanced surface for business to communicate with their peers. Specifically crafted for businesses, there is an automated system that allows customers to book an appointment through Messenger. Facebook is also developing features that will allow Messenger users to message and call people on Instagram and WhatsApp as well.
WhatsApp updates: for businesses, the company rolled out product catalogs, allowing customers to view a list of products within the chat. This allows customers to purchase an item directly within the app with a new payments feature which is currently being tested in India and will be coming to a number of other countries throughout the year. This opens new and exciting doors for in-app shopping. WhatsApp now also allows users to share their location via the app which similarly to all the messages will be encrypted.
Instagram features: Instagram plans to debut a new feature that will allow users to tag items. This will allow other users to purchase them directly within the app a feature already available to retailers since last month. We can see that all the updates are centred around giving users the ability to shop and fundraise within the app and also be a lot more creative with their stories. Users can now raise money for charitable causes with a new donation sticker and 100% of the money raised will be donated to the nonprofit organization that the user has picked. Instagram is clearly going to be the new shopping channel, rolling out the checkout without leaving Instagram and a new way for creators to sell products.
AR/VR shopping: for shopping AR enables a closer look at a product without having the physical item in front of you. Through partnerships with Nike, for example, you’ll be able to see a 3D model of a new sneaker up close and also be able to rotate the shoes so that you can zoom in on different details. Asus will let people virtually “unbox” a phone, so they can examine the “hardware” up close before buying it. Makeup company Sephora, will let you “try on” different shades and colors and immediately see how they look on you, like a Snapchat or Instagram filter, which gives you rosy cheeks or a flower crown. Features like these will let brands virtually put the product into someone’s hand without actually doing so and the dedication is apparent with the new Oculus Rift S and Oculus Quest VR lenses that Facebook has also announced.
Only three years ago at F8, Facebook announced it was opening up Messenger to chatbots so AI-powered software can perform simple tasks like composing an email, booking travel plans or helping with customer support. Since then we have come a long way and last year there were already more than 300,000 active bots on Messenger, up from 100,000 in the previous year and they were sending 8 billion messages between people and businesses each month. Now with the new changes and features opening up even more doors for a complete shopping experience and more streamlined communication between business and users we are excited to see how the new technology will be adopted and which will be its next evolution steps. As an active member of the Facebook Developers community, we already have a few tips and tricks that can help you to prepare your business for the changes so feel free to shoot us an email for a free consultation.
He says, and I quote, “future versions of Messenger and WhatsApp [are] to become the main ways people communicate on the Facebook network.” His words seem to stress the importance of speed, simplicity and usability on the one hand, and privacy, security and accountability on the other. You could rightly ask “What’s going on here, and is there something for me in this?”
So let’s take a look at what’s going on. First, the price of data has grown immensely in recent years. Facebook, along with other social media platforms, has been pushed to change the way it operates, become more transparent about their data use, and fend off ill-intentioned fraudsters and shady opinion hackers. The increasing value of our data currency also makes authorities uncomfortable all around the world. That is the public logic behind Facebook’s change of focus from social media to private sharing. This change will give them the opportunity to encrypt messages so that no third parties, not even Facebook, will be able to track them.
So Facebook is shifting their focus from a broad social media platform that is very difficult, if not impossible, to control. They instead will concentrate on smaller circles of trust. However difficult this may sound, business logic can support this direction. Facebook will not necessarily lose on the deal, and of course as a business, they’re very aware of the bottom line. However, businesses who do not follow emerging trends may find themselves facing a dire predicament. It seems that traditional media advertising tools will undergo some changes that may catch businesses off-guard.
The rise of messaging marketing
In recent years, brands have increasingly decided to interact with their customers over messaging services, such as Messenger or Viber, just to name the biggest ones. The number of active users on these platforms is in the billions globally, and people are much more likely to engage with over messaging platforms.
The immense growth of these platforms, plus Facebook’s imminent strategy shift, together make a very good case for taking messaging marketing even more seriously.
So what are the perks of using messaging marketing?
Customers prefer live chat solutions for support. Over half of customers will be likely to repurchase from a provider who offers chat options.
Engagement is a given in chat, which creates an easy avenue for direct upsale options.
Quality chat solutions attract more customers, but clients who are kept waiting can damage the business. Once you introduce a direct messaging platform, it is in your best interest to provide timely and accurate answers to consumer queries.
Live chat helps you win more customers. Speedy and accurate answers are an excellent way to contribute to great word-of-mouth statistics.
Using a well-optimized and reliable chat bot will help you gain traction: you can use the bot as a sales assistant that can pass on the issue to your human colleagues only if it requires extra attention. And that is only a part of what you can do with a modern chat bot solution.
Chat bots are also a perfect fit to tackle tasks such as customer surveys, to guide customers around seemingly complicated client paths, retrieve abandoned carts, and more.
Businesses with AI-based chat bots hosted on Facebook Pages or other messaging platforms will certainly benefit from these changes.
We cannot say with certainty whether Facebook will follow through with the proposed changes. However, it’s a fact that the share of messaging marketing in the global marketing spending is on a steep rise, and enabling technologies, such as AI-operated chat bots, are on a roll.
The drive toward messaging marketing is taking place regardless of any proposed major changes in the market, and it looks like any changes in social media platforms will lead toward a greater use of messaging marketing.
Drop us a line if you interested in some new messaging marketing tips!
Here are the first 3 out of the 5 Biggest Trends in 2019 that we see:
good content is still the best, but structure is equally important
messaging platforms are becoming key for businesses
voice searches are becoming an everyday alternative
It all started with our regular meeting. The fanbot team was sitting together in the office planning our strategy for 2019, with some brilliant and not-so-brilliant caffeine-boosted ideas for creative campaigns and goals. As we were looking ahead, we started to wonder about new trends. What will be the new high-waisted jeans in the business world? What are the marketing trends that we will need to look out for or even jump onto this year. Here we’ve collected the most significant contributions from our team members about upcoming trends.
1. Good content is still the best, but structure is equally important
It might sound like something from the past, but small business owners all around the globe still agree that publishing quality content that can drive inbound marketing, and frequent publishing is still one of the top investments they should make in order to reach success. We all know that Search Engine Optimization (SEO) is a never-ending game. Old-school tricks like keyword stuffing and creating pages for each keyword variation are no longer effective, so if we would like to rank high in search results we need to build quality content that is interesting and features new and exciting information for searchers.
There is no question about this: we all agree that quality content is the best. But as search engines are becoming smarter, structuring our content is also becoming increasingly more important. Covering an entire topic, as opposed to covering only a specific keyword, and organizing content into grouped topic clusters instead of individual disjointed posts enables you to capture a large amount of search traffic across an always increasing pool of relevant keywords. This also enables you to align your brand with several identifying core topics. Adding more content to a poor site structure can make it even harder for Google to find and rank, so the basic idea behind building a topic cluster content program is to enable deeper coverage across a range of core topic areas.
Creating an interconnected structure suggests to the search engine that you are an expert in the given topic. This might sound a bit complicated, but in simple terms, you just need a page that is a broad overview of a specific topic, like a summary or roadmap of that topic. Links within this “roadmap” point to more specific individual subtopics, and that is cluster content. These cluster topic pages should focus on specific long-tail keywords that are segments of the bigger main topic. The roadmap links to each cluster page, and each cluster page links back to the roadmap with the same hyperlinked keyword.
In addition to ranking higher, your content is also often the first interaction a prospective customer has with your brand, and it is among the best tools that can convert a visitor into a long term customer. First impressions do matter, so it is extremely important to make your content centred on your customers’ and prospects’ needs. However, in the past we could count on single-touchpoint, bottom-of-the-funnel marketing strategies, but nowadays it is becoming essential to guide consumers through the buying funnel by mapping content to buying stages and aligning your content strategy with your sales funnel, so that you are supporting each step in your buyer’s journey.
2. Messaging platforms are becoming key for businesses
The equation is easy: the top four messaging apps (Messenger, WhatsApp, WeChat and Viber) have more monthly active users than their social networking counterparts (Facebook, Twitter, etc.). Since users are switching to messaging apps, it is a natural decision for brands and services to follow them and be present where the customers are. Here at fanbot.ai we have many years of experience in custom mobile app development, and we know firsthand how difficult it can be to convince a conference attendee to download yet another event app. In fact, studies show that people only use the same 4 to 6 apps on their smartphones daily.
Recent news confirms that Mark Zuckerberg, Facebook’s CEO, plans to integrate the social network’s messaging services (WhatsApp, Instagram and Facebook Messenger) into a cohesive ecosystem which reminds us of how WeChat works in China. Compared to the west, there is a more significant lack of trust towards locally-made products, and this has created the need for Chinese consumers to share their opinions with other consumers and also bombard the brands with questions before they make a purchase. In China, businesses can already exists without a traditional webpage, functioning solely on WeChat, where they handle all the customer service, pre- and after-sales through its messaging platform. Due to the sheer number of customers and requests, WeChat introduced a bot platform back in 2013 to help small businesses with client communication, and this is the example all the other major messaging platforms have followed. In addition to automated, immediate, and always available help, these messaging platforms also enable businesses to guide their users through a customized purchasing journey and better engage them in the long run.
Instant messaging platforms are offering the perfect middle ground between a traditional email, which has a really low open rate, and a phone call, which can work brilliantly, but needs to be perfectly timed and executed. We are seeing more and more perfectly executed implementations, from clothing shops recommending the perfect t-shirt to airlines enabling customers to book flights without leaving the chat window, with the power of perfectly crafted conversations.
3. Voice searches are becoming an everyday alternative
Voice searches were supposed to be the next big thing in 2017, and then in 2018, and it was predicted that they would overtake all searches by 2019. But we are still here typing in our questions as we always did. More conservative estimates say that 50% of all searches will be voice based in the next few years. We will see how this number changes, but with Siri, Cortana, Alexa and Google Assistant all becoming larger parts of our lives, we can’t ignore the importance of preparing for the future of searches. Imagine driving on the highway, listening to your favorite radio station, when you quickly need to modify the destination of your trip to stop for some groceries. For obvious safety reasons, you don’t even think about moving your hands away from the steering wheel nor your attention from the road, so you just yell the new destination at your phone and voila, you can already see the updated directions.
The most important thing to keep in mind is that when using voice search, people use natural conversational language instead of just listing keywords one after the other. So instead of “best street burger Budapest” you might ask “What is the best street burger place in Budapest?” To take advantage of this trend and rank in the search results, you should focus on long-tail keywords and create articles that target these longer phrases using a natural voice.
As queries are becoming more specific, user search intent is becoming even more important. Analyzing and determining multiple scenarios and matching those to specific question phrases (who, what, how, etc.) can significantly improve your results. As important as the question itself is, the way we will access the answer will also change slightly. As we know, Google’s “position zero” is the featured snippet which is generally meant to quickly answer specific questions, and this is what the Assistant will read out for us. Creating content that is informative and authoritative enough for Google to select for this coveted spot can create an opportunity to be the number one answer to the questions for voice searches.
If you are curious to see the remaining trends, follow us and stay tuned as the second part is coming soon!