Conversational landing pages: the new conversion boosters

Conversational landing pages: the new conversion boosters

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!

The key takeaways of Facebook’s F8 conference announcements for your business

The key takeaways of Facebook’s F8 conference announcements for your business

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.

Facebook Messenger Marketing is Here to Stay

Facebook Messenger Marketing is Here to Stay

You must have heard:  Mark Zuckerberg has spoken.

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!

How can you convert more website visitors with messaging marketing?

How can you convert more website visitors with messaging marketing?

How could I convert more website visitors? This is not a light question. This is THE question that businesses ask themselves when considering the role their website plays in their overall marketing strategy.

Or at least it should be. But there are still far too many companies that think of their websites as billboards, and their prospects as drivers, passively taking in the website’s content as they motor their way down the internet superhighway.

The thing these businesses need to understand is that the only roads that lead to your website are the ones you build yourself. You can’t expect any traffic if you haven’t done the work to generate it.

And thinking of your website as a billboard is a mistake as well. Billboards are passive. They have no way of recording who looked at them. They can’t capture contact information from the cars streaming past. There’s no way for prospects to interact with them or get questions answered that aren’t printed directly on the surface.

If you want your website to be useful, and not a perch for buzzards stranded out in the internet desert, you need to need to drive traffic to it, and then convert as many visitors as possible into actionable leads, and your website needs to be designed specifically to do that. Below are a few good strategies for accomplishing both.

Dynamic Pages Capture Attention and Leads

Yes, your website should look nice and be designed well. But if your content isn’t dynamic, and if you aren’t supplying value and telling your prospects what you want them to do, then how your website looks doesn’t matter. It’s lipstick on a pig.

Content still wins it all

If you want customers to spend time on your website, and return at some point in the future, you need to give them a reason. Dynamic content which refreshes frequently is a good way to start.

You’ll want this content to be relevant, and help educate your customers. Buzzworthy articles that might be shared on social media are an excellent addition. You need to think of your website as a customer resource, not a billboard for your company. If you supply your customers with unique, relevant content that they can’t find elsewhere they’re far more likely to visit your site repeatedly.

The 80/20 Rule

When considering how to stack your content, it’s helpful to remember this rule of thumb. Your site should contain about 80% useful, insightful content geared toward the things your prospects and customers care about, and only 20% should be sales and marketing copy. This creates value for your customers, and they’ll appreciate it. Your bounce rates will plummet. And the prospects that stick around will read your content, which assures that they’ll read your sales copy as well. Sales billboard websites turn off all but those customers already very interested in your services.

Place a Call to Action Everywhere

Keeping your promotional copy minimal is important, but when it’s included, make certain it’s accompanied by a call to action (CTA) every time. There’s no reason to be shy. Tell your visitors what you want them to do. And give them a reason to do it.

As an example, a CTA that promises free, weekly insights in the visitor’s email box that will help them be a better X if they leave their email address is an excellent way to convert visitors while offering them value in exchange. Make sure you include a CTA on every page.

And make certain your site is collecting robust analytic data on every visit, and every interaction so that you can know what works and what doesn’t.

To sum up, your website should offer value first and promotional messaging second, and you should make it clear what it is you want in exchange for the value you’re offering.

Chatbots Are the Future

Having a person waiting on your website, 24 hours a day, ready to speak with your customers directly is the best way to convert traffic. However, that isn’t feasible for most companies. And, in fact, it isn’t necessary. Advanced chatbots can be just as effective as a human contact, and they can be available 24/7, 365.

Chatbots allow prospects to ask unique questions and get immediate answers. They deliver information conversationally, which personalizes the user’s visit and improves the user experience. Simply having a chatbot increases the chances that your prospect will return or convert, and when prospects engage with the chatbot, the chances go up dramatically.

Integrating a CTA

As with the rest of your website, you should include a CTA in every chatbot interaction. This is, in fact, one of the best places for a CTA because the user is already actively interacting with your website. Slipping in a well-placed, conversational CTA with a request for contact information can greatly enhance your conversion rates.

Add Unique Botflows on Each Page

When a visitor to your websites clicks a link to visit a specific page, the one thing you know is that they’re interested in that content. So engage them with a page specific chatbot conversation. This lets you capitalize on the interest they’ve shown, at the moment that they’re interested.

Offer to answer any questions they might have, and make certain that your chatbot is ready to handle all of the most common questions it might be asked. The more robust your chatbot is, the better it will simulate a real person, which increases the chances your CTA will be effective.

A/B Test Your Pitches

With a chatbot, you can vary the script it uses when it’s talking to, and pitching your visitors. Use this feature to try out different flows to find the scripts that work best. You can use this information to refine your pitch and then test again. Over time, this testing will result in extremely powerful chatbot conversational flows that convert prospects at very high rates.

In summary, your website should have a chatbot. You’re leaving money on the table otherwise.

Focus on High-Quality Traffic

Converting visitors starts with the sources of your traffic. Not all sources will convert equally well, and your marketing resources are limited. You don’t want to waste money trying to target every possible source of traffic. Instead, test available traffic sources for bounce and conversion rates and then focus your efforts on the sources that perform the best for you.

Starting with visitors already primed with interest in what your website offers allows all of the strategies we talked about earlier to be more effective. Find the traffic sources these people frequent and then commit to them.

If you’re interested in adding a chatbot to your website and/or your Messenger and Viber marketing campaigns, explore our site for more information on Fanbot, a powerful, easy-to-use chatbot platform. And keep following our blog for more marketing tips and strategies for small businesses, coming in the future.

3 Online Marketing Tips for Small Businesses

3 Online Marketing Tips for Small Businesses

We are starting a mini series, in which we are going to collect a few tips and tricks for small businesses. Here are the first three on our list:

  1. organize frequent webinars
  2. focus on content marketing
  3. consider spending on Google ads

Social media and the ubiquity of the internet have opened up novel, powerful new ways for small businesses to market themselves. Here is a short sampling of some of the more effective strategies available.

Webinars

Webinars, or “web seminars” are an effective way to generate leads and drive sales. Marketers create free webinars that introduce potential customers to their product or service, giving away just enough free, useful information to whet a customer’s appetite, enticing them to request more information or purchase the full package.

Webinars can be modified to sell just about anything. If you’re selling products you can host a free, online demonstration that finishes with a discounted offer. Informational products can excite their audiences with webinars that feature select excerpts from the material being sold, just enough to establish the value of the product. For services tied to a specific person or group of people, a webinar can introduce them and help establish their knowledge and credibility.

Content Marketing

If you’ve ever shared an interesting, brand-produced infographic on social media or posted a link to a funny or thought-provoking video that was loosely tied to a business, you’ve participated in the proliferation of content marketing.

Content marketing is the process of creating interesting, entertaining, educational, or otherwise useful content which also attempts to stimulate interest in a business, and its products or services. The idea is to produce content that people want to view and want to share, turning people, and their social media accounts into vectors for your marketing messages.

Content marketing distinguishes itself from advertising in that advertising is something most people try and avoid, whereas content marketing is welcomed and shared. Your marketing has to be subtler as a result. People won’t forward advertisements to their friends. But useful content they will, and if that content just happens to travel with mild marketing language in tow, all the better for your business.

Videos, infographics, memes, podcasts, and short eBooks are all good examples of the sort of content that can be used to promote your products and services.

Google Adwords

Google’s Adwords platform is one of the oldest online advertising platforms but is still one of the most relevant. Google controls roughly 75% of online internet search traffic, making it a huge, captive audience for marketers to advertise to.

Adwords uses keywords, linked to advertising and marketing messages, to determine when and where your ads are seen.

As an advertiser, you choose keywords and keyword phrases that you think best represent the words people will search for when looking for something your business offers. You then bid on those keywords, meaning you set a maximum price per click that you’re willing to pay for those keywords.

When someone searches for the keywords you’re bidding on, Google’s algorithms quickly compare your max bid to the bids of every other ad vying for those words, tempering the rankings with ratings on how well your ad and the content it links to answers the customer’s true search intent and other metrics, and then displays the ads for the winning bids.

You don’t pay when your ad is displayed. You pay only if the searcher clicks on your link. Therefore it’s important to focus your message and write effective copy that converts. Google rewards marketers with high click-through rates (the ratio of clicks to ad displays) by serving your ad more frequently. So an effective message can create a positive feedback loop that helps you reach more people.

Keep following our blog for more marketing tips and strategies for small businesses, coming in the future.