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 appealing landing page with a strong message, dedicated content tailored to one specific task, to convert. Like this one (by the way you can click on the button and start creating your own here, while reading the article):
Are you already familiar with the concept of conversational pages and chat based customer experience?
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!
Sounds great, right? If you are ready to create your own conversational landing page then go for it!
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.
This question pops up at almost every conversation we have with our new customers or brands who wish to try out messaging marketing. As the Messenger platform is getting a more integral part of the sales and marketing funnel, it’s important to learn your options that could be used to drive traffic. (Fortunately they are well documented on the Facebook developer site, but it looks like it’s still not easy to find, otherwise we wouldn’t get so many questions about them..). We have also added a couple small remarks based on the performance of each tool from our experience.
1. Messenger as an Ad destination
This option is getting more and more popular, but still mostly uncharted territory for many brands. Basically you can re-direct the audience of your paid ads directly to your Page’s messenger chat (and use your chatbot for the conversations, as we have described in one of our previous articles).
2. Sponsored messages
It’s basically very simple, as the name of the option suggests: you can send out a broadcasted message to people who have an open chat with your Page (ie. initiated a conversation earlier and did not delete the conversation since then) as an advertisement. It will receive the label “Sponsored”. Sponsored messages are an exception from the 24+1 broadcasting rule that Messenger has, this can be an effective way to re-engage your users who were silent for a long time.
3. Customer chat plugin
This plugin is a great tool to drive traffic from your website or landing page directly to Messenger. As it requires no programming to deploy, it can be done in an effort of just a few minutes. The chat window in the plugin will act as your normal Messenger experience, including your bot. We have shared a couple small tricks about how to set up this plugin in a previous article.
4. Sharing options
There are three different options to share your Messenger experience. If used effectively, this could provide great organic results for your campaign.
In-conversation sharing means that your users can share content that was communicated to them directly in Messenger
Webview sharing takes advantage of the integrated webview of Messenger, where users can share websites or other related content (we love to use webviews, by the way! they are providing one of the best user experience)
External sharing is an option to share directly from a mobile app or an external service, using deep linking directly into the conversations
5. Discover tab in Messenger
We had very little success with this option as it takes some unknown formula about getting displayed in the Discovery tab. You have to sign up your Page in the Settings tab for Messenger Discovery and it typically takes a long review period. As it takes very little effort, you could go for it (the whole process is about 10 minutes), but do not expect big results from this one in it’s current form.
6. M.me links
Very popular and sounds like a nobrainer, you should always promote your Messenger experience and messaging marketing efforts with the m.me link of your Page. The format of the link is very simple http://m.me/<PAGE_NAME>, where PAGE_NAME is the handle of the Facebook page the bot is linked to. Not much to add here, use the link!
7. Messenger codes
Messenger codes, similarly to QR codes could be printed or displayed in ads, fliers, stickers and other materials. And, of course, you can expect the same results as from QR codes..
8. Send to Messenger plugin
9. Message us plugin
Basically a more simple version of the Send to Messenger plugin, this button initiates a conversation between your Page and your user. In other words, it simply re-directs the user to your Messenger, without authentication etc.. Since it’s a simple re-direct, your user won’t be opted in or signed up, unless they start a conversation.
10. Checkbox plugin
This is one of the trickiest and best performing plugins Messenger has to offer and especially popular amongst e-commerce companies. The plugin places a checkbox to your forms or shopping cart on your website and users who click on them are opted-in for further updates, such as status updates of an order. One of the differences between the Send plugin and this one is when your user clicks on the checkbox, it won’t open the Messenger, but it will opt-in the user. It’s important to note, that clear communication and an active opt-in is required in countries with applicable law, such as the GDPR when you are using this checkbox to distribute promotional content. The default state of the checkbox is always “unchecked” and Facebook is currently in the process of updating their policies around this. The best part of the checkbox plugin is that it mostly can drive automated traffic, which is perfect to handle with your bot.
It’s not hard to reach the point where you can be comfortable to drive traffic, using these options (assuming you have a good working Messenger experience). The next step is to further tweak your solution to focus on quality traffic, one that your brand will appreciate the most. Do you have other methods that work great? Would love to hear about them! Also, what are your options on Viber? We will cover that in our next article.