Marketers have found that conversational experiences on landing pages (like chatbots and live chat) convert three to four times more than traditional landing pages. Additionally, a Juniper Research report predicts that introducing chatbots into retail, banking, and healthcare will save businesses $ 11 billion annually by 2023.
What do these conversational experiences include and how should chatbots be integrated on your landing pages to increase conversions while saving time and resources for your team?
Conversation landing pages
In this blog post, we’re going to talk about what conversation landing pages are, what makes them unique, and how you can create your own.
Let’s dive in.
Automate and scale conversations on your website with HubSpot’s Chatbot Builder software.
What is a Conversation Landing Page?
The goal of a conversation landing page is to reach website visitors through a chatbot (or live chat) conversation that spans the entire website. These landing pages are intended to welcome visitors, initiate and hold discussions and recommend certain actions.
A conversation landing page can also answer visitor inquiries, solve challenges, share specific offers, and guide customers to anything they need via chatbot or live chat.
If your landing page only has a chatbot that visitors can interact with, you can customize the bot to detect complex problems that require human assistance. The bot can then direct visitors to live chat.
What Makes Conversation Landing Pages Unique?
In addition to the conversation landing pages, there are two other main types of landing pages that are used to target visitors: traditional landing pages and hybrid landing pages.
A Conversation landing page looks something like this, with the chatbot conversation filling the entire screen for the visitor:
A traditional landing page is one that engages visitors with a traditional form of lead generation. The lead generation form is placed on the landing page, among other things. Information is requested from visitors (e.g. name, email address, zip code) in exchange for something (e.g. discount code, subscription or trial version).
A Hybrid landing page combines functions of both a conversation and a traditional landing page – it is essentially a traditional landing page with a chatbot embedded on the page (which can be expanded or minimized).
After seeing these other two types of landing pages, you may be wondering, “Why should the chatbot / live chat conversation be the only one on a conversational webpage?”
By making a contextual chatbot conversation the only element on a webpage, you create a personal, personal feel that traditional and hybrid landing pages don’t offer. This will make it easier for you to promote new offers, close more deals, and increase conversion rates.
How do you create a conversation landing page?
When creating a conversation landing page, you’ll be doing many of the same, or at least similar, steps that you would take when creating another landing page.
1. Set a goal for your conversation landing page.
The main goal of your conversation landing page is to motivate visitors. But that doesn’t mean you can’t set more specific engagement goals if you want. This is a great way to set a single focus for your page to make it as effective as possible.
Here are some examples of conversation landing page goals:
- Provide easily accessible customer support.
- Share special offers.
- Convert and sell leads and customers.
- Get to know your audience on a personal level and apply that information to campaigns, buyer personalities, sales, and more.
- Collect feedback to improve your product / service, customer experience and buyer’s journey.
2. Customize the chatbot to suit your buyer personalities and customers.
Your chatbot should be tailored to your specific audience. With a chatbot builder like HubSpot, you can customize your chatbot to qualify leads, book meetings, and create answers to frequently asked questions. You can also configure your chatbot to direct someone with a more complex reason to contact the live chat / agent. The bot can also create support tickets and add contact details to your lists and workflows to automate tasks and save team time.
Use HubSpot’s Chatbot Builder software to qualify leads, book meetings, provide customer support, and scale your one-on-one calls.
3. Use clear, action-oriented language.
The purpose of your conversation landing page is to engage and interact with your visitors and to support their needs, challenges, and goals. This is very difficult to do if your landing page is crowded, unclear, difficult to understand, or difficult to navigate.
So keep in mind that when you’re trying to figure out what text to put on your conversation landing page, less is more. This means that your chatbot and any other text on your end should be concise, talkative, and straightforward. This way, your visitors can interact with your brand efficiently and easily.
4. Design and brand your page and make it memorable.
Your landing page should be branded, well designed and beautiful – this will contribute to a positive experience on your page for visitors. At this step, you should also make sure that your conversation landing page opens in a new tab (that way, the chat fills the entire screen).
A landing page tool like HubSpot with a drag-and-drop builder and pre-made templates makes designing a landing page easy, even if you don’t have any website or coding skills.
Here are some other landing page elements to consider when designing a memorable page:
- Bot / live chat design
- CTA buttons
Use HubSpot’s Landing Page Builder to create and test beautiful landing pages that generate leads and look great on any device – without a designer or IT help.
5. Make sure your landing page’s chatbot solves customer problems and leads them to solutions.
The purpose of your conversation landing page is to engage visitors in a way that is beneficial to them (and your business). To ensure that your chatbot resolves customer queries and guides users to the solutions they need, customize the messages, purpose, and destination of your bot.
HubSpot’s Chatbot Builder makes this easy: the Builder lets you choose a bot template based on your goal and use the visual editor to customize the bot to complement that goal and your brand. Customize the copy of the bot and the type of questions it asks visitors. If your conversation landing page doesn’t have live chat, at this point you can configure the bot to direct visitors with complex issues to your live chat.
In addition, you can personalize bot conversations using your all-in-one HubSpot CRM. The chatbot pulls contact records from your CRM to create a personalized experience for customers on your conversation landing page. After each conversation with a visitor, the contact record is updated again with new details.
6. Promote your conversation landing page.
What good is a landing page without visitors?
To make sure your target audience and customers are aware of your conversation landing page, promote them. Share links to do this in your social media profiles. Add a CTA to your main landing page that directs visitors who want to interact with a chatbot to the landing page. and add a link on your website’s Contact Us page. This increases engagement, encourages customers to interact with you, and efficiently and effectively delivers the support your visitors are looking for – while saving you time.
It’s also a great way to proactively let your customers and website visitors know where and how they can interact with you and get support.
7. Test and analyze your landing page for conversations.
To make sure that your conversation landing page is as effective as possible, test different variations of the page to see what works best for your website visitors and which will increase conversions.
To do this, test A / B (or split) test variants of your page (and your chatbot) – swap out colors, fonts, messages, and CTA buttons and test them to see which combination does the best job attracting, incorporating, converting and delighting customers.
Convert more visitors today and delight customers with an engaging and memorable landing page for conversations.