Landing pages are some of the most important pages on any company’s website.
They’re often your first chance to make a good impression on a new visitor, then convert that visitor into a lead or customer for your business.
This means it’s important to maximize each landing page’s ability to show potential customers and clients what you have to offer, then drive them to take action.
And if you have any experience with landing page optimization, you know that reaching this goal is often easier said than done.
But today, one of the best ways to reach it is with chatbots.
By adding full-screen chatbots to a landing page, you can transform the experience your visitors have when they land on your site. Your bot can initiate a conversation right off the bat, and get each new user engaged with and interested in your company.
If you’ve never interacted with this type of landing page, you can check out our example here, and see what the experience is like as a user.
Then, keep reading to learn the benefits of converting a landing page into a chatbot, along with a simple, five-step process you can use to make the switch today.
Boosting landing page conversion rates is an important goal for many marketers. Considering the impact that these pages can have on leads and sales, it’s not hard to see why.
It becomes even clearer when you consider that the average website conversion rate is 2.35%. This means that for every one hundred visitors that arrive on a landing page, only two or three will ultimately convert.
That’s bad news for anyone who wants to use their website as a marketing or sales tool.
But when most site owners look to boost conversions, they focus on traditional conversion rate optimization strategies like testing new copy, calls to action, button placement, and graphics.
This isn’t the most effective approach.
While some of these changes look like the increase conversions initially, the results are often short-lived — and the page’s rates gradually return back to where they started.
When it comes to earning new leads and sales, short-term increases aren’t enough.
Instead, it’s best to focus on the kinds of changes that make a real, long-term impact. One of the best ways to do this is to eliminate distractions, and center your page around the element that contributes most directly to conversions.
And one of the best elements to place at the center of a conversion-focused landing page is a chatbot.
For example, when a visitor arrives on OneClickSolar’s quote request page, they see the following greeting from the company’s chatbot:
Then, after the user clicks “Let’s get started!,” it jumps directly into the process of collecting information by asking simple questions about their contact information and interests.
By making this conversation the focus of the page, the company not only makes the conversion process more engaging for visitors, but also makes it the most logical choice as soon as a new user arrives.
And in case you’re wondering whether this approach really works, the short answer is yes.
In fact, here at Landbot, we once launched a full-screen chatbot completely by accident. It was intended to appear as a pop-up in the corner but due to a coding error, blocked all of the other elements on the page.
After realizing our mistake, we weren’t hopeful for the page’s conversion rate that day — so you can imagine our surprise when we saw that it had increased from 3% to 9.6%.
By getting rid of unnecessary elements, we were able to get visitors to focus solely on the conversion process.
And you can replicate this process on your landing pages by integrating a chatbot of your own.
The more obvious of a choice you make it to convert, and the more engaging you make it to do so, the better you’ll become at driving the actions you want your visitors to take.
Converting a landing page into a chatbot might seem like a complex and daunting task. But that’s fortunately not the case.
With the following five steps, you can start converting your landing pages today!
The first step in converting a landing page into a chatbot is to build the chatbot you want to use to convert visitors into leads.
And the easiest way to do this is with the Landbot chatbot builder.
Although there are other chatbot platforms available to marketers, most are designed to engage with users via a small chat window in the corner of the screen as they browse content on the site.
And while this type of bot can be effective for certain goals, it’s not designed to replace an entire landing page.
Plus, most other chatbot platforms today can be difficult to use for the average person, and require a good bit of time and technical experience.
That’s not the case with Landbot.
In fact, when you build your bot using our user-friendly visual editor, you can have it up and running in as little as two minutes.
To simplify the process, you can also use one of our pre-made templates.
This way, there’s no need to start from scratch on a conversational workflow. Instead, you can use one of the frameworks we’ve already built, then customize it to match your needs and goals.
And it’s also worth noting that this approach to chatbot creation is less expensive than the majority of the other options you’ll find.
So if you haven’t yet created your Landbot account, you can get started by following along with our setup chatbot here.
This bot will walk you through the process of creating your Landbot account, so that you can start the process of creating high-converting landing pages as quickly as possible.
The next step in the process is creating the chatbot you want to use on your landing page.
But before you get started building and editing workflows, it’s important to know what, exactly, you want to accomplish.
Do you want your chatbot to generate leads? Announce a new product? Earn registrations for an event?
For the best results, your chatbot should be focused on just one goal per landing page. This way, you can focus on attracting traffic that’s at the right stage in the customer journey for this goal, and center the page around achieving it.
Then, once you’ve determined what your goal is, you can either choose a template that’s built around that goal, or start from scratch.
If this is your first chatbot, we recommend starting with a template. This way, there’s no need to create custom workflows. All you’ll need to do to “program” your bot is customize the built-in content to match your needs.
But if you’re already comfortable creating chatbot workflows, or want to launch a bot that’s outside the scope of the Landbot templates, you can use our builder to create “conversations” that are entirely unique to your site.
First, you’ll want to create a welcome message to greet your landing page visitors and get them to engage with your bot.
From there, your workflow can be as simple or as complex as you want it to be. For example, the final product might look something like this:
And as you put your workflow together, remember that this is essentially the first draft.
You can always update and add to it later – so there’s no need to aim for perfection on the first try.
After creating your workflows, it’s time to give your bot some personality with copy, content, and design elements that are tailored to your brand.
If you used our signup bot to create your Landbot account, for example, you know that we like to use GIFs and emoji to give our copy a little flair.
These elements can make the experience of interacting with your bot more engaging for your visitors and, as a result, increase the chances that they’ll stick around and follow through with the conversion process.
Of course, the approach you take should match your company’s existing voice and personality. If you’re a serious B2B brand, for example, puppy GIFs probably aren’t the right fit – but custom graphics and in-depth informational content might be.
Beyond that, you can also make your bot more visually interesting by customizing design elements like the background graphic, header, and button and text colors.
This enables you to match your chatbot to the rest of your site and provide a more cohesive browsing experience.
Ultimately, the goal of updating and improving your landing page is to boost your conversion rates. And it’s important to be able to measure your chatbot’s impact on this goal as soon as your launch it.
The best way to do this is to integrate your bot with Google Analytics, so that you can easily monitor chatbot conversions alongside the other important conversion goals on your site.
And this process is easy with the Landbot builder.
Navigate to the Settings tab, and select “SEO & Tracking” from the left menu.
Then, enter your Google Analytics tracking ID in the corresponding field.
Then, you’ll need to determine which point during a chatbot’s interaction with a user constitutes a conversion.
For example, if your first two questions ask the visitor for their name and email address, you might choose to label the submission of these two pieces of information a conversion – even if that visitor doesn’t make it the rest of the way through your workflow.
If you only want to count users that make it all the way to the end, on the other hand, this is also a valid option.
Once you’ve determined the most logical place for this distinction, you can add a Google Analytics Event to your workflow so that when a user reaches this point, it will automatically be reflected in your Analytics account.
For more information on tracking chatbot events with Google Analytics, check out our tutorial on the process here.
Finally, the last step in the process is embedding your chatbot into the landing page on which you want it to appear.
Within the Share tab of the Landbot builder, select “Embed into your website” from the left menu.
Select “Full page” from the drop-down list of display options.
Then, you’ll be given a chunk of code to copy and paste into the <body> section of your page. If you’re comfortable editing basic HTML, you can do this within seconds.
Alternatively, you can click the “Email these instructions” button to send your code and implementation instructions to the developer who works on your site.
Once this code has been added, your bot will be up and running – and ready to start converting leads for your business.
Boosting landing page conversions is an important goal for just about every business website in existence. Today, one of the best ways to reach this goal is by integrating chatbots.
And this process is easier than most people realize.
With tools like Landbot, you can create and launch a chatbot within minutes. Plus, customizing the copy, workflows, and design to match your goals and branding is a snap with the visual builder and customization options.
From there, you can integrate your chatbot with Google Analytics to easily track and monitor its effectiveness (and measure its success against the traditional landing pages on your site).
Then, once you’ve built and integrated your chatbot, converting a landing page is as simple as adding the right code and embedding it as a full-screen element.
After you’ve taken these steps, you can start driving traffic to your new chatbot landing page – and start monitoring its ability to bring in new leads and customers for your business.
If you have not created your own chatbot, now is the time. Get started by creating your free Landbot account today!