Let’s get to it, shall we?
Being the virtual equivalent of first impressions, landing pages are the reasons why people become our customers or bounce off into the digital void, never to return.
Whether you are a marketer or a business owner, it’s likely you’re painfully familiar with the pressure to launch a high-converting landing page; A page that not only shows potential customers and clients what you have to offer but that also drives them to take action.
Easier said than done.
Well… until now.
Today, chatbots provide the best way to optimize landing pages for a high conversion rate by focusing visitor attention and engaging them on a more personal level. And we have a completely no-code way to go about it!
Before we get down to making conversational landing pages, let’s clarify a few points.
A chatbot landing page is, in essence, a page that is home to a chatbot and chatbot only. The bot is not sitting in the corner waiting to be noticed. This approach allows you to, for instance, make your online forms conversational and or share information and data in a natural interactive way that’s easy to follow and understand. It can be applied in a variety of use cases such as lead generation, event registration, product recommendation, and so forth.
Similarly to the messaging app experience, for instance with a Facebook Messenger chatbot or WhatsApp bot, the conversation takes the center stage.
Adding full-screen chatbots to a landing page does a few important things:
- Grasps visitor’s full attention;
- Forces them to engage in a conversation;
- Delivers information to the user instead of making the user search for it.
Does boosting your landing page conversion rates sound like a worthy reason?
I thought so…
It becomes even more compelling if you consider the average website conversion rate of 2.35%. In other words, on average, for every one hundred visitors arriving on a landing page, only two or three will ultimately convert.
That’s bad news for anyone wanting to use a landing page as the main online marketing or sales tool for their product or service. The sad thing is, when most site owners look to boost conversions, they go after the traditional conversion optimization strategies like testing new copy, calls to action, button placement, and graphics.
While the most common approach, it’s hardly the most effective.
Some of these changes appear to increase conversions initially but the results are often short-lived. Eventually, the page’s rates return back to where they started.
When it comes to earning new leads and sales, short-term increases won’t do it.
If only there were changes you could apply that make a real, long-term impact.
I think you know where I am going with this….
Forget CTA buttons and white spaces! One of the best ways to eliminate distractions is to center your page around the element that contributes most directly to conversions. Something like a chatbot!
For example, let’s look at Buddy Nutrition chatbot that helps their potential customers build a personalized nutritional plan:
After the user clicks “Let’s do it!” the bot jumps directly into the process of collecting information by asking simple questions.
By making this conversation the sole focus of the page, the company makes the conversion process more engaging. Plus, it also makes it significantly easier to obtain the information potential customer came to collect.
You are probably wondering if this really works…
The short answer is hell yeah!
Here at Landbot, we once launched a full-screen chatbot.
It was intended to appear as a pop-up in the corner. BUT, due to a coding error, it blocked all of the other elements on the page.
After realizing our mistake, we had no illusions about the conversions that day — You can imagine our surprise when the conversion rate jumped from 3% to 9.6%!
By getting rid of unnecessary elements, we were able to focus visor attention solely on the conversion process.
The good news is that since then, we perfected and polished Landbot. Today, Ladbot is an intuitive landing page creator that enables you to create a fully-functional chatbot in under 25 minutes making effective lead generation affordable and accessible to businesses of all sizes.
Remember, the conversion should be the most obvious and most engaging of a choice on your page.
Putting together a chatbot landing page might seem like a complex and daunting task.
Fortunately, that’s not the case.
Using one of the most user-friendly drag-and-drop builders, you can start converting your landing pages today!
The first step to a great landing page is to build the chatbot conversation you want to grasp visitor attention and convert them into leads.
The easiest way to do this is with the Landbot chatbot builder since its visual interface lets you do so without writing a single line of code.
Naturally, there are other chatbot platforms available to marketers. However, most are designed to engage with users via a small chat window in the corner of the screen. While this type of bot can be effective in certain areas, it’s not designed to replace an entire landing page.
Plus, most other chatbot platforms today are rather difficult to use for the average person. They tend to require a good bit of time and technical experience.
That’s not the case with Landbot.
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, now is the time to do it!
Once you are all set up, you can get down to creating the chatbot you want to use on your landing page. However, 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? Answer frequently asked questions?
For the best converting landing pages, your chatbot should be focused on just one goal per 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 chatbot landing page 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.
Alternatively, you can read our tutorial on how to write chatbot conversations that convert and can use our builder to create “conversations” that are entirely unique to your site.
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 build your bot flow, 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.
Once the conversation flow is done, it’s time to give your bot some personality. Chatbot best practices are all about a well thought out a conversational copy, content marketing, and design elements that are tailored to your brand.
For example, the most common way to give your copy and content a personalized flair is by using Gifs and emoji.
A little bit of brand-appropriate entertainment is the best way to increase the chances visitors will 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 experiment with your landing page design and make your bot more visually interesting. Landbot landing page builder lets you customize 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 customer experience.
Ultimately, the goal of your updating and improving efforts is to create a landing page that boosts your conversion rates. Hence, it’s important to be able to measure your chatbot’s performance 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.
Again, with Landbot, not a problem to set this up.
- Navigate to the Settings tab, and select “SEO & Tracking” from the left menu.
- Enter your Google Analytics tracking ID in the corresponding field.
- Determine which point during a chatbot’s interaction with a user constitutes a conversion.
For instance, 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.
On the other hand, if you only want to count users that make it all the way to the end, 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 it will automatically reflect 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.
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> a 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 conversational landing page will be up and running – ready to start converting leads for your business.
Boosting landing page conversions is an important goal for just about every business website in existence. As demonstrated above, today, one of the best ways to design high converting landing pages is by integrating chatbots, a process much easier than most people realize.
With tools like Landbot, you can create, customize, embed, and launch chatbot landing pages within minutes. You can always check out website chatbot examples created by our clients for inspiration.
So, what are you waiting for?
Get started by creating your free Landbot account today!