Landing pages have always been an essential component of nearly any online marketing strategy. If designed properly, they can drive people to different interactions on a website: share their information, sign up, or make a purchase.
However, as the competition on the internet increases, it’s not just enough to set a landing page to get your audience hooked. And that’s where the landing page design comes into play.
Typically, all the landing pages are static, and the only engaging element they contain is a CTA button, which doesn’t necessarily work for a passive observer. But what if we try to interact with your website visitors slightly differently — through a conversational landing page?
What is a conversational landing page?
Conversational landing pages are the pages that engage visitors through a chatbot- or live-chat-driven interaction. This means that users are encouraged to start a conversation with a chatbot instead of a standard sales copy or trivial CTA button.
The main goal of this type of page is to pull site visitors straight into a conversation through a highly interactive chatbot. For instance, your chatbot can welcome them, encourage them to ask questions, or drive for a certain action — newsletter sign-up, content sharing, transactions, and many more.
Chatbot landing pages can also be helpful for tackling visitor inquiries, resolving challenges, sharing special offers and deals, and guiding customers through various aspects they need help with. If the chatbot or live chat hasn’t brought the desired results or users have complex issues that require human support, they can be redirected to a human agent.
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Major benefits of conversational landing pages
Unlike one-way communication, typically used in emails and ads, conversational landing pages enable a stronger, more trustworthy, and more efficient connection between a website and its visitors. An interactive chatbot or live chat tailored to a landing page can notably improve conversion rates, boost sales, and enhance your business performance.
If you are still uncertain about how that is possible, we’ve covered the most notable benefits of conversational landing pages you can get right from day one:
- Build more trust and credibility. Conversational websites can encourage users to better interact with your brand, which greatly benefits your client’s trust and credibility.
- Create a personalized experience. Conversational landing pages use a client-focused approach while interacting with visitors, positively impacting the overall user experience and conversions. Moreover, according to McKinsey’s research, nearly 76% of website visitors who were exposed to personalized experiences are more likely to buy from a business.
- Boost engagement and generate high-quality leads. Conversational pages, by definition, provide much better interaction with website visitors by simulating human-like conversations. This results in higher engagement, which can potentially generate more leads.
- Increase conversion rates. Like any other marketing strategy, the end goal of conversational marketing is to improve conversions through chat interactions. Being engaged with a conversational page, visitors are more likely to perform different actions on a website (i.e., discovering products, learning their benefits and features, etc.), which can dispel all the doubts for potential customers and drive them down the conversion funnel.
As you can see, most conversational landing pages’ end goal is mainly to increase leads and conversions. The higher the conversion rates, the more revenue your website can generate.
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What are the conversational landing page alternatives?
When considering conversational landing pages, you’ve surely come across different page models — chatbot-based, traditional, and hybrid options. So far, we’ve dived into the first model, so let’s now focus on the alternative page types.
Traditional landing pages
A traditional landing page is focused on engaging the site’s users through a standard lead generation form. Typically, it is integrated within other content on the landing page and prompts visitors to share specific information in exchange for some benefits. For instance, you can ask visitors to input their name, email address, or phone number, offering them discounts, trials, free delivery, guides, and so on.
Compared to a conversational landing page, a traditional page, by its nature, is cold, tedious, and inflexible. That is why it is less likely to hook passive visitors who are not eager to share information or initiate interaction. Also, in terms of conversion increase, traditional landing pages with the form elements are the least effective compared to conversational and hybrid types.
Hybrid landing pages
A hybrid landing page combines the features of conversational and traditional landing pages. This page has embedded chatbot windows, usually located on the left or right side of the screen, which don’t interrupt the traditional-styled content of a landing page.
However, getting a chatbot accidentally appearing on the page can make or break your user experience. In cases when users search for specific information and are not committed to converting, it’s important to ensure they can dismiss the chatbot window and continue browsing the site. Unfortunately, some businesses still implement a simple chatbot system with poor UX and no value to end users.
Creating a contextual chatbot conversation enables establishing an exclusive, personalized experience for website visitors, which is more challenging to achieve with its traditional and hybrid alternatives. This makes it easier to promote new offers, actively interact with users, and target their pains, which results in increased conversion rates.
Five steps for creating a custom conversational landing page
Having discovered all the benefits of conversational websites and their specifics, the next question we’ll discuss is how to build an effective conversational landing. In fact, creating a conversational page for any business is pretty easy and can be done in five simple steps.
Set a goal for your conversational page
When creating or rebuilding a conversational page, make sure it targets a defined engagement goal. It will help you ensure your conversational page meets your requirements and business objectives, which only adds to its value and usefulness.
Some possible goals of a conversational landing page are:
- sharing deals and special offers;
- providing a better, accessible, and relevant customer service;
- leveraging information about your customers on a personal level to implement it into other campaigns;
- collecting feedback for improving your customer experience, products or services, quality of service, and more;
- generating more high-quality leads.
These are a few focus points you can target when launching a custom conversational landing page. And if implemented correctly, all these can help you focus on the key goals to achieve with your conversational website.
Personalize chatbots to target different audiences
Nowadays, a personalized approach in marketing is no longer an option but a necessity. It helps ensure you’re effectively targeting the right audience and can expect the corresponding results. Configure your chatbot to enhance leads, provide relevant support, and include quick responses to FAQs to help customers resolve their problems.
If possible, it’s also great to connect your chatbot and support team so that customers can always get their questions tackled timely and effectively. Additionally, such an approach allows you to significantly optimize your customer support service workflow while saving up lots of costs and employee resources.
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Use precise, action-oriented language
While creating an efficient, conversational landing page, make it intuitive and well-targeted for your end users. The core points it should focus on are engagement, interaction, and problem-solving.
Remember, less is more: your chatbot language should be concise, conversational, and straightforward to focus on your client’s needs, challenges, and goals. This will help you set up clear, efficient, and simple customer interactions.
Consider the UI and UX aspects of your landing page
Apart from the chatbot language, your landing page should reflect your brand identity and feature a corresponding design and structure. These aspects add significantly not only to engagement but also to user experience in general.
Make sure your conversational landing page always opens in a new tab, with a chat filling up the entire screen. This way, it doesn’t interrupt initial user interaction with your website and ensures a more personalized experience for your users. Some elements that can improve the conversational landing page design include fonts, colors, animations, multimedia, CTA buttons, and more.
Ensure your chatbot provides the required solutions
Finally, once your conversational landing page is ready for launch, conduct thorough testing to ensure it effectively resolves customer queries and guides users to the solutions they need. For instance, you can experiment with different audience interaction models for your chatbot to understand the effectiveness of each.
Check out these chatbot examples from different industries to inspire you:
Apart from enhanced user experience, chatbot testing can give you more insights about adding new design elements, creating multiple interaction funnels, and evaluating user engagement for each model. As a result, you’ll have the most efficient conversational landing for your business.
Top examples of conversational landing pages
Having studied the best practices for building an effective conversational landing page, let’s now analyze some great examples of its implementation across different industries. This way, you’ll be able to discover how conversational pages are designed in practice and grab some inspiration and great ideas for creating a personalized and unique page.
Sports and leisure
Trifinder’s conversational landing page has a convenient chatbot designed for discovering sporting events across the UK in just a few clicks. The bot is highly popular due to its simplicity and ease of use. Yet, it offers a wide range of events to choose from, such as marathons, cycling, swims, and other related activities available for the user’s location.
Digital marketing and optimization
Milo is a virtual assistant launched by Artful science. This chatbot offers a personalized and engaging experience that grabs the user’s attention from the first click. Basically, it was designed to hook visitors for deeper interaction and seamlessly push them down the sales funnel.
Additionally, this chatbot offers add-on materials like eBooks and guides that tackle the basics of websites and digital marketing while promoting the Artful Science brand.
Here is another example of an effective conversational landing page design. Max, a chef bot created by Avero, features a responsive and user-friendly interface that seems engaging and exciting to chat with. Funny GIFs and clear language make a good impression and give customers a reason to stick around.
At the same time, this chatbot collects key information about clients to provide personalized suggestions that work best in each individual case.
Gone are the days when it was enough to create a traditional landing page to hook your audience’s attention. Therefore, conversational pages have become an excellent solution to effectively interact with your customers and drive more high-quality leads and conversions to your business.
By implementing a powerful conversational landing page, you’ll surely see increases in user engagement and lead generation, resulting in higher revenues and more opportunities for business development and growth.
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