You’ve probably heard of chatbots and some of the amazing things they can do. Chatbots can banter about politics with you, assist you with online banking transactions, help you appeal a parking ticket, or even apply for housing, to name a few.
While chatbots are still on the bleeding edge of tech, some forward-thinking marketers are using them with great results. There are already over 30,000 chatbots on Facebook Messenger like TGI Friday’s bot which helps you find your local Friday’s and even order takeout.
We’ve all seen those live chat boxes appear on websites, connecting you with a live sales rep (although this is often a spotty experience). What if you could have a live chat box that worked 24 / 7, without human intervention?
That’s where chatbots come in.
What is a Chatbot?
Chatbots are digital tools that provide a conversational experience for users on a website, app, or another platform. The interaction closely resembles a message-style chat, like on Facebook Messenger.
Chatbots have a lot of appeal for consumers, because they look, and act, just like a text or online messaging conversation:
A chatbot can be something as simple as an input form that responds in a chat-like format, or complex AI with language processing and conversational capabilities. A chatbot can also be manned by a person waiting to answer questions through the bot.
Advantages of Using a Chatbot on Your Landing Page
Chatbots are a relatively new technology in the digital world, but they’re already proving their worth for all sorts of businesses. A Juniper Research forecast estimates chatbots will save businesses more than $8 billion per year by 2022.
Marketers face certain challenges and limitations with traditional landing page design. If you want to optimize it for conversions, you need to A/B test everything, from your headlines to body text, images and videos, calls-to-action, and the rest. In the end, your landing page might appeal to most of your site visitors, but it doesn’t respond and adapt to visitors’ unique needs and desires.
There are a lot of ways chatbots can improve your website, and your landing pages in particular.
1. Create a more welcoming experience for customers
Conversing with a chatbot is like messaging with a real person, and interacting with them feels more personal and welcoming than facing a plain lead-capture form on a landing page. Since about half of people prefer to contact a business through messaging over email or phone, it caters to their favorite interaction method.
2. Provide customer service 24/7
Use a chatbot with natural communication capabilities, and you won’t need a live person to chat with customers whenever they visit. Even the most basic chatbots can do this by simply turning your FAQ into a responsive chatbot. AirBnB enables its hosts to fill out simple forms which then power a simple chatbot which helps renters field commons guest questions, saving hosts time and repetitive emailing:
3. Collect information about leads
By engaging people in conversation, chatbots can collect important information about your leads, like their name, contact information, interests and needs.
One company set up a Facebook chatbot called Marlabot to do just that with new prospects:
Marlabot allowed the company to create a personalized experience for each user, and collected valuable information for their marketing efforts down the road.
And by turning the lead capture process into a conversation, it’s easier to get more information than you could by presenting an extensive lead capture form.
4. Guide visitors to the right pages for their needs
A chatbot conversation can narrow down a customer’s goals and preferences to lead them to the right page on your site. A chat-focused UI is simply an alternative way to navigate a user through an information hierarchy, where they can find what they want. That’s exactly what eBay’s Facebook chatbot does:
5. Improve mobile user experience
Display real estate is limited on mobile devices, making it difficult to cram all your landing page elements into one place for visitors to see and easily interact with. At the same time, people are already comfortable with messaging on their phones. In fact, people spend 85% of their internet time on messaging apps. This makes chatbots a great way to interact with leads and help them move down the sales funnel on mobile.
3 Ways to Boost Landing Page Conversions with Chatbots
If you’re ready to start using chatbots to drive conversions for your landing pages, you have a few options to make it happen:
1.Use a Chatbot Widget
A lot of businesses use chatbot widgets for customer service inquiries on their sites. Often a real person answers the questions, which doesn’t improve landing page conversions in a scalable way.
The Refine.ai chatbot widget is an example of this. You have to wait for an employee to answer any questions you ask:
It’s nice to have a human touch behind things, but most people who visit a webpage aren’t inclined to wait even a few minutes to get their answer. They’ll just look somewhere else.
That’s where automated chatbot widgets can help. They’re equipped with conversational agents that mimic the experience of chatting with a live agent. But they’re available to answer questions instantly, so people don’t have to wait.
That’s how you can drive more people to your landing pages. A customer can ask questions any time of day, on any page of your site, and receive quick answers without a sales representative on-hand. Use a chatbot widget on your landing page to engage your leads in conversation, quickly field any questions they might have, and help them convert before leaving the page.
2.Turn Your Landing Page into a Chatbot
While chatbot widgets can add to your site’s experience, you can even turn it up a notch. If your conversion funnel is very focused, you can experiment with turning your entire homepage into a chatbot.
With a chatbot landing page, instead of having a chatbot pop up on the bottom of your web page, your entire page will just be a chatbot. When people visit, they’ll find a conversational experience that guides them through the sales process through a messaging session. The chatbot can provide all the promotional media a regular landing page has, but it’s more of a conversation than a billboard.
While this space is nascent, there are some tools that can help you build a chatbot landing page. Landbot.io is one example. It turns your landing page into a conversational interface, replacing your regular landing page content (including the lead capture form) to help your boost engagement and conversions:
With one of these tools, you don’t need any coding skills to turn your landing page into a chatbot. You can even customize preset templates with custom color schemes, fonts, and media.
I wouldn’t recommend a full chatbot landing page to all sites, but if your site has a very simple funnel (e.g. mainly a basic form fill), then this approach might be a great way to boost conversions. People are more inclined to chat than fill out a static form.
3.Use Facebook Messenger
Unlike chatbot widgets and landing pages, which are hosted on your site, Facebook Messenger chatbots require a third-party platform. Facebook already hosts more than 30,000 chatbots, and it offers some unique advantages to drive conversions.
You can use messenger chatbots in combination with a targeted Facebook advertising campaigns to drive conversions right on the platform, or direct people back to your landing page from messenger.
Facebook chatbots can provide users with information on how to make a purchase and provide links to relevant landing pages. But it can also help gather information about your users to improve your marketing message and drive conversions.
One marketer used Facebook chatbots and advertising together to generate leads. They created a targeted Facebook ad inviting people to talk with their chatbot:
The bot then talked to users who clicked on the ad, segmented them into groups based on their interests and needs, and got their contact information. The strategy worked. In the first 60 days of using the chatbot, they got:
- 3200 conversations with users
- 1,125 new qualified leads
That’s a 35% conversion rate, and they were cheaper acquisitions than regular landing page ads!
A chatbot’s unique ability to gather information about a user through conversation, instead of the dreaded lead capture form, is where the real benefit is.
How to Build Your Chatbot
Building a chatbot is actually not all that complicated - there are many tools that help you build chatbots without coding experience - but it does require a mindset shift. You’ll have to let go of traditional landing page best practices, and instead re-think the design of your page elements, thinking about them from the perspective of a flow chart (arrows, boxes, choices, etc) as opposed to forms, buttons, and links.
The end goal is to translate your old landing page into an organic messaging session.
To start, just map out the basic flow of how your chatbot should work, then choose a tool to start building it. Extensive beta testing should be enough to work out any kinks in the flow.
Luckily, there are plenty of tools out there that can make it happen. Some will even help you map out your chatbot’s conversational flow:
Some chatbot builder tools to check out:
- Motion.ai - Create chatbots for websites, Facebook Messenger, SMS, and more.
- Landbot.io - Turn your landing page into a custom chatbot.
- Botui.org - A landing page bot tool.
- Convointerface - Build chatbots, messaging apps, and conversational forms.
- Conversational Form - Help turning webforms into conversations.
- Octaneai - A chatbot developer for Facebook Messenger.
- Chatfuel - An AI chat developer for Facebook.
- ManyChat - Create a Facebook Messenger bot for marketing sales, and support.
The Big Picture
No matter if its inbound or outbound, digital marketing success depends on offering valuable content to your target audience in the medium and format they like the most. People love to chat on their phones, and marketers are only starting to realize that they can tap into this ingrained behavior to create more engaging experiences. Incorporating chatbots into your landing page design can be a great way to create a new and fresh experience, and boost your conversions along the way.