What's a Conversational Landing Page (& How Do You Create One)?
By krbaker@hubspot.com (Kristen Baker)
Marketers have found that conversational experiences on landing pages (such as chatbots and live chat) convert three-to-four times more than a traditional landing page. Additionally, a report from Juniper Research predicts that by 2023, the adoption of chatbots across the retail, banking, and healthcare sectors will save businesses $11 billion annually.
So, what do these conversational experiences entail and how should chatbots be incorporated on your landing pages to increase conversions while saving your team time and resources?
Conversational Landing Pages
In this blog post, we’ll talk about what conversational landing pages are, what makes them unique, and how to create one of your own.
Let’s dive in.
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A conversational landing page may also answer visitor inquiries, resolve challenges, share specific offers, and guide customers to whatever it is they need via chatbot or live chat.
If your landing page only includes a chatbot for visitors to interact with, you may customize the bot so it can detect complex issues that require the support of a human — then, the bot can direct visitors to live chat.
What makes conversational landing pages unique?
In addition to conversational landing pages, there are two other main types of landing pages that are used to engage visitors: traditional landing pages and hybrid landing pages.
A conversational landing page looks something like this, with the chatbot conversation filling up the entire screen for the visitor:
A traditional landing page is one that engages visitors with a traditional lead generation form. The lead generation form is placed among other content on the landing page. It asks for information from visitors (e.g. name, email address, zip code) in exchange for something (e.g. discount code, subscription, or trial).
A hybrid landing page combines features from both a conversational and a traditional landing page — it’s essentially a traditional landing page with a chatbot (which can be expanded or be minimized) embedded on the page.
Now that you’ve seen these other two types of landing pages, you may be wondering, “Why should the chatbot/ live chat conversation be the only thing on a conversational web page?”
Fair question.
By making a contextual, chatbot conversation the only thing on a web page, you establish a personal, one-on-one feel that traditional and hybrid landing pages don’t provide. This allows you to more easily promote new offers, close more deals, and increase conversion rates.
How do you create a conversational landing page?
When creating a conversational landing page, you’ll work through many of the same steps — or, at the very least, …read more
Source:: HubSpot Blog
