{"id":9949,"date":"2021-10-27T14:22:02","date_gmt":"2021-10-27T14:22:02","guid":{"rendered":"https:\/\/helpcrunch.com\/blog\/?p=9949"},"modified":"2024-03-01T16:13:29","modified_gmt":"2024-03-01T16:13:29","slug":"conversational-landing-page","status":"publish","type":"post","link":"https:\/\/helpcrunch.com\/blog\/conversational-landing-page\/","title":{"rendered":"Why You Should Be Creating Conversational Landing Pages"},"content":{"rendered":"\n

Inbound marketing has altered the way marketers communicate with their target audience by bringing them closer together.<\/p>\n\n\n\n

Instead of the one-way communication of mailers, billboards, and TV ads,\u2014asking almost anybody driving by or watching TV to  \u201cBuy This\u201d, \u201cTry This\u201d or \u201cCall This Number\u201d \u2014inbound marketing speaks to target audiences who have been determined to actually want or need the offer. <\/p>\n\n\n\n

On a landing page, you communicate with your audience through each landing page element\u2014from the headline down to the FAQ section. All elements communicate to visitors how the product or service will improve their lives. <\/p>\n\n\n\n

The only problem with the communication on a traditional landing page is that it\u2019s mostly the brand talking. You don\u2019t get to hear from the visitor. The only bit of information you do get from visitors is via the lead capture form which is short and only tells you the most basic thing.<\/p>\n\n\n\n

Conversational marketing changes this. <\/em><\/p>\n\n\n\n

What is conversational marketing? <\/h2>\n\n\n\n

Conversational marketing<\/a> is a strategy that puts customer conversations with a brand at the center of driving engagement and increasing conversions. It involves gathering feedback through online communication channels such as live chat, chatbots, and other forms of artificial intelligence (AI).<\/p>\n\n\n\n

Along with the traditional page elements, such as the headline and the copy, conversational landing pages offer a channel of two-way communication so visitors can ask any questions about products and services in real-time.<\/p>\n\n\n\n

Since it allows brands to interact with visitors on a page, conversational marketing helps convert more of the right leads faster. Marketers can quickly move customers through their marketing and sales funnels,  create positive customer experiences, and increase customer loyalty.<\/p>\n\n\n\n

In fact, in a recent survey, marketers found that conversational experiences on landing pages, such as chatbots and live chat<\/a>, are three-to-four times<\/a> more likely to lead to a conversion than traditional landing pages.<\/p>\n\n\n\n

MangoDB<\/a> uses the following type of chatbots<\/a> to get product specialists to answer questions visitors have about their services. Instead of only offering a traditional lead-capture form to register for a free trial, Mango DB\u2019s chatbot allows visitors to learn more about the offer, thereby nudging them closer to converting. <\/p>\n\n\n\n

\"MangoDB<\/figure>\n\n\n\n

Benefits of conversational landing pages<\/h2>\n\n\n\n

Conversational marketing offers numerous benefits for digital marketers: They build trust and credibility, lead to higher conversion rates, and increase engagement. Let\u2019s look at each of these in a bit more depth.<\/p>\n\n\n\n

Build trust and credibility<\/h3>\n\n\n\n

By providing customers a way to interact with your brand, such as with live chat channels, you build brand trust and credibility, much more so than if you only offered a form that collected lead-capture data. The more human you can make these tools, the more trusting customers will feel.<\/p>\n\n\n\n

An Artful Science\u2019s landing page<\/a> introduces customers to Milo the chatbot. Customers who are up for a chat can tell Milo why they\u2019re on the page and ask him their questions about the company\u2019s marketing services. <\/p>\n\n\n\n

\"Artful<\/figure>\n\n\n\n

Unlike a standard form, Milo has a sense of humor that keeps the conversation interesting, which is not something you can achieve with a traditional landing page. He even pokes fun at the chatbot technology, explaining that he\u2019s not a real human. <\/p>\n\n\n\n

\"Artful<\/figure>\n\n\n\n

Higher conversion rates<\/h3>\n\n\n\n

There\u2019s no question that conversational marketing improves conversions, especially when companies take advantage of chat features. Specifically in one study, customers who were exposed to chat options converted three to four times more frequently than the average website conversion rate of 2.35%<\/a>. Check out these marketers\u2019 success stories:<\/p>\n\n\n\n