How Chatbots Can Improve Landing Page Conversion Rate
Computer to human interaction is thriving. You could currently order an Uber with your voice while reading this article, all without getting up from your couch.
It’s revolutionary stuff that’s only advancing more and more everyday. As artificial intelligence improves, so will our conversations with “computers.” We include quotation marks because at a certain point these “computers” will better serve us than our human counterparts.
Chatbots allow for natural communication from humans to computers via text (messaging apps).
You type in your normal style and the chatbot responds in “natural” human speech. For marketing purposes, these bots are becoming a gold mine.
What Exactly is a Chatbot?
Chatbot is a term for several different kinds of Natural Language User Interfaces (NLI) that help people accomplish tasks. These tasks can vary from entertaining conversations, to purchasing something using only conversational text.
That’s the entire idea behind chatbots.
Using conversational writing to communicate with a NLI that can respond and accomplish some goal. It’s this variance in goals and implementation that creates the different kinds of chatbots.
For instance, some chatbots operate under set rules that respond to certain phrases. “If ___, then respond____,” is the basic premise. Others are more sophisticated and implement artificial intelligence (AI).
AI bots can carry on natural conversation with humans by using context clues from normal speech. They can also “learn” from your speech patterns.
Now that we have the very basics, we can explore further into the different chatbot implementations.
The chatbots gaining real traction are built into existing messenger programs like Facebook Messenger, Kik, and even SMS messaging apps. Users can send these chatbots a message, and they’ll respond with helpful information. This info ranges from street directions to purchasing products.
Though another kind of chatbot exists that doesn’t get much attention. Basic chatbots that responded with basic NLI function are usable on web pages.
They run in self-contained widgets and offer customers 24/7 access to basic website functions. If you’re looking to drive landing page conversions, these guys can help.
Improving Your Conversion Rates
Let’s start off by talking about self-contained, website driven chatbots. They’re easily programmable to help boost your conversion rates.
Here’s a scenario to consider. A customer visits your website after business hours, and no customer support is available to help them. Normally, that conversion is gone. With these basic chatbots, the customer can ask questions and receive answers without a sales representative.
You can program the bots to respond with helpful information, like landing page links. What’s more, you can implement these chatbots on landing pages.
Chatbots on your landing page can walk the customer step by step through the sales process. Basic commands are all it takes to turn consumers into conversions. Sophisticated chatbots can also help boost landing page conversion rates, though in a more roundabout way.
Chatbots integrated into Facebook messenger, for example, can provide customers with information on how to complete a purchase. The chatbot will provide the user a link to the product landing page, all without leaving messenger app. It’s seamless, which means people can make snap decision purchases.
Chatbots are thriving, and marketers need to take notice. Implementing a chatbot onto your landing pages can help boost conversion rates across the board. All you need is the best technology on the market to get you started.