Everyone is buzzing about conversational marketing for one simple reason—it works. But how, and should you use it? If so, how can you try it out without betting the farm and get more engagements?
First of all—
A landing page is an icebreaker.
The customer thinks, “Should I do business with this company?” Your landing page has to convince them — “Yes!”
But here’s the problem. Not all customers are equal. So—your sales page says the right thing to how many of your visitors? 40%? 10%? Do you even know?
No two customers are alike, so no marketing efforts should be. But you can’t read minds. That’s where conversational landing pages can supersize your marketing.
Conversational marketing lets you serve the right content to each different customer. Can you doubt that would increase conversions?
But aren’t conversational sales pages just a trend? Why do so many conversational efforts flop? And how can your business get it right?
Take heart. This guide will show you:
- What conversational marketing is (and what it isn’t).
- The top 10 conversational marketing facts.
- Why conversational landing pages raise conversions and engagement.
- The pros and cons of conversational sales pages.
- How to implement a conversational landing page marketing strategy so it works.
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What is conversational marketing?
Conversational marketing is website marketing that creates a conversation with web visitors. It most often uses a chatbot (also called chatbot marketing) to engage the customer. This lets the website zero in on customer needs, rather than serving up one-size-fits-all content that can scare leads away.
So how well does it work?
Conversational marketing can create up to ten times more sales conversations for a business. It can also generate up to 70% more qualified leads and book 64% more meetings than traditional web marketing, along with 33% more conversions.
What is a conversational landing page?
A conversational landing page is a web page that serves unique content to each customer depending on their needs. Conversational pages may have very little text, relying instead on interaction with a chatbot to serve content. They typically convert higher than static sales pages at as much as 62%.
Who do conversational web pages work best for?
Businesses with a wide range of offerings. When customers get tired of hunting through a website for what they’re looking for, they may give up and look elsewhere. Conversational marketing nips that in the bud, giving shoppers exactly what they want.
Here’s a conversational sales page by Cubert Buys Phones:Create Your Conversational Landing Page
Which kind of sales page converts best?
Do conversational marketing pages convert? Are they really just a passing trend? No business should base their marketing strategy on “what everyone else is doing.” After all, as Lao Tzu said, “Why should the lord of the country flit about like a fool?”
So what do the data say?
The stats show conversational landing pages wallop traditional sales pages by a landslide. Consider that a survey of various online studies shows regular landing pages convert on average at 3%. This number is very similar to the average conversion rate for online businesses.
Meanwhile, according to data from consulting firm MatthewBarby.com shows conversational marketing sees an average 62% conversion rate.
Note: You can easily encourage your website visitors to strike up a conversation with you through a live chat. If you use WordPress, read our article to learn about the best chat plugin for WordPress.
When to use conversational marketing
Should every landing page be conversational? Nope. What if you’ve got a simple offering that’s one-size-fits-all for every customer? In that case, simple text-and-image landing pages work best. But—
Use conversational marketing pages when:
- Search terms aren’t enough to differentiate your customers.
- Your customers want one product or service, but with vastly different features.
- The sales page’s message is complex, creating a high bounce rate.
- Your forms are too involved, and customers abandon them.
- The sales proposition for your products depends heavily on customer needs.
- Your clients are seeking quotes and you have many pricing plans.
- Visitors to your landing page are hunting different parts of your message.
- You have two or more types of customers seeking very different offerings.
- When your customers don’t want a quick answer to a simple question.
- Whenever your landing page can’t be all things to all people.
But not all conversational marketing is created equal. Read on to see the pitfalls of conversational marketing — and how to do it right.
Want to set up a quick conversational landing page as an A/B test? It’s fast and free forever. See our guide: How to Make a Chatbot In Less Than 15 Minutes
Pros and cons of conversational marketing
“Sounds great, but what are the downsides?” The hard truth is, not all conversational landing pages work well. Some are downright irritating, scaring customers away.
What’s the difference between a conversational marketing that works, and one that chases customers into the weeds? Let’s see the pros and cons
- Increase engagement
- Increase conversion
- Shorten the sales funnel
- Serve only unique content that fits the customer perfectly
- Can display a unique value proposition based on customer needs
- Quickly create visitor-engaging experiences
- Great for data collection
- Improved UX
- Not right for every landing page
- If overused, can annoy customers
- Not a good replacement for short web forms
- When conversations are too long/complex, can annoy customers
- Vital to use them the right way
Benefits of conversational marketing
The benefits of conversational marketing include more leads, better access for your customers, and increased efficiency. Want the stats? Here you go:
- Optimize your sales and lead generation. Chatbots can be there when you’re not to maximize your sales opportunities. They react based on visitor behavior, and they can do some cool stuff like automatically engaging a visitor that came to a specific URL to collect a lead. Or if you’re running an eCommerce business and your customer decides to drop her shopping cart, a chatbot can ask what happened (or even offer a discount!)
- Be easily accessible: 82% of today’s customers demand an answer in less than 10 minutes. Live chat starts the conversation with a single click instead of an effort-heavy phone call email. Personally, it’s one of my favorite ways to contact businesses. I can multitask by asking a live chat agent about my query, and GSD at the same time.
- Be available 24/7: 51% of customers expect round-the-clock access from businesses. If you’re not there, they’ll turn their backs on you and move on to your competitors. Chatbots keep them engaged and buying when you’re off the clock.
- Be efficient: Live chat allows multiple conversations at the same time, making you more time-efficient. Not to mention you’re free to set up chatbots to take some of the customers’ queries off your back for an even bigger savings.
Sujan Patel, growth marketer from Web Profits, says:
Conversational marketing best practices
Picture this—you set up a conversational landing page the right way. Now when leads come into your site through PPC or search, they’re hooked! Your conversions are going through the roof and you’ve got to figure out what to do with all the cash flow. Sound good?
Well, not so fast.
If you don’t do things right, you won’t realize that dream. To do conversational marketing right, follow the list of best practices below.
1. Use conversational landing pages with regular pages
“We’ve replaced our entire website with conversational landing pages.” Yeah—that’s not a good look. There’s a reason standard sales pages have worked so well for so long. Because they work!
Be methodical about which pages you’ll replace, and which you won’t. Some pages will be 100% conversational—like a page to deliver an insurance quote. Others will be hybrids, with a little copy and a chatbot to boost engagement. Still others will be standard text-and-image web pages.
Conversational pages work best when your value proposition has a lot of “that depends.”
Don’t grill first-time visitors right away with lots of conversational marketing questions. That’s annoying, and it can make your leads run screaming for the exits.
2. Share specific content to different users
“That was so fast and painless!” You want your customers to say that after payment. The best funnel in the world is short and quick.
To use conversational marketing right, first know your customers. How many types do you have for each landing page? For instance, a pizza delivery website might have a sales page to place an order.
Who uses that page?
Maybe it’s returning customers (60%), people who don’t know what they want (20%), and people who came in from a promo (20%).
So—the conversational marketing chatbot could ask, “The usual?”
If yes, the order places. If no, it’s question 2: “Want two large supremes for $11.99?”
If no, the bot asks, “Is this for pickup or delivery?”
…and so on.
Mapping out the different user paths is key to making a conversational landing page that works.
Tip: You can design custom chatbot behavior on your conversational landing pages with Tidio
Step 1: Choose types of actions that you want to use as triggers
Step 2: Connect the dots and customize the actions and messagesDesign User Paths
Want to nail down the flow of your conversational landing page? See our article: Chatbot Flow and Chatbot Decision Tree Examples
3. Use conversational marketing to replace long web forms
Bad news! Your potential customer went elsewhere. What went wrong? Your form was long and convoluted and the customer jumped ship. There were too many bits of data that didn’t apply. Too many questions that showed you don’t understand her.
Don’t let that happen.
Use conversational landing pages to replace long forms. When you collect only the info that makes sense, your funnel will get shorter. As an added bonus, she’ll feel more engaged—like your website exists for her and her alone.
Don’t replace short forms with conversational marketing. Short forms are quick, and most customers appreciate them.
4. Book meetings/calls with conversational marketing
“I just want to talk to a live human!” Perfect. Conversational sales pages can set up meetings and calls fast. A contact page with an email-address-collection form is nice, but wouldn’t it be better to book the meeting directly?
A conversational landing page can ask the visitor when they’re available. It can even schedule meetings based on staff availability.
Here’s how that can work:
5. Create conversational landing pages that push promotions
What if your eCommerce or SaaS promotions could be quick and painless, without tying up your design team? Conversational marketing can bring that dream into reality by making it easy to offer discounts.
How does that work?
When a customer shows up on your sales page, offering a discount can boost conversion by as much as 244%. You can code offers into the page, but that takes time. Plus—does every customer need the same offer?
A conversational landing page can spot returning customers by their IP address. It can also quickly learn where the customer is in the funnel. That way it knows exactly which promotion to offer, and to which customer.
Here’s an example:
The customer is much more likely to go from “just browsing” to “holy cow, yes, I’ll buy.”
6. Use conversational marketing to give more info
“Wow, that was helpful.” A conversational landing page doesn’t have to be a chatbot-only interaction. It can be a regular page with a chatbot there for extra help.
Let’s say you run an eCommerce clothing site. Your “boots” page has copy, images, and hundreds of products. A returning customer arrives, but doesn’t find what he’s looking for right away. But then—
Your conversational sales page spots the customer’s unique IP address. It knows he’s purchased chukka boots from you before. A bot pops up and says:
Steve’s fledgling frustration pops like a soap bubble. He’s now a happy camper. Better still, he’s seconds away from clicking “buy.”
How to use conversational marketing to increase conversion
This conversational marketing stuff sounds tricky, doesn’t it?
But here’s the good news—
It’s as easy as creating an A/B test with a sales page that has a simple, easy-to-create chatbot in it. Chatbots are quick to set up. You can make a Tidio chatbot as fast as 15 minutes. The Tidio chatbot engine is also free forever with the basic plan.
There are just 3 quick steps: understand your customers, sketch up a conversation flow, and test.
1. Understand your customers
What different customer types do you have? What are their goals? How do they go from casual interest to clicking “buy?”
Map out each customer’s conversion path to make conversational marketing work.
Do you sell directly as an eCommerce business? Are you a SaaS? Or are your sales all based on leads, with a longer sales process?
Different selling styles mean different types of chatbots in your conversational landing pages.
- Ecommerce: For eCommerce sites, consider different chatbots for cart abandonment, offering discounts, and placing orders.
- Lead generation: To generate leads, create chatbots for setting up a meeting, leaving the site, and FAQs.
2. Create a solid chatbot conversation flow
Don’t know how to build a conversational landing page? Once you understand your customers, it’s time to plan the conversation. That starts with a conversation tree.
That’s just a little map that shows the different paths your customers can take. If they say X, the chatbot says Y.
Conversation flow usually has 3 elements:
- Trigger: something a visitor does to launch a chatbot—like visit a certain URL
- Action: how the chatbot responds to the trigger—launches or sets up a meeting
- Condition: a detail that changes what the chatbot does—like if the visitor isn’t in the U.S., the chatbot doesn’t launch.
In conversational marketing, the conversation flow depends on your goal with the customer.
You can make the flow as complex as you like, but—if you’re just starting, stick to simple flows.
Would you like a sneak peek at what a Tidio chatbot is made of? Explore and test chatbot templates to see different Tidio bots in action.
Here’s an example of a simple flow that makes a chatbot send a message to a first-time visitor, engaging them in conversation:
And here’s how the chatbot will look to your customer:
3. Test, track, adjust
To help your conversational marketing plan succeed, start small and measure the results. Keep track of:
- Number of conversations
- Interactions ending with success (generated leads or conversions)
- Customer feedback
- Overall customer satisfaction
- Chat ratings
To improve your metrics, try shorter chats, more logical conversation flows, and avoid big blocks of text.
Want more best practices to boost conversions? See our guide: Chatbot Marketing 101: Fast, Easy Guide and Steps
Conversational marketing uses sales pages called conversational landing pages. The pages engage customers with less text and a simple chatbot. The pages skyrocket engagement and conversions up to a rate of 62% by only serving what each customer wants.
In conversational marketing, long web forms and blocks of web page copy are replaced by short, punchy conversations that shorten the marketing funnel and increase revenue.
To test a conversational web page, first understand your different customers and their paths to buying. Create a conversation flow that serves those different paths, then test, track, and adjust.Try Chatbots For Free