Brands are employing ever more complex tactics to improve landing page conversion rates.
If you’ve followed the conventional wisdom, you’ll probably have a compelling value proposition front and center and an eye-catching CTA with bold color contrasts, all wrapped up in a clean and simple design.
You’ve probably tried A/B split testing, heatmaps, an SEO audit and all manner of pop-ups. You may have had decent results. But are you really happy with your conversion rate?
Because 40% of businesses feel they are not getting sufficient ROI from their landing pages.
Are we ignoring something fundamental? Perhaps we need a new approach to landing page optimization.
Adding a conversational element to the mix can help increase conversions by streamlining the checkout process and reducing purchase journey steps.
In this post, we’ll take a look at the problems with static landing pages and how conversational landing pages solve them. Then I’ll lay out how to implement a conversational element for your store with some actionable tips to boost engagement and conversions.
Problems with the current approach
Too many steps to checkout
Static landing pages usually require you to fill out a form with details like your name and email address at a minimum. Some ask for even more.
The problem is, in the social media era, attention spans are at an all-time low, and static forms are boring – even short ones.
And this is just the beginning. No doubt there’ll be more fields to fill in and pages to visit before you actually complete the purchase. In fact, on checking the Adidas store, I’d have to go through seven pages, four of which needed me to fill out various forms and filter options.
Each step and every form is a potential drop-off point for visitors.
Arriving at a static landing page is a bit like getting to a reception desk when no one’s there. There’s a sign saying: “Gone for lunch – back in 45 minutes”. And your visitors won’t hang around.
You can have the most compelling copy and dazzling design, but static landing pages are fundamentally unengaging and lack personalization.
They all look the same, and not in a good way
Landing pages have become more and more homogenous over time. Everyone tends to follow the same best practices and uses the same templates.
There’s usually an attempt at a witty headline, a strong CTA, snazzy graphics, and stock photos. That’s fine. But the impact of these elements reduces every time someone else employs the same tactic.
Too much text
One positive of static landing pages is that they can provide all the information needed to answer visitors’ questions and overcome any objections.
But there’s far too much to take in at once. And it’s presented in the same way to every visitor, rather than being shown to them when they ask for it. When someone is looking for something specific, coming across a wall of text is daunting and will cause them to drop.
Difficult to optimize
Landing pages, even with today’s out-of-the-box mobile responsiveness, still don’t work the same way on different devices. Only 35% of businesses have mobile-optimized sites.
Take Warby Parker’s landing page, first on desktop:
And on mobile:
While it’s clearly responsive and displays the content adequately, it’s not specifically optimized for mobile.
In browser, the image, value proposition and CTA are side-by-side and feed into each other.
On mobile, they are piled on top of each other. You can’t actually see the second set of CTAs without scrolling down.
This may not seem such a big deal, but in the world of conversion optimization, every little counts. In fact, companies with mobile-optimized sites triple their chances of increasing mobile conversion rate to 5% or more.
Introducing conversational landing pages
Part of the world of social commerce, conversational landing pages take all of the advantages and positives of static landing pages but add to them with a personal, conversational communication and conversion channel.
A conversational element solves the problems we’ve discussed by engaging the user in a live chat to capture their attention and streamline the path to check out.
What is a conversational landing page?
Conversational landing pages engage visitors in a live chat while they browse the landing page. A chatbot asks them questions to guide them towards the conversion goal.
Some of the questions will have a choice of stock answers and some will ask for specific information like name, email address, order preferences etc.
In this way, the conversational element replaces the need for a static form. The chatbot can even take the visitor right through checkout, taking payment details and completing the transaction, without the visitor leaving the landing page.
Here’s an example of a conversational landing page selling t-shirts. A chat window opens and engages the visitor when they click Buy Now.
The chatbot walks the visitor through choosing the color, size, and quantity needed.
And then starts questions to extract the information required information to make a purchase.
The shopper is engaged throughout and within seconds the purchase is complete.
How do they solve the problems static landing pages face?
Streamline the path to checkout
Adding a live chat element to your landing page removes the need for multiple forms and checkout pages. All the necessary information is generated within the live chat.
And this happens in a matter of seconds.
Streamlining the path to checkout in this way reduces the drop off rate at each stage.
This visual representation of a typical sales funnel shows the drop-off at each stage. Imagine the results you could be getting by removing stages, and thus holes, in your funnel.
Solve issues faster for better customer loyalty and retention
With a live chat element, any questions or issues preventing someone from purchasing can be dealt with then and there. In fact, State of Chatbots 2018 research says that consumers feel chatbots are 35% better at addressing customer issues and questions.
Instead of leaving a question and hoping to get an email response in a few days, these concerns can be dealt with immediately within the chat.
Quickly addressing customers’ questions and concerns reduces cart abandonment, which is at around 80% industry-wide, and improves loyalty and retention.
The average large-sized e-commerce site can gain a 35.26% increase in conversion rate through better landing page and checkout design. A conversational checkout is the most efficient design available.
Personal and engaging
When someone uses your name in a conversation, it’s pretty compelling, even if you know it’s a chatbot.
Live chat is by its nature compelling and engaging in a way that static landing pages are not. Engaged visitors are less likely to drop. Personalization also builds trust making visitors more likely to hand over their sensitive information and make a purchase.
Brands who use personalization in their marketing see an increase in revenue of up to 15%. And there’s nothing more personal than a direct conversation.
It could be far more for your store…
Landing pages are so ubiquitous they’re getting boring. Right now chatbots are getting massive results and are therefore gaining popularity fast, but they’re still relatively rare. People aren’t used to them yet, so the engagement and conversion rates are excellent.
Once you’ve written your landing page chatbot sequence, you can use it again and again wherever you attract potential customers: social channels, from ads and even from the comments section of a post. This means you optimize it once and use it multiple times across multiple channels.
The average conversion rate of a landing page is 2-3% while it is 3-4x that for a chatbot-based landing page. Now’s the time to get on board and take advantage of this novelty factor.
Drip feed information
Conversational landing pages give you the specific information you ask for, when you ask for it. You only have to take in a little bit of information at a time. Every time there’s a clear CTA and a choice.
People scan text on a static landing page and are unlikely to read much more than the headings and buttons.
Conversational landing pages are carefully crafted to guide the visitor through a conversation to a specific goal. They are likely to read every word, and therefore there is far more of an opportunity to convert them.
Live chat is optimized for mobile by its very nature. Everyone’s used to sending short messages on their mobile phones. It is the natural way to communicate on the medium.
Mobile usage is at an all-time high. 52% of web traffic now comes from mobile devices. So when it comes to conversion optimization, you ignore mobile users at your peril.
How to implement a conversational landing page
Setting up an automated live chat element is not as hard as it sounds. In fact, with Jumper it’s a breeze. It genuinely takes less than half an hour to set up.
Connect your Shopify store to Jumper from the Integrations page – Jumper walks you through the process.
Or if your landing page is on your website, head to Sales Channels > Website.
Once this is set up, navigate to Customize Messages to write your landing page script. Click on Create New Template to get started.
Give it a name and select another template to start from.
Here’s what it looks like:
How to write a live chat landing page script to improve engagement and conversions
Grab their attention
Start the conversation by welcoming the visitor and hooking them with a compelling value proposition. It’s important to get them engaged in the conversation.
Introduce your brand with a friendly welcome to build trust and intimacy. This is where live chat can add a unique element that a static landing page fails to offer.
Add your logo along with your welcome and make sure it matches the branding on the rest of the landing page. The key thing is to build legitimacy if you want the visitor to hand over their details later on.
Make sure to match the logo, brand colors, and tone of voice used in your live chat to your landing page. It should be a seamless transition to maintain trust.
This is the crucial moment to hold the visitor’s attention by showing them how your product solves their problems.
The visitor has probably reached your landing page from a search engine or by clicking on an ad. The solution you present here should match their search query or the promise of the ad. It should solidify their confidence in your product solving their greatest need.
This continuity from search is key to capturing and holding their attention for the steps to come.
The conversational CTA
The third part of the opening set of messages is the equivalent to the main CTA on a static landing page. Use it to drive action at this early stage of the conversation. In the same way that you try to get buy-in at the early stages of a sales call.
It’s not yet the time to ask for contact details. Just as you wouldn’t at this stage of a person-to-person conversation. It should be an uncontroversial CTA to get buy-in and build investment and trust for what’s to come.
The CTA should take the form of an eye-catching button. Consider adding an icon relevant to the ask. If your CTA is Buy Now, add an item representing the product. Other visual queues like emojis are also appropriate in live chat and can help increase conversions.
Here’s what happens when you interact with Aerie’s chatbot.
What if they’re not quite ready to purchase yet? At this point, it’s a good idea to offer the option of asking a question. Live chat is a great way to overcome any objections before completing the sale.
Include an alternative to the CTA that offers to answer any questions or give them more information.
Offer four or five FAQs rather than an open field where they could ask anything. The majority of queries will be one of these anyway and you can always add an “Other” option if their question is not on the list.
Direct them to the answers for each question then once their query is solved, offer the main CTA again and an option to ask another question.
Here’s an example of eBay’s Shopbot guiding the user through product choices.
At this point, you’ve got the user to click at least three times in the conversation and you’ve answered any queries. This is enough for them to have sufficient buy-in to feel safe and ready to give more personal information.
It’s time to turn them into a lead and make the sale.
Remember it’s a conversation
It’s important to keep the flow of the conversation. You don’t want to jump straight in with a question. You can lead with something like:
Great thanks, we need a couple of details from you to complete your purchase.
Get the details
The order in which you ask for information is more important in a conversation. They can’t see all the fields as they would with a form so you have to make sure:
- You don’t ask for too much at a time
- You ask for it in the right order
That’s why we got the buy-in with the value proposition and initial CTA first. If you ask for contact details first, it comes across more salesy. Help them first, then ask for contact details.
First things first, get their name. You can then use this to further personalize the conversation and increase the trust level.
It’s best not to add unnecessary steps. We’re trying to minimize the purchase steps here, so just ask for one point of contact. Usually, this will be email.
Thank you <name>, let’s get your account set up, what’s your email address?
Once they have given their email, it’s time to make the sale. With Jumper, you can take bank details and checkout directly in the chat.
In this example, Marvel used Jumper to engage visitors and sell movie tickets all within a live chat sequence.
The shorter the lead gen flow the better. This prevents drop-off and will dramatically improve your conversion rates. As long as you have the steps in place at the beginning of the conversation, there should be enough trust to checkout within the chat.
Test the chat flow thoroughly looking for typos and glitches – make sure it flows naturally like a conversation. Test every possible path a visitor could go down to make sure there are no dead-ends or anomalous responses.
It’s as simple as that. Now you know how to set up a conversational landing page with a natural conversation that turns visitors into leads and leads into customers.
For more on writing chatbot sequences that sell, here’s a free guide on writing Facebook Messenger sequences specifically to generate more sales.
Start boosting engagement and conversions today with conversational landing pages
Whatever your thoughts on static vs. conversational landing pages, it can’t hurt to try something new. The beauty of a conversational element is it enhances rather than replaces a static landing page.
Hopefully, I’ve shown that implementing a social commerce element is easier than you would expect. There’s no coding and you don’t have to master AI to write a chatbot.
In fact, with Jumper, it’s super easy to create a social commerce conversation and using the tips above, there’s huge potential to boost engagement and conversions.
Ultimately, introducing a social element to your landing page could be the simplest way to achieve the kind of sales you dreamed about when you opened your online store.
The best part is you can get started with Jumper for free, without even putting a credit card on file. To get started using a conversational landing page to boost your sales, sign up for a free account right now.