Now that you’ve set up your first chatbot, you might be wondering where to take your audience next. By populating your bot with a series of probing questions to deliver your audience the right content, you may want to eventually lead them to take the next step in working with you or your business. Whether it’s a product page, a services offering, or a newsletter opt-in, a landing page can be a great tool to convert your audience and capture leads… but beware: not all landing pages are created equally. Taking potential customers away from your bot and onto your website should be done with care. Here are three things every landing page should have:
A landing page should always have a clearly defined purpose. Are you looking to sell product? Add people to an email list? Sign people up for a webinar or event? Regardless of exactly how you’re looking to mobilize your audience, it’s important that you make their actions measurable.
Most importantly, make sure that your objective is tied back to the business. Avoid focusing on vanity metrics, like boosting page likes or gaining email subscribers, without a goal behind it. If event sign ups and newsletter subscriptions really move the needle for you and your business, then go for it! If not, focus on an action that proves ROI.
When was the last time you signed up for an email list? Our guess is that whenever you did, it was because the offer was just too good to pass up. Nowadays, it can be difficult to obtain leads when there are so many lists and offers out there. If you want to stand out and win over your prospects, you have to prove your value from the outset, and make them an offer they can’t refuse.
Giving away your best content for free as an intro to a course, a lead-in to a webinar, or a gift in exchange for a lead can not only delight your customers; it also helps prove that you know your stuff. The truth is, people buy from people they like. And of course, people like people that they think are knowledgeable and helpful. So don’t ask for more than they’re ready to commit to. Ease into the sale by providing value first.
Remember: videos are a great way to build a relationship with your audience. Instead of a free PDF or whitepaper, try offering a mini video course, or welcoming landing page visitors with a genuine direct-to-camera ‘hello’.
Clean, Simple Design
A good site navigation can make or break your website… but the truth is, it should have no place on your landing page. And while you’re at it, remove any unnecessary buttons, sidebars, and CTA’s. If you’re following along and have a clearly defined, measurable objective, the call to action options should be obvious. Avoid using more than one or two, and make sure that they are front and center to avoid any confusion. Lastly, remember that many people will be accessing your landing page on a phone. Make sure that your buttons are large, your text is legible, and you’re using high-resolution images to accommodate.
A high-converting landing page is a great way to maximize your Messenger bot’s capabilities. By following the steps above, you’ll be well on your way to landing page success.