If you have reached this content, you already know that chatbots are excellent tools to increase conversion rates, especially when compared to static forms.
Now, if you want to practice and collect results, check out this article with 4 proven ways to increase your website conversion through chatbots.
How do chatbots increase sales and conversion along the funnel?
Do you need to deepen your knowledge before starting the practical part?
Then find out how chatbots affect conversion rates and what are the main benefits offered by this type of tool.
Chatbots are more effective in capturing visitor attention
What attracts more attention when entering a website: a static form or a chatbot that adapts to the visitor's needs and interests?
The second option certainly stands out.
And capturing the attention of users — who take a few seconds to decide whether to continue or leave a page — is the first step in generating a connection and directing them to conversion.
They have a personalized CTA according to the lead profile and funnel stage
Another factor that allows you to increase conversion with chatbots is the possibility of offering the visitor a customized experience, including changing the text of the call to action, differentiating itself from the generic CTAs present on websites or conversion pages.
This type of conversational marketing tool allows you to create scripts according to the perspective of each visitor profile and thus deliver what they want, in the simplest and fastest way possible.
Generate greater engagement in filling in the data
One of the biggest challenges in lead generation is ensuring that visitors connect with your brand long enough to decide to establish a relationship of trust and provide some personal data.
Chatbots, by gaining attention as we have already mentioned, are able to create this connection more quickly, in addition to delivering to the visitor what he wants to know in a few clicks, without having to look for the information throughout the site.
This greater engagement also appears in the sharing of data, as the simulated conversation makes everything more natural and fluid.
Facilitate the qualification and targeting of generated leads
By offering fast, easy and personalized service, the company obtains relevant information throughout the time of contact or interaction.
With an automated service, you are able to work in a more dynamic way than with static forms, capture data from your lead and, from the beginning of the interaction, begin to qualify that contact.
This way you generate a deeper knowledge about consumers, since you collect a much larger volume of information.
In addition, several conversational marketing tools allow integration with sales systems.
In this way, actively or passively, qualified leads are directed to the commercial team.
Enable data analysis and decision making
With chatbots, your brand also has another type of data access and analysis.
This happens because you can understand, in addition to the number of dropouts, exactly at what point in the interaction visitors stop converting or follow the suggested actions.
This kind of understanding of data isn't possible with pages with static forms, since all you'll know is what the conversion rate is and what the churn rate is, but with less clarity on what worked and what didn't in the argument.
Another advantage that chatbots deliver is the storage of partial data filling.
That is, even if a visitor does not offer all the requested data, the tool stores those available and you can work with this information.
4 proven ideas to increase your website conversion with chatbots
Based on the methodology we implemented in Leadster's chatbot tool and on our own and our customers' experiences in capturing leads, we've separated four proven ways to improve your results:
1. Customize the approach on the homepage according to the lead source
Visitors from different backgrounds may have different intentions when visiting your site.
Building specific approaches based on channel, campaign or source device helps create more personalized communication and increase conversion.
Source channel
One of the ways to customize the approach is according to the origin of that visitor.
First, you must take into account the channel, such as ads, other websites, organic search, social networks, emails, etc.
Origin Campaign (UTMs)
At a second level, the approach can be further customized using UTM code.
UTM (Urchin Traffic Monitor) is a type of code added to the URL to identify the source of access to a particular page.
These parameters can be created using a UTM generator.
We recommend the version provided by Google .
So, in addition to knowing that a certain visitor arrived through Facebook Ads, you can monitor exactly through which campaign, ad and link he arrived there.
Source device
Understanding the access device is important because behavior and context deliver relevant information.
In general, mobile browsing visitors look for faster and more immediate information, even at an earlier stage of purchase.
On the other hand, visitors who access through the computer, usually do so when they have more time and attention, at a later stage of the funnel.
Therefore, the approaches for these two groups should not be the same either.
Do you know if your visitors are coming to your website and converting pages through mobile or desktop?
2. Create a specific approach to your pricing/plans page
The more aligned with the needs of the website visitor, the better the personalization and the results obtained through it.
Pages should also be taken into account when configuring your chatbot and should be separated within the different stages of the sales funnel.
On bottom-of-funnel pages, such as pricing, plans, or quote request pages, the purchase intent is much clearer—and the approach can be more direct.
3. Create different approaches for each product page
If you work with multiple products on the site, it is also interesting to customize approaches accordingly.
After all, each product or service in the range solves a different type of pain.
It is possible to exploit these points by adding a chatbot on specific pages or by customizing it according to the theme being accessed.
4. Offer content or subscribe to newsletter leads on your top-of-funnel pages
For top-of-the-funnel pages, such as a blog, it is also possible to generate conversions that will be worked on in a future nurturing flow or will generate engagement at the bottom.
And someone visiting your company blog has a different interest than someone visiting your pricing page or asking for a quote, right?
Therefore, the approach needs to be different, or else you will drive away interesting leads that are not yet at the time of purchase and thus you will miss opportunities.
Best practices to increase conversion with chatbots
Already use a chatbot tool on your website and want to improve its performance?
Or are you in the planning phase of this type of investment?
Be sure to check out some tips that make a difference in practice with our customers.
Understand visitor expectations
Remember how we talked about the power of chatbot customization?
This advantage can only be leveraged if you understand what works with each visitor profile.
To do so, map the pains of your audience and the type of visitor that accesses each page of your site.
Thus, consumers at different stages of the sales funnel are approached according to what they are looking for and expect to find.
Highlight the main benefit
Once you understand what the visitor expects to find, create the approaches and CTAs and highlight these benefits in these texts.
To do this, you can explore text features such as bold, italics or underlining, to make the snippet pop.
Be direct!
Remember, it takes just a few seconds to capture the desired attention.
The attention span is short, so the initial call has to be brief and well-written so that the visitor wants to start a conversation.
Use emojis 😄
Emojis are part of the world of chat and instant messaging applications, such as Messenger and WhatsApp.
They are great visuals to capture the visitor's attention and stimulate interaction.
Ask questions whose answer is “yes”
Chatbot question scripts are fully customizable, which is why they are so relevant to your conversion strategy.
Well-written, well-argued and persuasive texts can be the key to further increase lead generation.
Therefore, one of our tips is to prioritize, in this interaction script, closed questions that can be answered positively.
Let's use an example here from the context of Leadster.
As our solution is interesting for companies that have the problem of generating cold leads, we could use two approaches to get our persona's attention:
- “Do you generate hot leads? Talk to us!".
- “Would you like to know how we can help you generate hot leads?”.
The second is much easier to generate an interaction because it is simple, direct, can be answered with “yes” and is related to the visitor's pain, thus generating a higher conversion.
Do this exercise for your chatbot questions as well.
Ask only the essentials
The less data requested during the interaction, the higher the conversion rates.
So only ask for the data essential to qualifying at that particular stage of the funnel.
The data requested in the top conversion is different from the bottom conversion, for example.
Build conditionals into the conversation
Even within the same page, you can find visitors with different pains and goals (especially if that page is more comprehensive, like the home page).
Therefore, it is also important to create conditionals within the conversation, directing the user to the correct flow according to the answers given and the qualification profile.
Chatbot FAQs
What are chatbots?
“Chatbot” is a software that generates automated conversations and interaction between the system and consumers, through pre-defined texts.
They can be used to answer questions, support business processes, offer personalized content and even process payments.
Through different technologies, the applied chatbot is able to store data on responses and habits of each person with whom the interaction takes place.
In addition, it makes it possible to understand consumers' needs and deliver the right and instant answer to solve each specific problem.
Chatbots work with a data storage system and with the programming of automatic responses for interactions with the consumer, enabling scalable service between the company and its audience.
What types of chatbots?
There are several types of chatbots, which can be divided according to the purpose of the implementation, the type of intelligence used, the complexity and type of configuration.
- Purpose : customer service, online marketing, sales, online chat ;
- Type of intelligence : rules-based or artificial intelligence-based;
- Complexity : choice of options, context or keyword recognition;
- Setup : Code-based or DIY Chatbots. We cover in detail all these types and differentiations in the post “ Marketing or Customer Service Chatbot? How to Choose the Best Chatbot for Your Company ”.
How to create a free chatbot?
There are several tools on the market that provide free trials so you can try a chatbot on your website and reap the benefits offered.
Before starting the test, we recommend that you understand what type of chatbot is ideal for your needs, search for cases in your industry and define the one that best meets your needs.
Conclusion
Ready to put a chatbot on your company's website and increase conversion rates?
Explore the Leadster demo to understand the possibilities for your brand.
With personalization, data analysis and segmented approaches you can generate up to 3x more leads and qualify them from the first contact.
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