4 Ideas to Improve Your Website Conversion With Chatbots
If you’ve reached this content, you already know that chatbots are excellent tools for increasing conversion rates, especially when compared to static forms.
Now, if you want to move into practice and gather results, check out this article with 4 proven ways to increase your website’s conversion through chatbots.
How do chatbots increase sales and conversion throughout the funnel?
Need to deepen your knowledge before moving on to the practical part?
Then discover how chatbots impact conversion rates and what are the main benefits offered by this type of tool.
Chatbots are more effective at capturing visitor attention
What grabs more attention when entering a website: a static form or a chatbot that adapts to the needs and interests of the visitor?
Certainly, the second option stands out.
And capturing users’ attention — who take only a few seconds to decide whether to continue or leave a page — is the first step to generate a connection and guide them towards conversion.
They have personalized CTAs according to the lead’s profile and funnel stage
Another factor that allows increasing conversion with chatbots is the possibility of offering the visitor a customized experience, including changing the call-to-action text, differentiating from the generic CTAs present on websites or conversion pages.
This type of conversational marketing tool allows you to create scripts according to each visitor’s perspective and thus deliver what they want, in the simplest and fastest way possible.
They generate higher engagement in data collection
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 capturing attention as we’ve already mentioned, can create this connection more quickly, as well as deliver to the visitor what they want to know in just a few clicks, without the need for them to search for information throughout the site.
This higher engagement also appears in data sharing, as the simulated conversation makes everything more natural and fluid.
They facilitate lead qualification and direction
By offering quick, facilitated, and personalized service, the company gains relevant information throughout the contact or interaction time.
With automated service, you can work more dynamically than with static forms, capture data from your lead, and start qualifying this contact from the beginning of the interaction.
This way, you generate deeper knowledge about consumers, as you collect a much larger volume of information.
In addition, several conversational marketing tools allow integration with sales systems.
Thus, qualified leads are directed to the sales team actively or passively.
They enable data analysis and decision-making
With chatbots, your brand also has another type of access and data analysis.
This happens because you can understand, in addition to the number of drop-offs, exactly at what point in the interaction visitors stop converting or following the suggested actions.
This type of data understanding is not possible with pages with static forms, since all you will know is the conversion rate and the dropout rate, but with less clarity about what worked or not in the argumentation.
Another advantage that chatbots deliver is the storage of partially filled data.
In other words, even if a visitor does not provide all the requested data, the tool stores the provided ones, and you can work with this information.
4 proven ideas to increase your website conversion with chatbots
Based on the methodology we’ve implemented in Leadster’s chatbot tool and our own experiences along with those of our clients in lead generation, we’ve identified four proven ways to enhance your results:
Personalize the approach on the homepage according to the lead’s origin
Visitors from different origins may have different intentions when visiting your site.
Building specific approaches based on the channel, campaign, or device of origin helps create more personalized communication and increase conversion.
Origin channel
One way to personalize the approach is according to the visitor’s origin.
First, consider the channel, such as ads, other websites, organic search, social media, emails, etc.
Origin campaign (UTMs)
At a deeper level, the approach can be even more personalized using UTM codes.
UTM (Urchin Traffic Monitor) is a type of code added to the URL to identify the access origin to a particular page.
These parameters can be created using a UTM generator. We recommend the version provided by Google.
Thus, besides knowing that a certain visitor arrived through Facebook Ads, you can track exactly through which campaign, ad, and link they arrived there.
Origin device
Understanding the access device is important because behavior and context provide relevant information.
In general, mobile browsing visitors seek quicker and more immediate information, even at an earlier stage of purchase.
On the other hand, visitors accessing via desktop usually do so when they have more time and attention, in a more advanced funnel stage.
Hence, approaches for these two groups should not be the same.
Do you know if your visitors are reaching your site and conversion pages via mobile or desktop?
Create a specific approach for your pricing/plans page
The more aligned with the site visitor’s needs, the better the customization and the results obtained through it.
Pages should also be taken into account when setting up your chatbot and should be separated within the different stages of the sales funnel.
On bottom-of-the-funnel pages, such as pricing, plans, or quote request pages, the purchase intent is much clearer — and the approach can be more direct.
Custom approach for Ristori’s Pricing and Plans page
Create different approaches for each product page
If you work with multiple products on the site, it’s also interesting to customize the approaches according to them.
After all, each product or service in the range addresses a different type of pain point.
You can explore these points by adding a chatbot to specific pages or customizing it according to the accessed theme.
Offer content or sign up leads for the newsletter on your top-of-funnel pages
For top-of-funnel pages, like a blog, it’s also possible to generate conversions that will be nurtured in a flow or will engage your base in the future.
And someone accessing your company blog has a different interest than someone visiting the pricing page or requesting a quote, right?
Thus, the approach needs to be different, or else you’ll scare away interesting leads that are not yet ready to buy, thus missing out on opportunities.
Best practices to increase conversion with chatbots
Are you already using 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 clients.
Understand visitor expectations
Do you remember how we talked about the power of chatbot personalization?
This advantage can only be leveraged if you understand what works with each visitor profile.
To do this, map out the pains of your audience and the type of visitor accessing each page of your website.
Thus, consumers at different stages of the sales funnel are approached according to what they are seeking and expecting to find.
Highlight the main benefit
After understanding what the visitor expects to find, create the approaches and CTAs and highlight these benefits in these texts.
For this, you can explore text features such as bold, italics, or underline to make the excerpt stand out.
Be direct!
Remember, there are only a few seconds to capture the desired attention.
The attention window is short, so the initial call must be brief and well-written for the visitor to want to start a conversation.
Use emojis 😄
Emojis are part of the universe of chat apps and instant messaging, such as Messenger and WhatsApp.
They are great visual resources to capture the visitor’s attention and encourage interaction.
Ask questions with a “yes” answer
Chatbot question scripts are fully customizable and therefore so relevant in the conversion strategy.
Well-written, persuasive arguments can be the key to further increasing lead generation.
So, 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 Leadster context.
Since our solution is interesting for companies that have the problem of generating cold leads, we could use two approaches to catch 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 interaction because it is simple, direct, can be answered with “yes”, and is related to the visitor’s pain, thus generating higher conversion.
Do this exercise for your chatbot questions as well.
Ask only the essentials
The fewer data requested during the interaction, the higher the conversion rates.
So, ask only the essential data for qualification at that particular stage of the funnel.
The data requested in the top conversion is different from the bottom conversion, for example.
Build conditionals in the conversation
Even within the same page, you can find visitors with different pains and objectives (especially if that page is more comprehensive, like the site’s homepage).
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.
Frequently Asked Questions about Chatbots
What are chatbots?
A “chatbot” is software that generates automated conversations and interactions between systems and consumers, using predefined texts.
They can be used to clarify doubts, assist in commercial processes, offer personalized content, and even process payments.
Through different technologies, the applied chatbot can store response data and habits of each person with whom the interaction occurs.
Furthermore, it makes it possible to understand consumer needs and deliver the right and instant response to solve each specific problem.
How do chatbots work?
The chatbots function with a data storage system and the programming of automatic responses for interactions with consumers enables scalable service between the company and its audience.
What are the types of chatbots?
There are various types of chatbots, which can be divided according to the purpose of implementation, the type of intelligence used, complexity, and type of configuration.
Purpose: customer service, online marketing, sales, live chat; Type of intelligence: rule-based or artificial intelligence-based; Complexity: option selection, context, or keyword recognition; Configuration: code-based or DIY Chatbots.
We cover in detail all these types and differentiations in the post “Marketing or 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 offer 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, look for cases in your industry, and thus define the one that will best meet your needs.
Ready to put a chatbot on your company’s website and thus increase conversion rates?
Explore Leadster’s demo to understand the possibilities for your brand
With customization, data analysis, and segmented approaches, you can generate up to 3x more leads and qualify them from the first contact.
