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How To Combine Video And Chat Bots To Boost Your Landing Page Conversions

Do you ever feel like it might be easier to go sledging in the desert than increase your landing page conversions?

You’re not alone:

It’s thought that, in 2019, the average landing page conversion rate is just 2.35 percent.

Fortunately:

Recently, two strands of technology have emerged which have been shown to significantly up landing page conversion rates and boost bottom lines.

These are:

  • Videos
  • Chatbots

Here’s everything you need to know about using each of them to increase sales.

Landing page video in a nutshell

Landing page videos are essentially promotional videos that are embedded on the landing pages of websites for the benefit of visitors.

Most often:

They take the form of explanations, introductions, and how-tos.

Style-wise:

They can feature real-life footage, animations or a combination of both.

Chatbots in a nutshell

Chatbots are computer programmes that are designed to interact with humans in a naturalistic way.

So:

Customers type questions and comments to a chatbot when they visit a website and the chatbot replies in the same way a staff member would.

Chatbots can be used for:

  • Frontline customer support
  • Taking orders
  • As personal shoppers offering product recommendations
  • For all of the above

How can landing page videos increase conversions?

According to SEO guru Neil Patel, website visitors spend 100 per cent more time on pages that contain compelling video content than pages that do not feature video.

Why does this matter to sales teams?

Because the saying goes that dwell time equals sell time.

Silicon Valley strategist Adrian Ott found that a one per cent increase in dwell time results in a 1.3 per cent increase in sales.

Need more proof?

When online form creator Leadformly added a video to its homepage, it upped its number of paid signups by 34 per cent.

When foreign exchange business eToro added video to its homepage, downloads for its money-making platform increased by 31 per cent.

How can chatbots increase conversions?

Drag and drop landing page creators Leadpages found that adding a chatbot to the landing pages of their own website created a ‘fast lane’ for leads, upping conversion rates by 36 per cent.

Meanwhile:

When North Face added a chatbot to its landing pages to help customers find the perfect jacket, their sales conversions increased to a high of 75 percent.

5 tips for implementing landing page video to up sales

Place the video above the fold: in other words, position your video so that visitors can see it without having to scroll through your landing page.

Why?

Studies have shown that this can increase conversions from one per cent to 15 per cent.

Videos should be succinct: Statistics suggest that videos get the most engagement and have the most impact when they are one to two minutes long.

Videos shouldn’t autoplay: Nobody likes auto play videos. They’re seen as everything from annoying to startling, and many people believe they are intrusive.

Produce high-quality video: The quality of your video reflects the quality of your brand. It’s fairly straight forward for businesses to make their own videos these days.

However:

Enlisting a professional promotional video production company will ensure everything, from the scripting and storyboarding to the camera angles and editing, are the best quality they can be.

3 tips for harnessing chatbots to up sales

Make your chatbot unobtrusive: If your chatbot is programmed to pop up on your landing page, make sure its appearance isn’t so instant that it makes the customer feel like they’re being ambushed or pushed.

Keep your chatbot in the bottom right-hand corner of your landing page: Humans are creatures of habit.

So:

As chatbots become more commonplace, people are becoming used to finding them in the bottom right-hand corner of a page.

Build auto respond buttons into your chatbot: With the exception of those looking for news or to read articles for entertainment, most people visit websites to solve a problem or meet a need.

Usually:

They want to solve that problem or meet that need as quickly as possible and move on with their lives.

Chatbots can save customers from scrolling or searching through a website for what they want or need. Allowing customers to choose from pre-set responses when communicating with a chatbot can save them even more time.

3 tips for using videos and chatbots in harmony to up sales

Give your chatbot a cameo in your landing page video: Although customers are getting more accustomed to the presence of chatbots on websites, there will be some people that won’t know what they are or how they work.

Therefore:

It can’t hurt to include a clip or a reference to your chatbot in your landing page video, to ensure customers know it’s there if they need it.

Mention your chatbot in your video’s call to action: Landing page videos should be created around a single goal.

Often:

That goal is to direct audiences to sales pages and get them to buy.

However:

If your goal is to tutor or increase customer understanding of a service or product, you can always use your video’s call to action to direct them to your chatbot for further help.

Programme your chatbot to direct visitors to your video: The chances are your landing page video answers a question that’s commonly asked by potential customers.

So:

Programme your chatbot to give visitors a link to the video if they ask that question during their chat.

Summing up

  • Landing page conversion rates can often seem as mysterious as the dark arts
  • Today, increasing amounts of research are suggesting that using videos and chatbots on landing pages can help boost conversion rates and lead to sales.
  • The best practice is to place landing page videos above the fold, the keeping content short, to avoid auto-play and to create high-quality video.
  • As far as chatbots are concerned, it’s best to make bots unobtrusive and to offer elements such as auto-responses.
  • To boost the conversion benefits of both video and chatbots, you can get the two technologies to work in harmony.
  • This symbiotic relationship can be created by featuring chatbots in landing page videos, mentioning chatbots in video calls to action, and by programming chatbots to link to the landing page video when appropriate.