A Landing Page and a Chat - The Perfect Couple
Let’s be honest from the get-go - they are made for each other and the sentence they found themselves in seems to only confirm that. They are both designed to increase sales and engage customers. They do it differently, but they’re both have qualities that complements each other. Let’s meet the winning duo and discover how to use them both at the same time.
Read also: How great experiences can turn into a sale
1. Question One: Why
The purpose of the landing page is to focus attention on the single matter. A standard web page can distract with the amount of content, graphics, tabs, pop-ups and more. A thought-out, tailored landing page can bring on board people interested in a single topic and do it in a way that is not intrusive.
The purpose of a chat is to take control over the communications process. An e-mail is passive, telephone calls expensive. A chat lets you communicate real time for free and support customer’s needs.
The best part is - you can combine them both, increasing the chances for making a highly effective campaign. The bottom line for integration is this - if a customer has a question about the offer, sign-up process or even terms, it’s easier for him to ask via an integrated chat, rather than sending an e-mail. It’s just convenient.
It also builds an image. Your company can be view as one with nothing to hide. "We are here for the customer, with real-time communication, opened for questions and feedback".
Let’s see some conclusions from State of Customer Service Experience 2017 report by The Northridge Group
- At least 50% of consumers say they do not feel companies make it easy to contact them
- While most consumers still prefer the phone for mission-critical issues, more than 70% experience long wait times and have trouble navigating the automated system to reach a live agent
- As consumers migrate to digital channels, 57% of consumers frequently have trouble finding answers on a company’s website
- And despite social media increasing as a preferred channel among consumers, 25% never even receive a response when they contact a company through social media That’s up from 21% in 2016
- Four out of five (81%) consumers reported they'd likely stop doing business with a company after a poor service experience, and of those unhappy consumers, and only a little more than half (53%) may return
- Three out of five people surveyed (60%) reported sharing their unpleasant customer service interaction with family and friends.
As Daren Moore, President of The Northridge Group said:
"As consumers move from traditional phone to digital channels and other emerging technologies to get the help they need, companies that focus on channel usability and ease of resolution will have a distinct competitive advantage."
And that is exactly the point of making a landing page with an integrated chat. A landing page itself is a vehicle by which you deliver a condensed message to a potential customer. A chat is a way to make sure the customer will stay on the page after the message resounds.
Let’s have a closer look at the last point. 60% of people surveyed shared their unpleasant customer service interaction with friends. That’s amazing! You would think that an office worker closed in a cubical for 8 hours would not want to share frustrations such as these. Low pay, unfair boss? Sure, that’s totally understandable. But an unpleasant call or an e-mail that don’t provide enough information on a product or service?
This proves beyond doubt that in a modern business environment, every details counts. It can be remembered and even treasured, leading to a purchase and possible long-term relation with a company. It also can cause a 60% mark that has to be immediately lowered.
2. Question Two: How
There are a lot of chats our there. They look and function fairly similar, with a cosmetic differences, leading to a feeling that can be described as mush.
How to set up your chat in a way that is right for the customer and still stand out? Here are some good practices:
1. Care about looks
A chat is a way more than a color and consultant’s photo. It’s about size as well. A chat box cannot be intrusive, so it has to be weight down in order to be helpful, not forceful.
Color has to pop-up. If the page is dark, let’s make a chat light and easy-on-the-eyes. If landing page is light, let’s make it… no, not dark ;) Let’s complement the page by making it correspond with the overall layout, yet be different enough to stand on its own.
2. Delay the appearance
There is nothing more annoying than a salesman in a store that comes to you (or should I say: after you) seconds after you enter. They ask "Can I help you?" but all I hear is "Buy anything and do it now".
Let’s give a little time to visitor. Display the chat after 10 to 15 seconds after the initial display of the page. This room-to-breathe attitude will pay off in the long run.
3. Talk to people, don’t sell to them
There are many ways to tell people about help. Standard "Hi, how can I help you" can be replaced with a lot of different messages. First of all, don’t be dry. Try to engage with a customer, invite im in, not scare him off.
Secondly, mix the messaging. Prepare few versions of the welcome message and be creative. Not only there but throughout the whole conversation. Don’t open with "This offer can boost your profits" or "With this e-book you will change your life!". A customer knows this from the landing page copy. Don’t be intrusive, don’t oversell it.
4. Use real photos
This is "talk to people" part 2. No one likes to talk to bots, even if they’re funny. By using a real photo your projecting respect and you melt the ice. Don’t use stocks for these!
You should read: How to shoot Ecommerce great photos
5. Response form matters
If you know the person’s name, use it. Again, don’t be intrusive and act like a salesman in the shop, welcoming people with a fake smile and hand-waving. Drop the name casually, in the context.
Secondly, ask about the rest of it. If the customer got a response, ask him if there’s anything else you can help with. Be patience, a customer could forgot about the conversation and proceed to the purchasing process. Or he could just step out the room.
Question Three: When
A study by Software Advice revealed that
46% of respondents report using live chat at least once to get a question answered through a company’s website. Over one-third (37%) say they have used it more than once.
Does it mean that every single landing page needs a live chat? Not necessarily. You probably don’t need it for a tailored landing page made for an e-book download, it’s a fairly simple deal. However, you may want to consider it when it comes to newsletter sign-up. People often doesn’t want or know how to make a first move in a contact. They’re afraid their questions will make them incompetent or stupid. On the other hand, some may think that an e-mail base you’re building for the newsletter will be sold to a 3rd party for additional profit. They probably like the idea of your newsletter but they may have objections. Integrating a live chat with the landing page will have a positive impact.
It also goes without saying that for deals like apartment rent or sale, a live chat should be mandatory. And we’re only partially joking. This kind of offer goes beyond leaving an e-mail to some company, maybe in the other hemisphere. This is about trust and possible long questions about details that for some reason can’t be a part of landing page’s copy. A live chat acts here like a magnet for leads - if you’ll use it properly.
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Landing pages and chats are made for each other. They work seamlessly if they are implemented:
- With thought and care
- Along with the guidelines we’re proposing
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