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Apr 02, 2019 - 09:52 AM
What Are Conversational Landing Pages?
With conversational landing pages, Drift intends to make conversations (driven by chatbots, and later by your team) the focal point of landing pages. It’s an alternative to having chat sidebars or pop-ups that might annoy, or get ignored by, customers. Conversational landing pages hinge on the idea that engaging with customers immediately will drive the conversions businesses want. If the chatbot says the right things, the customers should ideally move on to the next step in the sales funnel.
The Value of Drift’s Conversational Landing Pages
Although Drift isn’t cheap (many desired features are behind a paywall), it can pay off for some brands.
The chat function works beautifully across devices, which is key in today’s mobile-optimized world. It’s easy to install and use, so there won’t be a big learning curve for your team.
If you don’t have chat on your site yet, this is an easy way to do it. And if the chat feature you have isn’t getting conversions, Drift’s landing page approach is definitely worth a try.
As people get burned out on popups and “contact us” forms, there’s value in a more interactive method.
The best use cases for this feature are in lead generation, and specifically, sorting out qualified leads from the rest of the pool. It’s also helpful if you want to streamline your web navigation, such as by avoiding sending people to a “Contact Us” page separate from the landing page.
You can see several demos on Drift's site below.
If your site has a high bounce rate with no contact information given, Drift might be a good solution.
The chatbot option can free up time for your reps, by pointing only qualified leads in their direction so your live team doesn’t have to sort through the whole chat pool. For example, the chatbot can send a lead to your rep once a certain point in the conversation has been reached, such as when the lead asks how much a product costs.
One nice feature is that when a visitor leaves your site, Drift will send the chat to their email. This can give them the necessary push to convert if the chat alone didn’t do it. The platform also gathers information on leads so you can contact them again. Finally, Drift offers a good support team so you won’t have trouble contacting someone if you have an issue.
Where Conversational Landing Pages Won’t Work
One problem Drift chat runs into is a lack of organization. When you start getting lots of chat traffic, you may want a way to sort your customer chat logs (by importance or another category), a feature that Drift doesn’t provide.
Also, if you already have a chat feature on your site that’s working well, there’s no reason to replace it with Drift’s landing page. And for companies that only sell low volumes and don’t intend to scale up, lead generation is probably manageable enough without this service.
You should also consider your audience before creating a landing page based around chat. If you have a more old-fashioned audience that doesn’t spend much time online, they might find being thrust immediately into a chat creepy, not cool. Chat works well for many customers, but it’s still not the best across-the-board solution for everyone.
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