The website or landing page has been worked on, designed and refined for a long time, but the conversion rate is still incorrect and too few leads are coming in? There are many reasons why a landing page does not convert. That is why we have selected and listed the most common reasons.
But as is well known, there is a solution for every problem. And it is precisely this solution that can be an AI chatbot in many cases. Because in addition to benefits that are generally known, such as 24/7 availability or answers within a few seconds, an AI chatbot can also transform the user from a passive observer into an active website visitor who selects the content they want to see and experience. Even more potential that a AI chatbot in terms of lead generation And have conversion rates ready in this blog article.
--> Tip: If you want to know directly how lead generation is implemented in practice using an AI chatbot, you can check out the VELUX case study watch.
To get started, it makes sense to briefly give the respective definition of a lead and the conversion rate:
What is a lead?
By definition, a lead is the provision of contact information by a potential customer. If the potential customer also reaffirms his interest, this is referred to as a “qualified lead.” Qualified leads play a major and important role, especially in B2B marketing and sales.
It is important to note that every company usually has an individual understanding and definition of what counts as a lead or as a qualified lead; a distinction is usually also made between MQL, i.e. marketing qualified lead, and SQL, i.e. sales qualified lead.
What is the conversion rate?
The conversion rate or conversion rate describes how many website visitors converted as a percentage. In other words, how many of the website visitors have achieved a specific goal. The goals vary from company to company. For some websites, buying a product is a goal, for others, signing up for the newsletter. A website usually has several goals.
Why doesn't the landing page convert?
So what are the possible sources of error on websites that generate too few leads or where the conversion rate is incorrect?
Too few organic page views on the website
If the number of visitors is low or steadily declining, this is often due to SEO aspects. SEO stands for search engine optimization or in German search engine optimization. The aim of search engine optimization for your own website is to be “ranked” as high as possible on Google.
A chatbot can optimize these points in that every improvement on the website is rated as a positive signal by the search engine. When users don't jump off as often, for example because the chatbot answers their questions and thus fulfills the user's actual intent, i.e. the intent with which they accessed your page.
In addition, an AI chatbot demonstrably increases a user's page time. This also has a positive effect on a page's SEO score. If a user interacts with a chatbot or is successfully navigated on their website thanks to tips from the chatbot, the length of stay is automatically extended. The search engine evaluates this in such a way that your website appears to be relevant and this is an elementary point if the ranking is to be improved.
Good traffic but poor conversion rate and too few leads?
Even with good traffic and a high number of visitors to the website, there are numerous reasons why hardly any leads are generated and the conversion rate is not increasing:
Too many choices
There should not be too many details from the outset that the user does not need at first glance. That is unnecessarily confusing. But especially when it comes to complex products or processes that require explanation, it is often necessary to provide a lot of information right from the start.
However, in order not to overwhelm the user, you could use a chatbot to give the user exactly the information they need at that moment. The user receives a tailored answer to their individual request and does not have to click through the website for a long time.
Texts that are too long
Similar to the problem with too many choices. The user simply receives too much input at once. You can't expect users to fight their way through long texts. And even if subheadings and paragraphs are used as a structure, it can still be too much sometimes. Let the user decide for themselves how much they want to read and what topics they want to read about — this can be done with a chatbot. For example, the chatbot can ask directly in a small pop-up window whether help is needed. As a result, the user gets their question answered quickly without having to “fight” their way through the entire text.
Lack of credibility and trust
In particular, if a website visitor is not yet familiar with the products offered or the company, trust and their own credibility must be strengthened. On the one hand, this works, of course, through seals of approval, guarantees, user reports or testimonials.
However, trust in your brand can also be strengthened by a chatbot if it acts in accordance with the brand and resolves doubts and concerns within a few seconds through competent advice and answers.
Product that requires explanation
The website visitor gets confused and not convinced because the product is a bit complex. Questions arise spontaneously. However, not every user now wants to click through lengthy contact forms to clarify a small comprehension problem. He might rather try his hand at the competition. However, if you meet the user beforehand with a chatbot, where a click and a tap on the question is enough to get an answer in a matter of seconds, the jump could be prevented.
Static, “boring” website — the user remains in the role of passive observer
Even if the texts are attractively designed, the headlines are appropriate and the CTA is clearly formulated — some users will still not be actively involved. Because honestly, how many LPs with halfway attractive offers and clear CTAs does a user see during the day? Probably a few. The absorption of information is limited and if the LP is attractively designed but still does not stand out from others (which is often the case), the user simply remains passive. The user could be woken up by a chatbot, which actively addresses him and asks him to interact. This would make the landing page stand out clearly both visually and in terms of content.
Apart from potential problems that a chatbot can solve...
What else can a chatbot actually improve and simplify?
Automated lead generation
An AI chatbot can not only trigger a lead process 24/7, but also generate said leads automatically and, if desired, forward them to a CRM system such as Hubspot. This greatly simplifies the lead generation process: The AI chatbot automatically queries the required data, such as name, email address and telephone number, and, if desired, forwards this to a CRM system so that the sales team can access it. This is a particularly helpful measure in B2B communication.
Increased user engagement
Depending on the use case, a chatbot can create not only informative but also entertaining experiences for users and make scrolling through the website or landing page a bit of fun. There are many ways to do this: A chatbot, for example, provides space for an automated quiz, jokes, games, small talk, etc.
Appealing and innovative design
Both the conversational design, persona and widget can act in line with your brand experience. In other words, colors, wording and chatbot persona are customizable and can be tailored exactly to the company. Regardless of whether users of the chatbot should be entertained with gifs or interesting graphics — all possible chatbot answers can be individually adapted.
The same goes for the color scheme and design. In this way, the chatbot can be adapted to the rest of the website and thus provide a consistent browsing experience.
Conclusion: A chatbot gets the best out of your website and lead processes
Get in touch with your users, offer your website visitors an individual experience (both in terms of content and design) and thus efficiently automate acquired leads. An AI chatbot makes all of this possible.
It all sounds nice in theory — but what does it look like in practice? Read in the Case studyHow VELUX was able to convert 38% of users into qualified leads using moin.ai.
