Interactive landing or how to explode the conversion using instant messengers

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    Hello, Habr! Today I want to share an interesting case. If you develop sites, landings or sell something online, then this will be a good experience. The essence of the article is to show how simplicity in the structure of the site, combined with the use of trending technologies and instant messengers, can give amazing results.

    I am engaged in online advertising, I have many clients from different countries in various areas of business. Once an old client contacted me and made a complaint. He is engaged in obtaining visas to a large number of different countries of the world. The essence of his claim was that his business almost ceased to be profitable. That is, the cost of advertising that I do to him, almost became equal to the net profit. I knew in advance that this client would sooner or later turn to this claim with me because his site left much to be desired: it was an old-fashioned design developed many years ago. Not only was the design very poor, but the site itself contained a lot of text, various terrible minuses. For example, there was such a stock counter that displayed a countdown and encouraged you to apply for a visa right now with a big discount. Various strikethrough prices and the words "ACTION" in large print scattered throughout the site. About normal display on mobile devices, I generally am silent. In general, this was a typical landing page, which can be found on sites that promise an iPhone at a price of 6999 rubles with a discount and gifts “only today”. This has not worked for a long time, if at all it once worked.



    I explained to the client that time does not stand still, that competitors make excellent sites, and advised him to just make a few queries on Google related to his business and make sure of that. Fortunately, the client understands, and immediately answered me that, in principle, I agree with my arguments. Since we are engaged in advertising, we have partners in various fields, including partners who develop websites, I offered their services, and the client decided to allocate a budget. I promised that the conversion will increase several times. According to my rough calculations, it should have grown at least 2-4 times.

    We have developed a great new site. The design was modern, it contained little text, adaptability made it possible to display it on smartphones and tablets as well as on a PC. They made an amazing online application form. Introduced a system of communication with visitors to Intercom (live chat on the site). All in all, it was a good job. I was pleased with the client too. We changed the logic and redesigned all advertisements in contextual advertising systems, taking into account new changes on the site. Several days passed, I looked at the conversion statistics. And how surprised I was when I saw the numbers. The number of applications from the site has not doubled. Growth was, but not as expected. The client did not contact me, and I decided to do it myself, report on the failure and offer any compensation, as I did not keep the promise. But to my surprise the client was not angry. He said that requests from the site may not have grown, but the number of calls to their support team and live chat has grown very much. And there managers already politely answered questions and brought a lot of inquiries to visa applications. It so happened that reducing the text on the site prompted customers to ask a lot of questions and clarifications.

    I generally love technology. I really like the idea of ​​chat bots, and in general I interact a lot with my clients through messengers. I think that this is the future. For example, if you take China or other Asian countries, there a huge percentage of goods and services are sold through instant messengers Line, WeChat, etc. And I had the idea of ​​an experiment for my client. I suggested creating a simple landing page, not even a landing page, but a “one-screen” page that would contain some beautiful graphics, text about what the company is doing, and a few buttons that would allow you to immediately contact the company through various instant messengers + live chat, which actively offers to get involved in correspondence with the manager. The logic is that the client wants to receive the service, and it is easier for him to immediately ask a question, rather than look for information.

    We quickly developed a simple but beautiful page that fit on the screen of a standard laptop or PC without scrolling. They wrote what the company was doing, set the flags of the countries to which we were issuing visas, and placed several buttons in the center. One button opened the live chat and allowed you to start chatting with the manager. The second button sent the client to the Telegram bot, but it was not a bot, he did not know how to automatically respond, and all messages were sent to managers. The third button, similar to the second, but it was Facebook Messenger. Fourth Viber. We decided to go further and wrote a simple application for iOS and Android, which allowed managers to write from the application. The fifth and sixth buttons offered to download the application. All this is very simple to organize, now there are platforms that specialize in this.Smooch . Messages from all channels came in one web interface. In our case, it was HipChat, yours could be Slack, Zendesk, Help Scout, or just an email.

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    The result was simply amazing. Of course, there were no more applications from the site. But there were a very, very many requests through various channels on various issues related to visa processing. We previously redesigned advertisements in contextual advertising systems. By the way, as additional links in Google Adwords and Yandex.Direct, you can specify a direct link to your bots in Telegram and Facebook Messenger, which will allow potential customers to immediately click on the ad and write to you. If we compare the number of executed transactions of the first (old) site with the new “interacting” landing, then, with the same advertising costs, the client received 6 times more transactions. Everyone was happy with such results.

    How to use this information is up to you. Personally, I am completing a project in the field of online advertising based on this idea. But I can definitely say that this is the future. It’s very convenient for people to buy goods / services through messages. Moreover, this is a global trend. Take the startups that appear on this ground: Operator.com , Pana.com and so on. Take an information background that supports chat bots, instant messengers. Use it!

    I hope that the article was interesting and informative. Good luck!

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