The Trouble With Landing Pages for Facebook Ads — And The Powerful Alternative
If prospects are clicking on Facebook ads but not converting, best practice tells us to turn our attention towards the landing page. A quick Google search for “Facebook landing page tips” will bring up hundreds of possible diagnoses for this problem, from crowded design to a dull headline. Now while making some adjustments may help, the key might be to look beyond the concept of the landing page in the first place.
Consider the fact that a landing page might not be the best tool for the job. With information about anything and connection with anyone at our fingertips 24/7, internet users are naturally impatient. We’ve come to expect all our digital interactions to be immediate, easy, and personalized: three qualities many landing pages are hard-pressed to deliver. If a prospect takes a precious second to click on your ad and they aren’t immediately presented with a clear and engaging next step, they’re gone.
So why are landing pages so widely used in the first place? In a perfect world, any prospect who clicks on your Facebook ad would be instantly connected with a human agent who could escort them through the sales funnel in an interactive and personalized way. Conversion rates would likely skyrocket, but the cost of having a massive, highly trained support staff on call 24/7 would, of course, be far too high. In comparison, landing pages are a more practical and cost-effective solution. The tradeoff, though, is that they’re static, rather generic, and frequently involve a delay before your next touch with that prospect — often just enough time for them to lose interest.
Clearly, the best solution would be something in between those two. What options exist? Right; the ideal middle ground would boast a low customer acquisition cost in terms of time, effort, and dollars spent, but would also yield lots of conversions and a higher return on ad spend. The often-overlooked solution that fits the bill is the Facebook Messenger chatbot. Some find this relatively new technology intimidating, and may avoid it simply because it sounds too advanced or complicated. The truth is, however, that it takes no more technical knowledge to build a simple bot than it does a landing page. With the right platform, #AnyoneCanBuildABot.
First things first: What exactly is a Facebook Messenger bot? You’ve likely conversed with a bot before, maybe without even realizing it. They’re pieces of software that can interact with customers or prospects in a conversational way via Facebook Messenger. You can equip your chatbot to answer specific questions or complete certain actions based on what users ask of them. They act as friendly virtual assistants that provide a guided, engaging experience. They’re easy and pleasant to interact with because they offer help and information in a humanlike way: in bite-sized pieces, message by message.
How could a Facebook Messenger bot take the place of a landing page? When prospects click on your Facebook ad, they’d simply be redirected to your chatbot in Messenger instead. From there, the bot can do everything from answering FAQs and making product recommendations to accepting sale payments — and the user won’t ever have to leave the Messenger app. Plus, it’s all done in an instant and humanlike style that’s proven to promote high engagement and retention rates. Finally, if the bot runs into an issue or question that it doesn’t know how to resolve, it can easily notify a human on your team to take over.
Sounds like a great solution, but wouldn’t I have to hire a developer to build a chatbot for me? Not necessarily! This is a common misconception about Facebook Messenger bots. Many digital marketers don’t realize that they already have the skills required to build one. With the right platform, there’s no coding necessary. The framework is already there; your job is simply to fill in the questions your bot can answer, and the responses you’d like it to use.
What else makes a bot able to achieve more conversions than a landing page?
- Bots are instant. Just like an army of on-call sales support staff could, chatbots provide immediate interaction with a prospect as soon as they engage with an ad. That means there are no activity lulls or waiting periods when prospects can be lost.
- Bots are personalized. Of course, sending all prospects from an ad to the same, generic landing page doesn’t make for a very customized experience. Bots, however, can be set up to ask questions to get to know the prospect’s needs or tastes. That way, they can provide more tailored information, or show products that relate to the user specifically. Bots can even greet the prospect by name!
- Bots are innovative tools. Chatbots are still relatively new on the scene of Facebook marketing. The misconception that they can only be built from scratch with code persists, and many businesses that could benefit from them remain intimidated. So if you can provide a streamlined, pleasant experience for your prospects through a bot, you’ll stand out as an innovative company dedicated to providing the best customer experience possible — even though you built the bot yourself, simply and without code.
- Bots are easy to build. Our bot-building platform is intuitive and easy to use, meaning you can launch a functional Facebook Messenger bot for your business in minutes — no knowledge of coding or programming required. Plus, a Messenger bot means fewer creative factors to worry about than with landing pages. Since you don’t have to choose fonts, layout, colors, and the like, you can put all your focus on the quality of the bot’s responses.
The Chatfuel bot-building platform is easy to use and free to experiment with, and the returns on investing in a chatbot for your business can be enormous.