Chatbots vs. Landing Pages: How to Make Sure You Get Qualified Leads

Building an efficient lead generation strategy that actually helps you or your client convert is easier said than done. Especially when it comes to obtaining qualified leads, those more likely to convert. You have probably already tried multiple actions and channels, such as landing pages for lead generation and chatbot landing pages, but maybe you’re still unsure about the best approach to achieving the best results while staying cost-effective. 

This being said, even though landing pages for lead generation have been widely used in digital marketing for many years, chatbots might be winning the game thanks to their high conversion rates and better quality of leads. 

Do you want to know how to move from traditional landing pages and forms to chatbots to improve your metrics? Let’s jump right into it!

What’s the Problem With Landing Pages for Lead Generation 

Landing pages seem like a straightforward and easy-to-implement lead capture channel, but they do present several limitations, especially when it comes to generating qualified leads that can really be translated into sales: 

Passive Experience and Lack of Engagement

Landing pages typically offer static content with a single call to action, with no opportunity for interaction from the prospect's perspective. This lack of engagement, which is key for qualifying leads based on real-time feedback and conversation, will probably lead to lower conversion rates and a higher number of non-converting leads. 

Also, for complex products or services, landing pages for lead generation will probably fall short. If you or your client, if you happen to be a digital marketing agency or similar, have the need to offer detailed explanations about your product or service, you will find it hard to fit all the relevant information on a landing page. 

High Bounce Rates and Qualification Complexity

The content limitations, apart from poor engagement, can also contribute to lots of missed opportunities. Think about it this way: imagine you only have one chance to convince someone that your product or service is exactly what they seek. You’d try to use your best argument, right? That’s also what happens with landing pages. If the content or the Call to Action you’re using does not resonate with your audience, they will probably leave without leaving any contact information. 

Sometimes, the problem is not related to the content itself but to the form used to collect the contact details. Lengthy and complex forms might overwhelm your potential leads, especially if they perceive the process as time-consuming or intrusive, which might cause them to abandon the form. According to HubSpot, up to 67% of potential customers abandon forms due to excessive fields or complexity.

Lead qualification, therefore, gets complicated. Even if forms are fully complete, most of the time, you will rely on inaccurate information and superficial insights without having a clear understanding of the lead’s intent or urgency. 

Quantity vs. Quality

Landing pages for lead generation are often created with the aim of getting as many leads as possible, sometimes compromising quality. Even if we manage to attract a large number of leads, that won’t necessarily translate into more conversions since we will be missing a proper qualification. 

This large number of unqualified leads will impact the productivity of your own or your client's sales team since they will be investing time and resources trying to nurture prospects who are most likely not ready to buy yet. 

How Chatbots Can Help Us Achieve More Qualified Leads 

OK, so you’ve been using landing pages for lead generation for yourself and/or your client and haven’t gotten the results you expected? Don’t panic! We’ve all been there—that’s why chatbots exist!

Now that you know why landing pages might be setting you back, let’s jump into the opportunities chatbots can bring. 

Personalized Engagement and Enhanced Experience 

Unlike landing pages, chatbots provide a real-time personalized conversation based on individual responses from your potential customers. This tailored interaction allows chatbots to gather more detailed information, such as the lead’s needs, preferences, and readiness to purchase or hire your services. 

Related to this improved experience, we see how chatbots help reduce form abandonment. Instead of relying on long and complex forms, chatbots collect information in a more natural and gradual way, being perceived by the prospect as less intrusive and more friendly. 

24/7 Availability and Higher Conversion Rates

Without any doubt, one of the most interesting chatbot functionalities is the constant availability. They can engage with potential customers every day of the year, 24/7, so you don’t need to worry about the sales team being outside of business hours, ensuring no lead is missing. 

This immediate communication and follow-up, enables a more efficient qualification process. How? By asking the right questions at the right time, making sure only relevant leads that match your or your client’s criteria are transferred to the CRM and, therefore, the sales team. 

The increased engagement explains why chatbots can, literally, boost conversion rates by 25% to 35% compared to landing pages, according to Drift’s report ‘State of Conversational Marketing’.

Seamless Integration with Marketing and Sales Tools 

You know how hard it is to achieve qualified leads that are worth nurturing, and we’re sure the last thing you would want to do is lose this precious information. 

Here’s where chatbot integrations come in handy! You can easily integrate and synchronize them with your own CRM or your client’s CRM, such as HubSpot, so all the information is automatically transferred and updated and can trigger follow-up actions. 

Chatbots can also be connected to other tools, such as Google Spreadsheets or Airtable, so you can manage and work on your data according to your specific needs. 

You can connect your tools via native integrations, if available, or via Webhooks, and automate them via Zapier, to make your processes even more efficient and make sure you don’t miss any detail. 

Cost-Efficiency and Scalability 

If you’re a digital marketing agency, scalability and staying cost-effective might be some of your mantras. Finding a tool that helps you increase your margins can really be a game-changer. 

If you’re a business that experiences high traffic, especially during marketing campaigns, chatbots can be a better alternative than landing pages because they can handle multiple conversations simultaneously without compromising the quality of the interaction. Also, even if you need to manage thousands of leads, you will not require a larger sales team, just by automating the lead qualification process, you will be able to reduce costs.  

How to Build a Lead Qualification Chatbot

We’ve covered the theory, now let’s practice how to create a lead qualification chatbot! 

You have two ways to do so. You can start your lead qualification chatbot from scratch as we explain in this article, or you can use our template as a basis and adapt it according to your specific needs. 

Once you access the template, you will see the entire chatbot tree with additional notes that will help you add or remove any blocks that don’t match your qualification strategy. 

Let’s pay attention to some of the key blocks, though, that will for sure help you filter your potential customers to get the ones more likely to convert. 

First of all, let’s not forget something that might seem obvious but really important: your lead’s contact information. Remember to ask for their name, email address, the name of the company, or, for example, where they are based. You can also ask for a phone number if your sales team needs that information. 

All this information can be saved as variables and be used at any point in the bot to personalize the experience for your potencial customers: 

Conditional blocks are also interesting because they provide an hyper-personalized experience to your lead, according to information he/she already shared. In this case, depending on the budget, they will get a specific answer and a follow-up action different in each case. 

If you want to know more about this type of block, watch the video below from our Academy: 

Also, another element you’d like to know about is the Lead Scoring block. You will be able to assign points to leads based on how they can contribute to reaching your objective, for example, how likely they are to buy your product o hire your services. 

Basically, you want to prioritize the leads that have those attributes that are most important to you (either a budget, location, or certain needs…).

Looking forward to start implementing Lead Scoring blocks to your chatbot? Check the video below to learn more about them!

There are other logic blocks that can help you better qualify your lead. Take a look at all the options and how they can be of used at each step of your chatbot.

Once you have the first version of your chatbot ready, don’t forget to test it! Start sharing it with some colleagues or your clients to see if it collects the information you expected and if all the interactions are smooth.

Conclusion 

Building and implementing an effective lead generation strategy that truly converts can be a complex endeavor. While traditional landing pages for lead generation have long been the go-to solution, their engagement, personalization, and lead qualification limitations often lead to lower conversion rates and a higher volume of unqualified leads. And you already know the struggle of investing time and resources into missed opportunities. 

Chatbots, on the contrary, offer a dynamic, interactive, and personalized approach that not only improves the quality of leads but also enhances the overall experience for the prospect. The real-time engagement, 24/7 availability, and seamless integration with marketing and sales tools make chatbots a more efficient and cost-effective solution than landing pages for lead generation.

By transitioning from static landing pages to conversational chatbots, businesses can increase their conversion rates, reduce costs, and streamline their lead qualification processes. Whether you’re a digital marketing agency or a business owner, embracing chatbot technology could be the key to unlocking higher-quality leads and driving more successful conversions.

Ready to move from landing pages for lead generation to chatbots and release their potential? Start for free today!