Increase conversion rate by 33%, do this for online consultation on landing pages!

From 2017 to now, the ocpx optimization tools for search channels and information flow channels have become increasingly perfect. Gradually, everyone reached a consensus that online traffic generation is no longer the main problem because of ocpx intelligent delivery; the difficulty lies in customer acquisition conversion rate, so landing page design becomes crucial.

Among them, if the conversion method is online consultation , then in addition to the landing page, the online consultation link is also the key to affecting the conversion rate!

Everyone is very busy, so let me first state my conclusion: online consultation also needs to be standardized, with focus on processes and details.

Standardization is an extremely important principle. This is true whether it is the promotion account structure, materials, and settings on the front end, the online consultation in the middle, or the customer follow-up, transactions, and after-sales service on the back end. Only through standardization can it be replicated and multiplied.

How to implement standardization? There are two steps: first grasp the process, then focus on the details.

For the online consultation link, in order to achieve standardization, robot customer service must be used. Compared with human customer service, it is more stable, more efficient and more cost-effective.

Because robots do not have the variable of human subjective factors, such as physical discomfort, emotional instability, etc., they are more stable; robot customer service can execute completely according to the process, scripting, and response speed you set, so it is more efficient; and robot customer service can run 24 hours a day. Basically, the mainstream online consulting tools on the market have robot customer service online. Some robot customer service costs only a few hundred yuan a year, and the cost-effectiveness is dozens of times that of human customer service!

What is a process? The basic process of online consultation is: welcome - question and answer guidance - request for contact information.

Grasping the process means using appropriate speech skills to realize the role of each detailed link in the process.

1. Welcome

The purpose of a welcome message is to break the ice and make visitors willing to chat with you. This requires considering the entry point of the welcome message.

Consumer purchasing decisions can be roughly divided into: demand generation - information collection - evaluation of alternatives - purchase decision - post-purchase evaluation.

Obviously, the first 3 are possible entry points. If customers in your industry place a lot of emphasis on brand, you can start directly from “Evaluate alternative options”, that is, your welcome message should state that you are a certain brand and welcome inquiries. For most other advertisers, the first two are more suitable entry points.

I will take the investment promotion project I’m working on recently as an example, and friends from other industries can substitute their own. Customers in the investment and franchising industry place great emphasis on brands, so the welcome messages at most online consultation windows mention the brand. The quality of visitor leads obtained in this way is relatively high, but there are also problems. One is that some visitors do not care what brand you are, or even do not notice your brand at all. Another problem is that most visitors have not yet reached the stage of choosing a plan. What they urgently need is to understand related issues such as franchise fees, so many potential customers will be eliminated.

So, I chose "collecting information" and "generating demand" as the entry point. Note that I used two entry points. The specific settings are shown in the figure below: (Because the project is still underway, the specific words are kept confidential. Everyone mainly looks at the design logic, the same below)

In other words, the first sentence should list the issues that visitors are concerned about, and be direct and straightforward without any nonsense. At the same time, the technology is set up as click-through to facilitate visitors and increase the conversation rate. If the visitor does not reply, the robot will send out a second welcome message after a while, taking a step back and starting from "demand generation", and simplifying the options to two, yes and no, to reduce the visitor's psychological resistance to entering into a conversation, and in fact also serves to screen out visitors without needs.

In this way, the conversation rate of visitors with needs is greatly improved.

2. Question and answer guidance

The purpose of Q&A guidance is to guide visitors into the conversation, allowing them to follow your process, enhance trust, and lay the groundwork for the final request for contact information. It also plays the role of screening visitors.

Therefore, the design of this link should not only follow up the opening remarks and write scripts around issues that visitors care about, but also take into account the conditions and requirements for target customers. The specific settings are shown in the figure below:

It is important to note here that since it is a question and answer session, there must be questions and answers. For each question asked, a brief reason should be given. Like here, when you ask visitors which city you opened a store in, you have to tell them why you are asking this question so that they will be willing to answer you. (The principle behind this is that if you give reasons, people will be more willing to respond to you. For details, you can refer to the book "Influence")

At the same time, it is best to set two sentences for each question and slightly change the sentence structure. For example, here you can put the reason at the end and add "because". In this way, when the visitor does not respond to the first sentence, or changes the topic to talk about something else, the robot will send the second sentence, trying to bring the visitor back to the process and continue the conversation along the way.

As for the role of screening visitors, there is a cost threshold for investment and franchising, so you can set a question to ask about the visitor's budget. If the budget is too low, they will be directly passed to improve the quality of customer acquisition.

3. Request contact information

After the welcome speech and 3-4 questions in the Q&A session, the visitors who stay basically have needs and meet the requirements. The last step is to ask for contact information.

This step also follows the previous steps and writes the script around the visitor's needs:

There are three principles to grasp here:

1) When designing your sales pitch, you must use phrases like “Is that OK?” or “Okay?” to make visitors feel respected and that they have the power to choose whether to stay or not, rather than forcefully asking for contact information. (Of course, different industries may be different);

2) The sentence asking for contact information must be sent separately to give visitors clear instructions for action, rather than hiding it in a large paragraph (the $$$ in the screenshot means splitting it into two sentences);

3) Ask for the contact information multiple times. If phone call doesn’t work, ask for WeChat. Try to get the contact information as much as possible.

The details are hidden in the process settings, script writing, response speed and other aspects mentioned above. The article should be revised thousands of times and the details should be polished. This is a long-term job that requires you to review the conversation history regularly, discover the various bottlenecks in the process that hinder customer acquisition, find out the various questions raised by visitors, and make corresponding adjustments.

Especially in the early stages, you must polish more. In the case mentioned in this article, the robot customer service updated more than 20 versions in the first two days after it was launched. A rough estimate showed that the request rate increased by 33%.

Author: Aiqi SEM

Author: Aiqi SEM (CMOcollege)