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A co-worker of mine likes to compare the way the PPC industry thinks of landing pages to Plato’s Allegory of the Cave. Within the industry there is a definite picture for what landing pages should look like and how they ought to function. But like the individuals in Plato’s Allegory, the PPC industry is imprisoned in a cave looking at a mere shadow of what their post-click experience could look like. These shadows (traditional landing pages) suffer from three glaring deficiencies in traditional landing pages.

1. they are unengaging- no one likes reading testimonials or filling out lead-gen forms
2. they are unintuitive- all of them look different and require a certain degree of orientation by prospects
3. they are unoptimized for phone screens - I’m not talking about page load times. Mobile landing pages are cramped, text-heavy versions of their desktop counterparts

So what is outside the cave then? What does an engaging, intuitive, and mobile-optimized landing page look like?

It looks like this:

  • VA

    Vinit Agrawal

    over 1 year ago #

    I like this.

  • SJ

    Shane Johnston

    over 1 year ago #

    Love the conversational landing page concept ...kind of like a personal buying concierge.

    • IJ

      Ish Jindal

      over 1 year ago #

      Thanks Shane! Yes the idea is how to provide a human like experience when the person is actually on your landing page and interested in buying your product/service.

  • RN

    Rohan Nag

    over 1 year ago #

    Good one!

  • AH

    Ashley Helms

    over 1 year ago #

    Cool idea, haven't seen this before. It took a long time to find out what I wanted to know on an example landing page on the Tars site though. Maybe you could add some at-a-glance stuff on the side and have the chat interface be a big feature instead of the only thing there.

    • VA

      Vinit Agrawal

      over 1 year ago #

      Hi Ashley, Thanks for your comment. What were you looking for and where did you find it on our website. Would be great to understand that. The one thing I want to reduce is the curse of our own knowledge.

    • IJ

      Ish Jindal

      over 1 year ago #

      Thanks for the feedback Ashley :)

      What all other stuff would you like to see on the bot examples pages in addition to the chat? I mean what other questions did you have in mind when you were on those pages.

      This would help us in making the experience better!

  • AH

    Andy Hopkins

    over 1 year ago #

    The thing I wonder about with this, and I'd be curious to your thoughts, what about quality score, etc. in Google Ads? It may work really well for display ads, but for search ads, wouldn't this be a barrier?

    • AP

      Arnav Patel

      over 1 year ago #

      Hey Andy! In my tests at least, I have found the effect to be insignificant. I've piloted this approach across several campaigns and have seen a consistent increase in conversion rate and a corresponding drop in CPL. Barring a change in the way Google calculates quality score, a conversational landing page as of today should not adversely affect the performance of a campaign. That said you do raise a valid point. This is something that I am monitoring closely as I run more experiments.

  • LM

    Livio Marcheschi

    over 1 year ago #

    Hey @jindalish great piece.
    We are actually moving from a similar concept while building our tool, www.visualbots.io
    It is interesting since if is complementary, rather than competitive, to yours.

    We indeed target push traffic from Facebook ads (not PPC) and our bots work only on FB Messenger chat.
    As a consequence, as you say, they are mobile optimised, enganging and intuitive.

    By using bots we were able to reduce cost/ lead up to 77%.

    Did you do any test following our approach?

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