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Why Marketers Don’t Need Custom Landing Pages to Personalize Post-Click Experiences

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It’s no secret that personalization in marketing gets results. In fact, 90% of U.S. consumers find marketing personalization appealing.

The question marketers ask themselves isn’t, “should I be personalizing my marketing?”

The question they ask themselves is, “how can I actually implement personalization effectively, at scale? How can I create an agile approach to marketing that allows me to quickly adapt to personal preferences and changing market trends?”

Landing page builders are often touted as the best solution. An easy way to personalize, iterate and optimize key elements of your marketing funnel. The problem is that landing pages are still a time-consuming and imperfect solution to the main problem: how do I personally connect with every potential customer and offer a relevant, helpful, and seamless experience to convert them?

The smarter way to personalize the post-click ad experience at scale isn’t by creating more landing pages. It’s by using the right technology and channels like conversational marketing chatbots.

Bots that speak to customers. Not at them. Chatbots that engage customers in real-time in their moments of need. That deliver personalized product recommendations on a 1:1 basis.

This is how conversational marketing chatbots help brands to personalize the post-click experience at scale.

The challenges of conventional personalization

48% of marketers build a new landing page for each new campaign. Landing pages are essential for generating leads and driving revenue. However, one size doesn’t fit all. The best-performing landing pages are personalized to each customer’s wants, needs, and desires.

The amount of marketers that build a new landing page for each campaign:
Yes 48%
No 52%

This is challenging through traditional means. Developing landing pages that are deeply personalized requires landing page builder tools, developers, web designers, copywriters, and considerable lead time. Sometimes it’s all of the above. It also means creating more landing pages to accommodate different buyer personas.

Brands must then use more budget and resources toward creative assets. These include hero images, graphics, and ads. Afterward, businesses perform A/B tests to discover the best combinations of sales copy, targeting, design, and user experience. All of which consumes more budget, budget, and attention

At the end of all of this, there is still a lack of data on what people want. Why they are purchasing a product. Who they’re purchasing it for. The unique intent behind why they’re shopping.

How can brands overcome the challenges of personalizing landing pages at scale? Conversational marketing chatbots and automation.

How conversational marketing chatbots provide deep personalization

Conversational marketing chatbots provide 1:1 personalization at scale by helping brands engage customers through automated conversations on messaging channels.

They are an agile marketing solution that gives you personalization and retargeting opportunities no other channel can offer.

Unlike traditional chatbots, AI-driven chatbots learn from every interaction while mapping intent to the most relevant responses to increase your return on investment.

Chatbot solutions have grown significantly in popularity because of their ability to engage leads and nurture them into loyal customers. In fact, 1.4 billion people are willing to talk to chatbots.

These are 3 ways conversational marketing chatbots can help you personalize the post-click experience.

Personalize experiences on platforms where customers spend their time

Customers shop, find brands, and connect with others through messaging apps. In fact, the average person spends 2 hours and 24 minutes every day on social media. Brands that want to engage customers and drive revenue must provide personalized experiences to customers where they already are.

Conversational marketing chatbots built with Spectrm integrate with messaging apps like Messenger on Facebook and Instagram. You don’t need to create new landing pages for each audience you target. Customers are guided to the perfect product based on their personal preferences from pre-click to post-click.

Deliver personalization before customers land on your website

The post-click experience is crucial for advertising success. However, what about the experience customers have before landing on your website?

With Spectrm’s conversational display ads, you can reach 90% of internet users in real-time to create personalized pre-click experiences at scale.

Connect with customers on the websites and apps they love across desktop, mobile, and Google’s audiences. Convert more customers by leading them through fun and engaging conversations before guiding them to product pages.

For example, the American automaker Ford needed a way to increase purchase intent and favorability of their Ford Ranger vehicle with increased competition in Thailand. 

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Ford launched the first conversational display ad campaign in Thailand using Spectrm’s platform to engage prospects and educate them about the benefits of the Ranger in a personalized way at scale.

They didn’t have to create new landing pages for each audience. Rather, the conversational assistant guided consumers through the purchasing process. It learned about each person’s interests, needs, and wants to provide them personalized content and calls to action.

The conversational display campaign generated a 54% lift in consideration and 38% lift in purchase intent. Ford also reduced its cost per micro-conversion by 40% versus the brand’s benchmark. Learn more in the full case study.

Gain deep insights to improve post-click landing pages

One of the biggest challenges for implementing marketing personalization is a lack of data. Data on who your customers are, what they want, and their unique intent. A lack of data makes personalizing landing pages and standing out from competitors difficult.

Conversational marketing chatbots solve this by collecting declared data. Information volunteered directly by customers through conversations. This is challenging to collect through other channels and strategies.

With this first-party data, marketing no longer becomes based on assumptions. Guesses. Hunches. Over time, brands create a treasure trove of declared data that can be used to improve landing pages and other marketing campaigns.

It can be used to optimize how you write marketing messages. The language you use. The products you offer and how they are presented to customers. This creates a personalized and engaging experience from the moment they speak with your chatbot to converting on the landing page.

The bottom line on post-click ad experiences

Conventional wisdom says that the more landing pages you have, the better. Not necessarily. Landing page builders are effective but often create more work for marketers. They also have limitations in terms of personalization.

Brands must do something different. How can they personalize the post-click ad experience without creating more landing pages? Conversational marketing chatbot automation.

With Spectrm’s conversational marketing automation platform, brands can create chatbots in as little as 4 weeks on channels where customers already spend their time. No coding required. 

Provide 1:1 product and content recommendations that create engaging pre-click experiences and guide customers towards the highest converting product pages. Use the declared data you collect to optimize landing pages without needing to develop more.

Want to learn more about how conversational marketing automation can help you personalize experiences at scale to drive conversions? Get in touch with one of our conversational marketing experts today.

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