When a user lands on your webpage, you typically have fifteen seconds to spark their interest before they click on something that has more successfully caught their eye.

Marketers have always faced the challenge of not only making their landing pages interesting enough to keep end-users on their site, but equally as informative to leave their users doubtless as to what they’re consuming. Striking this balance has proven difficult — until now. Meet: The Chatbot.

Part of the Sales Team…

Conversational marketing has been around since the invention of the cold-call. But similar to the way many of us connect with one another, this marketing tactic has evolved into a text-based, messenger style. And its gaining traction at a rapid pace over the past few years — Facebook allowed developers to place chatbots inside their Messenger platform; 30,000 were created within the first six months of launching it and rising to 100,000 integrated within Facebook Messenger by September 2017.

Companies such as Drift provide chatbot solutions that “work as a concierge for businesses when potential customers arrive” on their site. These landing page gatekeepers, if you will, connect users with employees who can provide information on a case-by-case basis, relative to the users’ given stage of the buyer’s journey. This offers sales reps the chance to connect with users the moment they land on the company page and provide them with information and content that aligns with their level of intent — pushing initial in-person meetings and phone calls to the side.

…and Customer Service

Along with serving as the “middle-men” between your organization and your target audience, chatbots provide on-demand answers to your organizations FAQ’s, creating a more seamless user experience. And in today’s on-demand lifestyle, users won’t sit and wait for an answer, they’ll just find an alternative.

With 34% of users finding websites difficult to navigate, having a Chatbot on your site eliminates, or at the very least, eases struggles your target audience encounter while navigating your site. And with consumer loyalty slowly fading away, consumers are becoming more informed and crave a simpler, personalized experience — a craving chatbots can satisfy. Their 1:1 chat-style option offers the opportunity for potential leads to chat directly with a representative of your organization who can offer solutions to their specific needs.

It’s important to understand that while chatbots are a great resource for your organization, they don’t have the capabilities to do it all on their own — it’s still critical to maintain constant management of their interactions with users. With their assistance, you never miss a conversation again — or, even better, a sale.