We uncover a handful of common tactics applied by marketing managers when designing lead generation landing pages and highlight why marketing managers should consider adding Messenger bots to their stack

1. Why Messenger Bots Are Better Than
Your Current Landing Pages
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Why this presentation?
• We work with marketing managers to
generate new leads on Facebook Messenger
• In this presentation, we uncover a handful of
common tactics applied by marketing
managers when designing lead generation
landing pages
• Concluding, we highlight why marketing
managers should consider adding Messenger
bots to their stack
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About Visualbots
Acquire and
qualify leads
Visualbots is a marketing tool designed to generate high
quality leads at scale on Facebook Messenger
Build customizable
bot funnels
Analyse and optimize
performance

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What is a lead generation landing page?1
List of content
Best practices for lead generation landing pages2
Best practices for Messenger Bots3
Why should you add Messenger bots to your lead generation stack?4

5. What is a lead generation landing page?

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What is a lead generation landing page?
● Designed to promote a
specific product or service
● Establish contact points to
create as many “leads” or
“prospects” for your business
as you can
● Usually asks for name, email
address, phone number,
company size, etc

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Different to click-through landing page
● Serves as a clear and highly
effective call to action
● Used to promote special
offers
● Great for getting your
customers worked up and
ready to click through to a
target page
● After clicking, customers are
usually taken to a payment
page, coupon or PDF
download, etc

8. Best practices for
lead generation landing pages

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A handful of common tactics should be
applied by marketing managers when
designing and creating lead generation
landing pages. A few include:
Best practices
Let’s deep-dive further into these practices in the following slides...
➔ Attention to your design
➔ A strong call to action
➔ A/B testing your forms
➔ Understand how your users behave
➔ Create limited offers

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Make sure your overall design is clear and understandable to everyone:
➔ Harmonize your theme’s colors
➔ Clearly differentiate the “titles” of your paragraphs
➔ Play with shapes and symmetry
➔ Remember to let your text breathe to make it easy to read
Attention to your design

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A strong call to action
Examples include:
• Subscribe to a newsletter (email)
• A registration form (personal details)
• Free trial (personal and bank details)
Call-to-action must be given as an
authoritative command, alluding to a sense
of urgency
The call-to-action is an element of your lead generation landing page which
aims to trigger an action

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A/B test your forms
Gather website performance data by showing different versions of a
webpage to visitors
A/B test examples for lead generation:
• Test the length of sign-up forms
• Try a special offer, discount, or promotion to
increase signups
• Try asking for different information in your
form fields
Pro Tip to Consider!
Do you need more new leads, or more high
quality leads?
➔ the length of your form inevitably determines
a tradeoff between the quantity and quality
of the leads you generate. A/B test it!

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Heat mapping
• Use of color to show what
elements or areas are most
clicked
Session recording
• Records all your users’
actions as video
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Understand how your users behave
Example of heat mapping
Several tools exist to help understand how visitors behave on your landing
page
Know what is preventing your
visitors from converting: track
clicks, mouse movements, how
they interact with your forms

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• Create a deadline (fictitious or real) = urgency and rarity to improve
conversions
• Make your visitors decide more quickly while they discover your services or
products
Create limited offers
a/b test limited
offers to see if
conversion metrics
increase

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Crafting a high-converting landing page also comes with limitations:
• High Cost: Landing pages costs can quickly add up (monthly
payments, upkeep and various plugins). Plus, some tools / plugins
can be costly, too
• Long Time: Designing and deploying landing pages takes time
and developmental efforts
• 5 Seconds rule: Landing pages should open within 2-3 seconds.
Anything longer than 5 seconds, you risk your visitor leaving to
another page
• Mobile friendly: a mobile landing page has to be developed and
optimised separately
Limitations of lead generation landing pages

16. Best practices for
Messenger Bots

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Chatbots are gaining more attention in the field
of marketing
The stats predict that by the end of 2020 about
80% of business will adopt chatbot to increase
their business revenue (link)
Let’s look at some best practices of chatbots in
comparison to what was learned above about lead
generation landing pages:
➔ Don’t forget to personalize
➔ Catchy opt-in message (call to action)
➔ A/B test your chats (quick customization)
➔ Use your data to analyse & optimize
Beneficial features of Messenger Bots

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Don’t forget to personalize
1. Make your users feel as if they are
chatting to a real person
2. Give them feedback at each step of the
conversation to motivate them
3. Make sure to personalise messages using
their names
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A good chatbot should be designed and likeable just like your brand -
give it character!
Resound with your brand image and keep dialect and tone consistent. Similar to
landing pages, make your text informative and easy to read

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Catchy opt-in message (call to action)
To increase engagement, your opt-in
should be relevant to the Ad and motivates
your user to perform a specific action
The moment a user clicks on your opt-in
message they are an immediate subscriber
An opt-in message (aka “Welcome Message”) will be shown on Messenger,
when a user clicks on the ad
Important to note! : If your user does not opt-in on the Messenger, the bot
flow will not be activated

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A/B test your chats (quick customization)
• Quickly test and immediately optimize various creatives, ad messages, call to
actions and welcome messages
• Use similar techniques used for landing pages: try special offers as an
incentive, different sign-up form lengths or as different questions
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Screenshot A Screenshot B
VS.
For example, test
whether quick reply
buttons work for
your target
audience...
… or test whether
pictures and quick
replies resonate
better

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Use your data to analyse & optimize
100
1000
100
- 40%
- 0%
45
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Users
Q1. Where do you want to …?
Q2. When are you planning…?
Q3. How long do you want …?
Questions
• Bot analytics provides you an opportunity to go even deeper into your data
analysis. Data collected through bots can provide a detailed picture of your
customers (after user opts-in): first name, last name, age and country
• More granular data:
– Analyse drop rates at each individual question
– Optimise messages by rephrasing, removing or redesigning the
content

22. Why should you add Messenger bots
to your lead generation stack?

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Messenger bots complete the lead generation stack
The skillset to build Messenger bots is the
same needed for landing pages
There are a number of advantages that
makes Messenger bots interesting for
lead generation
Go ahead to know more...

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Messenger bots = landing page + email
• Use Messenger bots as the landing page, to
qualify and acquire your leads on the chat
• Use Messenger as the email: you can get back
to the users on the chat. Potentially you do not
need to ask for emails anymore!
• The full name of a user is indeed visible on your
page inbox and you can reply, manually or
through automated workflows
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Messenger bots collect partial data
• Every conversation started can be saved and visualised in the Facebook
page inbox
• As a consequence, you can collect partial data of users that have not
replied to all the questions, you can optimise accordingly or retarget them
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1000
100
- 40%
- 0%
45
27
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Users
Q1. Where do you want to …?
Q2. When are you planning…?
Q3. How long do you want …?
…Q4. …
Questions

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Messenger bots are Facebook & mobile-native
The whole user flow from ad to chat is completely inside Facebook.
This enables a more controlled experience and reduces bounce rates!
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Facebook Ad Opt-in Message Bot Conversation

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Free User Retargeting
Retarget for free users who have
interacted with your bot in the
last 24 hours
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Content broadcasting
Send non commercial content
directly to user inbox
Messenger bots provide free retargeting
Two personal and low-friction way to send people back to the lead
generation funnel with free push notifications

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• Sponsored messages can retarget users
directly on their inbox
• It is a way to re-engage the people who
matter to your business in a conversational
way
• Retargeting Messenger leads is effective since
users are already on Facebook, translating in
up to 80% open rates
Messenger bots can be boosted with paid messages
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We hope this presentation helped you understand why Messenger bots are an
important component of a lead generation marketing stack
You can find here come additional resources how how to build high
converting Messenger bots and engaging bot conversations to generate
more leads for your business. We hope this helps!
Build your own Messenger bot
Click this link to learn more Click this link to learn more

30. Contact info:
oliver.moertl@visual-meta.com
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