Forms are dead and conversation is king for marketers generating new leads

Innovation is now an integral part of the basic framework of most companies, and the pandemic has accentuated the need to be forward-thinking. Retail conversion rates from April 2020 to April 2021 plummeted, and the nature of life in a pandemic invalidated in-person events as a guaranteed method of lead generation. Businesses had to be creative.

In a world where data is a new form of currency, innovative thinking is now moving towards digital solutions.

A world tired of web forms

Standard practice is to enter content into a form to capture more inbound leads. Even in today’s rapidly changing world, forms still hold a place in our world as a valuable means of data collection. However, web forms fatigue set in. Although depending on the context, lead capture methods must evolve with the ever-changing marketing landscape.

On the one hand, filling out a form is commonplace, but rarely something that people enjoy. The additional clicks and landing pages can cause prospects to give up and move on. While their goal is to build digital relationships, through a poor process marketers still allow the ship to step away.

As conversion rates drop because customers don’t want to fill out another form, demands shift for the businesses themselves. Web forms cause Inboxes to overflow and messages to get lost in an abyss of similar requests. The thought of becoming formless can be intimidating, but the rewards and perks are well worth it.

The heist of the attention economy

Adapting strategies to survive over the past 18 months has seen digital innovation to skyrocket. Much of how we exist now is in the digital landscape and the attention economy has never been so saturated. The competition for clicks is fierce and yet the integration of conversational marketing tools remains to be seen. With the technology accessible and available to consumers, it is now a choice for businesses to accept the convention on more insightful lead generation techniques.

Chatbots are an example of a real-time conversation tool designed to identify potential customers, spark their interest in products or services, and cultivate the relationship. Using a conversational approach to marketing, chatbots can collect information about customers and offer company or product information in return.

The point is, people want to have conversations with people.

Digital advancements allow two-way interactions to build the necessary trust without the necessary presence of a human. Plus, no code chatbot simplifies deployment. Teams do not need extensive training, as they perhaps needed before, freeing up time for more important tasks. Conversation tools aren’t there to steal jobs, but to reallocate valuable resources and attention to immediate tasks. Chatbots help marketers work smarter, not harder.

Collect data efficiently

The main functionality of a chatbot is to connect businesses and customers by exchanging information two-way. All this information will be stored and synchronized with internal systems. Chatbots can process the data they receive and provide analytics for your team. In a data-driven economy, the importance of small margins and gaining an edge over competitors is huge to business success.

Chatbot data insight enables marketers to make informed decisions that further help customer support. Tailored responses to unique customer needs mean issues can be sorted out appropriately. The chatbot implementation eliminates the need for speculation and provides calculated responses effortlessly and efficiently. The potential to leverage one business above the rest is significant.

Digital evolution

Chatbots are now able to take action on behalf of teams and businesses to take ownership of the conversation flow, soliciting more valuable insight into customer needs.

Talking to a robot no longer sounds like the entry point into a science experiment. The technology has reached a point where the flow of conversation is effortless. This revolution in human interaction and technology is disrupting traditional lead generation. Companies comfortable with tradition are forced to rise to the challenge or be left behind.

Conversation assistants weren’t greeted by the hype. They are the next step in our digital evolution. Just as online streaming platforms have made CDs redundant, chatbots will replace their webform predecessors.

Jiaqi Pan is CEO and co-founder of Landbot.

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