Arnav Patel

<div class="last-updated" style="background: #f0fdf4; border-left: 3px solid #16a34a; padding: 8px 12px; margin-bottom: 20px; font-size: 14px; color: #166534;">&#10003; <strong>Last Updated:</strong> June 21, 2024</div>
<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>In the world of insurance marketing <strong><em><a href="https://www.hellotars.com/blog/ppc-conversion-rate-conversational-landing-pages/">chatbots are the magical weapons</a> </em></strong><em>that allow agencies to boost engagement and get more leads.</em></p>
</blockquote>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>Here&#8217;s how you can build one👇</p>
</blockquote>



<div style="position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%;"><iframe style="position: absolute; top: 0; left: 0; width: 100%; height: 100%; min-height: auto;" title="YouTube video player" src="https://www.youtube.com/embed/UXcbSfTRcyM" frameborder="0" allowfullscreen="allowfullscreen"></iframe></div>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>Check out the GEICO chatbot landing page over here: <a href="http://bit.ly/GEICO_CLP">http://bit.ly/GEICO_CLP</a></p>
<p><br />And compare it to the GEICO traditional landing page over here: <a href="http://bit.ly/GEICO_LP">http://bit.ly/GEICO_LP</a></p>
<p>And check out our written guide below 👇</p>
</blockquote>



<h3 class="wp-block-heading">Landing Page Assessment</h3>



<p>The landing page I examined for this guide was GEICO’s Home Insurance landing page.</p>



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<figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/m-XgIf3yXD371Ntmsc2kXxh1YtY_JeKGvpqw5Bnyjm6GvhV0VSTn-TvQ1G2Uh7mMCcl_MfWwuOK6i9h1Fz5Ujk-wbDx8TYgL3jK18BQdooEql-l-TdOPfEj3ZsEbQUiJnQ7XKmwT" alt="" /></figure>
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<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p><strong>My biggest issue with this page is the amount of text on it. </strong></p>
</blockquote>



<p>After the first fold, the page basically devolves into a wall of text. <a href="https://www.theguardian.com/society/2019/apr/16/got-a-minute-global-attention-span-is-narrowing-study-reveals">With attention spans as low as they are</a>, no prospect is actually going to read through the page. In fact, the text is probably causing a lot of distracted prospects (of which there is no dearth) to drop before converting.</p>



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<figure class="aligncenter"><img decoding="async" src="https://lh5.googleusercontent.com/Dvrt3p4NWFVX-9yoGMuXDXSvHxlugc31HXhpaPBhXVASSHLQ34y2ZaONhWZuBJbafi1xJjj76k7Ih6umMjAwnpmj47SazB1wBnAuEhQ6F965T1nmy-OxFomyFIk-iS6TSdn7YyDw" alt="" /></figure>
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<p>The actual lead generation process makes matters worse. After providing a zip code on the first screen, prospects are expected to fill out <strong>two gargantuan forms. </strong></p>



<p>If there is one thing I&#8217;ve learned from working in CRO it&#8217;s that n<a href="https://www.hellotars.com/blog/lead-generation-form-sucks/">o one likes filling out forms.</a></p>



<p>In fact, I&#8217;m willing to bet that just a lot of prospects drop the second they see how long the form is.</p>



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<figure class="aligncenter"><img decoding="async" src="https://lh5.googleusercontent.com/pR8_SaweJ68MnYlBDc6Yo04R6vjgrRPAiY1sTmsIa6Pw_M8jgT9VbmsQpcsyfqnVy-WzEQDVCiHHBEwnujmG3Fq6phnmVfn-rVk0ngimHKIhJEYd8PHMgu9Hg1vjJ3lFWHz55kPd" alt="" /></figure>
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<h2 class="wp-block-heading"> </h2>



<h3 class="wp-block-heading">Building the Chatbot</h3>



<p>We divide the creation process into three stages.</p>



<ol>
<li><strong>Hook- </strong>the first series of messages that a prospect encounters when they land on your bot</li>
<li><strong>Lead gen flow</strong>&#8211; the series of questions that capture the actual lead info;</li>
<li><strong>Design- </strong>the visual aesthetic of the bot</li>
</ol>



<p>Here’s a breakdown of each stage👇</p>



<h4 class="wp-block-heading">The Hook</h4>



<p>The first stage of chatbot creation is phrasing a hook.</p>



<p>A hook is a series of three messages that establishes a brand identity, captures attention and makes a call to action.</p>



<p>Here&#8217;s the basic anatomy that we use for a hook 👇</p>



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<figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/lqxa82Nf3xmApF8a-o2Ccz1tDNfEDtDvQ9pgrRsLtteJmmJ4duEAdVTTEOJqvyVd5poNP11AQ8K0XYkBO5yYI4ykriFJBpynwCWuWMik0eNuhdZ35PgyWecWFdX1-pQd4CVJTWsD" alt="" /></figure>
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<p>While following this template we recommend that you follow these best practices for maximum results</p>



<ol>
<li><strong>Add a logo in your welcome message-</strong> Because human beings are visual creatures, adding a logo makes brand recall easier.</li>
<li><strong>Don&#8217;t send an essay-</strong> People don&#8217;t have long attention spans. Send three messages and max and keep them all tweet-length.</li>
<li><strong>Make your ask uncontroversial-</strong> People don&#8217;t want to share personal info as soon as they land on your page, so give them an easy, consequence-free button to begin the conversation.</li>
</ol>



<h4 class="wp-block-heading">Lead Generation Experience</h4>



<p>Once you’ve started the conversation, you can start capturing the actual lead.</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>The ultimate rule of thumb for capturing leads through chat is to phrase your messages in a way that you would if you were in the bot&#8217;s place.</p>
</blockquote>



<p>For example, after building over a hundred chatbots in the last few years, I have arrived at the following set of best practices that I always like to implement:</p>



<p><strong>Ask full questions</strong></p>



<p>This should go without saying, but don’t just say the label of the info you are capturing (e.g.&#8221;Foundation type:&#8221;). Instead, ask complete questions (e.g. “What sort of foundation does the house have?”).</p>



<div class="wp-block-image">
<figure class="aligncenter is-resized"><img decoding="async" src="https://lh4.googleusercontent.com/-iOsspR5REZHl98CvnPUa8wxWkdic9C2DObkIQzpEMGU767fg63Yquh8tpWUVLqJp3niXzzHFTWGpRxZfImFvvrK3lOVJp5m8lsyp9yCuhx5J4MK36wjmz-Swd3qF83cQPGgj8i_" alt="" width="329" height="81" /></figure>
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<p><strong>Acknowledge user input</strong></p>



<p>If a prospect gives you a piece of information, don’t abruptly move on. Acknowledge the fact that you received it and, if required, prime them for what’s to come.</p>



<div class="wp-block-image">
<figure class="aligncenter is-resized"><img decoding="async" src="https://lh6.googleusercontent.com/8Aw5aGqiWrmu33fBVSqEYPMG1VXOOpmotiUrnfJu_jnoUsc1gnAU1LLH4n47Q2YarlGMwXZG_l27Uiosog7PMwmohvVTCyVdoJF_rIxxz133E3e25DTrWmrdQ-afqG_P2Nv2cH9u" alt="" width="335" height="138" /></figure>
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<p><strong>Order your questions right</strong></p>



<p>I personally like to ask for the prospect’s name first, because I always like to know who I&#8217;m speaking to before I continue the conversation</p>



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<figure class="aligncenter is-resized"><img decoding="async" src="https://lh4.googleusercontent.com/6i48D2ynhrKIwMrHxDFbcoqaOqaBKWjk1WZfbTUrfFT_axRausrnOtGcGwlU6BIh1VAnTUwJiYYh5vfi9SuBjdcGAA0wWiGeVxLrB1xN7KcD6hqYYSQFKf6p9Vy7wsDwDOIQBPMa" alt="" width="336" height="140" /></figure>
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<p>And I always save contact details for the end, because <a href="https://www.hellotars.com/blog/legal-lead-generation-conversion-rate/">one of our customers found through experimentation</a> that prospects perceive early contact info questions as being too “sales-y.”</p>



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<figure class="aligncenter is-resized"><img decoding="async" src="https://lh5.googleusercontent.com/CmEP-9fZNQVfYg1yI_w8ts4-RQIxs193sBcp1a43ig3XAYmS0tbIafMMSTUNYCJHcdEFwUIry-rJ8KM2BpTMZiVG1D2HZwZrrqafs86K8omseiHl9mVjD1Ceu7XAkG7EpO6i4cpP" alt="" width="323" height="153" /></figure>
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<h4 class="wp-block-heading">Design</h4>



<p>Chatbots primarily rely on text to convince users but this doesn’t mean you should neglect the visual aspects of your page.</p>



<p>The default chat design on TARS uses generic blue and gray color palette pioneered by Messenger and iMessage and unless your insurance brand has the same brand colors as Messenger or iMessage, <strong>your page will look super generic if you don’t change it. </strong></p>



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<figure class="aligncenter"><img decoding="async" src="https://lh4.googleusercontent.com/UfpcpkXvaRoJup52SvOzhz2fj-QCZxBZdQphrfDzQAz6CS-a8Nr_i9Pnv3EBkpoUzdu4em0G2Ys7c4RY_P26vJ5fdHs-1qBW0sKa7ZKSol8VPUJMmGJMpcIEzt9wS0MEC2vnmPBA" alt="" /></figure>
</div>



<p>We recommend using the TARS design section the bot messages your primary brand color and the user messages your secondary brand color, or if you have just one color, make both types of messages that color.</p>

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[Designing Conversations] How to Make a Chatbot for a Home Insurance Provider

[Designing Conversations] How to Make a Chatbot for a Home Insurance Provider - Tars Blog

<div class="last-updated" style="background: #f0fdf4; border-left: 3px solid #16a34a; padding: 8px 12px; margin-bottom: 20px; font-size: 14px; color: #166534;">&#10003; <strong>Last Updated:</strong> November 19, 2021</div>
<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Chatbots are more engaging than form and phone-based lead capture and it gives prospects the feeling of instant response they desire in real estate marketing</p></blockquote>



<p>Of course, building a chatbot requires a skill set that is unprecedented in <a href="https://www.mashvisor.com/blog/halloween-real-estate-marketing-ideas-agents/">real estate marketing</a>. </p>



<p>Rather than focusing on mobile optimization, form fields, CTAs, and folds, you need to consider hooks, etiquette and message delays. <strong>This guide is the ultimate cheat sheet for creating a real estate chatbot.</strong> It will show you exactly how to create a conversational flow that converts.</p>



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<iframe style="position: absolute;top: 0;left: 0;width: 100%;height: 100%;min-height:auto"
      src="https://www.youtube.com/embed/Tb-rWf_Gqhw"
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      allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture"
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<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Check out the 1010 Wilshire Chatbot: <a href="http://bit.ly/2M7ZQYX">http://bit.ly/2M7ZQYX</a></p><p>And the 1010 Wilshire Landing Page: <a href="http://bit.ly/2W7vb1B">http://bit.ly/2W7vb1B</a></p></blockquote>



<h3 class="wp-block-heading">Landing Page Assessment</h3>



<p>In doing research for this guide, I found several different types of landing pages in the real estate space from real estate listing landing pages to agent aggregator landing pages.</p>



<p> I decided to settle on a landing page from a real estate developer for one of their properties in Downtown LA.<br></p>



<figure class="wp-block-image"><img decoding="async" src="https://lh5.googleusercontent.com/adiLVR3ViP8DfzEW9bof-CmXXDfhTOwm_tw1uktdCIGkmPZQV2m1NAYcDsP9ngXGZJINsM2IOpCEUy4FpCK3bcqOiQ8IxZYzkFCQ-vsU-NolJnbMurvzvpwUqfM_KSqJrUYAQVfo" alt=""/></figure>



<p>I chose this landing page for two reasons. First, because it is a direct interaction between real estate developer and buyer/renter. </p>



<p>This means that the company running this ad has literally no other concern other than increasing conversion rate (which is what we are trying to do). Second, the page is just plain ugly. There is so much going on on the page, and when you click on a CTA you are greeted by a god-awful full-page form.<br></p>



<p>There is so much going on on the page, and when you click on a CTA you are greeted by a god-awful full-page form.<br></p>



<figure class="wp-block-image"><img decoding="async" src="https://lh3.googleusercontent.com/vmjQd9iUO4dy5K_Mpe2suIWfxmGIE-3HAZT2DWiqGWxB2izZhxZa2m3FECNJNBlmtAceQggwRKmClF3OQKuTwNvLAQYyvU4tnJ03FhnAnB9qpt4ARAOICMQT7fjU9-MZFs5N0fRB" alt=""/></figure>



<h3 class="wp-block-heading">Creating the Chatbot</h3>



<p>If there is one thing you should take away from this guide it is that your chatbot should sound as human as possible. </p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>When people see a chat interface they think that they are talking to something that has human traits. </p></blockquote>



<p>It is this perception of humanity that makes chatbots feel more personal than forms and consequently yield a higher conversion rate. </p>



<p>The best way to achieve this sense of humanity in your bots is to put yourself in its shoes and pretend like you were personally interacting with every visitor to your page. How would you phrase your questions? What would you say to go that extra mile and offer good customer service? These are the sorts of considerations you should be making.</p>



<p>In the time that I’ve been creating chatbots, I have noticed a few recurring trends in the way I phrase messages that could serve as a reference for you.</p>



<h4 class="wp-block-heading"><strong>Greet the Prospect</strong></h4>



<p>If you dropped into a chat with a human customer service rep and they immediately started asking you questions it would either seem <strong>super robotic or just plain rude. </strong></p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh4.googleusercontent.com/JPIX0VO_O2sEm_qhuV6rIao0loUCY9_8EgJqQRWiINeQH4KEeFLsjQDZqIG9rj2kdLyoIvj3cdV1V6OislI14t-ZNlcSe1Bqyk9Jz-rw1h8qsZ22A8XiXx83-aK4kngSuyNUJ_1A" alt="" width="333" height="79"/></figure></div>



<p>To avoid both of these outcomes I’ve found that <strong>greeting your prospects with a simple hi or hello before you begin the lead gen process is a good tactic to adopt.</strong></p>



<p></p>



<h4 class="wp-block-heading"><strong>Order your Questions Well</strong></h4>



<p>I’ve found that certain ways of ordering your lead generation flow can come off as kinda spammy. </p>



<p>The <strong>two concrete tips</strong> I can give you to avoid such a situation is to, <strong>ask for the name first </strong>because I have found that when I am talking to someone for the first time, my natural instinct is to find out who I’m talking to…</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh6.googleusercontent.com/C6mrohL74p-Vowl_g8VOtWyOfcxSSLzFlq3JAuYD70MWGO1q4aqW_D229iFVJmCt90Mc5OP5TIqfDm4ZDEwR1pup26cu0Z57BaLyoERvR14F8d6f_XN25ay4LhUTEZal3K2D-S9G" alt=""/></figure></div>



<p>&#8230;and <strong>ask for contact details at the end</strong> of the conversation because asking for it too early can come across as being super sales-y and make your bot seem like a glorified popup. </p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/myLRATbJ28VIQc2Au_zbWGlv2S4HrYK2_7RE0jFY0zVAXSlsG-d27vWB8MXc5I_0QoI_FEAXctq2hyuMdNPxzWKAH60naRu4otzNYVXZ4U2fm_gTL1EPcinp1cnPYljmVJ2WfF7m" alt=""/></figure></div>



<p>Instead, I’d ask for the details important to the prospect first (e.g. property details, or tour date) and then tack on the contact question at the end as an incidental detail.</p>



<h4 class="wp-block-heading"><strong>Phrase Your Questions Correctly</strong></h4>



<p>This gets back to what I was saying earlier about making your bot sound as human as possible. </p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>If your bot sounds too artificial, your bot will start to feel like a glorified form, and you want to avoid that. </p></blockquote>



<p>This is especially true in the way you phrase your questions. <strong>Be careful not to make your questions seem like they are form fields</strong></p>



<p>In the case of the 1010 Wilshire bot, for example, one of the form fields was phrased like “Leave any additional comments below”<br></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/91Oo9u6GTd2ZbG4AejmYjxtU90v5XSH-SYY6JZVnKYYb-gW18W64hVh1Fm9WROoh0JuPLEjalBjpNS1RPqgT6X1SeyVu-TafYKMQlR5tiPjvWanhsMvSgSMlv51wkdwVI4cFbupm" alt=""/></figure></div>



<p>Such a field label works in a form but it is not the sort of thing a human being would say if they were guiding the conversation. This is why I rephrased it as “Is there anything else we should know before you come in?”</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh5.googleusercontent.com/cWScf6K3SosoSyer7odsVBiI0_tsGQiG9fE1Y1Uje56-1WQ1Ie81vYnCpsikXl1UeXe4N4URPfDlLwdB3zcGr65fD4x8-XJlZUSnchbcVae3lqWBow9KcYIw2bQkEL4LRMvbfpsn" alt=""/></figure></div>



<h4 class="wp-block-heading"><strong>Design your page well</strong></h4>



<p>This has less to do with the humanity of your bot and more just plain old branding, but if prospects drop into a bot that looks vastly different than the page they were on (especially if the bot has a generic blue-grey iMessage theme), the bot will seem like spam and you won’t be able to show off your engaging lead gen experience to your prospects.</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh5.googleusercontent.com/sCG2AEFD-RdIyyZDR2e3i92-_B214_ts9nI7LufGpayDw21x_IQrdHIuKnxg_ecpJiPI1SHxcgiJoKCYI2UB9egsGfNh6JfYqyb7V8BwY92JMPITPWLKpUSdOmjPtvF_cbuez2IO" alt=""/></figure></div>



<p>I recommend using your primary and secondary brand colors for the bot and user message bubble colors.<br></p>



<h3 class="wp-block-heading">The End Result</h3>



<p>The end result of your hard work is a high-converting chatbot that captures high quality leads through your real estate marketing campaigns.<br></p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh5.googleusercontent.com/4cNQEE91K3iAebPT285RDil7bpnebWdc1qC0dZEYMWcosYttoahBI3OubWx8x-UXOJqVK4gYuX4Elqib3l64X__YBS_6YHkpPPWYpZIuMAxs-MEalp4ewjb351PXlu3R06YAW1Nz" alt="" width="400" height="627"/></figure></div>



<p></p>



<p>Of course, this is only the first stage of the creation process. Testing your chatbots, and optmizing your messaging after you’ve deployed your bot is absolutely important if you want to see real results from your bot. It will allow you to find errors in your flow, observe where users are dropping and most importantly drive more business.</p>



<p></p>



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[Designing Conversations] How to Make a Chatbot for a Real Estate Marketing Campaign

[Designing Conversations] How to Make a Chatbot for a Real Estate Marketing Campaign - Tars Blog

<div class="last-updated" style="background: #f0fdf4; border-left: 3px solid #16a34a; padding: 8px 12px; margin-bottom: 20px; font-size: 14px; color: #166534;">&#10003; <strong>Last Updated:</strong> November 19, 2021</div>
<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p><strong><a href="http://hellotars.com">Conversational landing pages</a> are an effective way to engage customers and boost conversion rate.</strong> </p><p></p><p><strong>Here&#8217;s how you can build one 👇</strong></p></blockquote>



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<h2 class="wp-block-heading"></h2>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Try the Citi Conversational Landing Page: <a href="http://bit.ly/2VaA6u1">http://bit.ly/2VaA6u1</a></p><p>Examine the Citi Traditional Landing Page: <a href="http://citi.us/2WAnE8y">http://citi.us/2WAnE8y</a></p><p>And read our written creation guide below 👇</p></blockquote>



<h3 class="wp-block-heading">Landing Page Assessment</h3>



<p>In this guide, I transform <strong>Citi’s credit card landing page</strong>.</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/IbKZmreJ574cIqrc7hl4BzVDjBL5vSynUNnN1WYFkfglloIdhGf-0azTqOhy022NnFmv0YvJWL3Eh75IuCj3gcFIwBvnTg6vwdCFFb-BtiUk2j3z7Qix7DssCoTBewt3sXIFt2Em" alt=""/></figure></div>



<p></p>



<p>This page suffers from two major issues:</p>



<p><strong>First, it&#8217;s too jargony</strong>.</p>



<p>Even if a lot of the terms on this page might seem basic, there are a lot of potential customers who don&#8217;t know what they mean.</p>



<p>Take my generation, millennials, as an example. A study from the National Endowment for Financial Education found that only 24% of us are financially literate.</p>



<p>This means that converting millennials using jargon-heavy pages like the one above is practically impossible.</p>



<p><strong>Second, it uses an <a href="https://www.hellotars.com/blog/lead-generation-form-sucks/">ugly form for lead capture</a></strong>.</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh6.googleusercontent.com/GtCMQdsxuTGNxrD82rqBAHmQbTpmDlrancJInxAznm6giX_8uuyk8Y7-pd7rfe9YkwOhxf3DDeGWWwXI7vC3k6iMK0QvSPJpMybsqss85rU-SUIKR8LwyRB1wY-e5pPxYd0q7bTA" alt=""/></figure></div>



<p>No one likes filling out forms because they are just plain boring.</p>



<p>In the credit card industry this issue is especially pertinent because credit card forms are <strong>SUPER long</strong>.</p>



<p>The culmination of these two issues is an un-engaging, low converting lead generation experience.</p>



<p><a href="https://www.hellotars.com/blog/ppc-conversion-rate-conversational-landing-pages/">Conversational landing pages fix these problems</a> because they are by nature, built in the idea of using short, conversational language to engage prospects.</p>



<h3 class="wp-block-heading">Creating the Conversational Landing Page</h3>



<p>Our approach to conversational landing page design occurs in three stages:</p>



<ol><li>Hook</li><li>Lead Generation</li><li>Design</li></ol>



<p>Here’s a breakdown of each one:</p>



<h4 class="wp-block-heading">Hook</h4>



<p>The hook is the first and most important set of messages that a user sees in your messaging flow.</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p><strong>The vast majority of visitors drop from a page within the first 7 seconds and optimizations in the hook will yield the maximum increase in conversions.</strong></p></blockquote>



<p>Here&#8217;s what a hook should look like 👇</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh4.googleusercontent.com/7tija6i_SIwF9wB5WB7DDiUfhNbEoIXsipB6rYpkcBzZtsNSPcwH6WtW9EBAWwQPO1qFZGBaw9xtR6-v3SPSSIgzpZTK0LRAVX8bgrZWUSUY0AAOp_VPSWeVeTeZT5sBAscFCw3z" alt=""/></figure></div>



<p>So how can you optimize these messages for peak lead generation performance? Here are a few best practices that you should never forget:</p>



<ol><li><strong>Use a logo in your welcome message.</strong> <a href="https://www.researchgate.net/profile/Tulay_Girard/publication/287176523_The_role_of_logos_in_building_brand_awareness_and_performance_Implications_for_entrepreneurs/links/573f97b308ae298602e8f685.pdf">Academic research has shown</a> that prospects apply human traits to logos as a way of personifying brands in their mind.  This is especially useful if you run retargeting campaigns for dropped prospects.</li><li><strong>Don’t barrage prospects with text-</strong> It&#8217;s really quite unfortunate but <a href="https://www.washingtonpost.com/news/wonk/wp/2018/06/29/leisure-reading-in-the-u-s-is-at-an-all-time-low/?noredirect=on&amp;utm_term=.8ee5c386e85c">people don&#8217;t read anymore</a>. This is why we recommend restricting your hook to three tweet-length messages.</li><li><strong>Make your ask uncontroversial-</strong> If you start your conversation by asking for personal information it increases the likelihood of them dropping because people don’t like sharing information as soon as they land on a page. </li></ol>



<p></p>



<h4 class="wp-block-heading">Lead Generation</h4>



<p>After you get the prospect to start the conversation, lead capture becomes easier, but it certainly isn’t guaranteed. </p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Chat-based lead capture is radically different than form-based lead capture. </p></blockquote>



<p><strong>Forms are inherently impersonal. </strong></p>



<p>This means that it is socially acceptable for you to capture leads using blank fields with short labels like “Name” and “Address”. </p>



<p><strong>In a conversation, on the other hand, you are restricted by the rules of customer service. </strong></p>



<p>There are three simple best practices to keep your bot within these bounds:<br></p>



<p><strong>Ask full questions</strong></p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh3.googleusercontent.com/hg-vZE0ncalstvuWCNgxE4Q7x4-ao4FBWK-5TLpBNsy_txZALsnHX8TYT5PUtn-6fyzQleuL1bI-rcEHXc5CHxrWASbpxUgH1QhGU8BuP-A6pi7RzlIiyKCLZVNtk9bEbznHvVTp" alt="" width="307" height="62"/></figure></div>



<p></p>



<p>Imagine if you were manually collecting a prospect’s name over chat. How would you ask them for the information? </p>



<p>Would you say “Name?” or “What is your name?” </p>



<p>

Probably the second one right?

</p>



<p>Single-word questions are a relic of forms that you don’t want to transfer into your conversational landing page. </p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Your conversational landing page is a representative of your company and to provide good customer service it needs to <strong>ask full questions.</strong></p></blockquote>



<p></p>



<p><strong>Acknowledge user input</strong></p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh3.googleusercontent.com/WqtNBYHiQ6qT38oI2cjViph73Xv0C5ix8OwjmwKbALHifiUEkszVx-tJIwn8vLQmpi0NvnImgkQH62b5eDln3281Yw5Kgyi6ierb2y1iYRaMW0Ekass3ISDIAB5nq0Nrd6lgTMXR" alt="" width="239" height="109"/></figure></div>



<p>If you don’t include spacer messages that acknowledge the user input, the lead generation flow feels less like customer service and more like an interrogation. </p>



<p>You want to avoid this because it comes across as rude and will result in a lower conversion rate.<br></p>



<p><strong>Order your questions right</strong><br></p>



<p>Through experimentation, <a href="https://www.hellotars.com/blog/legal-lead-generation-conversion-rate/">some of our customers have found</a> that certain ways of ordering your lead generation flow can be perceived as “sales-y.” </p>



<p>If you are careful to avoid these flows you can reduce the number of people dropping from your page without converting. </p>



<p>The <strong>two most obvious ways of doing so</strong> are to <strong>ask for name first</strong>, (because, in real human conversations, you always like to know who you are speaking to).</p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh5.googleusercontent.com/BHTyMeeU73Bv7oRH8BMME4AtvakhShc4m-K2eofyDrtykhj7a-UGkDiGuk6rlBPAgCqUeAuNl4cugrJcGzuv9PwmQKE88dxZFo2mCIWKgB085m7Vj0k6_yGVByVxe83E1uXtxGUx" alt="" width="304" height="160"/></figure></div>



<p>And to <strong>reserve questions about contact details for the end</strong> of the conversation.</p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh6.googleusercontent.com/DHlwAsdwxWjEFs_In9qO9V0kfTk20z-XJ_PAtNvZJ-sbPFnMTaFuSukZ0OnJT4Boc2MlksGbgq_l-2rLFDnNicBFY72oCngForPwzhOSCKcma0tWYmuCGsJXk0jZx0fhb-pLbrNg" alt="" width="318" height="137"/></figure></div>



<p></p>



<h4 class="wp-block-heading">Design</h4>



<p>Conversational landing pages use text to convert prospects but this doesn’t mean you should neglect the aesthetic of your page. </p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh5.googleusercontent.com/AF6CT1QGOzKO11rZkaPMoQTbpzU1ggyVjtdsXF6YdJSQcC3XTPdl01r5rfAUS8N0FNvJz_BS3itamz_snWrWHLQ-0LZVnApKZIVZkk3ywJFfjm4IdohnG2P5evd2N6OJI6t_T_DN" alt="" width="332" height="209"/></figure></div>



<p>The default chat design on TARS is the generic blue and gray color palette of Messenger and iMessage. Unless your Credit Card brand has the same brand colors, your page will look super generic if you don’t change it. </p>



<p>As I mentioned earlier&#8230;</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Generic pages look spammy and spammy pages don’t convert. </p></blockquote>



<p>We recommend making the bot messages your primary brand color and the user messages your secondary brand color, or if you have just one color, make both types of messages that color.<br></p>

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[Designing Conversations] How to Make a Conversational Landing Page for a Credit Card Marketing Campaign

[Designing Conversations] How to Make a Conversational Landing Page for a Credit Card Marketing Campaign - Tars Blog

<div class="last-updated" style="background: #f0fdf4; border-left: 3px solid #16a34a; padding: 8px 12px; margin-bottom: 20px; font-size: 14px; color: #166534;">&#10003; <strong>Last Updated:</strong> November 19, 2021</div>
<p>In my experience, the relationship that human beings have with vacations is deeply irrational. On the one hand, we visit destinations that are wildly popular, and on the other, we trick ourselves into believing that our vacations are completely unique. The end result of this mental lapse in judgment is that we perceive vacations as being luxury goods that we can show off to our friends about even though the travel packages that we buy are highly replicable. This poses travel marketers with a unique hurdle to overcome in the lead generation process. </p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>You must somehow shroud the reality of the commodified packages that you sell in a mist of luxury. </p></blockquote>



<p><a href="https://www.hellotars.com/blog/ppc-conversion-rate-conversational-landing-pages/">Traditional Landing Pages are terrible at this</a>. Listing pages offer prospects choice but play right into the commodified nature of travel packages. Custom package landing pages are a step above but only marginally so. They hide the array of packages available behind a lead capture form and give prospects the feeling of true customization, but <a href="https://www.hellotars.com/blog/lead-generation-form-sucks/">the impersonality of the lead capture form itself</a> undercuts the feeling of luxury that prospects crave. The end result is a Conversational Landing Pages solve this problem. They transform the lead generation experience into a conversation, and in the process create a guided buying experience that converts. This guide is the ultimate cheat sheet to help you leverage the technology for your marketing campaigns. By the end of it, you will be prepared to create your own conversational landing page and give your prospects the lead generation experience that they want.</p>



<div style="position: relative;
padding-bottom: 56.25%;
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overflow: hidden;
max-width: 100%;">
<iframe style="position: absolute;top: 0;left: 0;width: 100%;height: 100%;min-height:auto"
      src="https://www.youtube.com/embed/2dUVOzlcay8"
      title="YouTube video player"
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      allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture"
      allowfullscreen
    ></iframe></div>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Check out the Destination Europe and Beyond Conversational Landing page: <a href="http://bit.ly/2GSwNm7">http://bit.ly/2GSwNm7</a></p><p>And the Destination Europe and Beyond Traditional Landing Page: <a href="http://bit.ly/2IWgFDI">http://bit.ly/2IWgFDI</a> </p></blockquote>



<h3 class="wp-block-heading">Landing Page Assessment</h3>



<p>Custom package landing pages typify a paradox that is common in the travel marketing space. On the one hand, they promise luxurious trips to far off places and on the other, they capture lead information in a mundane, soul-crushing manner that is sure to cause prospects to drop.<br></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh6.googleusercontent.com/ZyDjLDtGK832L-Ld8JJYI9NXcnhmheILyppF7PRWlg8e1n2ycOHOAG6XDFv2Q1PXrOqgNQGByT-k8huE9EsWkO6sKZkGy-5WqJ-NdMPDoch58hmQ7aaV0ovFD0auMSEIBueISoyi" alt=""/></figure></div>



<p>In the landing page above, for example, prospects are confronted with a barrage of never-ending form fields that make the buyer experience feel a lot more like an auto insurance quotation process than the start of a potentially amazing vacation.</p>



<p></p>



<p>To make matters worse, some of the fields in the form are woefully cryptic. For example, no matter how I tried, I could not de-code what was being asked of me in the transportation info section of this form.</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/NPBpDSRLQR0fnIT1iXDiJd1IoICZPkOOC69-6eWcu7zHBCFf1_hj0mvZp8jDrj5rIz5hAUwy2heL-ydfFbVZL8GJ3TeggND0VWc1iEI4yK0wLJDB9v_quF9QvYumzbXyhrjMqE_N" alt=""/></figure></div>



<p>In our conversational landing page, we will address this shortfall by transforming the exact same lead capture experience into a conversation that makes the process feel more engaging.</p>



<p></p>



<h3 class="wp-block-heading">Creating the Landing Page</h3>



<h3 class="wp-block-heading">Building the Conversational Landing Page</h3>



<p>We like to split the creation process for a pure lead generation conversational landing page into three distinct stages: the hook, lead generation, and design. Each stage requires a separate set of considerations that we have detailed below</p>



<p></p>



<h4 class="wp-block-heading">The Hook</h4>



<p>The vast majority of people who drop from a page, drop within the first 7 seconds. &nbsp;This means that optimizations right at the beginning of your conversational flow are the most crucial way of improving your conversion rate. This is where the hook comes into play. The hook is a series of three messages and a user input that establishes the legitimacy of the page (welcome message), captures user attention (value proposition message) and shepherds prospects into the lead generation process (ask message + user input). </p>



<figure class="wp-block-image"><img decoding="async" width="1024" height="581" src="https://cdn.prod.website-files.com/6756905c4f1eabb644da6afe/6a0f1ff1b1be7ed2f54106aa_6a0ec103fecfed41a654eabe_wp-Travel-03-1024x581.png" alt="" class="wp-image-2832" /></figure>



<p></p>



<p>So how can you optimize these messages? Here are a few key optimizations that you should never forget:</p>



<ol><li><strong>Use a logo in your welcome message.</strong> People take it for granted that a landing page will have a logo on it, but when it’s missing it is eerily obvious. Landing pages without logos look generic, and generic landing pages run the risk of looking spammy. It should go without saying that spammy landing pages don’t convert, so please add a logo in your welcome message.</li><li><strong>Keep your messages short-</strong> Your prospects don’t want to read an essay so don’t cram as much info into a message as possible. We recommend restricting your messages to the length of a short tweet.</li><li><strong>Don’t send more than three messages-</strong> Having 15+ short messages is just as bad as having 3 long messages. Use your discretion to figure out what feels most natural but in the hook we recommend 3 at max.</li><li><strong>Make your ask uncontroversial-</strong> Make an ask that isn’t too personal and can be responded to without any real repercussions for the prospect. For example, in this conversational landing page I asked if prospects to Get a FREE Quote. Pressing this button doesn’t share any personal info and if prospects don’t like what they see on the other side they can close. But, once they click, they will feel more invested and might actually convert. As an added advantage, uncontroversial asks can be responded to with a button, which is easier than tapping out a whole name or zip code.</li></ol>



<p></p>



<h4 class="wp-block-heading">Lead Generation Experience</h4>



<p>Once you’ve begun the conversation, lead capture becomes easier, but you aren’t out of the woods yet. <a href="https://www.hellotars.com/blog/lead-generation-form-sucks/">Asking for information through a chat is very different</a> from asking for the same information through a form. Forms are impersonal by nature, meaning that it is socially acceptable for you to say First Name and then a blank field or zip code and then a blank field. In a chat, on the other hand, you are bound by human etiquette. You must be polite and you must provide good customer service. There are three simple best practices that you can implement to achieve this:<br></p>



<p><strong>Ask full questions</strong></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh5.googleusercontent.com/cRqFj-OHNx5vkoJeDP-Jn106DCf7JKosw9ABxV5n1bidjUOWC-U7RV1WLnrE_PcdlEKNOyUCMlP73MPtjW9r2vb-As3VX1zFT5Rf4ibg61y1iLXLCZn1DGdc_mc2YldsSyb9dbu0" alt=""/></figure></div>



<p>Saying “Name?” or “Name:” in a message is abrupt. It comes across as casual at best and rude at worst. Instead, go that extra mile and phrase the message as a full question like “What is your name?”</p>



<p></p>



<p><strong>Acknowledge user input</strong></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh4.googleusercontent.com/Rq568EtWmEhss_UrEjQOSzg3bOLtcu6Z5PlF74ei2UK69n6CDLn6seWCZPd60bbtP0ciPGAkex8JiJk8lp0_8kcoaW_NVosTjkrOCUezK67TgK5PoyRlW6XgimyrTF3Q9fG9wtvl" alt=""/></figure></div>



<p>If a prospect sends you a piece of information, acknowledge it (even if you just say “great”) and, if required, inform them of what’s to come (something like “I need a few details to get you set up”). If you don’t include spacers like this, your conversation will feel more like an interrogation than a customer service experience.<br></p>



<p><strong>Order your questions right</strong><br></p>



<p>This comes back to the emphasis on politeness in conversational design. Certain ways of ordering questions can feel rude, and you want to avoid them at all costs. The two most obvious ways of doing so are to ask for the name first, because, in real human conversations, you always like to know who you are speaking to.<br></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/xstokX-SrqQWNUyMH-cRX6a0PsVIkKwFyruKqwnDKmW8NkjR2NQYQ4QUrynP0DIux5vyrkv-sapZJhAJZdEQqOuSPoY5GUz4Hmk-KVdkvDQ7ghIwQqyk78zKLFH0qbzVQN8Ntg4S" alt=""/></figure></div>



<p>And to <a href="https://www.hellotars.com/blog/legal-lead-generation-conversion-rate/">reserve contact detail questions to the end for the end</a>, because an early ask for these details can be perceived as “sales-y.”</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/MPb-yzJJgxMuSqaFpxjmQhVQT91aOWa8zwZwHzzN1nOvvwvA1bHnd08DBlbcEVVZeXrVlkRlssQInqO7CEsyTJ6x4We37mbpEBQIqK_3QNV2wNhL6Ro1QaQ02HHMSZz5NEQeCLer" alt=""/></figure></div>



<h4 class="wp-block-heading">Design</h4>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh6.googleusercontent.com/QlR7Sgiez5fqys18nPczz7eu0JVEsFgNjyZ4uHJZSIiV8cLSJeEFnKHF2rUWM_k5UcD6ucUdY3irb7rL1qu1vkqr5qqL5IyB0aPL9c8HYAWuyREw0dLiaCXTyEuVwkk40txeew3T" alt=""/></figure></div>



<p>Conversational landing pages use text to convert prospects but this doesn’t mean you should neglect the visual aesthetic of your page. The default chat design on TARS is the generic blue and gray color palette of Messenger and iMessage. Unless your travel agency has the same brand colors, your page will look super generic if you don’t change it. As I mentioned earlier, generic pages look spammy and spammy pages don’t convert. We recommend making the bot messages your primary brand color and the user messages your secondary brand color, or if you have just one color, make both types of messages that color.<br></p>

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[Designing Conversations] How to make a Conversational Landing Page for a Travel Marketing Campaign

[Designing Conversations] How to make a Conversational Landing Page for a Travel Marketing Campaign - Tars Blog

<div class="last-updated" style="background: #f0fdf4; border-left: 3px solid #16a34a; padding: 8px 12px; margin-bottom: 20px; font-size: 14px; color: #166534;">&#10003; <strong>Last Updated:</strong> November 19, 2021</div>
<p>In an increasingly crowded healthcare market, <a href="https://www.hellotars.com/blog/ppc-conversion-rate-conversational-landing-pages/">it is difficult to stand out from the crowd</a>. Most healthcare providers rely on dull, uninspired landing pages to generate leads from traffic that has <a href="https://www.hellotars.com/blog/conversational-landing-pages-home-healthcare/">an especially low attention span</a>. Within this context, conversational landing pages are an effective tool for marketers to create <a href="https://www.hellotars.com/blog/chatbots-conversion-rate-increase/">engaging lead generation experiences that convert. </a>In this guide, we show you the ins and outs of making conversational landing pages for healthcare marketing by walking you through an example.</p>



<div style="position: relative;
padding-bottom: 56.25%;
height: 0;
overflow: hidden;
max-width: 100%;">
<iframe style="position: absolute;top: 0;left: 0;width: 100%;height: 100%;min-height:auto"
      src="https://www.youtube.com/embed/1i1oYEwVuGM"
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      frameborder="0"
      allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture"
      allowfullscreen
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<h2 class="wp-block-heading"></h2>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Try out the Right at Home Conversational Landing Page: <a href="http://bit.ly/2J0hn2y">http://bit.ly/2J0hn2y</a></p><p>Examine the Traditional Landing Page: <a href="http://bit.ly/2ZRS2x2">http://bit.ly/2ZRS2x2</a></p><p>And be sure to check out our written guide below 👇</p></blockquote>



<h2 class="wp-block-heading"></h2>



<h3 class="wp-block-heading">Landing Page Assessment</h3>



<p>I looked up “healthcare at home” and as expected I was greeted by four ads as the first four search results. Clicking on the third link dropped me into this landing page:</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/LLzjLHfshwYOr5NP91oQPk7YJSSdLNV55XVmHhK97GxTpAsqGWMHnwMTK2dDuirOzuXTjb9zLCdXjVkaSygTlj356U_qxMzB_ku52J2k5Urm07gb7RU0YkSSVhRplhk9QD6gjCc8" alt=""/></figure></div>



<p></p>



<p>As far as Google Ads Landing Pages go, this one is as standard as you can get. It literally hits all of the marks of a traditional landing page. The user experience involves prospects reading a wall of text and filling out a lead capture form to generate a lead. If you showed most people such a page they’d know exactly how to use it, but would they enjoy using it? Likely not. In fact, I&#8217;d even bet that most of them will straight up drop without converting.<br></p>



<h3 class="wp-block-heading">Creating the Conversational Landing Page</h3>



<p>We created our healthcare conversational landing page from scratch, using our tried and tested three-stage approach. For the uninitiated, conversational landing page design can generally be split into three distinct stages corresponding to three different aspects of the page itself: the hook, the lead gen flow, and the design. Here’s a break down of each one.<br></p>



<h4 class="wp-block-heading">The Hook</h4>



<p>Most visitors drop from a page within the first 7 seconds. This means that if you want to optimize your flow for conversions, the most efficient way to tdo so, is to focus your effortson the start of the conversation. This is where the hook comes into play. The hook is a series of three messages and a user input that establishes the legitimacy of the page (welcome message), captures user attention (value proposition message) and shepherds prospects into the lead generation process (ask message + user input). </p>



<figure class="wp-block-image"><img decoding="async" width="1024" height="581" src="https://cdn.prod.website-files.com/6756905c4f1eabb644da6afe/6a0f1ffa39ee1d654b896e0a_6a0ec10daae0a271c70a1872_wp-Right-at-Home-04-1024x581.png" alt="" class="wp-image-2837" /></figure>



<p></p>



<p>So how can you optimize these messages? Here are a few key optimizations that you should never forget:</p>



<ol><li><strong>Use a logo in your welcome message-</strong> Landing pages without logos look generic, and generic landing pages look spammy. </li><li><strong>Keep it concise-</strong> Don&#8217;t make any message an essay and don&#8217;t send too many messages at once. We recommend three tweet-length messages.</li><li><strong>Make your ask uncontroversial-</strong> Don&#8217;t ask for personal information until the conversation has started. A good test for this: If the user response can be a single button you&#8217;re golden.</li></ol>



<h2 class="wp-block-heading"></h2>



<p></p>



<h4 class="wp-block-heading">Lead Generation Experience</h4>



<p>Once you’ve begun the conversation, lead capture becomes easier, but you aren’t out of the woods yet. Asking for information through a chat is very different from asking for the same information through a form. Forms are impersonal by nature, meaning that it is socially acceptable for you to say “First Name” and then a blank field or “zip code” and then a blank field. In a chat, on the other hand, you are bound by human etiquette. You must be polite and you must provide good customer service. There are three simple best practices that you can implement to achieve this:<br></p>



<p><strong>Ask full questions</strong></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh4.googleusercontent.com/DBwpike7Bz8ZS4cMAF81eM_A4-tGnm6PtEMOyFQFD-YYr3Gers2GxlKCARUzQcqQxrk52YeRY9YuohIfhRTyX5QtyBICnG6tQb9-HOuNIQUrDMnKtzDD-Jl6tRdf99jzBU40avkW" alt=""/></figure></div>



<p>Saying “Name?” or “Name:” in a message is abrupt. It comes across as casual at best and rude at worst. Instead, go that extra mile and phrase the message as a full question like “What is your name?”</p>



<p></p>



<p><strong>Acknowledge user input</strong></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh5.googleusercontent.com/1lZZVtkbmJh_4-HWlYKgYiwh7s0-HWobS0COzMdwcz_sj6Bxcv7UiDY15VPD4Kst52sBIKFb-b1tlGizSOK4xRm7LItMMympG8tLSrlXzWjZ2oUQF7COmK_2eRSZRIBtvXDYqy91" alt=""/></figure></div>



<p>If a prospect sends you a piece of information, acknowledge it (even if you just say “great”) and, if required, inform them of what’s to come (something like “I need a few details to get you set up”). If you don’t include spacers like this, your conversation will feel more like an interrogation than a customer service experience.<br></p>



<p><strong>Order your questions right</strong><br></p>



<p>This comes back to the emphasis on politeness in conversational design. <a href="https://www.hellotars.com/blog/legal-lead-generation-conversion-rate/">Certain ways of ordering questions can feel rude</a>, and you want to avoid them at all costs. The two most obvious ways of doing so are to ask for the name first, because, in real human conversations, you always like to know who you are speaking to.</p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh4.googleusercontent.com/CbMY-SDpb56Vgs159usC5aQY8oj8zc9R3YkmA8Mm-NGO7WNZKCEVK-DwCbE9NhLDkRYsxn2oOHSOyCv03AOUjSLOmzkUs8IhZ3XCJGqNcvV7sS_InqH_YbXepU_kqcgeD0MAOvBp" alt="" width="413" height="107"/></figure></div>



<p>And to reserve contact detail questions to the end for the end, because an early ask for these details can be perceived as “sales-y.”</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh6.googleusercontent.com/X8Y4V_yOVTf1NX_XbDd6IrGZ_g_WPF1wTBagH0E2Px7hFpDI_c9C8F_M0MZrCPVT_tM9Ee-BTZ8UCMG7LCK0YT_7je-Dh21rqm4ZccprHFGrRcsnGgsQRfduT6YCTlE7LZ-jvPU4" alt=""/></figure></div>



<h4 class="wp-block-heading">Design</h4>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh5.googleusercontent.com/jwLe_FG1yof6EiOaTSKfK8pqZAAaNPBAMcRF2mgb0MFxEDonDn3pxuTtA63zSw5YAag2oAwZLUt7H1FHOkFUAbGx1Sq_bUFn45Y_TGCPuRJZ97bMaB049BdJ_YF8eRg0JgaBdAWZ" alt=""/></figure></div>



<p>Conversational landing pages use text to convert prospects but this doesn’t mean you should neglect the visual aesthetic of your page. The default chat design on TARS is the generic blue and gray color palette of Messenger and iMessage. Unless your company has the same brand colors, your page will look super generic if you don’t change it. As I mentioned earlier, generic pages look spammy and spammy pages don’t convert. We recommend making the bot messages your primary brand color and the user messages your secondary brand color, or if you have just one color, make both types of messages that color.<br></p>



<h3 class="wp-block-heading">End Result</h3>



<p>By the end of this creation process, you should have a  conversational landing page that engages prospects in a way that traditional landing pages just can&#8217;t.</p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://cdn.prod.website-files.com/6756905c4f1eabb644da6afe/6a0f1ffa39ee1d654b896e05_6a0ec10fb57dd39880b9c989_wp-healthcare_clp-659x1024.gif" alt="" class="wp-image-2868" width="281" height="437" /></figure></div>



<p>Of course, creation is just the first step. Once you&#8217;ve built your page, share it with your colleagues, family members, and friends to get feedback and source grammar errors.  Even after you&#8217;ve deployed your bot, use our <a href="https://www.hellotars.com/blog/product-update-track-chatbot-performance-over-time-using-timeline-graph/">analytics tools</a> to monitor your bot&#8217;s performance and tweak the flow for greater conversions. If you&#8217;re still having problems, send it to us on Intercom and we&#8217;ll be more than happy to diagnose your bot for free. At the end of it all, you will have the high-converting lead generation experience that drives more business for less ad spend.</p>

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[Designing Conversations] How to make a Conversational Landing Page for a Home Healthcare Marketing Campaign

[Designing Conversations] How to make a Conversational Landing Page for a Home Healthcare Marketing Campaign - Tars Blog

<div class="last-updated" style="background: #f0fdf4; border-left: 3px solid #16a34a; padding: 8px 12px; margin-bottom: 20px; font-size: 14px; color: #166534;">&#10003; <strong>Last Updated:</strong> November 19, 2021</div>
<p>The average legal client doesn’t have legal expertise and cannot tell a good lawyer from a bad lawyer. Add the insanely high Google Ads cost per click on legal keywords and you have to deal with a perfect storm of high-cost traffic yielding abysmally low conversion rates. </p>



<p>An effective strategy to negotiate this treacherous marketing landscape is to optimize your landing page. Conversational Landing Pages reimagine the way landing pages ought to look and feel by organizing the information as a conversation. This gives the uncertain legal client a guided buyer experience that converts at rates that are<a href="https://www.hellotars.com/blog/chatbots-conversion-rate-increase/"> 2-3x higher than a traditional landing page</a>. </p>



<p>Of course, to see this benefit, you need to learn the art of conversational design. This guide is the ultimate cheat sheet to learn all of the ins and outs of conversational design for legal marketing within a matter of minutes. Follow the best practices and methods below and you will definitely see an increase in conversion rate that will make you question how you ever settled for the sub-par results of your traditional landing page.</p>



<p></p>



<div style="position: relative;
padding-bottom: 56.25%;
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overflow: hidden;
max-width: 100%;">
<iframe style="position: absolute;top: 0;left: 0;width: 100%;height: 100%;min-height:auto"
      src="https://www.youtube.com/embed/BySgejz3Eb8"
      title="YouTube video player"
      frameborder="0"
      allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture"
      allowfullscreen
    ></iframe></div>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Check the Larry H Parker conversational landing page: <a href="http://bit.ly/2W372G3">http://bit.ly/2W372G3</a></p><p>And the Larry H Parker traditional landing page:  <a href="http://bit.ly/2KX7uEO">http://bit.ly/2KX7uEO</a></p></blockquote>



<h3 class="wp-block-heading">Landing Page Assessment</h3>



<p>As always I found the landing page that I transformed through a Google Ad. I looked up Workers Compensation Lawyer, clicked on one of the ads and found this landing page from the Law Offices of Larry H Parker:</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/kWaqm8cwksitmX9kbppbK7XkuhUo5FgYzOdnao2QudCLfQhpMD-kEE0_436HjACDc9o7_hrJWxTeDmux_-3qUZ6ewVUakkxjrscX1-2OX4khsDlVlrNsv-trosItjK33iQwP6SM3" alt=""/></figure></div>



<p></p>



<p>The most striking aspect of this page is how many CTAs the page has on it: over 10 in the first fold alone. Combine this with the text-heavy nature of the page and the landing page is far from ideal, especially in the legal marketing space. Regular prospects have low attention spans and do not read much text. Legal marketing prospects are even worse on this front. They are usually dealing with the stress of their case and this makes them more discerning with their attention, meaning that an overload of CTAs will surely cause them to drop.</p>



<h3 class="wp-block-heading">Conversational Landing Page Creation</h3>



<p>While building your conversational landing page, the main rule that you should always keep in mind is “keep the experience as human as possible.” Your conversational landing page is a representative of your law firm and it needs to behave that way. This means providing customer service at the level you would expect from a human representative. In real terms, this means incorporating a set of best practices to make your messaging feel as human as possible. Here is a cheatsheet for the most important ones that you should never forget.<br></p>



<h4 class="wp-block-heading">The Hook</h4>



<p>As always, the first stage of conversational landing page design is phrasing the hook. The hook is the most important part of the whole conversation. It is a series of three messages that your prospect sees when they first land on your page. It is in these messages that you must build legitimacy, &nbsp;capture your prospects attention and get them to start the conversation. Failing to do so will make them drop and waste your adspend. <br></p>



<figure class="wp-block-image"><img decoding="async" width="1024" height="581" src="https://cdn.prod.website-files.com/6756905c4f1eabb644da6afe/6a0f2005abe9c0caefe03a85_6a0ec11c166eb800727eff52_wp-Workers-Comp-Attorney-1024x581.png" alt="" class="wp-image-2816" /></figure>



<p>While contemplating your hook there are four best practices you should always keep in mind:<br></p>



<ol><li><strong>Use a logo in the welcome message-</strong> The welcome message builds legitimacy and nothing builds legitimacy better than a logo. We take it for granted that a landing page will have a logo on it, but when it’s missing the page feels super generic to the point where some prospects might drop when their spam alarm bells go off. Add a logo in the first message to avoid this unfortunate outcome.</li><li><strong>Keep your value proposition short-</strong> Nothing longer than a tweet. Your value proposition message serves the purpose of capturing user attention by telling them that you offer what they are looking for. But, if you phrase it as an essay, no one will read it and you certainly won’t capture anyone’s attention.</li><li><strong>Make your ask uncontroversial- </strong>&nbsp;Through experimentation, I’ve found that <a href="https://www.hellotars.com/blog/legal-lead-generation-conversion-rate/">prospects don’t like sharing personal information as soon as they land on your page</a>. This is why we recommend that you ask your prospects an uncontroversial question which at the start. A good uncontroversial question is one which doesn’t expect any real information from the prospect at all. For example, if you ask your prospects to click a “Get a FREE Case Review Button,” you aren’t asking them to share anything personal and they can close out if they don’t like what they see next. But, by making it easier for them to click, you have gotten them invested in the interaction and reduced the likelihood of them dropping.</li><li><strong>Use a button as user input-</strong> This best practice really boils down to simple math. It takes fewer taps to press a button than it does to type out a word. Buttons reduce the friction to continue a conversation and as a result reduce the number of people dropping from your page right at the start.</li></ol>



<h4 class="wp-block-heading">Lead Generation Experience</h4>



<p>Collecting a lead through a conversation is completely different from collecting it through a form. Forms are impersonal and as a result, prospects don’t expect much from them. You can have a set of blank fields with single-word labels and that is socially acceptable. If you are capturing a lead through chat however, you are bound by the rules of basic human etiquette and good customer service. In practice this means following at least the following best practices:</p>



<p></p>



<p><strong>Ask full questions</strong></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh5.googleusercontent.com/xLysr5ex0EOVRicODagX10XKtZD8UHiuPkRx7DnyjO7VITpCD92BJQF8k1RA6luzQDGKfTo_UMusvUYyNN0p6d3j5loyrFRXFVOo-opgXhA_rsrvL5qCSmSB4sbEyQq6ojsHqwlf" alt=""/></figure></div>



<p>This goes without saying, but if you had a human customer service rep who said “name?” to a customer over live chat, you’d probably fire them. Treat your conversational landing page the same. Ask for details through full questions<br></p>



<p><strong>Acknowledge user input</strong></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh6.googleusercontent.com/aQxQu_vrWaP18g6XBa6AQHvDr1nMluMBIEnQyjKdzCRhR50QCecT3Qsilw_MJmcaV6HUPpsMfNU4ZbbP6Hy7Q17i3GDBPSerYFQaLvTfC--cgGPMjQ-p2vuyFaq-Z8xOoVL-yoNE" alt=""/></figure></div>



<p>If a prospect gives you a detail (e.g. their name) it’s downright rude if you &nbsp;’ acknowledge the fact that you received that info before asking for the next detail. <strong>So every time a prospect sends you a detail, acknowledge the fact that you received it</strong>. If they give you their case details, don’t ask for their phone number immediately, say “Got it! We can help you with that” and then ask for their phone number<br></p>



<p><strong>Order your questions well</strong></p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh3.googleusercontent.com/QjVh9-polxloHXqR5-2cx0GDTCRADTErPEEOOQWZO2Ue9F1pPjmhO9_bwvQLw68Tx1pFmm9oVUqpXGOa4p56nQYNXI4M2oyXdNJNu_RMcbrFKl84Y61sRuB3roq_bpMgSrdjH2ns" alt="" width="435" height="281"/></figure></div>



<p>Speaking of phone numbers, don’t ask for a prospect’s phone number right at the beginning of the lead generation flow. As I mentioned in the previous section, prospects don’t like sharing personal info until they feel like they are getting some value from your firm. In practice, this means that you should <strong>reserve questions about contact info till the very end after you have asked about their case details</strong> and showed them that you care about getting them the justice that they deserve. On a related note, <strong>ask for their name first</strong>, because, in real human conversations, the person asking the questions usually likes to know who they are talking to and, again, your conversational landing page should feel as human as possible</p>



<p></p>



<h4 class="wp-block-heading">FAQ Branch</h4>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh5.googleusercontent.com/OlfsSOJB1Q7HOdNU6hGu1fgXaojbn1IBPZ_Ow3OcObFMZQaCeRT_tY9n84cljj9txew49ODbY7DoopICQ1mKq459IZ-DVcm3hbNy4YellRF3Og154-euzMjp8MIuFUdu-cQNU6JI" alt="" width="405" height="481"/></figure></div>



<p>As I have already mentioned a couple of times, legal clients don’t know much about hiring a lawyer. As a result, when they land on your page, a lot of them have very basic queries that prevent them from completing the case review lead gen flow. The vast majority of these queries fall into a set of 3-5 FAQs that can easily be answered in your conversational flow. In fact, one of our clients used a chatbot to<a href="https://www.hellotars.com/blog/customer-support-automation-chatbots/"> answer 70% of all their user queries</a>. By answering these queries in the lead gen conversation, you can prevent a significant number of uncertain prospects from dropping. Also, be sure to use buttons for these FAQs and not an open text field. When you give prospects an open text field, it puts the burden of phrasing the question on the prospect which adds friction to the lead gen process, and more friction means fewer conversions.</p>



<p></p>



<p>If you are wondering what these FAQs should be, speak to the lawyers at your firm about the questions which people ask them when they talk to them for the first time. I’m sure you’ll see patterns emerge.<br></p>



<h4 class="wp-block-heading">Design</h4>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh4.googleusercontent.com/hz0MEPZirB6bSTTAyD3jn152fywD_EmfDE43JEJhtR71vwFnlapLVo4-e8_aWKlmN8e_xgRVReY3WvhRETLpZr1JTWxX3w8yaIhy6Jw3TVuFTiiIGTM2yBxX3-p78jA3MTIuEBw_" alt=""/></figure></div>



<p>This gets back to what I was saying earlier about legitimacy and branding. Your conversational landing page needs to look the part for prospects to take it seriously. In real terms this just means that you need to adjust the color scheme of the chat to match your brand colors. I usually recommend that your primary brand color is applied to the bot messages and your secondary brand color to the user messages.</p>



<p></p>



<h3 class="wp-block-heading">The End Result</h3>



<p>When you compare a conversational landing page with a traditional landing page, the difference is evident at a glance.</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh5.googleusercontent.com/5yu5q-0YdqPaPJF0xseW5UiCpIvIOZNPvNg187X9O_0iNfZ02ZMAvtx-9pN7FqODdAHX4rDlOqGEVKD1at0rlr4ZgohzvLfE2TaxIC7ETrFQoEvcglJc0vRPNGu3TiprhXvyD_yA" alt=""/></figure></div>



<p></p>



<p>The conversational landing page offers a <a href="https://www.hellotars.com/blog/ppc-conversion-rate-conversational-landing-pages/">far cleaner and more human experience</a> that caters to the psychographics of the average legal client. The end result is a <a href="https://www.hellotars.com/blog/conversion-rate-ppc-chatbot/">higher conversion rate</a>, <a href="https://www.hellotars.com/blog/conversational-landing-page-ppc-cpl-reduce/">a lower cost per lead</a> and a feeling of happy astonishment that you ever settled for less with your traditional landing page.<br></p>

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[Designing Conversations] How to Make a Conversational Landing Page for a Workers’ Compensation Law Firm

[Designing Conversations] How to Make a Conversational Landing Page for a Workers' Compensation Law Firm - Tars Blog

<div class="last-updated" style="background: #f0fdf4; border-left: 3px solid #16a34a; padding: 8px 12px; margin-bottom: 20px; font-size: 14px; color: #166534;">&#10003; <strong>Last Updated:</strong> November 19, 2021</div>
<p>In high friction, form-heavy world of insurance marketing, conversational landing pages offer marketers an affordable way to increase conversion rates and provide a more engaging user experience to their customers. Before they can see any of these benefits, however, they have to actually build a conversational landing page and that can be hard. Designing a conversation landing page is nothing like designing a traditional landing page. Instead of focusing on layout, folds, and forms you need to focus on hooks, branching, and etiquette. We created this guide to help you navigate this <a href="https://www.hellotars.com/blog/ppc-conversion-rate-conversational-landing-pages/">new paradigm of lead generation</a>. &nbsp;At TARS, we believe that the best way to teach someone is to just show them how it’s done, so last week I dedicated a whole day to exploring insurance landing pages and recorded the whole process of transforming it from a low-converting traditional landing page into a high converting conversational landing page. Check it out.</p>



<div style="position: relative;
padding-bottom: 56.25%;
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max-width: 100%;">
<iframe style="position: absolute;top: 0;left: 0;width: 100%;height: 100%;min-height:auto"
      src="https://www.youtube.com/embed/vN9oDeTMJzw"
      title="YouTube video player"
      frameborder="0"
      allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture"
      allowfullscreen
    ></iframe></div>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Check out the Amica Conversational landing page over here:<a href="http://bit.ly/2DDDaJp">http://bit.ly/2DDDaJp</a><br></p><p>And the Amica Traditional Landing Page over here: <a href="http://bit.ly/2GqIrEr">http://bit.ly/2GqIrEr</a></p><p></p></blockquote>



<h3 class="wp-block-heading">Landing Page Assessment</h3>



<p>The landing page I examined for this guide was Amica’s Auto Insurance landing page. I landed on it through a Google Ad on a branded keyword for Amica auto insurance which I found while doign keyword research on the space.<br></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh4.googleusercontent.com/ttjY29c5JvUne8_MYkMkUG3aCaOKwur0qIVM-X2cWnDVqluZcSdwX8_7TTxQ747PmnkPY3eO2NG7AxC8FdkIXHAyp9TJVP5NAHhvVnWI85wlk4VDW3nDiNIDui3R_-NnKbQptV_l" alt=""/></figure></div>



<p>Honestly,<strong> </strong>it ’s not that bad as far<strong> <a href="https://www.hellotars.com/blog/ppc-conversion-rate-conversational-landing-pages/">as traditional landing pages go</a></strong>. There isn’t much text on the page which is great (people hate reading) and I am a big fan of the video behind the first fold that they have in the first fold. On the lead generation front, they have two options: call-based and form-based lead gen; And judging by its prominent placement in the first fold, I am going to hazard a guess that Amica call-based approach. This makes sense because conversational lead capture consistently out-performs form based lead capture.</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh4.googleusercontent.com/AmaEA6-JDZWZPIb5g53fDDFoc-LlaxuOw1PKdL6V9bM1uAuDuE5Mg1Re6iLz0ovZseuAJEjt9_XlfVjgzWc6BwIV1a9UfKOccCegYknQzk7ia7OFIsBxDQ9yt2tVYADV6UsrCnYQ" alt=""/></figure></div>



<h3 class="wp-block-heading">Using a Chatbot Template</h3>



<p>When you are building super complex bots like auto insurance quote bots you should seriously consider using a<a href="https://www.hellotars.com/blog/chatbot-templates/">chatbot template</a> as a starting point. Auto Insurance lead generation and qualification flows can be super complex and creating one from scratch will take days if not hours to complete. Using a Template as a starting point reduced this time to a matter of minutes because someone else has done most of the work for you. That being said, when using a template you must be careful to make a few changes before hitting deploy on your conversational landing page.</p>



<h4 class="wp-block-heading">Change the Branding in the Page</h4>



<p>This might seem a little cumbersome, but be sure to check every single gambit in the flow to ensure that the names, branding etc. match your company not some other company. It would be super embarrassing if you worked for Amica and published an Allstate conversational landing page to your Google Ads campaign.</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" width="1024" height="405" src="https://cdn.prod.website-files.com/6756905c4f1eabb644da6afe/6a0f200b5cbc5cf52d8040b7_6a0ec126fad4636ca3be5520_wp-changes_hook_amica-1024x405.gif" alt="" class="wp-image-2772" /></figure></div>



<p>Be particularly careful of this in the hook (i.e. the first three messages of the conversation) where most templates contain a company logo and value proposition message.</p>



<h4 class="wp-block-heading">Check that all the details that you need are in the flow</h4>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" width="1024" height="256" src="https://cdn.prod.website-files.com/6756905c4f1eabb644da6afe/6a0f200b5cbc5cf52d8040b4_6a0ec1298a5029cf650396f6_wp-changes_amica-1024x256.gif" alt="" class="wp-image-2771" /></figure></div>



<p>While most auto insurance lead generation flows are similar to one another, they are not <em>exactly the same. </em>If you are using a chatbot template, be sure to run through it once or twice on your own to see what details it collects and what details it doesn&#8217;t, noting down what you need to add remove and change.</p>



<h3 class="wp-block-heading">Conversational Landing Page Best Practices</h3>



<p>While tweaking your conversational landing page template, there are a handful of best practices to keep in mind. Here are the most important ones that you absolutely should not forget to incorporate:</p>



<p></p>



<h4 class="wp-block-heading">The Hook</h4>



<p>The first stage of conversational landing page creation is always phrasing a Hook. A hook is a series of three messages that establishes legitimacy, captures attention and makes a call to action.</p>



<figure class="wp-block-image"><img decoding="async" width="1024" height="581" src="https://cdn.prod.website-files.com/6756905c4f1eabb644da6afe/6a0f1fa115b99a5d213ac9f2_6a0ec03604ec6a9c9a93aab0_wp-Auto-Insurance-1024x581.png" alt="" class="wp-image-2818" /></figure>



<p></p>



<p>The first message in a hook is always a <strong>welcome message </strong>with a logo. We recommend adding this element because it establishes the base level of legitimacy that your page needs to convert prospects. You might take it for granted but if you land on a page and there is no logo, it feels really weird in a bad way. Like spammy, suspicious weird to the point where you might consider dropping. This is not an outcome that any marketer wants because it is wasted money, so just add a welcome message. It doesn’t take long, and your conversion rate will thank you.</p>



<p></p>



<p>The second message in the hook is a <strong>value proposition message</strong>. Prospects have short attention spans, and in our experience, the best way to capture this attention is to convey your value proposition in a tweet-length message. A good template for this is the heading of your traditional landing page. </p>



<p></p>



<p>In this conversational landing page, I am using a sentence I found in the second fold which I really liked.<br></p>



<p>The <strong>third message</strong> (and the corresponding <strong>user input</strong>) is like the CTA on your traditional landing page. It shepherds prospects along the lead generation flow and when you are phrasing it, make it as uncontroversial as possible. By this I mean, make an ask that isn’t too personal and can be responded to without any real repercussions for the prospect. For example, in this conversational landing page I asked if prospects to Get a FREE Quote. Pressing this button doesn’t share any personal info and if prospects don’t like what they see on the other side they can close. But, once they click, they will feel more invested and might actually convert. </p>



<p></p>



<p>As an added advantage, uncontroversial asks can be responded to with a button, which is easier than tapping out a whole name or zip code.</p>



<p></p>



<h4 class="wp-block-heading">Lead Generation Experience</h4>



<p>Once you’ve hooked a prospect and gotten them to start the conversation, you can start capturing their lead. Doing so is unique within a lead capture context, but as a modern human being, it is not something you are unfamiliar with. Forms are impersonal and so you can get a pass by just saying First Name and then a blank field or zip code and then a blank field.<br></p>



<p>In a chat, you are bound by the rules of human etiquette. Prospects expect you to be polite, and they expect good customer service like they would if your conversational landing page were a human being. There are three simple best practices that you can implement to achieve this:<br></p>



<p><strong>Ask full questions</strong></p>



<p>This should go without saying, but don’t just say “name:” or “zipcode:” because that feels super artificial. Instead, say something like “What is your name?” or “What is your zip code?” because those phrases feel more human.</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/xucvLslkrQwk4mgMwYtp3ZxIANDIteWtxopvdeaE4h3tGgafxNxlcmydZesbBVDpcFAwb0IxPqBvQW_T8CAEEiP238msmidlT1_dwnjZAGBVrtnprQ_yNzpAJlBby7A0ayWCIZhd" alt=""/></figure></div>



<p><strong>Acknowledge user input</strong></p>



<p>If a prospect gives you a piece of information, don’t abruptly move on. Acknowledge the fact that you received it (even if you just say “great”) and, if required, prime them for what’s to come (something like “I need a few details to get you set up”)</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh6.googleusercontent.com/RhTINxIsxebw51wNg1-q5LX9Y8spCrdjPe5aZ8t6Re_LHknOaQ2-U5OLFJcFLR4kzXWEkn1wCDvupee2sa-RL_9rzkmu_vvMNLrPn_5BB2MWjmYLoWsA3txTOh4ekxrEYd9vePd5" alt=""/></figure></div>



<p><strong>Order your questions right</strong></p>



<p>This comes back to the politeness factor. There are certain ways that you can order questions that feel rude, and you want to avoid them. The two most prominent are, ask for the prospect’s name first, because, in real human conversation, you always like to know who is on the other end.</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh4.googleusercontent.com/o9tPAL0ss2I_IwiTZIBHiZFtF0wPnJ9-oNSoObYhp0zJIUb48cmAXU8pheIbh5d_GYBxM6h8fNHdgEwL8LuRtiDxrwSFHgDhcW0_uIY_bZPRg_ELZ9qcejLIZDxDxqqisFFHcAbX" alt=""/></figure></div>



<p>And second, save contact details for the end, because one of our customers found through experimentation that prospects perceive early contact info questions as being too “sales-y.”</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh4.googleusercontent.com/aMHzMvc33EuZ60gmIY370aZ5GhrOQw_OGY5yi1QOQOXerBsYe6XDKbOXokDdiB9FJJOtRDffeJF2VAE2yLCZmndkvvhjTLUrWjlfhlKD6Ts_KMZIf5VOIm4f3JSnhMiSTJ3447Pz" alt=""/></figure></div>



<h4 class="wp-block-heading">Design</h4>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/O47yK-QVt142uEVu8CfkHdfAyZHrhFKJC3wz1BnDWm1FrYdo1zM5LKwAANyip1nkIHqTxvXqVQm-Hs_zn9ZsfJUrN4epFHVejuMNPW8DQafbFaxAsd-3GRvUL4eUVx56a-xk9XbM" alt=""/></figure></div>



<p>Conversational landing pages primarily rely on text to convince users but this doesn’t mean you should neglect the visual aspects of your page. The default chat design on TARS uses generic blue and gray color palette pioneered by Messenger and iMessage and unless your insurance brand has the same brand colors as Messenger or iMessage, your page will look super generic if you don’t change it. We recommend making the bot messages your primary brand color and the user messages your secondary brand color, or if you have just one color, make both types of messages that color.</p>



<h2 class="wp-block-heading">The End Result</h2>



<p>If you follow all the steps and best practices listed above, I highly suggest that you do a quick side-by-side comparing your traditional and conversational landing pages. The difference should be apparent.</p>



<p></p>



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<p><br> </p>



<p>For me, the differences that usually stand out are that the conversational landing page looks much cleaner at a glance with fewer elements crowding the page and that it feels more human than the traditional landing page when you interact with it.<br></p>



<p>These might seem like cosmetic or even trivial changes, but I am sure that if you test the conversational landing page out in your marketing campaigns, you will see a dramatic <a href="https://www.hellotars.com/blog/chatbots-conversion-rate-increase/">2-3x increase</a> in your conversion rate that will make you wonder how you ever settled for anything less.</p>

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[Designing Conversations] How to make a conversational landing page for an Auto Insurance Provider

[Designing Conversations] How to make a conversational landing page for an Auto Insurance Provider - Tars Blog

<div class="last-updated" style="background: #f0fdf4; border-left: 3px solid #16a34a; padding: 8px 12px; margin-bottom: 20px; font-size: 14px; color: #166534;">&#10003; <strong>Last Updated:</strong> November 19, 2021</div>
<p class="has-text-align-left">In a competitive higher education marketing landscape, universities are finding it increasingly difficult to capture students’ attention and expand the number of people entering the admissions funnel. This issue is more than just an inconvenience, it is a real monetary burden. Digital ads are a key lead generation channel for many universities, and their effectiveness is wholly dependent on capturing user attention. As attention diminishes, so does the conversion rate on these digital ads, and as conversion rates drop, cost per lead skyrockets. At the root cause of this issue is <strong>poor landing page design. </strong>Traditional CRO is outdated and fails to meet the needs of both students and universities. <strong>Forms, text blocks, and stock images are all common elements of traditional landing pages which no one likes interacting with.</strong> <a href="https://www.hellotars.com/blog/ppc-conversion-rate-conversational-landing-pages/">Conversational Landing Pages are a potential solution</a>. They reimagine the traditional landing page as a conversation with the underlying design philosophy that less is more. In the process, they increase information retention and capture user attention. This in turn results in a <a href="https://www.hellotars.com/blog/chatbots-conversion-rate-increase/">2-3x increase in conversion rate</a> and a corresponding <a href="https://www.hellotars.com/blog/chatbot-reduce-cost-per-click/">reduction in cost per lead</a>. Of course, seeing any of these benefits is wholly dependent on implementation. If you build a poor conversational landing page it will result in poor results. This guide prevents that from happening. Watch the video below to see exactly <strong>how you can build your own university conversational landing page.</strong><br></p>



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<h2 class="wp-block-heading"></h2>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Check out the Drexel conversational landing page: <br><a href="https://drexel.hellotars.com/conv/r1Gtqk/">https://drexel.hellotars.com/conv/r1Gtqk/</a> </p><p>And the Drexel traditional landing page:  <br><a href="https://duo.online.drexel.edu/computer-science-group/">https://duo.online.drexel.edu/computer-science-group/</a> </p></blockquote>



<h3 class="wp-block-heading">Landing Page Assessment</h3>



<p>As always, I like to begin the creation process with a landing page assessment. I looked up online computer science program on google, got four ads (with a CPC of close to $20) and clicked on the second link from Drexel University. Here’s the landing page that I got.</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh5.googleusercontent.com/-_gTRzG-YhGiJrVSsIQrMKpkzmQXKlLsNS1zENJ0Lhe5YF5IERaPidY08pGk9QE6oxJ8oqpqo4sQlQmrYy41GijUCAFmJTkGp3_koTFABcXPs4gvdLvAlzrXgOk4aWbnKuwvvrj4" alt=""/></figure></div>



<p>The landing page isn’t awful in that it is usable, but it isn’t great either. It doesn’t have many visual elements on it. Past the graphics beneath the first fold and the binary in the background of the first fold there aren’t many visual elements on the page. This is a problem because people think visually.</p>



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<p> Relatedly, the page is highly dependent on disparate, verbose blocks of text to convey information, and human beings hate reading. </p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/NvVt_rKwI92niNIe9UzEE5htdenfQPm1pJ5xYOR182pgJuWZShevTKcUpY8WrMAUGTg6tNZNooGgwRkAEshoBr8_KFNpIJQkvexd4JCE-8Lo0feefmixPvMCCPE5Gtj5KpRR9Z_a" alt=""/></figure></div>



<p>Worst of all, the page uses a form for lead capture, and if there is one thing that I know after working in CRO it’s that <a href="https://www.hellotars.com/blog/lead-generation-form-sucks/">people hate filling out forms.</a> </p>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh3.googleusercontent.com/o9V7DmxOcu7DIdSmNjEAN98VD4by1c48XVkdvSYLxjKx8OqQyJpgqNMUNMaq3ECdUHTBxB-PQZvv0tPK9rJcuRIukcSykcsnIHk5AHlCvKQ18LZwodqdBUqHM_oeP8swR0bydy0o" alt="" width="374" height="406"/></figure></div>



<p>Putting these three issues together, it starts to make sense as to why landing pages like the one one above yield abysmally low conversion rates.<br></p>



<h3 class="wp-block-heading">Building a Conversational Landing Page</h3>



<p>Broadly speaking there are three stages in the conversational landing page creation process: hook, lead generation, branding. Here’s a breakdown of each for the Drexel landing page:<br></p>



<h4 class="wp-block-heading">Hook</h4>



<p>The hook is a set of three messages and a user input field a prospect sees when they click onto your conversational landing page. In many ways it serves the same purpose as the first fold of a traditional landing page. It establishes legitimacy, captures attention and provides a call to action for those who want to express interest in the service or product being offered. In fact these three elements form the anatomy of the the hook.</p>



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<p></p>



<p>While creating such a hook, I like to keep 5 best practices in mind:<br></p>



<ol><li><strong>Use a logo in the first message-</strong> When prospects land on a page they expect to see a uniform brand, and a big part of this is seeing the proper logo. Logos tell prospects they are on the right page and they lend the page a base level of legitimacy that is required to make those paid clicks convert into information requests. It doesn’t take much time and &nbsp;most universities have great looking logos so there’s no harm in showing it off right at the start.</li><li><strong>Keep the Value Prop message short and singular-</strong> Your prospects might be future leaders of industry but they are still human, and human beings, especially millenials hate reading. This is why I encourage having a <em>single</em> value proposition message that is <em>short.</em></li><li><strong>Make your ask uncontroversial-</strong> Across industries, prospects don’t like sharing personal information until they feel a sense of investment in a service. In practice this means that you can’t start asking prospects for their lead info as soon as they land on your page. It feels abrupt and it causes people to drop.</li><li><strong>Use a button for user input-</strong> This last point is related to the previous one. When you have an uncontroversial ask it should be easy to respond with a single tap button. Such a user input has a significant advantage over others: it takes less effort to use it. Think about it this way, if a page asked me for my first name, that would take me 6 taps to send (5 for my name and 1 to hit send). Each tap is an opportunity for dropping from the page. A single tap button reduces this opportunity considerably.</li></ol>



<h4 class="wp-block-heading">Lead Generation Experience</h4>



<div class="wp-block-image"><figure class="aligncenter is-resized"><img decoding="async" src="https://lh3.googleusercontent.com/H7KtlDTUgrCKY5ieeirfTQdhlZN4sw0H9hA0-Rn7GjFra796t35mDiaMgu3huG5wGRtWJDjXCxK2sjbAUk3PW7TwJs_IKdlgNO-yLigX2HXozzIVaIEHXev78va3-tGkGCoZhItg" alt="" width="398" height="553"/></figure></div>



<p>Chat-based lead capture is very different from form-based lead capture. <a href="https://www.hellotars.com/blog/lead-generation-form-sucks/">Forms are impersonal</a> and as a result theey don’t require much thought to create. You can just say “Name:” and have a blank field to capture a prospect’s name and that would be acceptable. In a chat on the other hand, you are bound by the rules of human customer service. This means that you have to ask for details in a way that feels more human (i.e. in full sentences). It takes more effort, but this personality is what prospects appreciate and what gives you the jump in conversion rate. But, to see these benefits you need to execute well, and there are two best practices to keep in mind when trying to achieve this:<br></p>



<ol><li><strong>Make your questions sound human-</strong> A good rule of thumb is phrase messages the way you would if you were the bot. This is a sure-shot way to make your bot sound human.</li><li><strong>Acknowledge User Input- </strong>If a user tells you their name say “Nice to meet you [insert name],” before you ask for the next detail. If they tap the Get More Info Button, say &nbsp;“Awesome! I need a few details to get you set up” and then start asking for info. This is more corteous, and it’s just basic customer service.</li><li><strong>Ask for email and phone number at the end of the conversation- </strong>This is a best practice I learned from one of our customers who ran an AB test. They found that asking for contact info at the start of a conversation always yields a lower conversion rate, so I recommend tacking it on at the end of the conversation as an incedental detail to the rest of the process.</li></ol>



<h4 class="wp-block-heading">Design</h4>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh4.googleusercontent.com/bl93nnvS2Eb8lT2uxAtZVXf7PALehrELzY9KHs0WvgVLgEdbWVl5LzyOZob8u5K4rTo6EGHmoCYatXIgmJIjOJ52INfD3gVSFlcO310Q0RH_uC33EitVIgHhyVJ6g6KCxBxbVUGY" alt=""/></figure></div>



<p>As I mentioned earlier, when I was talking about the hook, branding is important. It makes your page feel more legitimate and it improves the overall user experience of the leadgen experience. In a chat interface, the best way to achieve this is to match the message bubble colors with the brand colors. If there is one primary brand color use that for both bot and user message bubbles and if there are two use the primary color for the bot messages and the secondary color for the user message bubbles.<br></p>



<h3 class="wp-block-heading">The End Result</h3>



<p>To see the true ddifference between a conversational landing page and a traditional landing page all you need to do is look at the two next to one another.</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh4.googleusercontent.com/YuUqPe66X7lMPSXZ5ZSpBc6Zr_6d-1KaOTJRMLqIzmpr3c4UBe5Byyms3OkyGF2hzdkMAEQkJUoSBqozSyliuAZrRVzR03PMwLPKtNkOHzOM15MjRw92F9fOJL01tPtUwnVWFl7I" alt=""/></figure></div>



<p>At a glance you can see that the conversational landing page has way less text on it, and if you read the actual messaging and compare it to the text on the traditional landing page it feels more human. This transformation from impersonal to a conversational approach caters to the way people actually interact with web pages and allows you to capture the attention of prespoective students. In the process you reduce your drop rate, increase conversion rate and reduce your cost per lead dramatically.<br></p>

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[Designing Conversations] How to Make a Conversational Landing Page for a University

[Designing Conversations] How to Make a Conversational Landing Page for a University - Tars Blog

<div class="last-updated" style="background: #f0fdf4; border-left: 3px solid #16a34a; padding: 8px 12px; margin-bottom: 20px; font-size: 14px; color: #166534;">&#10003; <strong>Last Updated:</strong> November 19, 2021</div>
<p>It’s a well-known fact in digital marketing that mortgage lead generation is extremely difficult. Between the intense competition for user mind space, high friction in the application process, and the complexity of the product being sold, mortgage companies have to <strong>spend tens of millions of dollars on platforms like Google and Facebook just to get in front of their prospective customers.</strong> Within such a marketing environment, it is absolutely imperative to <strong>extract the maximum possible value from every dollar of adspend.</strong> A well-executed CRO strategy in the space costs little to implement but translates into hundreds of thousands of dollars in saved adspend. Conversational landing pages are one such strategy. Unlike conventional CRO strategies which yield a marginal increase in conversion rate, <a href="https://www.hellotars.com/blog/ppc-conversion-rate-conversational-landing-pages/">chatbots can yield a 2-3x increase with minimum effort</a>. Of course, seeing this benefit is wholly contingent on how well marketers can design their conversational experiences. Just like with traditional landing pages, a bad conversational landing page will yield bad marketing results. This guide helps you avoid such an outcome. It is the ultimate resource on conversational landing pages for mortgage marketing and the video below will ensure that you see the conversion rate jump that conversational landing pages can yield.<br></p>



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<h3 class="wp-block-heading"></h3>



<h2 class="wp-block-heading">Landing Page Assessment</h2>



<p>The landing page I transformed in this video was found while conducting keyword research on the mortgage industry. It is a pretty basic page from Ally Bank and honestly, the page isn’t all bad.</p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/0Ckc2WeQ_r3RN23TPfc43ELDgTAE_4LFNknlPvUHma_y4jl1QUK7sTVMCkWr5dzql3ENqOJfB3WBjysBaXWNtw5dqBxeF0LHT6x1hlb6B7-bVYPhLgxREpDrUp2gu9dXR52tTKTp" alt=""/></figure></div>



<h4 class="wp-block-heading">Pros</h4>



<p>The way this landing page handles text is pretty awesome. First of all, there isn’t much text on the page which is always a win, because <strong>people hate reading text. </strong></p>



<p></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh6.googleusercontent.com/wGVUEUcc6e0pY8M-Mw7fXpEqU-6FB1qwM00Vc6wWVhv4T5GEcfTWy7Q9Z17f3S8cPujzYgMKbf1n_9TfEjCRez7wNCajnKBFXSb2aV6dLA2__-v7FzTAnN6NBrEtpVrixLnTp0DQ" alt=""/></figure></div>



<p>Second, the text that they do have is organized as <strong>a numbered list</strong>, which is great for the way people actually look at text on a page. </p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh5.googleusercontent.com/Qjh7M5nibwLQTqyTqvegB6D9j2_cfuWwZqTTGnjVC1_tJ0NVOckihn6MkcmirDMxWSCtW58JTpgc2Z2gStNSQ8269fVXtDFcTCjm2JBv_TQRkSiaN7geSt6Hp-H91ZExizMUT8iv" alt=""/></figure></div>



<p>When most marketers think of landing pages they think of a platonic ideal in which prospects land on the page, read all the text and generate a lead. In reality, however, prospects speed read. Their eyes glance over the page picking up whatever they can. Having a numbered list makes this easy, because prospects can read just the numbered headings to get a sense of what’s on the page.</p>



<h4 class="wp-block-heading">Cons</h4>



<p>It’s no secret that <a href="https://www.hellotars.com/blog/lead-generation-form-sucks/">we don’t like forms at Tars</a>, but let’s be real, the form on this landing page is truly insane. </p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/6LpfNdKxEqi86k-P_-thlMf7SmvZnXfxYWeLSdh04gpafYzfywhJ3QEKJIHqpke-_oWvgxvGX9bxicJ_U_ryFkTVXwWsrLITdhG-GJoyvE0gDi9DGGw24JED8wQWcCXrT50zCVHf" alt=""/></figure></div>



<p>Not only does it have 12 fields, which is too much, but it asks for extremely personal details like credit score on the very first screen. This is a big no no in CRO. People aren’t willing to share their personal information until they feel a sense of investment in the lead generation process. In practice, this means getting them onto thte second or third screen before asking for such a detail.</p>



<p></p>



<h3 class="wp-block-heading">Creating the Conversational Landing Page</h3>



<h4 class="wp-block-heading">Hook</h4>



<p>As always we like to begin all our conversational landing pages with a hook. The hook is a set of three messages and a user input option which prospects see as soon as they land on your page. <br></p>



<p>You can think of this like the first fold of your traditional landing page. It serves the purpose of establishing your branding, capturing user attention and shepherd prospects along the buyer journey. In fact, these three purposes also serve as a template for how your hook should look:<br></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh3.googleusercontent.com/ZEcrZWadUdxChnvcjLbcg89s1VZARO0iJo5oF_PpK-9MEc2scHGBOm6n_UdmtSESWH2Y7vpGaCQf3hal3a943lN35iZ7-Kv_KB9BWef64qD0lCI4FlOdYtBcFmlH95lUGOYCvNCZ" alt=""/></figure></div>



<p>While phrasing these messages keep in mind a few best practices that will ensure the maximum engagement possible:</p>



<p><br><strong>Add a logo in the welcome message</strong></p>



<p>The welcome message is used to build branding and legitimacy and nothing does this better than a logo. Prospects are accustomed to seeing a logo when they land on a page, and it’s on you to scratch that itch for them</p>



<p><strong>Keep your value proposition message short and singular</strong></p>



<p>Your prospects don’t want to read an essay. They have better shit to do. We recommend keeping the message shorter than a tweet, because that is the length that most modern prospects are willing to read.</p>



<p>Maintain Continuity from User Intent in the Value Prop</p>



<p>In the context of Google Ads especially, you want your page to speak to the problem that prospects are looking to solve (i.e. user intent). If you fail to do this, prospects will drop and go to your competitor&#8217;s pages. So if you are bidding on keywords related to interest rate, focus on interest rate in your value prop not bad credit.</p>



<p><strong>Make your ask uncontroversial</strong></p>



<p>Goes back to what I was saying about the credit score question. Prospects don’t want to share personal info right off the bat. You need to get them invested before you can do so. This is why we recommend making the first ask uncontroversial. In the Ally Conversational Landing Page I ask whether they want a free quote and give them a “Get a FREE Quote” button. Hitting the button doesn’t affect the prospect in any way. They haven’t given up any personal info and they can close out if they want to on the next question. But, it gets them to start the conversation and that makes them feel more invested in the conversation.</p>



<p><strong>Use a button input</strong></p>



<p>Related to the previous point, make the input UI in the first gambit a button option. This point comes down to simple math. Think about the credit score question again. Even if you ignore the fact that this is a way too personal question to ask, it takes 4 taps (3 for the credit score and 1 to hit send) to input a credit score into a chat. It takes just 1 tap to respond with a button response. Each tap is an opportunity to drop, so a button input offers less opportunity to drop.</p>



<h4 class="wp-block-heading">Lead Generation Flow</h4>



<p>Asking for user input through a chat is very different than asking for it through a form. Where <a href="https://www.hellotars.com/blog/lead-generation-form-sucks/">forms are one-way interactions</a> that a prospect completes on their own and all in one go, a chat is a two-way, back-and-forth interaction between two parties (the prospect and the bot). This transformation results in a higher conversion rate because (1) prospects aren’t confronted with a wall of form fields immediately and (2) because <a href="https://www.hellotars.com/blog/ppc-conversion-rate-conversational-landing-pages/">prospects appreciate the intangible value of having a personal interaction over an impersonal form</a>. But, to see these benefits you need to execute well, and there are two best practices to keep in mind when trying to achieve this:<br></p>



<p><strong>Acknowledge User Input</strong></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh4.googleusercontent.com/9vfXExMzuyh6cpn-ZpSKAjzHut8oj3mrB002gQI6VTEMTZxcV2sF3OXw55m8HIj0Q-01UgXhasw_ZeA3IgDUpca3c09uDyq1rLxQA7-YCndfcnckA-iJUACqykSj5Ee87HrmUfrg" alt=""/></figure></div>



<p>A conversational lead gen flow is bound by the etiquette of human chat and of human customer service. This means that when a prospect gives you a detail, acknowledge that you received it before asking for the next detail. If a prospect gives you their name, say nice to meet you [their name].<br></p>



<p><strong>Ask for contact info at the end of the conversation</strong></p>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh6.googleusercontent.com/hEpe6Kqm5tWcyM7B0bMc_v_UCvEonTU9nLfLd9F_dkMBDY1jU6jZQZCh2uNKlviyQgQLdiyKKLcZZrYqFBy8zidjvhzKJH_j_ekjImQXI_Zn7lNwiklIUUHn6BjAYcPnzO1nOGS4" alt=""/></figure></div>



<p>Asking for email or phone number at the beginning of the conversation comes off as being super salesy and no one likes salesy pitches. Instead ask for the details that are important to the prospect and then ask for contact info. One of our clients ran a test on this and it increased their conversion rate.</p>



<h4 class="wp-block-heading">Design</h4>



<div class="wp-block-image"><figure class="aligncenter"><img decoding="async" src="https://lh5.googleusercontent.com/YLdc9mCrvT8dvRJIPfeXfGjwPPR_sMdHCjZ8X4H4GcEzcL6zN1zIQnPwDAUQ67IwHp5ILsX5O-PnpGul6GYw5bkJzRxo6BVk7kIa0I5TjahHilu4BE0U3vHjlSs6KaSAVFjGB2Xp" alt=""/></figure></div>



<p>This gets back to what I was saying about the welcome message. Branding makes for a more legitimate looking page and a better user experience. In a chat interface, the best way to achieve this is to match the message bubble colors with the brand colors. If there is one primary brand color use that for both bot and user message bubbles and if there are two use the primary color for the bot messages and the secondary color for the user message bubbles.<br></p>

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