Real Time Communications Featured Article

To Build a Better Landing Page, You Need WebRTC

March 30, 2016

The challenges for the average marketer are many – attracting the right individuals; ensuring the campaign hits the target the first time; demonstrating value when the customer journey is very long. The list could go on and on, yet that doesn’t mean all hope is lost for marketing efforts. It simply means that in an age where real-time communications is the expectation, marketers have to be agile enough to change on the fly.

Take for instance the landing page associated with the typical Google or Bing ad. As highlighted in this Contact Centres piece, such a landing page requires significant insight into the right approach. The company is paying for each individual that clicks through to that landing page, so the page has to be powerful enough to convert individuals who “land” there. They got the potential buyer’s attention with the ad – now they need to convert them to the next step with the landing page.

To ensure the landing page is delivering on expectations, a variety of testing has to be done. A/B or multivariate testing is applied to images, ad copy, colors of the buttons to drive the calls-to-action and so much more. The more techniques applied to the page, they better the marketer is equipped to optimize the page so that it delivers the right information to the prospective buyers at the right time so they want to connect. Leaving it up to the buyer at that point is risky, even with the best performing landing page. Why not leverage real-time communications in the form of WebRTC to drive more value?

WebRTC is a protocol that supports collaboration, audio and video, making it easy to deliver an engaging experience to an interested prospect. The protocol is embedded right within the landing page and has been proven to deliver far more responsibility than fielding an inbound phone call or contact form. WebRTC is supported by all major browsers, and it works well on mobile devices, providing a convenient interaction point for the consumer who prefers to conduct transactions on the go. Plus, they don’t have to reveal their phone number or other credentials to make contact, which removes the initial interaction barrier and enables a direct connection to drive higher conversions.

While it may seem like the ideal landing page interaction is one where the consumer immediately provides their information, thus producing a conversion, the reality that consumers are not so easily swayed. Yes, landing pages work, but if you’re already paying for the click, why not put a technology in place that also enables the consumer to connect directly before commuting additional information? In doing so, those that do convert are much more likely to be buyers – which really is the ultimate goal.

Edited by Stefania Viscusi

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