In the early stages of the digital sales process, business-to-business companies face pressure to attract potential clients online. Marketers typically use entry points like static web pages or automated chat interfaces to capture visitor information. A recent study published in the Journal of Business Research revealed that conversational chatbots generated a significantly higher volume of leads than traditional static web pages.
Giuliana Isabella, a researcher at Insper Institute of Education and Research in Brazil, and her colleagues designed the study to evaluate how different digital interfaces shape the buying journey. They focused on the tension between the structured environment of a web form and the interactive nature of a software-driven conversational agent.
The static versus the conversational
Traditional web forms, often called landing pages, offer a predictable and transparent user experience. Visitors know exactly what information they are expected to submit and can navigate the page at their own pace. Chatbots, on the other hand, simulate human dialogue. They adapt their responses based on the user’s input, offering a more dynamic interaction.
To determine how these formats impact business-to-business prospect behavior, the researchers designed two field experiments. They partnered with a digital marketing agency to test the tools using real-world advertising campaigns. The team utilized an A/B testing framework, which randomly assigned users to experience either a landing page or a WhatsApp-based chatbot after clicking an advertisement.
Testing the tools in the field
The first experiment measured general lead generation. The researchers ran ads on the social media platforms Facebook and Instagram offering a free digital book on marketing automation. The ads were identical in design and text.
When users clicked the ad, they were routed to either a standard web form or a WhatsApp chat window. In the web form condition, users typed their email address and clicked a button to receive the download. In the chatbot condition, users initiated a conversation with an automated system to receive the file.
Out of more than 9,500 users who clicked the ads, the chatbot interface outperformed the web form. The chatbot condition yielded 42 complete conversions, compared to just seven for the landing page. While overall conversion rates for social media ads are typically low, the chatbot achieved a proportional conversion rate of 0.85 percent, which was substantially higher than the 0.15 percent rate of the static page.
The second experiment tested whether this performance advantage held up under a more demanding scenario. The researchers wanted to see if chatbots could generate highly qualified leads, meaning prospects who demonstrate a stronger intent to purchase. They ran search and display ads on Google offering a free seven-day trial of business management software.
This scenario required users to submit their company name, contact name, and telephone number. The sample included nearly 6,800 users. Once again, the chatbot condition resulted in more successful conversions, generating 18 leads compared to five for the landing page.
Why chatbots generated more leads
To understand the reasons behind this performance gap, the research team conducted 17 in-depth interviews. They spoke with marketing managers, software developers, and business clients who use or evaluate automated sales tools. Analyzing these conversations revealed three primary factors that explain the preference for chat-based interactions.
First, users perceived the chatbot as highly responsive. The immediate, real-time replies allowed prospects to advance through the process without the delays often associated with asynchronous web forms or email follow-ups. Second, the conversational flow created a perception of a customized experience.
Even when the chatbot relied on simple programmed rules, the two-way dialogue felt more tailored to the individual than a generic static page. Finally, users expressed confidence in the security of the messaging platform. Features like verified business accounts and visible encryption indicators helped establish trust, which is a necessary step before users will hand over corporate contact details.
When landing pages still make sense
The interviews also revealed that chatbots are not universally superior. The effectiveness of these tools depends on the complexity of the product or service being sold. For lower-complexity purchases, the speed and ease of a chatbot align well with a buyer’s desire for efficiency.
For highly complex purchases, however, the automated approach becomes less viable. Decisions that involve large financial investments, multiple stakeholders, or detailed technical requirements demand deeper, more formal conversations. In these scenarios, the researchers note that a chatbot’s usefulness is generally restricted to the very first point of contact.
An organization’s internal processes also dictate which tool is more appropriate. Companies that require strict oversight of information collection tend to favor static web pages. Standardized web forms are predictable and integrate seamlessly into customer database systems, whereas conversational transcripts can be viewed as less formal and harder to catalog.
Regional and demographic norms play a role in tool adoption as well. The researchers highlight that the effectiveness of mobile messaging bots is higher in regions where messaging applications are already deeply embedded in business culture, such as parts of Latin America. In markets that rely more heavily on email, a conversational bot might not yield the same advantages.
Practical takeaways for sales teams
For business-to-business marketing professionals, the research indicates that conversational interfaces can effectively capture early-stage interest. Deploying chatbots in high-traffic campaigns that offer low-friction rewards, such as trial registrations or content downloads, can increase conversion volume.
When designing these automated systems, managers should prioritize response speed and visible security markers. The system should adjust its pacing and messaging flow based on the user’s input. A well-designed sequence of replies can create a feeling of personal attention without requiring complex behavioral tracking.
Organizations must align their digital tools with the nature of what they are selling. A conversational agent provides speed, but a standard web form provides controlled data collection. The study suggests that firms selling highly specialized, high-stakes solutions should rely on automated chats only for initial introductions before routing the prospect to a structured evaluation process.
