It is worth mentioning that my master's thesis is exactly on this topic, I executed and applied statistical methodology in two studies to investigate the performance of the chatbot in generating leads in relation to the Landing Page, on smartphones.
In the first test, we offered an e-book at the top of the funnel, when the potential customer is at the beginning of the buying journey and is discovering a problem. In this case, WhatsApp generated four times more leads than the Landing Page.
In the second test, we offered a free 7-day trial of financial software for small businesses. In other words, the second test aimed to generate MQLs towards the end of the customer's purchasing journey, when they are in the consideration and research stage. In this test, WhatsApp generated 6 times more MQLs than the Landing Page.
However, implementing it is not as simple as it may ivory coast whatsapp data seem. Some points of observation are important.
First, optimizing online ads for Landing Pages is much better and easier, since tools like Google Ads and even Meta Ads are already quite advanced in this regard. To give you an idea, in a simple and general way, the most you can optimize an ad that is targeted at WhatsApp is a click on the ad, while on Landing Pages, it is possible to optimize by conversion, which greatly helps the ad to print (appear) to the right audience.
Another important point is that in the case of chats, we can understand the conversion of each of the questions, which does not happen on the Landing Page. Point for chats, although it is more complex to monitor and optimize more items.
Finally, another legal issue is that in the case of chats, there is the possibility of overflowing (transferring) a conversation from a robot to a human, increasing the assertiveness of the conversation.
Conversational Marketing is already a reality, it needs (not to say must) to be handled with care to generate real results, as success does not come easily, but the main thing is that we are only at the beginning of this methodology that is no longer for early adopters and is becoming more for the masses.