How InstaHero increased new user count by 70% using Dashly chatbot

Reading time: 08.12.2021
How InstaHero increased new user count by 70% using Dashly chatbot

This March, we got a lead from InstaHero, an online platform for Instagram account growth. Founders wanted to automate their sales funnel and increase the CR on each stage with triggered campaigns and Dashly.

In just one month we:

  • increased the conversion rate to signup by 70% using chatbot;
  • generated 30% of all paid services revenue ($3500) using pop-ups and emails;
  • decreased the number of idle users (who bought a feature but didn’t use it) by a third, using pop-ups and emails.

Who are InstaHero and why did they reach us

InstaHero is an online platform for Instagram account analytics. Here’s what you can do with this tool:

  • analyze your audience and its activity;
  • clear bots from your account;
  • see which posts work better and why;
  • protect your account from spammers;
  • find influencers to promote your account with.

Business segment: b2b SaaS

Target audience: account owners who sell products or services on Instagram.

Monthly traffic at the beginning of Dashly engagement: 24,5k users.

Monthly signups: 4000−5000.

Project duration with Dashly implementation team: March to April 2021.

Dashly tools: live chat, emails, pop-ups, live chat integrated with Facebook, Instagram, Telegram.

Sales channels: website.

When InstaHero reached us, the company only consisted of two founders: Anatoly, an SMM manager & marketer, and Roman, a developer. In addition, they engaged contractors — copywriters, designers, and developers — to work on other tasks.

InstaHero is the second product where we used Dashly to automate the sales funnel.

Before Dashly, we looked for an automation tool to configure emails and pop-ups. First, we used one email platform to set up emails. But then Roman told me about Dashly that had all the tools we needed, not just emails.

We did our best to configure emails with these tools. But then we decided to ask someone more experienced for help to run them quicker. So we sent a message to a live chat on Dashly’s website, and the agent told us about the opportunity to get help in Dashly tools implementation.

It meant that the Dashly team would do everything for us: make up triggered campaigns to grow the conversion rate and test them before launch.

We tested a few campaigns with the implementation team in our first product. Then we marked improvements in customer loyalty and revenue. And decided to take the same path with our second product.

Cofounder and marketer at InstaHero

The Issue

Not all InstaHero users went through all stages of the funnel. Many of them churned on steps where we wanted them to pay. They didn’t feel encouraged to proceed, and they didn’t see why they should do so. 15% of those customers bought some paid features but never launched them — they didn’t know how to do that.

Here’s what the InstaHero’s funnel looked like:

Funnel InstaHero

The Goal and Objectives of the project

The client wanted to automate the funnel and increase the conversion rate of each stage:

  • to signup on the website and add an Instagram profile to the account;
  • to purchase account audit;
  • to pay for account cleaning and launching it.

These were the tasks InstaHero guys assigned to Andrew, Dashly’s implementation manager.

My primary long-term purpose of using Dashly is to increase revenue. As a marketer, I realize that if I grow business metrics like the conversion rate, AOV, or LTV by as little as 5%, I’ll generate twice or three times more revenue. So that’s why we are doing our best to improve each metric a bit.

Cofounder and marketer at InstaHero

How we developed the campaign map

The client only had a few live chat campaigns. We developed the user interaction strategy together. We defined which Dashly tools they would use to chat with users, guide them along the funnel, and encourage them to buy. I described the strategy in a map of 25 campaigns. Then, Anatoly and I selected our 18 primary campaigns — the ones that will yield feasible outcomes the fastest.

Implementation manager at Dashly
Chatbot trigger map InstaHero
InstaHero’s campaign map fragment

Now, we’ll tell you how we implemented the best campaigns — the ones designed to increase the conversion rate to sign up to the platform, purchase paid features, and launch them.

You can also run triggered Dashly campaigns and guide your users along the funnel. We designed the map with universal campaigns for digital products. All you have to do is insert relevant text and images. Watch this video guide to make configuration easier.

How we implemented the chatbot campaign and increased the Conversion Rate to signup by 70%

Only 20% of website visitors signed up to the platform.

The client launched a live chat campaign using Dashly before reaching our team. When users entered the website, they would see the same live chat message offering them to run a free Instagram account audit.

chatbot message
A triggered live chat message on InstaHero’s website before Dashly tools implementation

We suggested running a chatbot campaign instead of triggered messages in a live chat to increase the conversion rate to signup. A chatbot campaign would help us:

  • prompt users about the value of the platform;
  • remind them to sign up first.
helpful bot instahero
live chat message InstaHero

Chatbot campaign on InstaHero’s website

Together with the client, we made up a chatbot campaign in Dashly. It asks users what they want: audit followers or remove bots. We deliberately wrote about the value of the feature to attract users’ attention.

For example, we offered to «Audit followers» and «Remove bots» instead of «Offer a full audit» and «Order account cleaning.» We only mentioned the two most popular features to facilitate user communication with a chatbot.

We added the «I’ve already signed up» button to avoid misunderstanding. Plus, we configured the «I’m just wandering around» button so that chatbot doesn’t irritate users who don’t want to be engaged.

chatbot scenario instahero
Chatbot campaign for InstaHero in Dashly builder

We decided to run an A/B test to see if a chatbot campaign performs better than a live chat campaign.

The chatbot campaign worked great. During a two-week test, the conversion rate to signup was 36% more than we had with a triggered live chat campaign; the conversion rate to adding an Instagram profile to an account was 31% more.

A triggered message in a live chatChatbot campaign
Signup count to the platform132171
The conversion rate to signup relative to live chat impressions2,2%3%
Adding Instagram profiles to accounts and free audit count75127
The conversion rate to adding an account and running a free audit56,8%74,3%

Outcomes: how we increased the conversion rate to signup via live chat by 70%

Chatbot still works. Comparing its current performance to a test with triggered live chat messages during a test, we’ll get the following results:

MetricBefore — a triggered message in a live chatAfter — a chatbot campaignGrowth
New user count264480+216
The CR to signup2,6%4,4%+70%
Adding a profile to account and free audits150340+190
The CR to adding an account56,8%70,8%+25%

The overall funnel performance.
The conversion rate to signup increased by 5%.

How we generated 30% of paid services using pop-ups and emails

The issue: only 23% of users purchased features.

We set up an onboarding system with the client, using Dashly tools to guide users along the funnel and encourage them to buy features. Next, we implemented pop-ups into the platform and described the value of paid features using them. In our best-performing pop-up, we added Anatoly’s video guide.

InstaHero popup
InstaHero’s pop-up encouraging to buy a feature

The pop-up’s performance a month after the implementation:

  • revenue — $2k (the minimum price is $3, 653 transactions);
  • the conversion rate to purchasing a full audit was 8% of impressions.

We set up email campaigns to reach users who bounced and didn’t purchase features. Each of them contained two emails.

  • The first one was sent right after a user bounced.
  • The second one was only sent after two days to avoid irritation. If a user purchased a feature after the first email, we wouldn’t send the second one to them.

A copywriter on the client’s side wrote texts for all emails. He knew the InstaHero’s tone of voice well, and Anatoly was comfortable with that. We were responsible for the design and layout.

That’s what the best-performing InstaHero’s email looked like. Its Open Rate was 53%, and the conversion rate to purchase was 15%.

email marketing InstaHero
The best InstaHero’s email generated $1.5k with an Open Rate of 53% and the conversion rate to purchase of 15%. We designed it using the website to reference pink and blue tones, rounded shapes, and similar fonts. Thanks to the same design, emails were associated with the brand.

Overall email performance a month after the implementation:

  • revenue — $1.5k (AOV — $2.5, 574 transactions);
  • the conversion rate of each email was from 7% to 15%;
  • emails generated 30% of all feature sales.

We generated $3.5K selling paid features that amounted to 30% of all paid feature sales.

How we decreased the number of users who didn’t use a paid feature using pop-ups and emails by a third

The issue: 15% of users who bought the Instagram account cleaning never launched it — they didn’t know how to do that.

We used pop-ups to decrease the number of such users and encourage them to run account cleaning. Beyond the product, we sent emails to reach them.

In a pop-up, we notified users that they successfully paid for the cleaning, and offered a video guide to launching it.

popup InstaHero
InstaHero’s pop-up encouraging to run the account cleaning

The pop-up’s conversion rate to cleaning launch a month after the implementation was 45%.

If a user still didn’t run the account cleaning after seeing a pop-up, they would receive a campaign of two emails.

payment email InstaHero
One of InstaHero’s emails encouraged to run a paid feature

The emails’ one-month performance:

  • the conversion rate to cleaning launch was 76%,
  • emails generated 34% of all cleaning launches.

Emails brought 34% of all cleaning launches.
We increased the conversion rate to running paid features. Now only 11,5% of users don’t run them, instead of 15%.

We saved all emails as templates on the platform. Anatoly used them later to extend communication campaigns; he added new emails and tested them. After that, he just edited texts and images to run a campaign.

Implementation manager at Dashly

The Outcome: how we helped the client 5-fold increase turnover

Using Dashly tools — pop-ups, chatbot, and emails — we built the automated sales funnel with the client and increased the conversion rate of each stage:

  • we increased the conversion rate to signup by 70%;
  • we generated $3.5k with paid features;
  • we brought 30% of all paid feature sales;
  • we decreased the number of idle users by a third.
  • Dashly team developed and implemented triggered campaigns with the client that still work and generate more significant revenues each month. In addition, the client uses campaigns we saved as templates to scale their campaigns.

    Thanks to emails, we could grow the LTV — our users are more likely to buy again. The conversion rates to repeat purchases and enabling an Instagram profile in an account also increased.

    In 10 months, we increased revenue by five times; Dashly and the implementation team contributed to this result.

    Cofounder and marketer at InstaHero

    Client feedback and plans for the future

    In the future, we want to scale our email campaigns. Now there are only four or five emails in our campaigns. If they sell, we’ll add the 6th or 7th emails; we’re going to scale while we see their performance. Or, we may want to loop the campaign so that users get the first email right after they get the last one.

    Cofounder and marketer at InstaHero
    Do you want to know which trigger campaigns will upgrade Conversion Rate of your funnel? Book a free demo

    Do you want to know which trigger campaigns will upgrade Conversion Rate of your funnel? Book a free demo

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