We caught up with Anthony, co-founder of an online platform for Instagram account growth, about how his team engages website visitors on a company blog and the role Dashly plays in communication with clients.
Challenge: High customers churn. Some users left right before payment, and others bought paid features but never launched them.
Solution: Together with the Dashly implementation team, they decided to automate a sales funnel and increase the Conversion Rate at each stage.
Result: In 10 months, the company achieved $3,5k revenue and +70% conversion into signup growth with 33% inactive users reduced.
The hero of this story is an online platform for Instagram account analytics. Here’s what you can do with this tool:
Business segment: B2B SaaS
Target audience: account owners who sell products or services on Instagram
Monthly traffic before work with Dashly: 24,5k users
Monthly signups: 4000−5000
Project duration with Dashly implementation team: February to March 2022
Sales channels: website traffic.
When the team reached us, the company only consisted of two founders: Anthony, an SMM manager & marketer, and Roman, a developer. In addition, they engaged contractors — copywriters, designers, and developers — to work on other tasks.
Not all users were going 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 couldn’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 service’s funnel looked like:
The client wanted to automate the funnel and increase the Conversion Rate of each stage:
These were the tasks the client’s team assigned to Andrew, Dashly’s implementation manager.
Before coming to the Dashly implementation team, the client had only a few live chat campaigns on their website. The first thing Andrew did was develop a user interaction strategy with a client.
Now, we’ll tell you how we implemented the best campaigns designed to increase the conversion to sign up to the platform and paid features purchase.
If you have trouble launching chatbot campaigns yourself, we developed 16 chatbot campaigns for SaaS that will guide your users along the funnel. All you have to do is to insert relevant text and images.
Check it out:
Before working with Dashly personal manager, the client got only 20% of website visitors signing up to the platform.
The client launched a live chat campaign using Dashly before contacting our team. When users entered the website, they saw the same live chat message offering them to run a free Instagram account audit.
We suggested running a chatbot campaign instead of triggered messages in a live chat to increase the conversion to signup. A chatbot campaign would help us:
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 the chatbot doesn’t irritate users who don’t want to be engaged.
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 to signup was 36% more than we had with a triggered live chat campaign. The conversion to adding an Instagram profile to an account was 31% more.
Here’s a comparison:
|A triggered message in a live chat
|Signup count to the platform
|The conversion to signup relative to live chat impressions
|Adding Instagram profiles to accounts and free audit count
|The conversion to adding an account and running a free audit
Chatbot still works. Comparing its current performance to a test with triggered live chat messages during a test, we have the following results:
|Before — a triggered message in a live chat
|After — a chatbot campaign
|New User count
|The CR to signup
|Adding a profile to account and free audits
|The CR to adding an account
Using a chatbot, we got a 70% increase in conversion to signups. As for the overall funnel performance, it added 5% to the conversion to sign-up.
Before work with Dashly, only 23% of users purchased the client’s 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 Anthony’s video guide.
The pop-up’s performance a month after the implementation:
In addition to pop-ups, we set up email campaigns to reach users who bounced and didn’t purchase features. Each of them contained two emails:
A copywriter on the client’s side wrote texts for all emails. He knew the company’s tone of voice well, and Anthony was comfortable with that. We were responsible for the design and layout.
That’s what the best-performing email looked like. It generated $1,5k of revenue with the Open Rate of 53%.
Overall email performance a month after the implementation:
The issue here was that 15% of users who bought the Instagram account cleaning never launched it. They simply didn’t know how to do it.
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 on launching it.
The pop-up’s conversion 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.
The emails’ one-month performance:
Overall, Dashly tools increased the conversion to using paid features. Now only 11,5% of users don’t run them, instead of 15%.
Dashly team developed and implemented triggered campaigns with the client that still work and generate more significant revenue each month. In addition, the client uses campaigns we saved as templates and scales them independently.
The client is planning to continue using Dashly tools. In the nearest future, they want to scale their email campaigns.
Practical advice and ready-made trigger scenarios: