How Dashly chatbot helped an online platform increase conversion to signup by 70%

Reading time: 9 minutes08.12.2021
How Dashly chatbot helped an online platform increase conversion to signup by 70%

This March, we got a lead from an online platform for Instagram account growth. Founders wanted to automate their sales funnel and increase the Conversion Rate on each stage with triggered campaigns and Dashly implementation team. In 10 months, the company’s revenue grew by fivefold. And Dashly implementation team contributed to this result.

About the client

The hero of this story 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 before work with Dashly: 24,5k users

Monthly signups: 4000−5000

Project duration with Dashly implementation team: March to April 2021

Dashly tools: chatbot, emails, pop-ups, live chat integrated with social media and messengers

Sales channels: website

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.

It’s the second time we used Dashly to automate the sales funnel. We tested a few campaigns with the implementation team in our first product. After that, we marked improvements in customer loyalty and revenue. So we decided to take the same path with our second product.

We did our best to configure emails. But then we decided to ask someone more experienced for help to run them quicker. We sent a message to a live chat on Dashly’s website, and the agent told us that Dashly managers can help us with the 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.

Anthony
Anthony
Co-founder and marketer

The issue

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 service's sales funnel

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 adding an Instagram profile to the account;
  • to purchase account audit;
  • to payment for account cleaning and launching it.

These were the tasks the client’s team 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, ARPU, or LTV by as little as 5%, I’ll generate two or three times more revenue. So that’s why we are doing our best to improve each metric a bit.

Anthony
Anthony
Co-founder and marketer

How we developed the campaign map

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 to develop a user interaction strategy together with a client.

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, Anthony and I selected our 18 primary campaigns — the ones that will yield feasible outcomes the fastest.

Andrew
Andrew
Implementation manager at Dashly

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

If you have troubles 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:

70% increase in conversion to sign up with a chatbot campaign

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 reaching out to our team. When users entered the website, they would see the same live chat message offering them to run a free Instagram account audit.

welcome message Dashly
A triggered live chat message on the client’s website before Dashly manager started his work

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:

  • prompt users about the value of the platform;
  • remind them to sign up first.
helpful bot
Chatbot campaign on the website. Sign up to launch yours!

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
That’s what a chatbot campaign looks like in chatbot 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 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 chatChatbot campaign
Signup count to the platform132171
The conversion to signup relative to live chat impressions2,2%3%
Adding Instagram profiles to accounts and free audit count75127
The conversion to adding an account and running a free audit56,8%74,3%

Chatbot still works. Comparing its current performance to a test with triggered live chat messages during a test, we have 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%

Outcome

Using a chatbot, we got 70% increase in conversion to signups. As for the overall funnel performance, it added 5% to the conversion to sign up.

+30% of paid services revenue with pop-ups and emails

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 service popup
Here’s pop-up encouraging to buy a feature. Sign up to Dashly now and set up your own pop-up campaign

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

  • revenue amounted to $2k (the minimum price for a feature is $3, and we got 653 transactions);
  • conversion to purchasing a full audit was 8% of impressions.

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:

  • 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 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%.

he service email
We designed this email using pink and blue tones, rounded shapes, and fonts similar to those on the client’s website. This way, emails were associated with the brand.

Overall email performance a month after the implementation:

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

Decrease by a third in the number of users who didn’t use a paid feature with pop-ups and emails

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.

pop-up message
A pop-up encouraging to run the account cleaning. To launch your own pop-up campaign, sign up now

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.

One of the emails encouraged to run a paid feature

The emails’ one-month performance:

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

Overall, Dashly tools increased the conversion to using paid features. Now only 11,5% of users don’t run them, instead of 15%.

We saved all emails as templates on the platform. Anthony 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.

Andrew
Andrew
Implementation manager at Dashly

The outcome: we helped the client increase turnover 5-fold

case results

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 to signup by 70%;
  • we generated $3.5k with paid features;
  • we brought 30% of all paid feature sales;
  • we decreased the number of inactive users by a third.
  • 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 on their own.

    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.

    Anthony
    Anthony
    Co-founder and marketer

    Client feedback and plans for the future

    The client is planning to continue using Dashly tools. In the nearest future, they want to scale their 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.

    Anthony
    Anthony
    Co-founder and marketer
    Got inspired by this story? Book a demo and find out how to improve your autofunnel with Dashly

    Got inspired by this story? Book a demo and find out how to improve your autofunnel with Dashly

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