Making $145k with chatbots: case study of an online school

Reading time: 9 minutes15.09.2022
Making $145k with chatbots: case study of an online school

Learn-E marketers implemented website chatbots to increase the number of course applications and improve payment conversion. Here are the results they’ve achieved for half a year (November — April 2022.)



Learn-E is a certified e-learning platform that offers career-upskill courses in psychology, nutrition, coaching, and interior design.

Business segment: EdTech, B2C

Sales channels: website, email newsletters, chatbots in messengers.

Traffic: 100,000 per month.

Average course cost: from $1600 and above.

Dashly tools: live chat and chatbots.

The goal is to collect and qualify leads

Learn-E offers courses in six main areas: Nutriciology, Psychology, Sexology, Coaching, ICF Coaching, and Interior Design. The courses are suitable for advanced training and career development. On average, a course lasts from 7 to 12 months.

The Learn-E team focuses on clients who want to:

  1. acquire skills needed for a new job;
  2. boost skills needed for their current job;
  3. do self-development, for instance, to improve nutrition and personal life.

Site traffic mainly comes from targeted advertising, partner integrations, and Learn-E social networks.

Before Dashly tools were applied, only a few users applied to courses when visiting relevant landing pages. So, it was important to improve traffic conversion into targeted leads for the sales team by engaging visitors in a conversation. But there was a problem: no set customer engagement and lead qualification processes.

We talk a lot about Conversational Marketing. Its main principle is to build a funnel based on the conversation with a client. For an e-learning platform, this approach is the key to high sales.

Spending several months and more than $1600 on a course is not a tough call. To help them decide faster, you should engage with visitors, address their concerns, and highlight the advantages of the platform immediately.

The solution is to use Dashly chatbots to increase the lead conversion

Learn-E has two types of customer journey:

  1. Visitors of a free webinar where a speaker sent a link to the pre-list page. In this case, potential students fill out the application in the form without any problems. So this scenario has a high lead Conversion Rate.
  2. Those who came to a course landing page from the main page of the site, social networks, or search engines. This scenario has a low lead and sales Conversion Rate.

Most direct visitors to the selling landing page did not become leads.

Thus, the main task of the chatbots was to increase the conversion on the courses’ landing pages.

We used to think that all of our clients must have visited the pre-list page at some point. But with the help of analytics, we found out that this wasn’t the case. More than half of them visited only the landing page and did not see the preliminary list.

It was then that we realised we needed to engage with this audience, get more leads and sales.

Solomon Jones
Solomon Jones
Head of Learn-E CRM Marketing

There can be plenty of reasons why a person doesn’t leave their contacts on the site. For example, they didn’t find a lead form on a long landing page, didn’t understand how pricing works, or couldn’t decide if the product was right for them.

It is important to quickly draw such visitors into a conversation and transfer them to the sales manager. The Learn-E team chose Dashly chatbots for this task.

Why? Chatbots automatically respond to user inquiries and, unlike human operators, can process an infinite number of leads simultaneously and around the clock.

chatbot case
Chatbot qualifies leads on the landing page of the Interior Design course

What chatbots do:

  • engage users in a conversation, establish contact with customers;
  • collect and automatically qualify leads;
  • transfer data to the CRM system;
  • nurture users who left an application in the form on the site after a free webinar.

It’s essential to qualify leads before the sales manager call. The more sales managers know about the client, the more personalized and targeted consultation is. As a result, sales numbers are growing.

For Learn-E, this was the first taste of chatbots on the site. The CRM team launched them on pages of individual courses and webinars. Now the site has about 15 chatbots.

I’ve known about Dashly for a long time. But I decided to connect their tools to our site when I saw case studies Dashly made with similar learning platforms and was impressed by the conversion growth that they achieved with the chatbot.

I assumed it could be an effective tool for Learn-E as well, and I was right. For six months, chatbots brought us 109 deals and $145 000 of revenue.

At the same time, the subscription to Dashly itself pays off with just five leads passing through the chatbot.

Solomon Jones
Solomon Jones
Head of Learn-E CRM Marketing

How chatbots work

Learn-E set up two types of chatbots:

  • the first one initiates a conversation with site visitors who went to the selling landing page without having previously left a course application in the lead form (about 50% of visitors);
  • the second one is activated after the lead form is filled.

Scenario #1: Chatbot on the Curriculum Page

This is the main script aimed at visitors to the curriculum page who didn’t attend the webinar. The task of a chatbot is to convert such traffic into leads.

Once the visitor is on the page, the chatbot welcomes them and immediately engages in a conversation. The chatbot qualifies the lead, collects contacts, and passes this data to the sales team to the CRM system.

It was important for Learn-E to collect emails in order to identify a user in its own CRM system, and a phone number, as managers’ job is to make calls. The chatbot automatically creates a request for a phone consultation.

As a lead magnet, the chatbot offers a detailed course program, and also talks about tuition rates.

chatbot scenario case study
A fragment of a chatbot on the “Practical Psychology” course page in Dashly visual builder.

Chatbot steps:

  1. Clarifies the client’s goal;
  2. Checks if the client has any degree or core education;
  3. Collects contacts;
  4. Send the course program to the client;
  5. Talks about courses’ cost.

Scenario #2: Chatbot after submitting an application on the preliminary list page

This scenario works with webinar attendees who have moved to the landing page of the course program and have already submitted an application. The task of the chatbot is to send a link to the course program, rouse curiosity, and tell the client more about the rates.

These chatbots navigate site visitors, among other things. People of different ages come to us to study, and it’s not easy for everyone to deal with the site, find course prices and programs on their own.

We send the program by email, but it can easily get lost in the inbox. So, it’s important for us that customers feel comfortable and convenient at every stage.

An additional plus is that chatbots have reduced the burden on support staff. Previously, many users turned to them for help with the program and tariffs.

Solomon Jones
Solomon Jones
Head of Learn-E CRM Marketing

Since the visitor has already left contacts in the lead form, the task of the chatbot is to collect additional information about the lead.

A fragment of a chatbot on the “Practical Psychology” course page in Dashly visual builder.

Chatbot steps:

  1. Clarifies the client’s goal;
  2. Collects contacts;
  3. Send the course program to the client;
  4. Talks about courses’ cost.

Want to launch a chatbot on your website but never done it before? We have a collection of 8 chatbot scenarios for online schools.

You can easily adapt them for your website and implement with Dashly.

Chatbots brought about $16k in March and April

We’re going to be looking at chatbots in three areas: Nutritionology, Psychology, and Interior Design. The bots were set up on landing pages and preliminary listings pages according to the scenarios described above.

Chatbot on the “Integrative Nutrition” course page

This course is of interest not only to those who want to adjust their own diet. Doctors often come for training to deepen their knowledge in the field of preventive healing methods. It is important to overcome the objections of such clients and convince them that the information from the training program is really useful in their work.

The chatbot offers to send the course program by email. As soon as the client puts down the email and the phone number, the chatbot transfers it to the CRM system.

Application conversion totaled 1.23%. In two months:

  • 66 people left a request via the chatbot;
  • 10 leads moved to the course order status;
  • 7 of them purchased the course.

The chatbot brought in $11 533 in revenue.

Chatbot on the “Practical psychology” course page 

As was mentioned earlier, Learn-E attracts several categories of users to the site at once:

  • those who are thinking about changing their profession and are looking for a suitable course;
  • those who plan to use new knowledge in personal and business relationships.

The chatbot helps to find out the goals of a particular user and sends the answers to the CRM system. Having this information in advance, managers can sell courses more effectively.

Application conversion totaled 0,48%. In two months:

  • 9 people left an application;
  • 1 lead made a purchase

The chatbot brought in $2 471 in revenue.

Chatbot on the “Interior design” program page 

The program is suitable for those thinking of creating projects for their renovation, and for those planning to do designing work. The set of options and the course price depend on the goals of the client, so it’s important to determine them before making a call.

Application conversion totaled 1,72%. In two months:

  • 16 people left an application;
  • 1 of them moved further and made the purchase

The chatbot brought in $2 190 in revenue.

Number of leads captured by chatbotsNumber of users who decided to purchaseNumber of people who purchased a courseRevenue
“Integrative Nutrition” course66107$11 533
“Practical psychology” course911$2 471
“Interior design” course1611$2 190
Overall91129$16 194
Chatbot results for March and April 2022

The result: $145 000 in six months

In this case, we looked at chatbot analytics for March and April 2022, a difficult time for e-learning platforms in general, and for Learn-E specifically. Chatbots have proven to be highly efficient even in times of crisis.

In two months, the Learn-E online academy team earned $16 442 using Dashly’s chatbots, spending $349 on the product.

And in six months, from November to April, Learn-E earned $145 000 using chatbots, spending only $896 on the product.

ROMI was 16 083%, while Dashly paid off in just five leads.

Learn-E team about Dashly

The online academy team has been working with chatbots for about six months and plans to introduce other tools.

I like that you can set up different bots for different courses, put the installation snippet on necessary pages selectively, and personalize scripts for users. This is very convenient: when it’s needed, we can create a new chatbot and collect more applications for a course or a webinar.

Now we are collecting targeted leads through Dashly chatbots. In the future, I plan to test pop-ups and put bots on blog pages to collect course applications there as well.

Learn-E has a custom-made CRM system, so when choosing any new service, we first of all focus on two parameters: first, it should be integratable with our CRM; secondly, the product should do its job perfectly. Dashly ticks all the boxes 🙂

Solomon Jones
Solomon Jones
Head of Learn-E CRM Marketing

Got inspired?

Sign up to Dashly now and launch your own chatbot within 15 minutes. We have:
 — convenient visual builder for users with no coding skills;
 — ready-to-use templates if you’ve never set up chatbots before;
 — friendly and responsive support team that is ready to help you with any issue in no time;
 — 7 days of free trial with full access to the platform’s functionality.

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