- The challenge
- Tool requirements
- How to automatically guide a customer through the funnel
- The outcomes
Yagla is a service that helps increase a website’s conversion rate by incoming traffic hyper-segmentation. The service analyzes paid search ads results, the queries that lead visitors to the website and dynamically personalizes its content to meet user’s requirements and thus boosts conversion rates.
We wanted to understand how Yagla guides their customers through the journey and how they use Dashly to automate their sales process. Valentine, Head of Marketing at Yagla, shared their experience with us, and we learned a lot!
The ‘Before’ sales process:
The Yagla sales process was almost 100% manual. A person registered on their website and then got a phone call from a sales representative, who was in charge of value delivery and the customer’s activation in the service. Initially they were looking for a solution to work with the leads that they didn’t reach by phone. That’s where they found Dashly, and we helped them to build a communication chain to drive those leads from registration to payment. All done automatically with zero sales people involved.
When this task was successfully solved the client decided to go further and automate their whole sales process:
- To automate repeat purchases (i.e subscription renewal).
- To automate sales to first-time buyers.
And this time they wanted to go big, which basically meant full automation without involving sales people. It was a bold move and it was a good idea to consider its pros and cons.
Pros of people based sales process
Person-to-person communication helps to build rapport and understand the customer’s needs better. Empathy helps to handle the objections, all the messages are personalized.
Cons of people based sales process
Limited capacity. One manager can handle a limited number of customers per working day (as opposed to services that can work in parallel with multiple users).
It’s hard to scale. If your sales reps are working at full capacity now, you need to hire more to deliver 5x leads. You need to train everyone, and in case of a large number of people, you probably need proper management. Sooo…
It’s expensive. Salaries, taxes, office-operating expenses, etc. An automated solution seems to be cheaper.
Human factors. “I forgot to call back”, “I don’t call customers with the basic plan” — these mistakes are rare, but they happen. Each such factor, even insignificant at first glance, eventually affects your purchase conversion rate.
In complex projects and long sales cycles, you can’t do without a sales professional.
So the decision was far from easy.
I talk a lot to the founders of B2B, Saas companies. Literally everyone told me that it was impossible to sell such a complex product as Yagla without sales professionals. That I needed people to make sure that customers get the service value
The strategic move was not easy, but the company’s future would be impossible without it. We decided to systematically and gradually get rid of our sales department, and then the department that worked on contract renewals. We decided to replace them with sales workflow automation. Valentina Plotnikova, Head of Marketing at Yagla, took over the implementation. The project team played the key role and the precise tools they chose formed the basis of our ecosystem.Alex, Yagla founder
We’re hypersegmentation professionals. This means that we can easily bring a large number of quality leads, but the problem is that the more leads we bring, the more sales reps ditch them.
I was looking for a system that would simplify the sales reps’ work. To start with, I needed a toolkit that would allow me to segment the audience into very small pieces and gather all the information about each lead. In addition to the information about the leads, of course, you need to be able to get in touch with them — in different ways and preferably in one service window. Looking through various options, I came to the conclusion that Dashly was the best fit for us. It had almost all the functionality that I needed.Valentine, Head of Marketing at Yagla
How to automatically guide a customer through the funnel
Now there are 7 campaigns of automated messages on the website, and they smoothly go from one to another:
- There are 4 welcome campaigns that are sent depending on the channel the customer used to enter the website and register.
- If a customer makes a payment, they see a campaign telling what exactly should be done in the service to increase the conversion rate of the paid traffic or reduce advertising spend without diminishing the number of quality leads.
- After that, one of the two campaigns pushing to extend subscription is sent.
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Let’s look at the campaigns in more detail.
Yagla adheres to the philosophy that, if you give the customer benefits in the form of cases and useful training content, the customer will want to use the product. The entire welcome campaign is aimed at training and engaging in the product.
Here are the tricks we use to introduce customers to the product and make them want to work with Yagla:
- We are talking about running paid search advertising based on the hypersegmentation methodology and sending a webinar recording.
- We are sending customer cases — we show that the same ordinary person was able to configure Yagla on their own and got a cool result.
- Then we are teaching in more detail what exactly needs to be done in order to get the result as well.
- We’re sharing a bunch of useful materials; not only about the service but also about how to create a USP, what is the conversion rate, etc.
- We’re sending a lot of customer cases, there are 2 goals: a) so that the recipient can find a relevant niche in the cases, and b) to see that this is more than real and works in any business.
- We show various ways of using the service.
- We are handling the most frequent objections.
- We are putting reviews of experts and ordinary service users into our emails.
- We make a sale.
The emails have a minimalistic design — there’s a simple text with pictures — they don’t require complex layout and perform well. But emails are not the only way to interact with customers, and we use not only them.
Now, new users are immediately invited to sign up for the newsletter when registering, and we add them to the welcome campaign.
After the implementation of Dashly, welcome campaign sales increased by 29,61%.
You can’t ditch the customer immediately after payment as this may result in the fact that when the time comes to extend the subscription, you will no longer have the customer. Therefore, since they have just become a customer, you need to make them loyal.
How we do this:
- We show the simplest way to configure Yagla.
- We explain what needs to be done so that the results are the same as in our cases.
- We send customers useful materials not directly related to the service — for example, the articles on how to configure the most popular reports in Google Analytics and what to pay attention to in the report.
There are two good motives for us: the customer grows as a professional, understands the service, and feels the benefit; this means they will be loyal and the conversion rate to subscription extension will subsequently grow further.
In fact, it gently follows from the previous one. There are 20 (!) communications with the customer in these two campaigns.
A month before the customer’s plan expires, we begin to prepare them for the extension. We do it very gently:
- We talk about different features of the service that the customer might not have time to try or did not know. For example, how to bypass the status of “low impressions” in Yandex.Direct using Yagla.
- We show the latest customer cases.
- We predict the most frequent objections and handle them.
The implementation of text gave us 12% increase of the subscription renewal.
Some emails from the campaign
Here is a part of the first email that arrives 25 days before the end of the subscription.
The open rate of this email is 34,4%.
The third email is sent 17 days before the end of the subscription; it offers the action plan if the advertising campaign does not pay off and tells the customer’s case.
The open rate of this email is also nearly 30%, and the click rate is 8,5%.
And this is the 9th email of the campaign (also an excerpt). It is sent 7 days before the end of the plan. And here for the first time, we say about the need to renew the plan.
The open rate is 32%, the click rate is 6,5%.
We also frequently run A/B tests of emails: we are looking for the perfect email subject, change pictures, etc.
Now there are two renewal campaigns and two more are being prepared. This is our care for our loyal customers: so that the customer doesn’t receive the same content when the tariff ends for the 2nd/3rd/4th time. Each time we send them new articles, new cases and new benefits.
After the implementation of Dashly, welcome campaign sales increased by 29,61%.
The number of automatic renewals didn’t decrease without sales reps but even increased by 2%.
We have many plans. The next one is another renewal campaign. We are constantly monitoring and improving our campaigns. We would like to learn how to use pop ups better to communicate with leads while they are on the website. We tried once, but it was not a successful experience. This once again reminds us that thoughtful configuration and thinking through the campaign logic is no less important than a great idea and superpowers of the service.Valentine, Head of Marketing at Yagla
From Dashly team: we understand that automation of communications with a customer is not an easy story. We can help you to set up data collection and campaigns to increase your conversion rate to leads, first and repeat purchases. Let us know if you need help.