Infobusiness: how to bring more people to a webinar and increase the conversion into a sale after it
Wazzup integration case close up
One of the most effective advertising funnels for infobusiness is the webinar funnel. Since this niche uses predominantly cold traffic to generate sales, the funnel must include more preheating stages and the webinar is just one of those stages. A cold user is much more willing to accept less complex actions, such as registering for a free webinar, that do not involve any direct communication rather than a request for demo or purchase.
However, for such a funnel to work effectively, you need the right scheme of preheating users to attend the webinar itself, as well as selling the main product after its visit. In our case, the client faced the problem of low attendance of the webinar and low conversion of users to the next stages of the funnel after it .
Before the client turned to our integration, up to the users looked as follows: before visiting the webinar the user was called by the sales manager and the user was sent an invitation letter to the email, in turn after the webinar the manager also called with the proposal, and the email was sent to him with a different, but similar proposal and application form.
Such a scheme is good that because of the calls the client gets a closer contact with the client, and the mail brought to the decision of those who did not buy after the call. However, statistics show that a manager spent 2-3 business hours a day trying to get in touch with people to no avail, and 50% of attempts to call were unsuccessful. People did not pick up the phone because they were busy or afraid of unknown numbers, and as for the mail, its Open Rate did not exceed the 25% mark.
However, for such a funnel to work effectively, you need the right scheme of preheating users to attend the webinar itself, as well as selling the main product after its visit. In our case, the client faced the problem of low attendance of the webinar and low conversion of users to the next stages of the funnel after it .
Before the client turned to our integration, up to the users looked as follows: before visiting the webinar the user was called by the sales manager and the user was sent an invitation letter to the email, in turn after the webinar the manager also called with the proposal, and the email was sent to him with a different, but similar proposal and application form.
Such a scheme is good that because of the calls the client gets a closer contact with the client, and the mail brought to the decision of those who did not buy after the call. However, statistics show that a manager spent 2-3 business hours a day trying to get in touch with people to no avail, and 50% of attempts to call were unsuccessful. People did not pick up the phone because they were busy or afraid of unknown numbers, and as for the mail, its Open Rate did not exceed the 25% mark.
SOLUTION
Introducing a new sales channel
The average Open Rate on WhatsApp messages is 95%. If you send a message from messenger, it will be seen by 70% more people than those who read the letter in the mail, and by 45% more than those who answer the manager's call. And while messaging in a messenger, a manager will have time to process twice as many leads, than if he calls each lead. Accordingly, the conversion rate will also increase by 2-3 times - the salesman will manage faster than your competitors and will not lose deals due to missed calls and unread emails. Therefore it was decided to remake the sales funnel, adapting its primary stages to correspondence in the messengers.
Sales force automation
The standard user preheating before the webinar consists of four messages: greeting of a new subscriber messenger, a reminder for the day, an hour and 5 minutes before the start, and usually consists of a template message. To optimize the sales and create the ability to quickly scale traffic, we implemented a chatbot on the stage when the user comes into the sales funnel, thereby completely eliminating the work of the sales department at this stage. We also set up an automatic chain of messages that were sent to users who attended the webinar, immediately after its end. Thus, the bot in messengers can sift trash and identify the users' need immediately after completion of the webinar, after which customers will be distributed to sales managers, depending on the level of need and the product that interests them.
Optimization of sales management
Due to the fact that all communication with the client is carried out within the CRM, and most of it occurs in messengers, sales head does not need to waste time listening to long calls and searching information on the one client, and therefore can lead a much larger number of people.
RESULT
In the first three months after the introduction of new tools in sales and optimization of the new funnel the company has increased the conversion rate of the webinar attendance by 40%, and the conversion from lead to final sale by 10%. In addition, with the current size of the sales department, the amount of investment in marketing increased by 50%, ultimately increasing the overall profitability of the business by 42%. The client now plans to grow their sales team twice to continue to grow their business. We wish them great success and know they will achieve it with Wazzup!
