Case Study – Emma Van Huesen
Click-through rate tops 94% as chatbot quizzes help Masterclass attendees cement their learning
94% CTR average for quizzes
90% completion rate for sign-up flows
100% read rate for Broadcasts
About the client
Emma is a best-selling author, Facebook Ads coach, business coach, certified positive psychology coach and agency owner.
Emma runs a very successful Facebook Adcelerator course three times a year. Preceding each course cohort, she runs a free three-day masterclass challenge to share her knowledge and insight into the full offering on the main Adcelerator course.
The Challenge
To increase masterclass sign-ups, and also boost engagement during the three-day challenge.
Knowing how overcrowded most email inboxes are, Emma was keen to try chat marketing to not only increase masterclass sign-ups, but also boost engagement during the three-day challenges.
With email open rates hovering at around 20%, and FB Messenger open rates standing steady at about 80%, Emma knew that most people wouldn’t ignore a message in Messenger. As she was already running successful Facebook ads to gain sign-ups, she was keen to explore how a chatbot could help her organically.
The Strategy
Over the course of several different masterclasses, we implemented a range of chat marketing strategies.
These included:
- Comment Growth Tool on organic Facebook posts
- Reminder sign-up flows, included on the confirmation email and pinned inside the free Facebook group
- Event reminders, delivered 10 minutes before the live training started
- Quizzes, posted in the free Facebook group to increase engagement and cement learning.
This combination of chat marketing flows enabled users to opt-in organically and be supported and engaged via the bot for the entirety of the three-day masterclass events.
From the Comment Growth Tool to gain sign-ups to the Quizzes used to increase engagement and participation, each flow was built with personalisation to appeal to the user, and was kept short and succinct in order to reach the end goal.
The Results
For the Comment Growth Tool, of all those who entered the flow, 90% took the intended action.
The Quiz flows achieved a high average click-through rate of 94% and the Event Reminders (via Broadcasts) maintained a Read rate of 100% throughout.
Key stats:
- 94% CTR average for quizzes
- 90% completion rate for sign-up flows
- 100% read rate for Broadcasts
“Mel has built out several chatbot flow for us. One – using the Comment Growth Tool on an organic Facebook post – led to 90% taking the intended action. Incredible results!
In addition, the Event Reminders increased the ‘show up’ rate to the live trainings and the quizzes we used in our FB group really helped to boost engagement and cement the participants’ learning. We have had great feedback!
Mel is now building out more chatbot functionality for us and we are already planning for how the Instagram integration could benefit us!”