How Whatsapp Automation Can Massively Increase Conversions - Rachel Cryan's Talk at Brighton SEO

Transcript

1. How WhatsApp automation can massively increase conversions Rachel Cryan Strategist at Anicca Digital www.linkedin.com/in/rachel-cryan/ https://speakerdeck.com/rachelcryan
2. EMAILS ARE DEAD.
3. The average open rate for an email is 34% https://mailchimp.com/resources/email-marketing-benchmarks/
4. The average open rate for a WhatsApp message is 78% Based on our data
5. Let me share our story…
6. Anicca is a Digital Skills Bootcamp Provider
7. We recruit our students through Meta Lead Generation Ads
8. We get thousands of leads…
9. There is a very long application form for the bootcamp
10. And a very intensive application process… 1: Lead gen Form 2: Application Form 3: Eligibility Check 4: Diagnostic Test 5: Screening Interview 6: Sign Contract & Enroll
11. Where are the applications? ☹ 🦆🐕🦺🌭🌭
12. Things we did to try and improve conversions…
13. Tested multiple Meta lead gen forms
14. Spent more money on generating leads
15. Manually chased leads via phone or email
16. … we looked more into the customer journey.
17. Our customer journey is automated through Zapier
19. Application form was provided via email and on the last page of the lead gen form
21. We decided to use WhatsApp to send the form to these leads too
22. I bet you’re thinking ‘urgh that’s invasive’?
23. But its not when you are expecting a message.
24. 4.5K messages sent
25. Nearly all were delivered
26. 78% open rate
27. 9% responded
28. Since implementing WhatsApp automation…
29. 20% of leads turn into applications
30. 10% of leads turn into students
31. How do I do it?
32. Introducing Wati.io
33. Guided Set-up & learning resources
34. Integrates into loads of platforms
35. Very affordable
36. Things to take into consideration before you launch WhatsApp for Business
37. You need need a verified Meta Business Manager
38. Don’t Spam
39. Obtain consent beforehand
40. Conversations need to be engaged with
41. How does this fit in with the customer journey?
43. WhatsApp automation is useful for so many businesses!
44. • Ecommerce • Service based businesses • Fundraising / Charity • More
45. Additional slides You are welcome!
46. 1. Use Zapier to create a contact in Wati
47. 2. Contact will be added into this section
48. 3. Create template message in Wati
49. 4. Below is where you can see all templates
50. 5. Use Zapier to set up the WhatsApp broadcast
51. 6. Use Wati to manage communication
52. What else can we automate?
53. We use our a Google Sheet in Drive to manage all our processes during screening & the course
54. Some of the tasks we use Google sheets for include…
55. • Storing Meta leads • Storing Application data from Google Form Sheet • Combine data and send email reminders to complete application form • Check applicant eligibility & request diagnostic test • Record test result, book screening & create contracts • Record result of screening & send reminders to sign contract • Create lesson plans/timesheets & career questionnaires • Track attendance, use for invoicing & uploading data to funding body
56. How can we automate when we have so many constraints?
57. • The Google application form is too complex to easily reproduce in a CRM system • The Tracking sheet is used by lots of users & updated daily • Having the data in a spreadsheet rather than a CRM database, allows us to easily see the status of individuals, the progress of recruitment and to allow upload to external systems in the required format • We need to send a lot of emails at different stages of recruitment • We need to convert spreadsheet data into documents using some form of mail merge
58. Our solution was to use SheetGo Automation (Google Extension)
59. SheetGo Google Extension
60. What you can do with SheetGo Import data from other source e.g. import application data from Google Forms sheet Export data to other files, to create emails, or to produce new documents
61. 4-step process to export data 1: Source of data (Dynamic Fields) 2: Filter data (Trigger) 3: Destination of data (Output) 4: Run the automation We use a coloured field to trigger automation
62. Example of creating an email
63. Example of creating a contract from a template
64. Creating a contract using the data in Sheets & a template in Docs Use a coloured field as a Trigger Template using field names from the sheet Contract created using data from the sheet
65. Thank You linkedin.com/in/rachel-cryan/ speakerdeck.com/rachelcryan