In 2020, Jivo underwent drastic changes: the marketing department grew (a CRM marketer and content specialists joined the team of advertising specialists) and the team decided to automate their marketing using Mindbox. The platform replaced the existing service, as it was unable to solve the team’s CRM-marketing challenges. For example, this service didn’t allow for the in-depth segmentation of customers and it couldn’t […]
How Jivo Increased Conversions to the Paid Version by 35.5% in their Welcome Email Chain
GoalsIncrease the number of customers who use the paid version of Jivo
Speed up the launch of emails, pop-ups and hypothesis testing
SolutionsChange the current mailing service to speed up launches
Launch emails for the main stages of the customer’s life cycle
Results35.5% increase in welcome chain conversions to purchases of the paid version of Jivo
Launching bulk emails now takes less time – what used to take 3 hours now takes 15 minutes
TeamJivo CRM Marketer, Mindbox Manager
ITSelf-made website, desktop and mobile apps, marketing automation platform
Business scale256 thousand websites in the USA, Europe, Brazil, Latin America, Turkey, and CIS countries use Jivo
Jivo is a platform for business communications. It develops products such as live chat widgets for websites, social networks, messengers and apps, as well as telephony and callback solutions, a CRM-system and corporate chats. It’s the third most popular online consultant in the world in the Live Chat category
Natalia Kondratenko, Leading CRM Marketer at Jivo
In 2020, Jivo underwent drastic changes: the marketing department grew (a CRM marketer and content specialists joined the team of advertising specialists) and the team decided to automate their marketing using Mindbox. The platform replaced the existing service, as it was unable to solve the team's CRM-marketing challenges. For example, this service didn’t allow for the in-depth segmentation of customers and it couldn’t quickly build reports on campaigns without the help of analysts. Read their story to learn:
— How to take into account the requirements of the marketing and technical departments when choosing a platform. We share a section detailing Jivo's requirements.
— How you can speed up the launch of bulk emails and pop-ups, as well as how to speed up reporting.
— How to increase conversions to paying users by 35.5% in welcome emails.
— Which hypotheses of the sales department can be tested with the help of A/B tests in emails.
In 2020, the marketing department faced challenges requiring us to change our approach to customer communications. We needed to reduce the time spent on implementing new mechanics, to find new channels of interaction with customers, and to make marketing more flexible and targeted. At the time, it was impossible to implement the existing ideas without modifications, and each of the tasks required a separate service. We realized that the solution had to be universal. This would be a kind of common operating space, within which we could accumulate data and manage communications from a single window.
The Mindbox platform became the solution for us. We used to involve developers to test new communication channels. It was also virtually impossible to analyze the effectiveness without the help of analysts. Now, this is all achieved within the marketing department without the need to involve third-party resources.
Results. We don’t lose out on efficiency and credibility, while at the same time we've gained a lot in both time and money. The process of implementing complex new solutions has become easier and faster, with the ability to test more hypotheses, which ultimately leads to an improvement in business performance. For us, this is exactly the result we were aiming for.
The results of the welcome chain amazed us. We expected an increase of around 11%, but we got an incredible 35.5% instead!
Results overview. I now create and run email campaigns and pop-ups on the website faster. I also set up filters and create segments much quicker. As a result, I don’t need to get in touch with the analyst as often. The platform helps to test hypotheses faster and easier than the previous mailing service.
One of the platform’s advantages is the opportunity to launch emails and pop-ups and monitor analytics on these using the same window. We track the behavior of the blog and website audiences, the overlap of audiences, and the interaction of each segment with our communication channels separately. I used to have to go to an analyst for this, and it took several days. Now I do everything myself on the platform and only need to spend a few minutes on it.
Challenges related to the results. We cannot determine exactly how much money the email channel brings in, for two reasons:
— license payment data is stored in the CRM system and is not transmitted to the platform;
— several channels are involved in the sale. For example, the customer was redirected from the email to the website, then visited the "Subscription" section, contacted a manager for an invoice, then there was a pause of several days until the customer made a payment. In our billing system, this sale is attributed to the sales department, not the email segment.
Therefore, our main mission is to test the hypotheses using A/B tests. This helps to evaluate communications, to understand whether or not the launch of the email resulted in an increase, and whether or not it affected sales relative to the control group.
The IT department and the marketing department put together a list of features that were needed on the platform. We talked to several vendors. In addition to this list, we discussed:
— The ease of integration. It was important for us to be able to easily transfer data to a new platform. This would ensure that the transition would not take up a lot of resources.
— ROI. We planned the marketing strategy for the next few months, taking into account which campaigns we would launch, which modules we would connect (for example, pop-ups), and calculated how long it would take for the platform to break even. There were two predicted scenarios: one pessimistic and the other optimistic. This helped us defend our decision to change platforms to our CEO and CTO.
A fragment from the list of features that Jivo was looking for in a platform:
Jivo uses the following IT systems for marketing tasks: a CRM system that stores data on payments, a mailing service for customers around the globe, and the Mindbox platform for customers from the CIS.
Jivo has five audience groups. We established email communication with three of them using automatic trigger emails (for example, a standard welcome chain) and bulk emails (digests, emails about product updates, promotions).
Examples of emails:
The welcome chain was launched after the specialists from marketing, product, and sales departments analyzed customer behavior and discovered a bottleneck in the sales funnel – the first two weeks of using Jivo (the trial period). Next, we analzed this out and ran a test:
1. We analyzed customers' behavior in depth in their first two weeks. We discovered that customers only used the chat function and were unaware of other products. For example, a customer uses Jivo chat on the website and communicates directly on WhatsApp and Telegram, getting lost in hundreds of messages. Although Jivo has chats for these messengers and other products for business – for example, chat on social networks.
2. We analyzed communications and found that after registration, customers do not have the opportunity to go through onboarding. They simply have nowhere to find out about Jivo products and the benefits of the paid version.
3. We conducted a survey on the website where we asked customers what products they use and whether they know about additional functions – for example, the CRM system. The survey showed that many customers were unaware of this information.
4. We built an analytical model to predict at which stage of the customer lifecycle communications can provide the maximum amount of growth. We took into account the following components: the customer’s journey from registration on Jivo to repeated payments, advertising costs, the average check, churn, and LTV, and how they affect total revenue.
We determined that working with customers in the first two weeks of using Jivo could bring an 11% increase.
5. We launched an onboarding welcome sequence and tested it:
Hypothesis. The conversion rate to purchases of the paid version will increase by 11% if customers learn about Jivo’s products and capabilities in the welcome chain.
Test. Half of the audience receives a welcome chain mailing, half does not.
Result. The conversion rate to the paid version increased by 35.5% compared to the audience that did not receive the welcome chain emails. The reliability of the result is 99.2%.
Previously, we didn’t have any emails at all that fully uncovered Jivo’s benefits and features for customers. This welcome chain demonstrated excellent results: the conversion of customers who bought the paid version increased by 35.5%.
In fact, thanks to one A/B test with a welcome chain, we were able to break even after six months of using Mindbox.
Welcome chain emails:
The marketing department made hypothesis testing a standard procedure. For example, after testing the hypothesis of the welcome sequence we conducted another test:
Hypothesis. The conversion to Jivo's paid version will increase if, after the end of the trial period, customers are sent a chain of emails that focus on missed opportunities as a result of transitioning to the free version.
Test. Half of the audience received the chain, half did not.
When it comes to communications, hypothesis testing has moved beyond the marketing department. For example, together with the sales department, we conducted the following test:
Hypothesis. The number of sales of Jivo’s paid version will increase if a personal signature is added to the subscription renewal chain – i.e., the name of a specific manager or sales manager.
Test. Half of the audience received emails with a personal signature, half received emails sent on behalf of Jivo.
Result. There were no significant differences between the two versions of the chain. The reliability of the result is 90%. However, the test helped improve the chain.
We found that the open rate for the first email with a personal signature was higher than for the first email without a signature: 30.73% vs. 20.67%.
The conversion to purchase for the last email without a signature is 14% higher than in an email with the manager’s signature.
1. Set up analytics to evaluate the effectiveness of the email channel. To do this, transfer Jivo payment data from the CRM system to Mindbox and implement end-to-end analytics.
2. Introduce new communication channels, such as mobile push notifications, in order to send messages in channels that are more convenient for customers.
P.S. In this story, we talked about our Customer Data Platform (CDP), "Website personalization modules. Find out more about these products by following the links to their pages or by talking to one of our consultants.