Boosting Landbot's conversion rate by 94%
Landbot is the world’s most intuitive no-code chatbot builder. They partnered with us after poor performance both in-house and with an external agency.
456%
Increase in conversion volume
94%
increase in landing page conversion rate
32%
improvement in activation rate
The Objectives
- Initially make PPC a viable growth channel.
- Accurately measure performance by looking beyond vanity signup metrics.
- Measure performance through the customer journey from signup to paying customer.
- Achieve a 1:3 CAC > LTV ratio.
- Contribute to aggressive growth targets and Series B fundraising goals.
- Scale up PPC spend from €5k to €50k+ per month.
Landbot helps companies create conversational experiences and boost customer engagement at scale. Today Landbot has more than 3 million ARR, is headquartered in Barcelona and has a team of 60 people worldwide. To learn more about Landbot, check out our interview with co-founder Cris Villar on the Masters of SaaS Podcast.
Goals
Initially make PPC a viable growth channel
Accurately measure performance by looking beyond vanity signup metrics
Measure performance through the customer journey from signup to paying customer
Achieve a 1:3 CAC > LTV ratio.
Contribute to aggressive growth targets and Series B fundraising goals
Scale up PPC spend from €5k to €50k+ per month
Challenges
Scaling PPC beyond high intent demand capture.
Optimising performance to acquire customers not signups.
Understanding the unit economics across different markets and structuring the campaigns for success.
Identify top performing use cases of the tool according to activation, churn and other relevant metrics.
Improving lead quality and activation rates.
Fine tuning the ideal customer profile across markets and use cases.
Stress testing Landbot’s positioning & unique differentiation in a saturated market.
Improving lead quality and activationAnalyse strengths and weaknesses of the product to define what ICPs we should cater the marketing to. rates.
Deeply understanding customer motivations, pain points, and anxieties.
Messaging and creative strategy.
The Solution
Full strategy and execution roadmap, including PPC, measurement and analytics, creatives, conversion rate optimization (CRO) and positioning.
Deeply understand the company, the product and customers.
- Took demos
- Used the product and built chatbots and automations Interviewed marketing and sales
- Reviewed persona’s and ICP’s.
- Analyzed marketing collateral, website and video content
- Competitor analysis
Campaign auditing, tracking and measurement
- Analysed LTV and activation rates and created market specific targets (CPA’s) reverse engineered from LTV
- Fixed GA setup/tracking issues and low-hanging fruit for optimisation
- Uncovered opportunities to improve campaign structure and targeting
- Identified low-relevance keywords and generic messaging as conversion-killers
PPC strategy development
- Channel selection and prioritization
- Media plan with data backed targets
- Measurement infrastructure
- Initial 6-8 week roadmap - broken out by week
Copywriting & message-market fit
From generic, descriptive content to emotionally-resonant messaging tailored their ICPs.
- Interviews, surveys, and polls for vivid customer stories
- Message mining revealed customer Motivations, Pain Points and Anxieties
- Created dozens of conversion-optimised landing pages to connect with specific pains and desires
- Responsive ad copy to ensure messaging match
Campaign execution
- High-intent keywords - Added 100 new keywords to capture demand
- SKAGs (Single Keyword Ad Groups) to increase Google ad account efficiency
- Responsive ads
- LinkedIn demand gen campaigns to grow Xentral's brand awareness
Continuous experimentation & CRO
Data-backed testing across all touchpoints, campaigns and channels.
- Experimentation ideation, ranking, and road map
- Ad message testing & Landing page A/B testing
- Centralised documentation of results and monthly reports
- Exploratory campaigns to gauge interest (new channels/segments)
- Ongoing copy, design and UX optimisation