LEIF Tech (now known as Summerboard) is a Belgium-based ecommerce brand that sells electric skateboards. Their boards are designed to ride like snowboards, allowing riders to shred pavement just like they would powder, 365 days a year. They sell exclusively online, and at a higher price point within a hyper-competitive industry.
The Leif Tech team found that their digital advertising campaigns were becoming too expensive, and that the cost to acquire new customers was increasing. Margins were stretched thin, and competitors were getting aggressive. The brand needed a new, more cost-effective strategy to increase sales and stay competitive.
#1. Build a product recommendation chatbot 🤖Their boards cost over $1,000, which means customers are more concerned with getting exactly the right size product for them. Height, riding style (aggressive, tricks, casual), and stance are all important factors in the decision. Fetch & Funnel designed a Facebook Messenger chatbot to take users through an engaging quiz to learn more about them and their style. Then, it can recommend the right board for them, so they can feel confident about making a purchase. The bot also delivered a coupon code via Messenger, which would then take users directly to the checkout page in Shopify with the discount code applied.
#2. Send prospects to the chatbot using Facebook ads 💡And of course, Fetch & Funnel knew they'd need a way to bring new prospects to the sizing chatbot. For this, they used a few different types of Facebook ad campaigns to attract a targeted audience of prospective customers.
The Fetch & Funnel team focused on these key features and tools to build and promote the Facebook bot for this electric skateboard company:
- AI rules. The agency harnessed the power of artificial intelligence (AI) to make this Messenger chatbot even more powerful. In Chatfuel's AI tab, they set AI rules based on keyword phrases that users might type in. These rules allowed the bot to understand the user's intent and respond accordingly. For example, if the user typed in words like ship or shipping instead of choosing a quick reply or button, the bot would reply with a relevant response that the Fetch & Funnel team had set for those keywords.
- Sequences. Of course, not every customer will purchase right away once the bot has helped them figure out their board size. For those who needed a bit more encouragement before converting, the Fetch & Funnel team set up a sequence. This sequence was a series of messages scheduled to send to users who hadn't converted. Each one was set to send a certain number of days after the original interaction. They contained more information, product highlights, and other materials to show users the best points about the product. Update: Since Facebook's March 4, 2020 policy changes, chatbots can only reach out to users for free within 24 hours of the last interaction. Messages beyond that must have a proper tag, be a One-Time Notification, or be a paid sponsored message.
- Comments Autoreply. This feature was one of the key ways the agency drove traffic to the bot. Comments Autoreply lets your bot automatically respond to those who comment on your Facebook page posts with a message in Messenger. If the user responds, they're considered "reachable," and the chatbot can begin its product recommendation flow. Update: We've now released the Comments Autoreply functionality in Flow Builder (the Flows tab), and it has several new perks.
- Send to Messenger plugin. This plugin appears as a Send to Messenger button on the brand's ecommerce website—specifically on the product pages. When clicked, shoppers received a message from the Facebook chatbot in Messenger. From there, they could go through the product recommendation flow to find the right board for them.
- Click-to-Messenger ads. When this type of Facebook ad is clicked, it leads users directly to a conversation with a brand (or in this case, its chatbot) in Facebook Messenger. Click-to-Messenger ads were a powerful part of the brand's customer acquisition strategy.
“Our ability to help brands deliver measurable results is derived from what we’re able to do on Chatfuel. They’ve been a fantastic partner. Resources and support are phenomenal!”
–Samir ElKamouny, Co-Founder of Fetch & Funnel
The product recommendation chatbot was a huge success. Within eight months, Fetch & Funnel's work increased the brand's total company sales by 320%, while maintaining an ROAS of 5x or higher. Their promotion methods proved powerful, too. Once they started directing users to the bot instead of to the ecommerce store's website, their cost per acquisition (CPA) went from $234 to just $34.
“Our conversion rates shot up when we decided to use a bot for product sizing issues, I was blown away!"
–Aaron Aders, Leif Tech founder
Build your own product recommendation chatbot
The results Fetch & Funnel got for this skateboard brand are incredible, but not unusual! Chatfuel powers chatbots that are producing fantastic results like these for brands across industries, from other types of ecommerce stores to hotels, concerts, and more.
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