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ManyChat Buy Button Launch

HR Community Meeting

September 2021

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Will Quillin

Product Marketing Manager

ManyChat

Facebook Messenger, WhatsApp, Telegram

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What is this feature?

ManyChat is a “Chat Marketing” platform that allows you to automate your business’s conversations across on FB Messenger, Instagram, WhatsApp (beta), email and SMS

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The ‘Buy Button’ is a new feature within ManyChat that allows eCommerce businesses and other brands to sell directly within Instagram DMs and FB Messenger (with an integration with Stripe or PayPal) without going to a third party website.

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Why this feature

This feature was developed because of requests from our top eCommerce customers and from requests from prospective customers through our sales/growth team. More on our interviews below:

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    • Interviews with our top eCommerce customers, especially in APAC, LATAM, and Eastern Europe, confirmed that this is one of the most requested features.
    • Customer Interviews were done in partnership with Customer Success, Product Managers and UX teams

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Goals of this launch

  1. Increase product adoption among existing customers
  2. Increase expansion and upgrades due to more adoption and usage

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Audience

The Buy Button’s intended audience were the following, ranked in terms of impact (numbers redacted for confidentiality):

  1. Current ManyChat Pro businesses
    1. Focus on LATAM, Europe, APAC eCommerce current customers
    2. Closer focus on customers who do not have a website (Common in regions specified above)
  2. Current and Churned ManyChat Free businesses
    • Same focus but target non-paying customers

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Messaging

Through Customer interviews and historical customer data, we found the main value propositions to be:

  1. Improve your Drop-off rate: Create a frictionless buying experience with less clicks for your customers to get them to a purchasing decision in a more timely manner
  2. Skip the Website: If you have an IG-exclusive business with no website, this new feature allows you to directly sell your products to your customers without any third party site

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Communication Strategy

Targeting our audience, we used the following assets in my release:

  1. Content
    1. Blog
    2. Video
  2. Sales and Influencers Enablement Presentation - (redacted)
  3. In-app and Email Promotion
    • Target primary Pro audience to guide them on how to use the product in-app
    • Add Buy Button to Features Update newsletter
  4. Support Articles
    • Created support article as enablement support

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Communication Strategy cont.

5. Community Announcement to existing customers

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Jobs to be done:

6. Update existing landing page with new value prop

7. Paid campaign with Influencer Team

8. Paid Acquisition campaign retargeting users on

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Results

Some results have to be redacted for confidentiality

  1. In-app/email: 8% CTR to enable product. Target was 10% (Target Audience size ~ ⅔ paying customers)
  2. Blog article has over 1,200 views
  3. Product Adoption for this feature went from 0% to 9% at its highest level
  4. Revenue increase by $300k by Sales and customer success have sold and upgraded multiple high NRR of accounts

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Thank you!

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