Automating Lead Qualification and Increasing Conversions with Chatbot-Powered Ads: A Case Study on Movimientos Sagrados

Movimientos Sagrados is a small business based in Mexico City, founded in 2009. The company offers meditation classes and workshops, with a focus on a moving meditation practice aimed at harmonizing the heart, mind, and body. The business is operated by a husband and wife team who manage all aspects of the business, including marketing, customer care, and course instruction. The company prides itself on the personal connection between the instructor and the attendees, which is a key factor in their lead qualification process and a top reason for choosing their workshop over other options.

Movimientos Sagrados, a small meditation workshop business based in Mexico City, was facing challenges in efficiently managing their lead qualification process and improving their ad campaign performance. The business, run by a husband and wife team, was spending three to four hours daily answering queries from potential customers evaluating their course. The team was looking for a solution to reduce the time spent on prospect generation and customer support, and to enhance the effectiveness of their ad campaigns. The lead qualification process for their intimate workshop involved a lot of trust-building, personal interaction, and answering questions, as a personal connection with the instructor was a key factor for attendees in choosing their workshop over others.

To address their challenges, Movimientos Sagrados decided to test Facebook ads that click to Messenger, where an automated Customers.ai chatbot would assist applicants in completing the workshop registration and answer frequently asked questions. The chatbot would initiate the conversation and, depending on the level of interest, either send an email to interested individuals for follow-up by the team, or a human would take over the chat to provide final information, answer questions, and complete registration. The company also targeted ads to a lookalike audience of people who had messaged the business, aiming to generate quality leads. This innovative approach allowed them to automate the lead qualification process, reducing the time and cost involved, while maintaining the personal interaction crucial to their business model.

• The implementation of the chatbot-powered click-to-Messenger ads proved to be a significant success for Movimientos Sagrados. The automated lead qualification process led to a dramatic decrease in time to conversion and cost of lead qualification. The chatbot was able to effectively answer common questions, reducing the time spent by the team on customer support. Furthermore, the personal interaction crucial to their business model was maintained, with a human taking over the chat at a certain point to provide final information and complete registration. The company also saw improved ad campaign performance, with ads targeting a lookalike audience of people who messaged the business converting at a higher rate than event response campaigns.

• 87% decrease in lead qualification costs

• 15% increase in conversions

• 50% average increase in class size