Welcome to the recap of Podcast episode 1 Les Fous du R.O.I. that will help you give your customers the most beautiful experience. We are going to meet Flora Wolfer Who explains to us behind the scenes of a upsell strategy at Payplug in 8 key points.
Do you want to listen to it? See you on This link, otherwise happy reading!
Who is Flora Wolfer our guest?
“I am marketing director, so in charge of growth from Payplug. One of my goals is to acquire new customers. These customers help us grow, and we love being able to grow with them. We have over 13,000 customers, SMEs like Tiger paper, Apiculture.net, Make My Lemonade... and so many others that I can't name them all.”
Are you in charge of the customer experience and prospects?
“Yes, but it's not just me who's responsible for this experience. One of our values at Payplug is Cohesion !
We create an experience because we take the product with us and above all, we are consistent! Marketing transmits ideas taken up by our salespeople, who pass the ball to Customer Sucess. It is a real teamwork !”
Behind the scenes of an autonomous upsell at Payplug
1. What concrete experience and actionable techniques for our listeners are you going to talk to us today?
“I would like to tell you about an operation that you never see externally, a Up sales action, that is to say additional sales that we put in place on our customer base.
This year we launched: the guaranteed split payment that is to say, the consumer can pay in several installments. And guaranteed, because the merchant receives the full amount of the sale (with fees, because it's credit), and the customer sees his payment in installments in 3 or 4 times for example.
It suits everyone: it facilitates cash flow for the seller and pushes the buyer to increase their average basket.”
2. What marketing challenges are hidden behind a strategy for launching a new service?
“The main challenge in this strategy was to disseminate this new service to the customer base. We have a lot of customers, more than 10,000 and in the payment world We only talk to our customers for bad news unfortunately”.
We needed to inform them and get them to subscribe to this new service but a Great debate started with the team: Are we able to make additional sales of automated way?
Automated because guaranteed split payment is a solution that can be subscribed independently on our site. For us it's ideal: if they subscribe without contacting sales, it's because our offer is quite clear and at the right price. In terms of customer experience, it's ideal: you do everything by yourself and without waiting!”
3. What solutions did you find to create the ideal customer journey?
“We have set up a user test to compare independent sales, partial assisted sales or fully assisted sales. Here we are with three different scenarios that all have the same starting point: an email explaining the new features. The difference in the scenarios is due to the Call To Actions present in the email.
- 1st scenario: a button in the email offers to “subscribe” the service directly. We are then in the case of a Upsell self service.
- 2nd scenario: the email is sent by someone incarnated by a first name and the button in the email offers to “subscribe” but also to discuss if the person has questions. Let's talk then Partially assisted d'upsell.
- 3rd scenario: the email embodied by a first name this time offers a button indicating the idea of making an appointment to be presented with the feature.” Let's talk then Fully assisted upsell.”
4. Did you have an intuition to select one scenario over another?
“I imagined that it would be difficult for a consumer credit product to offer a subscription without human intervention.
Mon personal intuition (marketing is also playing with intuition! An intuition that must obviously be checked!) It was to talk about the functionality beforehand, then a member of the team answers questions and concerns, and then they could subscribe on their own. For me human intervention was almost mandatory in the process!
We didn't all agree... I lost I'll tell you right away! Even though I was convinced otherwise!”
5. What were the results of this user test?
“My intuition would have chosen the second scenario, which is more reassuring, human and personalized. But obviously offering two Call To Actions (one to make contact and the other to subscribe) created doubt among customers.
In reality, we had fairly good conversion rates for all 3 groups. But No appointments. And those in scenario 3, who were offered an appointment, responded to the email: “How do I subscribe?”
So the audience did not want to make an appointment. The message was obviously quite clear and they wanted to move quickly in the process.
So finally we realize that saving our customers time is a way of making ourselves available to them while leaving the door open for them by creating proximity in exchanges. !
On this user test campaign with reduced samples, we managed to have more than 10% conversion in all groups! With the first group that stands out at 17% conversion. So we're really in the aim of providing self-service to everyone, because the customer who is interested will find a way to contact us!”
6. Your intuition was wrong, was it a failure?
“No, it was a great success because a failure means not having a conclusion. Our aim was to eliminate leads and to know where to go, because I was at a crossroads.
What would have been terrible was prepare a test (which takes much longer than a campaign with tracking and all the solutions you need to think of), and to always stay at the same point: not knowing where to go.”
7. The ROI on this campaign is measured by the upsell rate, but is it always that easy to measure the ROI in marketing?
“No... marketing is a job based on intuition, but where you have to make sure you validate your intuitions. We are on a tightrope, it's really a balancing act because you have to measure actions. Sometimes our intuition is wrong, because the Bias is at the heart of the business. You have to learn to get rid of biases.
A lot of things are not measurable, especially in brand awareness. When you make yourself known as much as possible by building a message as you go, but is this action that triggers a purchase? No, especially in BtoB.
However, tomorrow if I stopped doing brand awareness, I am convinced that my volume of actions would be lower than today, but that's impossible to measure. !
8. How do you convince your management that our marketing action is worth the cost of being carried out?
“For example, for a campaign in the subway, if you report the number of leads passing by the posters and we calculate an acquisition cost... you are sure that you are no longer doing anything in marketing!
However, we still need to justify to the company why we decided to do this action in the subway... How to convince? You cannot convince on an operation, but you can convince on a plan!
You have to create a coherent message, and explain the investments. Therefore, it is necessary to present a global vision. Attribution is complicated, especially in the top of funnel elements.”
IYou have to be a chess player: know what is your next move, and know what is the possibility of a move 10 or 15 moves behind. !”
😎 To find out which brand has marked Flora in its consumer life and to know her answers to flash questions, we leave you alone Listen to the podcast right here to enjoy its incredible punchlines live!
👋🏻 See you in the following episodes to find out Contentsquare, Emakina, Akeneo and many other surprises alongside Léonie De Verdelhan, CEO of JeudiMerci !
🔑 Keywords : User test - HubSpot - Coherence - Notoriety - Notoriety - Self service - Marketing strategy - Intuition - ROI measurement - Start up
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