One of the biggest decisions for a startup is defining its target market. Do we focus on small and medium-sized businesses (SMBs) or go after larger enterprises?
Mamaya, a specialized retargeting platform for eCommerce stores, uses Intercom to prioritize both. Here, co-founder and CMO Alon Levin explains how Intercom’s API helped the company provide customers with performance data and increase its paid conversion rate by 703%.
The Problem: Customer Communication
We started Mamaya with the goal of simplifying Facebook retargeting for eCommerce SMBs. Our product would automatically handle the burdens of a Facebook retargeting campaign, such as pixels, custom audiences, targeted ads and conversion tracking.
Unlike many SAAS platforms that push users to engage with their platform as much as possible, our approach is very different. Mamaya is designed to be self-serve: Users set up our platform once and then let it do the retargeting work for them, providing periodic updates about the results of their campaign.
We launched our paid subscription plans following a short beta period. Ideally the user signs up for a 30-day trial, uses our platform and converts to a subscribed customer once the trial is over. In the first couple of months we saw a conversion rate of 2.6%. Not a bad start, but knew we could do much better. We decided to build a mechanism that would fully automate the user onboarding, retention and conversion process.
After conducting customer interviews and thorough research, we realized we were doing a lousy job in communicating Mamaya’s benefits to our users. We also needed to identify and handle customers’ individual technical and performance issues. This way, our customers fully understand how hard we work for them and what it takes to achieve great results with Mamaya.
Intercom’s API Steps In
After defining the problem, we began using Intercom’s automated messaging. Data sent from our platform via Intercom’s API triggers our messages.
Here’s what we did: Mamaya’s algorithms constantly analyze a store’s catalogs, orders and visitor behavior to create the best optimized retargeting campaigns for our users. We combine performance data, campaign results and Mamaya’s actions and transmit them to Intercom. Then, we use that data to tailor automated messages. For example, our weekly email contains an ROI calculation (the ratio between actual sales and the total ad spend with Mamaya’s campaigns), which we push to Intercom as a customer attribute.
This number directly reflects on the type of communication we’ll have with a customer. When the ROI is high we’ll be listing the actions we’ve taken to reach this performance. If the ROI is lower than expected, we’ll explain how we and the customer can improve it together. Think of this like working with a real estate agent. These messages also play a leading role in converting a trial user to a paying customer.
The second challenge was handling user-specific issues. For example, some of our users didn’t properly embed our scripts into their store. Such an issue, if not handled efficiently, could cause underperformance and result in a huge overload for our support team.
To fix this, we created an automated message in Intercom that includes instructions on how to properly install the script. Those instructions are tailored for the user’s eCommerce platform, such as Magento, Shopify and Bigcommerce.
Our conversion rate rose to 18.3% as a result of mastering these issues.
One Tool Servicing Two Distinct Audiences
Not long after launching Mamaya and starting to gain traction among mid-sized retailers, enterprise-level online stores approached us wanting to try our technology for their retargeting needs.
Fortunately, the automated onboarding-retention-conversion mechanism we built with Intercom allowed us to put nearly 100% of our SMB management on auto-pilot. We could then focus more time toward developing our enterprise edition and acquiring marketing agencies and eCommerce enterprise-level customers.
Our enterprise edition aggregates store data, customer reviews and third-party triggers such as trends, weather, holidays and events to create the next gen of retargeting campaigns: an unlimited number of dynamic product ads that look and feel as if they were handmade.
Intercom’s API features enabled us to automate large portions of our workflow and focus on what really matters: serving our customers better, improving our product and growing our business. From there, our account managers, who fully service each enterprise-level account, can use Intercom to tailor each customer’s reporting package according to its specific needs and preferences. Everyone wins.