How Soap went from 25% to 73% of email open rate with Landbot

Plastic pollution is one of the biggest problems facing our planet right now. And while major corporations still fail to address this crisis, some small companies lead the way forward in terms of environmental stewardship.

17%
CONVERSION RATE
73%
EMAIL OPEN RATE
90%
COMPLETED CHATS
17%
CONVERSION RATE
73%
EMAIL OPEN RATE
90%
COMPLETED CHATS
landbot case study soap
COMPANY

Soap, a Milan-based and first company selling 100% sustainable canned detergent.

HEADQUARTERS

Milan, Italy 🇮🇹

EMPLOYEES

5

INDUSTRY

eCommerce

AGENCY PARTNERS
17%
CONVERSION RATE
73%
EMAIL OPEN RATE
90%
COMPLETED CHATS
landbot case study soap
COMPANY

Soap, a Milan-based and first company selling 100% sustainable canned detergent.

HEADQUARTERS

Milan, Italy 🇮🇹

EMPLOYEES

5

INDUSTRY

eCommerce

Who says doing business and doing good can’t go together? Soap is unique in the sector and a rare case that includes people, planet, profit, and purpose in their business model.

landbot case study challenge
THE CHALLENGE

How to Compete With Giants

We've listened many times to marketers saying that Facebook ads are the answer to traffic, clients, and sales, especially when you're new to the business. Marco Borsani, CEO and founder of Soap, wasn't an exception:

I've started with Facebook ads, but statistically speaking, the data I was getting wasn't meaningful. It was taking a huge amount of time, money, and effort to get quality leads. It's impossible to build trust and convert prospects into buyers through a small snapshot of my brand they see in an ad.

Marco Borsani | CEO and Founder of SOAP

Valuable and educational content helps build authority. And when you have big-name competitors, you need to double your force to innovate and stay ahead of the curve.

Playing in such a big league as the soap and detergent industry where Henkel, P&G, or Unilever are the most prominent players, Marco knew he had to take a shift in mindset.

I spent a lot of time and money investing on learning how I could differentiate my product from our competitors, and I knew I had to do the exact opposite of what they're doing. Therefore I didn't want to generate my leads the same way they're doing, which is through forms.
landbot case study soap
landbot case study soap
landbot case study solution
THE SOLUTION

Creating Real Value

The right goals drive the right behavior. And with the right software in place, you can focus on providing what your customers need without relying on paid ads to get their attention.

I discovered the chatbots world, which would allow me to do a bit more than just lead generation. The main problem was that 90% of chatbots were based on Facebook Messenger, like ManyChat, Chatfuel, etc. I'd not have the autonomy and necessary freedom to integrate it with a landing page in an engaging way.

However, an average landing page conversion rate is only 2% or 3% because consumers expect real-time interaction with a business.

Studies show that 85% of them prefer to interact with companies via chatbots, and the truth is, when they're engaged in a conversation, they're less likely to bounce. Why is that, you may ask.

The answer is simple: to build any relationship, you need a conversation, and Marco knew that right from the start,

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Step 4 - Campaign assets submission, review & approval
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customer 3rd person
quote pink
My origins are in ecommerce where lead generation can be complex. Thanks to Landbot we achieved improvements of up to 400% in 3 months, with the same advertising expense.
Marco Borsani

CEO and Founder of SOAP

customer 2nd person
quote mark blue
Landbot allow us to go beyond the simple concept of chatbot or livechat and to provide to our customer and even to ourselves a complete and immersive conversational experience.
Lara Petraglia

Marketing Manager | Conversational Design

landbot case study results
THE RESULTS

Experiences That Exceed Expectations

Consumers are showing a willingness and propensity to spend but not purchase. They want experiences more than products.

According to a study conducted by San Francisco State University's Psychology Department, people enjoy greater well-being from life experiences and consider them better use of money.

Thanks to Landbot, I can see a really high engagement rate right from the start. Our page went from 3% to 17% of conversion rate.

For Marco, there are two main things about Landbot that exceeded his expectations,

Firstly, our visitors not only trust but they like Landbot because I can see 90% of people reaching the end of the bot. Secondly, when they leave their email, they’re fully aware of what they’re doing, and that translates into a 73% of open email rate, compared to the 25% I had before Landbot, and consequently, we’ve seen a sharp surge in conversion rate.


CAMPAIGN TYPE
Conversational Design Bot-Powered eCommerce Campaign for an aluminum planter manufacturer.
Conversational Design Graphic
RESULTS
Close to 5,000 chats with 40%+ conversion to lead and a CPL of 1.71€.
CAMPAIGN TYPE
Own Conversational Design Bot-Powered Facebook Campaign.
Conversational Design Graphic
RESULTS
Over 64% lead conversion with 345 completed chats out of 536, with a CPL of 2.44$.
CAMPAIGN TYPE
Landbot on a full landing page + integration with Active Campaign for the email marketing campaign.
SOAP Graphic
RESULTS
From 6665 emails sent, the open email rate was 73.64%, and 61.97% of clicks.
CAMPAIGN TYPE
Levels of engagement - email marketing campaign
SOAP Graphic
RESULTS
In red, the number of opened emails are the biggest slice of the pie chart.
LEADS GENERATED
Number of leads acquired using a standard landing page VS using Landbot for lead generation.
552
😑 Landing Page
3588
🏆 Landbot
4000
3000
2000
1000
500
0
RESULTS
552 leads acquired with a landing page VS 3,588 leads using Landbot.
COST PER LEAD (CPL)
Cost per lead results when using a landing page instead of using Landbot.
Landing Page 😒
CPL of over
650$
Landbot 🚀
CPL below 400$
RESULTS
CPL of over 650$ when using a landing page VS less than 400$ with Landbot.
landbot logo white
GROWTH WITH LANDBOT

Better Conversations Grow Your Business

In today's world, we are constantly bombarded with information, non-stop and all day.

People leave their email addresses because they now trust the channel and experience I’m providing. The numbers speak for themselves: our email open rate is 73% since using Landbot. I’ve never expected such numbers.

Marco Borsani | CEO and Founder of SOAP

To build relationships, you need to bring value and make a difference. And the key here is engagement - two-way, meaningful, and added-value conversations.

Conversations drive business. So, the question is: are you ready for this?