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Established in 1997, Entre is one of the largest job-recruitment platforms and human resources (HR) companies in Japan. Its services match job-seekers with companies looking to hire. We spoke to Mr. Narita about his experience with ChatBook and the effect after its introduction.
Chatbook helps with a 53% increase in lead submission forms
Entre Academy is a service that Entre provides to educate people looking to start their own businesses. For this particular campaign, the company sought a convenient way to attract attendees — especially women and seniors for its 2018 Entre Academy Career Day events. Entre wanted to generate more leads by inviting people to Career Day events and helping them fill out the event registration form.
Please talk about your advertisement strategy and how did Chatbook help you with the execution?
Entre served the ads to Japanese adults aged 30 and older, as well as to those with an interest in starting their own business, and to a Custom Audience of people who had visited its website in the past 30 days. Based on my past experience I was under the impression that there would be no effective online ads without spending a lot of money.
However, after introducing. Chatbook to our workflow, we were able to see a clear reduction in the CPA and gained multiple registrations and applications. Eventually, we saw a reduction of 71% in the CPA for our advertisement strategy of automatic placements feature to deliver the ads in Facebook News Feed, Instagram feed, or Messenger, based on which platform was the most cost-effective at any given time.
Apart from 2.3X higher conversion rate on the form application, what are some other effects you saw from working with Chatbook.
Chatbook bot for Messenger provided the viewer with background information about Entre Academy, as well as easy-to-understand details about the Career Day events, which were geared to helping budding entrepreneurs learn how to resolve common issues when starting their own businesses.
The interactive bot then showed the available event dates and locations and asked the viewer whether they wanted to attend. If the person replied that they were “interested”, the bot then provided a link to the Entre Academy Career Day signup page and asked a series of conversational questions that guided them through the registration process.
Any closing thoughts.
It is very important to attract customers with online advertising as well as offline advertisement. We were pleasantly surprised with 70% reduction in CPA while using ChatBook. We are very pleased with better-than-expected results and will continue to use Chatbook in the future.
The conversational bot interface made it simpler for people to register for the Career Day events. In fact, when people registered through Messenger, signup increased by 44%. This means more attendees registered through Messenger—rather than directly on the Entre Academy website—because they understood the service more easily by chatting with the bot and were more eager to sign up.
Toshiro Narita, Management Entre Unit, Entre