The Problem:

With over 3 million patients protected by their services, Toothfairy is one of the UK's leading virtual dental clinics.

Toothfairy got in touch with the Convi team because they were looking for tools to help boost their funnel conversions and stand out from the noise in their customer communications.

The Solution:

We put together a plan to test out Convi in a small, but crucial and easily measurable piece of their funnel, abandoned calendars.

Hundreds of potential customers fill out forms to book a free consultation to potentially become a toothfairy patient each week.  Unfortunately, a lot of potential patients drop off at the point of scheduling.

The existing SMS recovery flow sent a series of text messages to try to get people booked in.

We created a simple A/B test with a program that would randomly assign each contact that abandoned a calendar to one of two SMS recovery flows.

Both these flows only ran 24 hours after a form has been filled out.

Flow 1: A text SMS thanking patients for filling out the form with a link directly to the Toothfairy Calendly calendar.

Flow 2: An SMS inviting the recipient to watch a video made just for them. This SMS contained a link to a personalized video of Toothfairy’s founder, Dr. Deepak. Dr. Deepak was in the dentist's office personally greeting them, reminding them to book a time. There was a Calendly calendar embedded right below the video on the same personalized landing page.

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Over the course of the next 7 days, 239 people would enter these flows.  109 entered the existing standard SMS flow and 130 entered the Convi flow.  Each customer was randomly assigned a flow via an automated virtual coin toss, more ended up in the Convi flow by random chance.

The Results:

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The traditional SMS had a click-through rate of 1.8%, with 0 meetings booked.

The Convi video SMS had a clickthrough rate of 18.5%, with 5 meetings booked after 7 days.

-80% of people who started the video watched the entire video to the end.

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These results were great after just a single week of implementing AI video.  We saw a more than 10X improvement in click through rate and an additional 5 meetings booked in a week.  Because only half the potential customers went into the Convi flow, if fully implemented, this could result in 10 new bookings for Toothfairy per week (40 per month).  

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Toothfairy's cheapest plans start at £1599 for mild cases of straightening. This means these 40 bookings represent a potential £31,980 (40,619 USD) in revenue per month. Best part is, as Toothfairy scales their top of funnel, these flow improvements will scale with them.

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Next Steps:

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In just one week, these results proved just how well personalized videos resonated with Toothfairy’s core customers. Going forward we’ll be working with them to implement more video flows in higher leverage pieces of their customer journey.

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