Study case
Humanising digital acquisition for better conversion: feedback from Essentiel Patrimoine
In many sectors, digital acquisition performance is often analysed from a single perspective: traffic. But as advertising budgets increase, another question becomes central: what really happens after the click?
The real challenge: attracting sellers in a highly emotional market
THE CONTEXT ESSENTIEL PATRIMOINE & VIAGER
‘Traffic wasn't the problem. The problem was what happened after the click.’
This is precisely the conclusion reached by Essentiel Patrimoine, a major player in life annuities and bare ownership in France, when it redesigned its lead generation system with Botnation.
Essentiel Patrimoine did not start from scratch.
The company invests heavily in digital marketing, with a monthly acquisition budget of up to €25,000, mainly on Google and Bing.
This channel generated:
- A steady stream of qualified visitors
- A solid ROI, multiplied by 3 in a normal year
- A strong contribution from Google My Business in generating leads
So traffic was not the problem.
In the life annuity market, demand is unique.
There are many buyers, but sellers, mostly senior citizens, are engaged in a profound, often emotional reflection on their assets.
Before Botnation, the entire process was based on a detailed web form.
An effective format on paper... but sometimes perceived as too engaging too soon.
As a result, we end up with interested visitors, simple questions left unanswered, and some of the value lost after the click.
In this type of market, trust precedes conversion.
PROBLEM
What if the problem wasn't the message... but the format?
The turning point came during a conversation with a professional in the sector.
The idea was not to automate everything or replace humans, but to recreate a more natural and reassuring conversation.
The objective formulated from the outset with Botnation was clear:
- Bring humans into the digital journey earlier on.
- Not a complex conversational agent.
- Not an additional tunnel.
But a conversational entry point, capable of engaging without being abrupt.
Download the Study Case Essentiel Patrimoine as a .PDF
SOLUTION
Conversation as a point of entry into customer relations
A chatbot designed to convert visitors into leads.
Essentiel Patrimoine has deployed a Botnation chatbot, directly integrated into its website, designed as a tool to welcome visitors and build trust.
The chatbot was custom-designed to suit the target audience:
- a conversational script tailored to senior citizens,
- a simple, reassuring and human tone,
- a short course, without information overload
- priority collection of telephone numbers, to facilitate rapid human contact
The agent acts as a first point of contact. They capture the customer’s attention, answer initial questions and prepare the ground before transferring the call to an adviser.
Deploy your conversational agent
Deploy your conversational agent
Deploy your conversational agent
WILLIAM DUKAN
Founder & Managing Director
Traffic was not the issue. The issue was what happened after the click.
Our primary objective was simple: to bring a human touch earlier in the digital journey.
When I call back, half the time, prospects have already spoken to the bot. The others at least know what to expect. The bot truly prepares the business relationship.
RESULTS
A more human and effective business relationship
The chatbot does not replace human interaction. It prepares, structures and makes it more efficient.
Inject humanity from the very first contact
In a field as sensitive as life annuities, the quality of the initial contact is crucial. The chatbot allows you to start the relationship gradually, without commercial pressure, giving prospects time to explain their situation and ask questions. When the team calls the prospect back, the dialogue is already underway, expectations have been clarified, and the relationship starts on a basis of trust.
A profitable complement to a paid acquisition strategy
The effects are quickly felt.
Visitors stay on the site longer.
Conversations start more naturally.
And above all, telephone calls are more fluid, because the context is already established.
A profitable complement to a paid acquisition strategy
The Botnation chatbot does not replace existing acquisition levers.
It makes them more effective.
In the case of Essentiel Patrimoine:
it improves post-click retention
captures leads that would have left without a trace
acts as a complement with a very high ROI, given its cost?
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