Mahindra Reva is a pioneer of electric vehicle (EV) technologies and one of the world’s most experienced EV manufacturers. Founded in 1994 as the Reva Electric Car Company, the company was a joint venture between the Maini Group of Bangalore and AEV LLC of USA. Since then, the company has remained focused on creating affordable electric cars through advanced technology.
The process of buying cars has evolved over the years. A study conducted by Cisco found that 83% of consumers research online for information before final purchase of a car.
When it comes to buying an electric car, online research becomes all the more important.
To quench their thirst of curiosity to know more about the electric car ‘e2o,’ its incentives, government schemes and savings; visitors on Mahindrareva.com delved deep into the site.
But their interest to know more about the car did not necessarily convert into booking a test drive, an action that is the next crucial step in the buying process.
A study found that test drives increased car sales closing ratio by 15%, accentuating its importance in the buying process.
And we all know, there is little use of imparting knowledge to users without it converting into action. Thus, the marketing team at Mahindra Reva had one major objective:
To increase car test drive enquiries coming through the website. Broadly, their aim was to boost vehicle sales close ratio by increasing test drives.
Increasing requests for test drives on any automobile website is a tricky affair; you have to be subtle in guiding visitors towards booking a test drive.
The website data pointed towards visitors bouncing off after spending considerable time on the site. And, that too without requesting a test drive.
We picked this pointer to design a campaign that targeted customers on their intent to leave the site. We designed a notification with a message enticing users to try driving the car.
Upon clicking the call-to-action button the user is redirected to test drive page as shown in below image.
The leave-intent tech tracks the movement of the mouse pointer. As soon as the pointer moves outside the browsing area, it triggers notification into action.
Through URL based targeting we ensured that the notification is only displayed on specific pages.
Alongside this, we targeted the campaign to a relevant segment of users. Segmenting on the basis of time spent on site, traffic source, type of visitor, to name a few.
In the 5-month time frame, the notification attracted 250K unique views and 15.5K clicks. That’s a handsome 6% Click Through Rate.
The users redirected to the test drive page through the notification significantly increased the number of test drive bookings.
As a result, after using WebEngage for over 5 months, the average monthly test drives booked through the site went up by 15%. The increase happened on the baseline of the average monthly test drives booked for the past year.
The Mahindra Reva case study substantiates a logical correlation that boosting leads captured for test drives invariably impacts test drives to sales conversion rate. The 15% increase in test drives eventually helped increase closing ratio for Mahindra Reva.