Conversation model for Auto – test drives
Improve the user experience and reduce drop-out!
The conversation model for the automotive industry is designed to decrease your drop-out rates during a test drive booking with a simpler, more interactive user experience.
Today, most automotive enterprises use online forms to collect data from visitors and have them book test drives.
However, visitors drop-out very often of forms and, in a survey, Whisbi has found that forms are among the least favourable form of communication (11%).
Starting a more engaging conversation with the users has proved to be the most favourable channel of communication (68%)1, the user experience with a conversation was preferred by 75% of surveyed people (see study results below) and talking with dealers helped us improve the conversation.
3 use cases identified
We have done research on the ground and found 3 use cases in the automotive industry.
1- When leads are sold to dealers, the purpose of the conversation is to maximise the value of data captured.
2- When leads are sent to agents, the purpose of the conversation is to boost dealers’ conversions through a consultative approach.
3- When leads are sent to dealers and operational efficiency is to be maximised, the purpose of the conversation is to be an automated booking tool working 24/7.
Why focus on test drives ?
Test drives represent “the one and only chance” to lock down the experience with the user. It is “the way to get the passion in.”
Some dealers highlighted the importance of test drives to close a sale. Test drives are a requirement prior to a purchase. A dealer does not even make an offer if the user does not test drive the vehicle first.
- Questions about the user’s current vehicle
Having some information about the user’s current vehicle helps the dealer to prepare for the user’s test drive more effectively and accurately.
A Tailor-made User Experience
In the current car module, the user is asked to choose what he likes most about his current vehicle. Asking for what the user focuses on in a vehicle allows the dealer to shape an experience as close as possible to what the customer wants. It enables the dealer to focus on the features and type of vehicle which are most important to the user.
Expectations Management for the dealer
In the trade-in value module, with data regarding the current vehicle and its year, the dealer can evaluate the trade-in price value of this vehicle. He uses the data to estimate a trial appraisal value of the current vehicle, value then used to evaluate a trial close value on which the dealer applies a discount. Having this data early helps the dealer estimate what the user is willing to pay to purchase his new vehicle. Thus, the dealer knows what to expect during a given test drive meeting.
- Questions about financing options
Most of the times, a user does not finance a car purchase with his own capital, he will need help financing it through loan or leasing options. Asking questions which qualify the user for a loan helps to capture more data and qualify the lead at a more granular level.
- Conversational User Experience preferred
Whisbi conducted a survey which proves that 75% of users prefer the conversational User Experience (UX) to the form UX. The conversation was created with Watson Assistant and real online test drive booking forms were used.
105 data samples were collected internally and externally in Europe over the course of 2 weeks. 35 respondents were asked to follow instructions to time themselves booking a test drive on a form and then through a Watson conversation, and complete it 3 times for 3 different brand experiences, a US, UK and a Spanish brand. After each brand experience, the respondents were asked which UX they preferred and 25 of them were also asked which between the form and the conversation was easier to use. They also added comments explaining their preferences.
The survey results were then analysed and comments about the form and the conversation divided into categories. Overall, there was an average completion time delta of 34 seconds between the form and the conversation (see Table 1 below), the user preferred 4 times more the Watson UX to the form UX and the experience was thought to be the same one during 4 bookings.
Table 1: Overall Watson vs. Form performance comparison
|Average Completion Time||0:02:54||0:02:12|
|People who preferred XP||21%||75%|
Most users, regarding the form experience, commented on how boresome and long it was or that forms were more familiar. Regarding the Watson experience, most users thought it was more interactive, easy-to-use, faster and straight-forward. In the Table 2 below, specific striking and recurring comments were selected.
Table 2: Overall Watson vs. Form Comments
- Flexible to make iterations and adapt to your communication style
Using Watson Assistant to create the conversation enables you to be flexible with copywriting and Whisbi to adapt the conversation to your communication needs and style.
A clear architecture of the conversations has been set up in different modules. In a module, there are a set of questions which collect user data and can have a purpose. For example, a module which purpose is to qualify the user for a loan will ask several questions like the user’s gross revenue, duration of loan desired etc. For each use case, different modules are used.
Thanks to this modular architecture of conversations, iterations can be made easily depending on the performance outcome of the conversation and the model can be improved further with time.
You can also use this lead converting conversation for a specific online campaign.
- Attractive communication styles
In the same conversation, you can decide to switch between 3 different communication styles:
- Concise and clear – Delivers a clear prompt with as few words as possible, in order to be effective.
- Informal – Uses casual language to feel accessible, in order to build relationship
- Rewarding – Employs psychological hooks that help the user to understand that they will be rewarded for taking an action
Depending on the purpose of the module and the action you want the user to take, we can advise you on a different communication style.
- Lead data is collected complying to GDPR
Leads are asked for the following personal data in the conversation: name, email, phone number and zip code. The user consents to share his information with your company making the conversation GDPR-compliant. The data is then collected and can be sent to your CRM.
BOOK A TEST DRIVE — Use Cases
BOOK A TEST DRIVE — Module Example
|Concise and clear -“ To provide you with a great experience, I will need to learn more about your preferences. What car model are you driving now?”Informal – “Let me know a little more about your car preferences to make sure you enjoy your test drive experience. What is your car model today?”Rewarding -“I need to know what you like to create the best driving experience for you. What is your current car model?” INPUT: Brand of vehicleINPUT: Model of vehicle|
Concise and clear -“ What do you prefer in your car?”Informal – “What do you love about your car?”Rewarding -“What should your new car also absolutely include?” INPUT: Current car likes
Concise and clear -“ And what do you dislike about your car?”Informal – “What do you hate about this car?”Rewarding -“What should your new car really not include?” INPUT: Current car dislikes
BOOK A TEST DRIVE — Use case example
You will find all the use cases on this link: https://docs.google.com/document/d/12WxKCuJf9KA0IKPmMQFXZfE1xX859evzA-hn9FB1mMo/edit?usp=sharing ‑
**Use this Default Conversation to add value to your qualified lead and sell it to dealers in the US**
- Concise and clear – “ I need your name to book you a test drive”
- Informal – “To book you in, I will need your full name please”
- Rewarding – “I need your name to book your dream test drive”
INPUT: Name and Surname
- Concise and clear – “ I can help you evaluate your current car’s value.”
- Informal – “Let me help you find how much you can get for your current car.”
- Rewarding – “ I can get you the best trade-in value for your car.”
[Yes I want your help] [No thank you]
- Concise and clear – In order to evaluate its value, I will need a few details. What is your car’s model?”
- Informal – “I can get you this trade-in value with more info about your car. What is the model?”
- Rewarding – “To understand how high is your current car’s value, I will need some more details. First, what is the car model?”
INPUT: Current car brand and model
- Concise and clear -“ Two last questions to evaluate your car trade-in value, when was it bought new?”
- Informal – “Just two more questions to get you a value, how old is your car?”
- Rewarding – “Two more questions and you’ll know how much you can get for your car. How old is your car?”
INPUT: Current car year
- Concise and clear -“ What is your car’s conditions?”
- Informal – “What is its condition these days?”
- Rewarding – “Last, what are you car’s conditions?”
INPUT: Current car conditions
Top3Cars or CarModels
- Concise and clear – “Find the car you need to enjoy your test drive”
- Informal – “Pick the car that you dream of test driving”
- Rewarding – “Speed, comfort or quality? We have the car you need.”
CAROUSSEL: Car Model
- Concise and clear – “ When do you want to get your new car?”
- Informal – “When do you want it?”
- Rewarding – “Some potential offers await…When do you want your new car?”
[In less than a month] [In less than six months]
[In less than a year] [I do not know]
- Concise and clear – “ Where would you rather drive this car?”
- Informal – “Do you prefer any city to test your car? Let us know.”
- Rewarding – “Choose a city that will make your test drive experience even better”
- Concise and clear – “ Choose the most convenient dealership for you in your city”
- Informal – “Pick your preferred city dealership”
- Rewarding – “Which dealership to enjoy your ride close to your city?”
PREDICTIVE LIST: Dealership location
- Concise and clear – “ Choose a date and time at your convenience”
- Informal – “Pick a date and time which best suits your schedule”
- Rewarding – “What date and time works best for your test drive?”
INPUT: Date and Time
- Concise and clear – “The dealer will call you if you need to change your appointment. Please provide your phone number.”
- Informal – “What number can the dealer call you on in case of changes to your schedule”
- Rewarding –“The dealer will need to inform you of potential offers for this car. What is your phone number?”
INPUT: Phone number
- Concise and clear – “ Please provide an email on which I can send you all the test drive details and confirmation.”
- Informal – “what’s the email on which I can send you a confirmation of your booking?”
- Rewarding – “I will send you an email detailing your test drive booking and related potential offers.”