Superauto.pl has gained a market position that places the company among the top Polish companies distributing leasing and car loans of the largest financial institutions.
The experience gained and the use of the latest technologies have allowed them to create unique distribution channels for financial products, which are to offer clients maximum benefits from transactions. Using the knowledge of employed specialists with competences at the intersection of finance and the automotive industry, the company has created a unique model of service for the sake of the customer.
The Superauto.pl team realized that the implementation of marketing automation technology is extremely important, especially for a leader in the field of financial services. They approached the selection of a tool that would meet all the requirements imposed on it with great care so it would allow them to achieve the company's business goals.
User.com was at the forefront of the tools considered. As it turned out, It won thanks to the intuitive interface, ease of use, and a slight advantage of functionality. User.com has its own highly developed web-push module. Having our own module instead of integrating with an external tool was a great help for the Superauto.pl team. Thanks to this, not only they avoided additional costs, but they were sure that the service would be provided to them on a continuous basis.
The Superauto.pl team uses User.com in an advanced way on a daily basis. In order to be able to effectively develop business activities by making decisions and actions based on the right data, the team built a single central data source using the marketing automation system.
User.com not only allows to track user behavior on the website and automatically collect declarative data, but also - thanks to the possibilities of integration with many applications and systems - to combine various data from many sources in one place.
This feature of the system is actively used by the Superauto.pl team, beginning with the lead generation stage and going down the next stages of the marketing and sales funnel.
On a daily basis, the sales team uses its internal CRM class system. In order for the marketing team to have full information about the lead and the customer when planning activities and campaigns, it was integrated with User.com. Each lead status is automatically rewritten to User.com. Thanks to this, the Superauto.pl team gets a full picture of what is happening or what has happened with the lead in the sales department and who’s taking care of them. A welcome e-mail campaign is sent on behalf of that salesperson and all their data are embedded in the e-mail automatically.
The Superauto.pl team also acquires leads from external sources and these people are usually contacted by telephone. After making a telephone contact and entering the lead data into the system, an SMS is sent via User.com with a request to verify the entered data along with a link to the appropriate landing page on which the User.com widget has been embedded. Thanks to this, it is possible to identify the lead who called and who then received a unique “cookie”. From now on, they remain the same user within the entire domain. The team can track their activity and guide them step by step through the stages of the funnel.
Unfortunately, it's rare to lead a customer through a funnel fast. Customers usually make a purchase 3, 6 or even 9 months after leaving contact. Therefore, a mechanism was created in User.com that detects a returning lead - a person who was served by the sales department, but ultimately did not make a purchase. The system recognizes this user and automatically sends information to the sales department about his return to the website, as well as his latest browsing history, so that the salesman assigned to the lead can contact him again.
Not only customer information is updated on a regular basis. A custom product feed has been prepared at User.com. Superauto.pl offers hundreds of cars. It is extremely important to archive the bought cars offered on the website and in the product feed, so that it is not rendered as available in e-mails or recommendations. Advanced feed management is possible thanks to the use of the API.
Hundreds of new offers appear on the site every week. In order to be able to best meet the tastes and expectations of customers, Superauto.pl creates recommendations based on the users’ previous activity on the website, including purchase history or viewed offers.
In addition, these recommendations are printed in e-mails using product tag snippets.
On the website, product recommendations are embedded using HTML blocks and dedicated product sections whose content is powered by a recommendation engine provided by User.com. Personalized product recommendations are activated for returning customers whose preferences have been researched during their last visits.
HTML blocks and product recommendations are also embedded in satellite pages. This is the page that the Superauto.pl team ranks instead of the landing page. The point is that the customer will go from the search engine first to the satellite page, and only then to the target page.
The Superauto.pl team tries to take care of each of the existing touchpoints and stay in constant contact with customers through many channels.
For this purpose, it actively uses the e-mail channel. Consents to contact and subscriptions to the newsletter are collected using the form placed on the pop-up.
In addition, a Leasing Guide was created as a lead magnet encouraging people to leave their e-mail address. This Leasing Guide is a video guide developed in cooperation with a law firm, sent every other day to registered users in the form of a drip mailing campaign. The sending sequence of 19 messages is triggered after subscribing to the newsletter. In addition to the video promised to the user when subscribing to the newsletter, the e-mail contains offers personalized in terms of current activity on the website.
The Superauto.pl team also sends an e-mail every other day with newly added offers on the site. On average, 70 new offers appear on the website every week. The aim of this campaign is to maintain interaction with the customer by printing them offers in accordance with their preferences.
The SMS channel is used not only to recognize the user, but also to inform him about the next stages of order fulfillment, data verification or offer status update.
SMS helps Superauto.pl to build a base of “second hand” cars. When a customer is interested in leasing a car, it is very likely that he wants to sell the one he currently owns. When the lead status changes in CRM, after sending him an offer, he receives an SMS with information about the possibility of repurchasing the car through the Superauto.pl website. If the user’s number has not been registered in the system or he has not consented to be contacted via this channel, he receives an e-mail instead of an SMS.
Web-pushes, which the team required so much, are used not only to send promotional messages, such as information about a new car model, but also to save an abandoned form. When the user starts filling up the form, the proper event is sent to User.com, and then the system checks on to which offer it’s connected with. If within 3 hours from its opening, the customers have not completed the form, they receive a web-push notification that directs them directly to the abandoned form.
Another channel used by the Superauto.pl team is chat. It is not only one of the first points of contact between the customer and the service - the chatbot also collects data about customers, such as contact details or their interests. This information is sent to the internal CRM, and based on it, the initial segmentation is performed.
Although the customer falls into the chatbot's automatic question and answer loop, there is always a consultant waiting on the other side ready to join the conversation and save it if needed. Should the customer stop responding to the chatbot's questions, the consultant receives an appropriate notification and tries to start a conversation once again.
A chatbot is primarily a channel aimed at generating leads. It is also a support in rescuing an abandoned form. Each user who left the form after a few seconds receives a message in the chat encouraging them to return.
The Superauto.pl team has created dozens of active automations.
One of them is the automatic segmentation of leads. Currently, only segments are created in User.com manually. Other activities, such as adding a customer to a segment and updating a segment, are automatic.
The Superauto.pl team also let automation handle the observation of so-called product buzz. Specially developed automation checks how many customers were interested in a particular brand in a given time period, e.g. in the last week.
In addition, User.com has created a special mechanism for scoring leads and segmenting them based on the preferred car body type. The system observes product events, such as product view or product category view and assigns an appropriate point value. After every 2 hours, the system sums up the results and based on the highest value, assigns customers to the appropriate segment.
Although the Superauto.pl team knew the capabilities of User.com, they knew from the beginning that working with an assigned expert would be an additional valuable support. Together, they develop a marketing automation strategy consistent with other activities and missions, which they then gradually implement. As the Superauto.pl team emphasizes, when working with an expert, they appreciate his proactive approach and unconventional thinking. Together they are able to overcome any emerging challenge.
It was thanks to him that it was possible to prepare the integration with the government PKD database, so that the Superauto.pl team could learn more about the industry and the type of services provided by entrepreneurs, who are a significant part of their clients. The User.com expert, after writing down the assumptions and business goals, prepared a ready-to-implement scenario.
When performing such advanced activities, monitoring the results is extremely important. For this purpose, the Superauto.pl team uses, among others, the dashboard module in the User.com app. Among the currently existing 15 dashboards that accumulate statistics from various areas, there are dashboards that monitor the size of segments, the number of leads obtained, pop-up displays or the conversion of individual types of CTAs.
Thanks to this, the team is able to determine if the timing of pop-ups is affecting others, and whether it is necessary to change the timing to get a higher conversion. Currently, the Superauto.pl team has 38 different CTA buttons on both desktop and mobile. By observing the conversion of individual CTAs, they are able to identify dead spots and decide whether to replace them with other ones aimed at triggering micro conversions.
The both Superauto.pl team and User.com are pleased about their cooperation. User.com supports the achievement of goals set by Superauto.pl. Currently, it is the second source in terms of the number of leads generated. User.com turned out to be better at it than paid advertising, organic traffic and other retargeting activities. The chatbot itself is responsible for 10% of the leads obtained.
At User.com, we believe that people deserve great communication. We are both happy and proud that the Superauto.pl team noticed a 150% increase in CTR after using more personalized content.
