Personalised touchpoints for first-time buyers to reduce cancellations for an EV Company
CASE STUDY
Personalised touchpoints for first-time buyers to reduce cancellations for an EV Company
SUMMARY
The brand suffered from a post-test-drive communication gap where generic follow-ups failed to sustain initial showroom excitement, leading to a stagnant 34% conversion rate.
Research revealed that the company effectively abandoned buyers during the critical decision-making window, forcing them to seek information from third-party reviews and competitors.
Profiling identified that first-time adopters, performance seekers, and commuters each required distinct information — ranging from cost breakdowns to community proof — that a single email sequence could not provide.
A multi-channel solution was launched using personalized Email and WhatsApp journeys that delivered tailored technical data and direct access to advisors based on the specific model tested.
Within 90 days, the strategy increased post-test-drive conversions to 51% and reduced cancellations by 31% while maintaining an exceptionally high 84% open rate on WhatsApp.
SUMMARY
The brand suffered from a post-test-drive communication gap where generic follow-ups failed to sustain initial showroom excitement, leading to a stagnant 34% conversion rate.
Research revealed that the company effectively abandoned buyers during the critical decision-making window, forcing them to seek information from third-party reviews and competitors.
Profiling identified that first-time adopters, performance seekers, and commuters each required distinct information — ranging from cost breakdowns to community proof — that a single email sequence could not provide.
A multi-channel solution was launched using personalized Email and WhatsApp journeys that delivered tailored technical data and direct access to advisors based on the specific model tested.
Within 90 days, the strategy increased post-test-drive conversions to 51% and reduced cancellations by 31% while maintaining an exceptionally high 84% open rate on WhatsApp.
Personalised Journeys
3
Distinct nurture journeys across email and WhatsApp, each triggered by vehicle model and buyer profile.
Personalised Journeys
3
Distinct nurture journeys across email and WhatsApp, each triggered by vehicle model and buyer profile.
Post-test-drive Conversion
34% → 51%
Buyers who completed a test drive and confirmed their purchase within 90 days of the new sequences going live.
Post-test-drive Conversion
34% → 51%
Buyers who completed a test drive and confirmed their purchase within 90 days of the new sequences going live.
WhatsApp Engagement
84% open rate
Average open rate across nurture sequences, with a 26% reply rate on the product advisor prompt.
WhatsApp Engagement
84% open rate
Average open rate across nurture sequences, with a 26% reply rate on the product advisor prompt.
Cancellation Rate
↓ 30%
Drop in cancellations during the critical two-week post-test-drive consideration window.
Cancellation Rate
↓ 30%
Drop in cancellations during the critical two-week post-test-drive consideration window.
The problem:
Compounding cancellations
A funded electric vehicle brand was losing buyers in the weeks after the test drive. The showroom experience was strong — riders left excited, questions answered, intent clearly high. But the two to three weeks that followed were a void. No personalised follow-up, no content that matched the model they'd ridden or the journey they were on. Just a generic email sequence that felt like it was built for no one in particular.
Post-test-drive conversion sat at 34%. Cancellations in the consideration window were quietly compounding, and the sales team had no visibility into why buyers were going cold.
The insight:
Inconsistent journey and low touchpoints
The work started with a detailed buyer profiling exercise — mapping who was actually walking into showrooms and what happened to them after they left. What it uncovered wasn't just an under-served stage. It was an almost entirely empty one. Buyers were left to fill the gap themselves: third-party reviews, competitor comparisons, forum threads. The brand had invested heavily in getting riders to the test drive, then effectively stepped aside at the moment the decision was being made.
The profiling also revealed that different buyers needed different reasons to stay. A first-time EV adopter was wrestling with range anxiety and running costs. An experienced rider upgrading from petrol wanted performance data and community proof. An urban commuter needed financing clarity and real-world efficiency numbers. One sequence couldn't serve all three — and it wasn't.
The problem:
Compounding cancellations
A funded electric vehicle brand was losing buyers in the weeks after the test drive. The showroom experience was strong — riders left excited, questions answered, intent clearly high. But the two to three weeks that followed were a void. No personalised follow-up, no content that matched the model they'd ridden or the journey they were on. Just a generic email sequence that felt like it was built for no one in particular.
Post-test-drive conversion sat at 34%. Cancellations in the consideration window were quietly compounding, and the sales team had no visibility into why buyers were going cold.
The insight:
Inconsistent journey and low touchpoints
The work started with a detailed buyer profiling exercise — mapping who was actually walking into showrooms and what happened to them after they left. What it uncovered wasn't just an under-served stage. It was an almost entirely empty one. Buyers were left to fill the gap themselves: third-party reviews, competitor comparisons, forum threads. The brand had invested heavily in getting riders to the test drive, then effectively stepped aside at the moment the decision was being made.
The profiling also revealed that different buyers needed different reasons to stay. A first-time EV adopter was wrestling with range anxiety and running costs. An experienced rider upgrading from petrol wanted performance data and community proof. An urban commuter needed financing clarity and real-world efficiency numbers. One sequence couldn't serve all three — and it wasn't.
The solution:
Compounding cancellations
Three distinct nurture journeys were built across email and WhatsApp, each triggered by vehicle model and buyer profile. Running seven to twelve days post-test-drive, every touchpoint was mapped to the specific doubts and questions that tend to peak in that window. Emails handled the rational — owner testimonials, cost-of-ownership breakdowns, range data from riders in similar use cases. WhatsApp handled the emotional — short video of the exact model test-ridden, brand content, a direct line to a product advisor for live questions. Everything written in the brand's voice: confident, direct, and genuinely useful.
The results:
Within 90 days, results were clear. Post-test-drive conversion climbed from 34% to 51%. Cancellations in the two-week window dropped by 31%. WhatsApp open rates averaged 84%, with a 26% reply rate on the advisor prompt — creating a feedback loop that sharpened the sales team's closing conversations too. The consideration stage, once the brand's biggest leak, became a structured asset.
The solution:
Compounding cancellations
Three distinct nurture journeys were built across email and WhatsApp, each triggered by vehicle model and buyer profile. Running seven to twelve days post-test-drive, every touchpoint was mapped to the specific doubts and questions that tend to peak in that window. Emails handled the rational — owner testimonials, cost-of-ownership breakdowns, range data from riders in similar use cases. WhatsApp handled the emotional — short video of the exact model test-ridden, brand content, a direct line to a product advisor for live questions. Everything written in the brand's voice: confident, direct, and genuinely useful.
The results:
Within 90 days, results were clear. Post-test-drive conversion climbed from 34% to 51%. Cancellations in the two-week window dropped by 31%. WhatsApp open rates averaged 84%, with a 26% reply rate on the advisor prompt — creating a feedback loop that sharpened the sales team's closing conversations too. The consideration stage, once the brand's biggest leak, became a structured asset.