Driva
Car-buying horror stories are everywhere. In an industry with minimal transparency, hidden rates, and an overall slow process to finish,...
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Car-buying horror stories are everywhere. In an industry with minimal transparency, hidden rates, and an overall slow process to finish, buying a new car often feels more like a burden than an exciting new purchase. The founders of Driva understand the difficulties of buying a car first-hand after going through a tough experience themselves. From their experience, they wanted to introduce a new tool to the car-buying market that would ease the time and challenge of this process. Now, Driva not only helps Australian residents secure the car of their dreams, but it also empowers Australian customers to get seamless online financing.
Driva is an online platform that takes the hard work out of the car financing process. By creating a profile with key customer information, Driva is able to compare the rates and loans of over 30 lenders and provide customers with options that are personalized to their unique needs. Driva offers several products using this innovative platform including vehicle loans, commercial finance and personal loans. Additionally, they have a built-in insurance integration to provide customers with the car insurance right for them.
But the growth team at Driva knew they were facing a difficult challenge: entering the market as a new competitor to traditional financing methods. The team at Driva has been working to establish themselves in the industry and help the company effectively grow to gain market share in Australia. However, their initial lifecycle marketing software was limiting their ability to effectively achieve this.
Driva was searching for software that could:
- Function at the enterprise level to keep up with and maintain their growing amount of leads
- Quickly and efficiently send campaigns to entire databases for promotions and consistent communications
- Effectively edit and set up nurture flow automations to track customer progression throughout deal stages
The Power of Partnerships
As a growing and evolving company, Driva continues to discover new ways to utilize ActiveCampaign and continually sees its positive impact. “One of the main reasons we initially chose ActiveCampaign was for its unlimited messaging capabilities and automations,” said Declan Faherty. “But we have continued to stick with it for a magnitude of other reasons. The functionality and user experience with ActiveCampaign is unmatched.”
The user experience that Declan and the Driva team has had with ActiveCampaign has been incredibly seamless and easy to integrate. With a built-in training process, new team members are seamlessly educated on the technology, quickly ready to send out emails and cultivate great customer relationships. Additionally, with ActiveCampaign, Driva has been able to easily set up automations and nurture flows as well as having access to consistent deal updates and accurate reporting.
With contacts requesting quotes on a variation of loans, financing, and insurance, Driva knew that they needed software that would allow them to segment their contacts in order to provide that personalized, customer experience. By using ActiveCampaign’s segmentation and tagging tools, Declan and the team can easily segment contacts based on their usage and then are able to provide them the necessary tailored reminders to move each customer seamlessly through from quote to settlement.
Driva knows that this is just the beginning of their growth. As they continue to improve the ways in which people can obtain loans, they continually learn more about their customer base. Previously, consistent customer communication was a bit of an obstacle faced by the team as they tried to determine where and how often they should talk to their customers. Employing ActiveCampaign’s AB testing tools, they were able to gain a better understanding of which channels and communications tactics were the most successful for their business.
Now, Declan uses AB testing daily to assess the success of the 10 different steps that contacts can take throughout their customer journey. He is able to monitor exactly how everything is going in real-time, which allows him and his team to track goals, move them to the next stage in their journey, and keep everything ROI related.
Functionality Through Automation
As a growing and evolving company, Driva continues to discover new ways to utilize ActiveCampaign and continually sees its positive impact. “One of the main reasons we initially chose ActiveCampaign was for its unlimited messaging capabilities and automations,” said Declan Faherty. “But we have continued to stick with it for a magnitude of other reasons. The functionality and user experience with ActiveCampaign is unmatched.”
The user experience that Declan and the Driva team has had with ActiveCampaign has been incredibly seamless and easy to integrate. With a built-in training process, new team members are seamlessly educated on the technology, quickly ready to send out emails and cultivate great customer relationships. Additionally, with ActiveCampaign, Driva has been able to easily set up automations and nurture flows as well as having access to consistent deal updates and accurate reporting.
With contacts requesting quotes on a variation of loans, financing, and insurance, Driva knew that they needed software that would allow them to segment their contacts in order to provide that personalized, customer experience. By using ActiveCampaign’s segmentation and tagging tools, Declan and the team can easily segment contacts based on their usage and then are able to provide them the necessary tailored reminders to move each customer seamlessly through from quote to settlement.
Driva knows that this is just the beginning of their growth. As they continue to improve the ways in which people can obtain loans, they continually learn more about their customer base. Previously, consistent customer communication was a bit of an obstacle faced by the team as they tried to determine where and how often they should talk to their customers. Employing ActiveCampaign’s AB testing tools, they were able to gain a better understanding of which channels and communications tactics were the most successful for their business.
Now, Declan uses AB testing daily to assess the success of the 10 different steps that contacts can take throughout their customer journey. He is able to monitor exactly how everything is going in real-time, which allows him and his team to track goals, move them to the next stage in their journey, and keep everything ROI related.
The Magic in the Messaging
Driva technology works wonders for clients–providing them with instant, personalized rates that can compare over 30 lenders. But behind the scenes, ActiveCampaign is helping the Driva team create similar, personalized magic for each of their contacts. Driva continually adds personalization to its communications that have allowed the company to create strong relationships with its customers.
“We are using ActiveCampaign to help us build an email or communications playbook, and we are trying to iterate on that,” said Declan. Driva uses standard personalization like contact names in emails and subject lines, but they’ve gone far beyond that. “Another really important one in our nurture automation is that we can push them straight through to their current quote. We send them directly to their personalized rate screen just from using the custom instant quoting link that we have housed on their record that creates a really seamless experience.” Declan says this saves prospects time not having to log back into the website. Removing those barriers and bringing highly personalized quotes directly to their inbox has led to more conversions.
Growing Impact
Driva has seen big results since implementing ActiveCampaign. Some of the most important include:
- 50% increase in conversions YoY from regular bulk database email communications
- ~ 6 hrs weekly saved using AC vs previous CRM
- 20%+ open rates on lead nurture automations with ~5% click rate
- 6% monthly contact growth
Going forward, Declan and the Driva team are excited to continue personalizing their communications to help cultivate long-lasting relationships with their customers. To continue this growth, Declan said “part of our focus for this quarter and the rest of the year is to optimize every touch point we have and roll out experiments to see if we can improve retention and customer lifetime value as well.”
If you’d like to see how you can leverage the power of automation like Driva and increase engagement and conversion rates with your marketing communications, sign up for a free 14-day trial today!
